This unit focuses on creating, optimizing, publishing, and measuring social media content across platforms. Students will learn platform selection by industry and demographics, apply optimization and publishing techniques (organic and paid), integrate social media with web and PR efforts, and use analytics to diagnose and improve campaigns while maintaining legal and ethical compliance. It builds on foundational strategy and prepares learners to execute and refine comprehensive campaigns in the capstone unit.
Learning Objectives
- Analyze audience involvement and demographic data to recommend appropriate social networks by vertical industry and target segments, citing supporting metrics
- Apply platform-specific content optimization techniques (metatags, URL shorteners, hashtags, embedding, and video promotion) and publish tailored content across at least three social networks
- Execute integrated social media campaigns that combine organic publishing, paid advertising (e.g., X, LinkedIn), commerce features (e.g., TikTok Shop), and website/press-release integration while managing community engagement
- Evaluate campaign performance using native and third-party analytics (Insights dashboards, Google Analytics, podcast metrics), track leads, diagnose problems, and produce a compliance-aware improvement plan
Curriculum
- 1 Section
- 51 Lessons
- 30 hours
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- Unit 3 — Content Strategy, Optimization, Analytics51
- 1.1Creating Your Content20 mins
- 1.2Assessing the Involvement of Your Target Audience20 mins
- 1.3Selecting Social Networks by Vertical Industry Sector20 mins
- 1.4Turning Up New Prospects with Tumblr20 mins
- 1.5Integrating Social Media with Press Releases20 mins
- 1.6Advertising on X20 mins
- 1.7Reviewing Analytical Options for Social Media20 mins
- 1.8Understanding Podcast Metrics20 mins
- 1.9Using Third-Party X Analytics Applications20 mins
- 1.10Exploring the Insights Dashboard20 mins
- 1.11Integrating Social Media with Web Metrics20 mins
- 1.12Diagnosing Problems with Social Media Campaigns20 mins
- 1.13Understanding the Cons of Social Media20 mins
- 1.14Tracking Leads20 mins
- 1.15Conducting Other Types of Market Research Online20 mins
- 1.16Staying on the Right Side of the Law20 mins
- 1.17Snipping Ugly URLs20 mins
- 1.18Maximizing Metatag Muscle20 mins
- 1.19Optimizing Specific Social Media Platforms20 mins
- 1.20Researching a Social Bookmark and Social News Campaign20 mins
- 1.21Making Your Content Stand Out20 mins
- 1.22Using Social Media Platforms for Online Content20 mins
- 1.23Executing Your Content Strategy20 mins
- 1.24Researching Other Brands on X20 mins
- 1.25Responding to Posts20 mins
- 1.26Embedding Posts20 mins
- 1.27Making the Most of Your Facebook Page20 mins
- 1.28Sharing and Being Shared20 mins
- 1.29Brainstorming Ideas for Live Videos20 mins
- 1.30Using LinkedIn Messages20 mins
- 1.31Building Your Pinterest Community20 mins
- 1.32Using Hashtags in Your Instagram Posts20 mins
- 1.33Selling on TikTok Shop20 mins
- 1.34Publishing Your Content20 mins
- 1.35Choosing Social Sites Strategically20 mins
- 1.36Selecting Social Networks by Demographics20 mins
- 1.37Promoting Video with Vimeo20 mins
- 1.38Integrating Social Media with Your Website20 mins
- 1.39Advertising on LinkedIn20 mins
- 1.40Getting Started with Google Analytics20 mins
- 1.41Measuring Your Results from Pinterest20 mins
- 1.42Tracking Account Activity with the Notifications Tab20 mins
- 1.43Using Advertising Metrics to Compare Social Media with Other Types of Marketing20 mins
- 1.44Fixing Problems20 mins
- 1.45Integrating Social Media into Your Overall Marketing Effort20 mins
- 1.46Understanding Other Common Business Metrics20 mins
- 1.47Setting Up Your Social Media Marketing Plan20 mins
- 1.48Protecting Your Brand Reputation20 mins
- 1.49Using E-Commerce Tools for Social Sites20 mins
- 1.50Optimizing Your Site and Content for Search Engines20 mins
- 1.51Gaining Traction on Google with Social Media20 mins
Instructor
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