10104114Social Media Marketing
Course Information
Description
This course provides an overview of the impact of social media technologies on marketing strategies. Current social media tools/platforms and their business applications, strategy insights, creative, and ethics will be covered along with the development of a social media marketing plan.
Total Credits
3
Course Competencies
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Summarize the benefits social media marketingAssessment StrategiesWritten Objective TestProductCriteriaLearner explains how social media has evolvedLearner describes how social media has disrupted traditional marketingLearner defines Paid, Owned and Earned mediaLearner explains the advantages of social media marketingDiscuss the evolution of social media and how it has impacted traditional marketing strategiesDescribe the benefits and Paid, Owned and Earned media and how they interactDiscuss the importance of social media marketing to an overall marketing strategy
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Determine the characteristics and tactics of an effective social media marketing strategyAssessment StrategiesWritten Objective TestProductCriteriaLearner creates a social media content calendarLearner analyzes social media performance of a companyLearner outlines a social media marketing strategy for a companyLearner achieves a grade of 70% or better on assigned assessment(s) by the posted deadlineConduct a social media auditIdentify goals, objectives and metrics for a social media marketing strategyDetermine resources, roles and responsibilitiesUtilize social media content calendar to schedule posts
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Determine the characteristics and tactics of effective social media content strategies on each social networkAssessment StrategiesWritten Objective TestSimulationReflectionCriteriaLearner creates a buyer personaLearner creates posts for Facebook, Instagram, Twitter, Snapchat, Pinterest, LinkedIn, YouTube, and other current social media platformsLearner analyzes business profiles across multiple platformsLearner writes the content to be published following the content calendar planLearner reviews metrics of the posts in relation to the strategy planLearner executes strategy in simulation with a grade of 70% or better by the posted deadlineIdentify target market and personaEstablish a tone of voiceDescribe the components of a post on Facebook, Instagram, Twitter, Snapchat, Pinterest, LinkedIn, YouTube, other current social media platformsDescribe how to build an audience on Facebook, Instagram, Twitter, Snapchat, Pinterest, LinkedIn, YouTube, other current social media platformsExplain how to make cohesive, long-term content across multiple platformsExplain the creation and optimization of business profiles on each social networkTrack performance and adjust on simulation
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Investigate media advertising on each social networkAssessment StrategiesProductWritten Objective TestSimulationCriteriaLearner discusses why companies use social media advertisingLearner explains how to advertise on multiple social media platformsLearner analyzes ad performance in simulationLearner creates ads in simulation with a grade of 70% or better by the posted deadlineLearner achieves a grade of 70% or better on assigned assessment(s) by the posted deadlineIdentify the benefits of social media advertisingExplain targeting options, ad objectives, types of ads, and how bidding works, and on Facebook, Instagram, Twitter, Snapchat, Pinterest, and YouTubeDiscuss best practices for social media advertisingMeasure social media ad effectiveness
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Create a Social Media campaignAssessment StrategiesWritten Objective TestSimulationCriteriaLeaner analyzes social media campaigns of multiple companiesLearner outlines an integrated campaign for a companyLearner creates social media campaign in simulation with a grade of 70% or better by the posted deadlineLearner achieves a grade of 70% or better on assigned assessment(s) by the posted deadlineEvaluate successful and failed examples of social media campaignsExplain the importance of Integrated Marketing CommunicationsDefine the AIDA modelSummarize the 10 steps that should be taken before launching a campaign, the 3 steps that should be taken during a campaign and the 4 steps to be taken after a campaign
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Determine the role of influencer marketing in a social media campaignAssessment StrategiesWritten Objective TestSimulationProductCriteriaLearner calculates engagement rate, reach and cost for influencersLearner analyzes influencer profiles to select best match for companyLearner utilizes influencers in simulation with a grade of 70% or better by the posted deadlineLearner achieves a grade of 70% or better on assigned assessment(s) by the posted deadlineIdentify types of influencersDiscuss how to choose the appropriate influencer for your companyDefine the role of a social media influencerSummarize the benefits and power of influencer marketingDiscuss social media influencer marketing strategy
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Evaluate effective social media policies and crisis response plansAssessment StrategiesWritten Objective TestProductCriteriaLearner evaluates multiple company’s responses to a crisisLearner explains how they would handle a crisis onlineLearner describes a social media policyLearner achieves a grade of 70% or better on assigned assessment(s) by the posted deadlineDiscuss social media policies and their importanceEvaluate social media policiesExplain the components that should be included in a social media policyExplain the components of a crisis response planDiscuss strategies when handling a crisis online Discuss various crisis response strategies
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Determine the activities involved in creating a social selling planAssessment StrategiesWritten Objective TestProductCriteriaLearner lists the steps involved in implementing a social selling strategyLearner achieves a grade of 70% or better on assigned assessment(s) by the posted deadlineDefine social sellingDiscuss the shift towards social selling in the sales industryDescribe the benefits of social selling across all stakeholdersDiscuss how to implement a social selling strategy within an organization
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Analyze the effectiveness and ROI of social media campaigns using analyticsAssessment StrategiesWritten Objective TestSimulationCriteriaLearner defines ROI, conversion rate, reach and impressionsLearner calculates ROI, conversion rate, reach and impressionsLearner uses analytics to make decisions in simulation with a grade of 75% or better by the posted deadlineLearner achieves a grade of 70% or better on assigned assessment(s) by the posted deadlineExplain the social media Return on Investment and how it is calculatedEvaluate tools and resources needed to measure social ROIDescribe how to use Google Analytics to improve social ROI