This unit teaches students to produce, publish, optimize, and measure multi-platform social media content and campaigns. Students will select appropriate networks, integrate social efforts with websites and PR, apply platform-specific tactics, track leads, and use analytics and advertising tools to diagnose and improve performance while observing legal/ethical constraints.
Learning Objectives
- Analyze target-audience involvement and platform suitability to select appropriate social networks by vertical and demographic segments for a given campaign
- Apply content creation, platform-specific optimization (hashtags, metatags, embeds, URL shorteners, live video planning) and scheduling techniques to execute a cohesive multi-platform content plan
- Demonstrate integration of social media with websites, press releases, and web analytics by implementing tracking (UTM parameters, Google Analytics) and methods for capturing and reporting leads
- Evaluate campaign performance using native and third-party analytics and diagnostic techniques to identify issues and recommend optimizations and paid-ad strategies across platforms (e.g., X, LinkedIn, TikTok)
Curriculum
- 1 Section
- 51 Lessons
- 30 hours
Expand all sectionsCollapse all sections
- Unit 3 — Executing and Optimizing Social Campaigns51
- 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
Free
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