Platform Presence and Content Creation

This unit guides students through establishing and optimizing business profiles across major social platforms, creating platform-appropriate content, and linking organic efforts with basic paid promotion. Students will learn branding, storytelling, content production (images, short video, live streams), and introductory ad/analytics setup to measure and improve campaign performance while observing governance and optimization best practices.

Learning Objectives

• Analyze major social media platforms and account types (e.g., X, Facebook, Instagram, TikTok, LinkedIn) to recommend the best platform mix and account configurations for a given brand based on audience, content format, and campaign goals
• Apply branding and storytelling techniques to create or optimize business profiles and produce platform-specific content—including images, short-form video, live streams, and LinkedIn product/showcase assets—that align with brand voice and community expectations
• Demonstrate the setup and basic use of platform advertising and analytics tools (e.g., Facebook/Instagram Ads Manager, LinkedIn pages, insights dashboards), including configuring tracking, selecting analytics packages, and calculating basic ad ROI
• Evaluate campaign and content performance using KPIs and cross-platform metrics, recommend optimizations (content, distribution, paid vs. organic mix), and develop a basic social media policy to guide compliant, on-brand activity