Foundations of Social Media Strategy

This unit introduces core skills for launching and managing a brand on social media, including profile setup, audience discovery, content planning, basic SEO, and platform selection. Students will learn to create an editorial calendar, apply discoverability tactics, and begin measuring success to estimate ROI and guide future campaigns.

Learning Objectives

• Analyze audience demographics and online behavior to select the most appropriate social platforms for a given brand and justify those selections with supporting data
• Apply basic SEO and keyword-placement techniques across social posts and blog content to improve discoverability and drive traffic
• Develop a 30-day editorial calendar and platform-specific content strategy, including profile setup, posting schedule, and content formats
• Evaluate campaign performance using basic analytics and key performance indicators to create a measurement plan that supports ROI estimation and optimization