Advanced Social Media Scaling

This capstone unit focuses on optimizing, scaling, and measuring integrated social media marketing programs using advanced tactics and emerging technologies. Students learn to design campaign-driven strategies that incorporate AI, chatbots, metaverse concepts, paid and organic tactics, community management, and measurement frameworks to improve reach, engagement, and conversion.

Learning Objectives

• Analyze cross-channel campaign data and key performance indicators to create a scaling plan and measurable success criteria for social media initiatives
• Apply emerging technologies and formats (AI-powered advertising and content, chatbots, live video, and metaverse tactics) to design integrated campaigns that enhance engagement and conversion
• Demonstrate the ability to develop a content-mix and publishing framework—including platform-specific tactics for Facebook Groups, Instagram Stories, Twitter, Pinterest, and TikTok—and an outsourcing plan to operationalize community and content management
• Evaluate acquisition, deliverability, and advocacy strategies (email deliverability, paid influencers, WOM amplification, social news submissions, and testing tactics) and recommend data-driven optimizations