Social networks have grown to become one of the primary communication channels on the internet. Conversations about the brands and industries are taking place online continuously and learning how to be part of that conversation and how to positively influence it to build brand credibility and grow a business is essential.
This stream will help you to successfully implement budgets, set and measure KPIs and analyze the effectiveness of campaigns using key metrics such as click-through rates, open rates, likes and downloads.
A total of 8 modules are featured:
1) Content Creation:
# Topics Covered: Planning, Creating, Scheduling, Strategizing
a) Planning: Researching social media landscape to identify audience, Identifying type of contents and selecting the ones to reach the target audience with, Conducting ongoing social listening to help form strategies.
b) Creating: Understanding the suitability of contents for different social media platforms, Identifying different content formats and best practice for production of these formats, Forming influencer marketing strategy and identifying influencer channel opportunities, Knowing about all the tools available and finding the ones best suited for achieving social media marketing goals depending on price, usability and desired functionality.
c) Scheduling: Using editorial calendars to schedule contents considering stakeholders, Focusing on the benefits of topical and reactive content relevant to a business, Knowing about paid and fixed social buying.
d) Strategizing: Mapping out objectives for a particular content strategy, Choosing the right content to deliver on that strategy, Monitoring competitors, Benefits of being reactive and topical, Legalities of platform usage.
Resources: 140 pages long PDF, 7 short videos, Case Studies and Practical Exercises.
2) Content Outreach:
# Topics Covered: Publishing, Promoting, Analyzing, Strategizing
a) Publishing: Strategy focusing on both organic and paid formats, Considering influencer channels for dissemination of message, Forming a blogger outreach approach of contents, Following the best practices to avoid misleading the target audience, creating a customized content scheduling plan using the content scheduling cycle.
b) Promoting: Understanding different social media advertising formats available, Defining personas for contents, Identifying what to look for in hiring an agency for content marketing, Identifying resourcing needs for internal content marketing.
c) Analyzing: Establishing KPIs as targets to measure success against, Making sure the set KPIs tie into business objectives, Using a social tracking for ease of reporting, Defining specific metrics for measurement.
d) Strategizing: Defining content promotion objectives, Forming content personas and identifying target groups for promoting the contents to, Making sure the content promotion is legally complaint.
Resources: 115 pages long PDF, 8 short videos, Case Studies and Practical Exercises.
3) Facebook Marketing:
# Topics Covered: Introduction to Facebook, Platform features, Facebook pages, Advertisement, Execution & Analysis
a) Platform features: Planning for immersive campaigns that utilizes products such as 360 Video, Facebook Live and Branded Content. Facebook Messenger and its advantages in interacting with customers and automating processes with Messenger Bots. Setting up highly effective broadcasts of brand contents using FB Live. Building features as a developer across Facebook platforms.
b) Facebook Pages: Setting up & Customization, Page posts dynamics, Page promotion, Managing Pages through Business Manager.
c) Facebook Advertising: Identifying various Ad formats of Facebook and knowing how these work, Identifying different Ad placements on Facebook, Targeting parameters and processes. Identifying advanced tools like Ads Manager, Power Editor, Campaign Planner and Audience Insights.
d) Execution & Analysis: Understanding the key components of campaign execution and leveraging these for success, Understanding the dynamics of Facebook Ad Auction, Identifying reporting, measuring and optimizing processes.
Resources: 102 pages long PDF, 7 short videos, Case Studies and Practical Exercises.
# Topics Covered: Introduction to Twitter & Set up processes, Advanced features and Functions, Advertisement, Execution & Analysis
a) Introduction to Twitter and Set up processes: Understanding the platform as a whole and going deep with initial set up processes.
b) Twitter tools and functions: Mastering the tools like Periscope ( live video platform), TweetDeck, Twitter Timelines, Twitter Search, Notifications, Cards, Geo-tagging, Hashtags etc. for growing profile and organic follower list.
c) Advertisement: Overview of Twitter Ad and types of it, Understanding how Twitter Ads targeting and Dashboard works, Figuring out how to set campaign objectives and subsequent execution processes.
d) Optimization: Understanding the analytics tools that Twitter offers to report back in a coherent and result-driven way. Identifying the platform policies and legal guidelines relevant to promoting contents.
Resources: 95 pages long PDF, 7 short videos, Case Studies and Practical Exercises.
5) Social Apps (Instagram, Snapchat):
# Topics Covered: Introduction to Social apps and their features, Account Management, Advertisement, Analysis
a) Introduction to Social apps and their features: Understanding the app platforms of Instagram and Snapchat and identifying the core features that each of the platforms offer. Going deep with the content creation and customer engagement processes of these apps.
b) Account Management: Understanding the account set up and management techniques and processes of Instagram and Snapchat
c) Advertisement: Understanding how to reach target audience through different ad features of Snapchat and Instagram. Identifying the advanced features like Instagram Ad's integration with Facebook's Power Editor and Ads Managers and Snapchat API.
d) Analysis: Understanding the analytics tools that Snapchat and Instagram offer and integrate to pull insights of different campaigns
Resources: 125 pages long PDF, 7 short videos, Case Studies and Practical Exercises.
6) Social Video (YouTube):
# Topics Covered: YouTube Setup, YouTube Creative Strategy, Audience Development, Advertising & Analyzing
a) YouTube Setup: Understanding the concepts of YouTube, Platform Features, Channel Setup processes, Channel Promotion, Management
b) YouTube Creative Strategy: Understanding ten creative fundamentals of YouTube, Creative life Cycle on the platform and its native advertising formats.
c) Audience Development: Identifying key Success Metrics of advertisement on YouTube, Best strategy and practices for getting the contents discovered and watched by the right audience, Optimization techniques to grow audience.
d) Advertising & Analyzing: Identifying the advertising techniques and formats on YouTube, Running the advertising campaigns on the platform, Understanding the three important phases of YouTube Advertising Strategy and eight components of a paid YouTube campaign. Identifying the metrics of YouTube Analytics and handling the copyright issues on the platform.
Resources: 145 pages long PDF, 6 short videos, Case Studies and Practical Exercises.
# Topics Covered: Concepts & Context, Brand Presence, Platform Features, Advertising and Analytics
Resources: 110 pages long PDF, 10 short videos, Case Studies and Practical Exercises.
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