This capstone unit synthesizes platform-specific tactics, paid media, content distribution, and community-building into a measurable social media strategy. Students learn to implement advertising, use analytics (including acquisition and hashtag measurement), monitor search and reputation, and calculate ROI to optimize budgets and campaign performance.
Learning Objectives
- Analyze cross-platform performance data and campaign metrics (insights, Google acquisition analytics, hashtag tracking) to identify trends and opportunities for optimization
- Apply platform-specific tactics for content distribution and paid media (Facebook, Instagram, X, Pinterest, YouTube, Snapchat) including timing, targeting, and ad setup to meet campaign goals
- Demonstrate the ability to develop and adjust a strategic social media marketing plan that integrates community-building, geomarketing, guest content, and submission strategies
- Evaluate return on investment by calculating and comparing hard and soft costs versus income, monitoring search ranking and buzz, and recommending budget or strategy adjustments
Curriculum
- 1 Section
- 51 Lessons
- 30 hours
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- Unit 4 — Strategy, Analytics, and Monetization51
- 1.1Submitting to Bookmarking Services20 mins
- 1.2Guest Blogging to Grow Awareness and Expertise20 mins
- 1.3Sharing Your Content with the Public20 mins
- 1.4Knowing Quality Is More Important than Quantity20 mins
- 1.5Searching on X20 mins
- 1.6Understanding Your Facebook Administrative Functions20 mins
- 1.7Bringing Your Community into the Mix20 mins
- 1.8Using Tools for Pinterest Marketing20 mins
- 1.9Using Instagram Stories20 mins
- 1.10Selecting Social Networks by Activity Type20 mins
- 1.11Advertising on Pinterest20 mins
- 1.12Integrating Google’s Acquisition Analytics20 mins
- 1.13Comparing Hard and Soft Costs versus Income20 mins
- 1.14Using the Hashtag as a Measurement Mechanism20 mins
- 1.15Juxtaposing Social Media Metrics with Other Online Marketing20 mins
- 1.16Adjusting to Reality20 mins
- 1.17Developing a Strategic Social Media Marketing Plan20 mins
- 1.18Determining Return on Investment20 mins
- 1.19Keeping Your Ear to the Social Ground20 mins
- 1.20Monitoring Your Search Engine Ranking20 mins
- 1.21Submitting to Social News Services20 mins
- 1.22Measuring the Success of Your Content Strategy20 mins
- 1.23Filtering Search Results20 mins
- 1.24Filling Out What You’re About20 mins
- 1.25Making Connections with Facebook Groups20 mins
- 1.26Going Live with Instagram Live20 mins
- 1.27Finding Yourself in the Real World with Geomarketing20 mins
- 1.28Advertising on YouTube (and Google)20 mins
- 1.29Calculating the X Follower-to-Following Ratio20 mins
- 1.30Contrasting Word-of-Web with Word-of-Mouth20 mins
- 1.31Measuring the Buzz by Type of Service20 mins
- 1.32Using Application-Specific Bookmarks20 mins
- 1.33Posting like a Pro20 mins
- 1.34Using a Custom Username for Your Page20 mins
- 1.35Learning through Insights20 mins
- 1.36Spacing Out with X20 mins
- 1.37Advertising on Snapchat20 mins
- 1.38Timing Your Submissions20 mins
- 1.39Sharing on X20 mins
- 1.40Inviting People to Join Your Community20 mins
- 1.41Finding Your Business on Facebook20 mins
- 1.42Advertising on TikTok20 mins
- 1.43Encouraging Others to Bookmark or Rate Your Site20 mins
- 1.44Following the X Rules of Etiquette20 mins
- 1.45Liking Other Brands20 mins
- 1.46Making Real Connections in Meetup20 mins
- 1.47Interfacing with Influencers20 mins
- 1.48Using Social Media Buttons20 mins
- 1.49Creating Facebook Events20 mins
- 1.50Making Deals on Social Media20 mins
- 1.51Setting Terms for Your Coupon Campaign20 mins
Instructor
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