-
Summarize the benefits social media marketing
Assessment Strategies
Written Objective Test
Product
Criteria
Explain how social media has evolved
Describe how social media has disrupted traditional marketing
Define Paid, Owned and Earned media
Explain the advantages of social media marketing
Discuss the evolution of social media and how it has impacted traditional marketing strategies
Describe the benefits and Paid, Owned and Earned media and how they interact
Discuss the importance of social media marketing to an overall marketing strategy
Analyze social media marketing and its evolution from a cultural and global perspective
-
Determine the characteristics and tactics of an effective social media marketing strategy
Assessment Strategies
Written Objective Test
Product
Criteria
Learner creates a social media content calendar
Learner analyzes social media performance of a company
Learner outlines a social media marketing strategy for a company
Learner achieves a grade of 70% or better on assigned assessment(s) by the posted deadline
Conduct a social media audit
Identify goals, objectives and metrics for a social media marketing strategy
Determine resources, roles and responsibilities
Utilize social media content calendar to schedule posts
Explain the impact of social audiences from an inclusive and diverse environment
-
Determine the characteristics and tactics of effective social media content strategies on each social network
Assessment Strategies
Written Objective Test
Simulation
Reflection
Criteria
Create a buyer persona
Create posts for Facebook, Instagram, Twitter, Snapchat, Pinterest, LinkedIn, YouTube, and other current social media platforms
Analyze business profiles across multiple platforms
Write the content to be published following the content calendar plan
Review metrics of the posts in relation to the strategy plan
Execute strategy in simulation within guidelines specified by the instructor
Identify target market and persona
Establish a tone of voice
Describe the components of a post on Facebook, Instagram, Twitter, Snapchat, Pinterest, LinkedIn, YouTube, other current social media platforms
Describe how to build an audience on Facebook, Instagram, Twitter, Snapchat, Pinterest, LinkedIn, YouTube, other current social media platforms
Explain how to make cohesive, long-term content across multiple platforms
Explain the creation and optimization of business profiles on each social network
Track performance and adjust on simulation
-
Investigate media advertising on each social network
Assessment Strategies
Product
Written Objective Test
Simulation
Criteria
Discuss why companies use social media advertising
Explain how to advertise on multiple social media platforms
Analyze ad performance in simulation
Create ads in simulation within guidelines specified by the instructor
Identify the benefits of social media advertising
Explain targeting options, ad objectives, types of ads, and how bidding works, and on Facebook, Instagram, Twitter, Snapchat, Pinterest, and YouTube
Discuss best practices for social media advertising
Measure social media ad effectiveness
-
Create a Social Media campaign
Assessment Strategies
Written Objective Test
Simulation
Criteria
Analyze social media campaigns of multiple companies
Outline an integrated campaign for a company
Create social media campaign in simulation within guidelines specified by the instructor
Evaluate successful and failed examples of social media campaigns
Explain the importance of Integrated Marketing Communications
Define the AIDA model
Summarize 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
Identify inclusive marketing tactics that reflect and resonate with diverse audiences
-
Determine the role of influencer marketing in a social media campaign
Assessment Strategies
Written Objective Test
Simulation
Product
Criteria
Calculate engagement rate, reach and cost for influencers
Analyze influencer profiles to select best match for company
Utilize influencers in simulation within guidelines specified by the instructor
Identify types of influencers
Discuss how to choose the appropriate influencer for your company
Define the role of a social media influencer
Summarize the benefits and power of influencer marketing
Discuss social media influencer marketing strategy
Identify influencers that reflect diversity of identities and cultures, including underrepresented populations
-
Evaluate effective social media policies and crisis response plans
Assessment Strategies
Written Objective Test
Product
Criteria
Evaluate multiple companies' responses to a crisis
Explain how you would handle a crisis online
Describe a social media policy
Discuss social media policies and their importance
Evaluate social media policies
Explain the components that should be included in a social media policy
Explain the components of a crisis response plan
Discuss strategies when handling a crisis online Discuss various crisis response strategies
-
Determine the activities involved in creating a social selling plan
Assessment Strategies
Written Objective Test
Product
Criteria
Learner lists the steps involved in implementing a social selling strategy
Learner achieves a grade of 70% or better on assigned assessment(s) by the posted deadline
Define social selling
Discuss the shift towards social selling in the sales industry
Describe the benefits of social selling across all stakeholders
Discuss how to implement a social selling strategy within an organization
-
Analyze the effectiveness and ROI of social media campaigns using analytics
Assessment Strategies
Written Objective Test
Simulation
Criteria
Define ROI, conversion rate, reach and impressions
Calculate ROI, conversion rate, reach and impressions
Use analytics to make decisions in simulation within guidelines specified by the instructor
Learner achieves a grade of 70% or better on assigned assessment(s) by the posted deadline
Explain the social media Return on Investment and how it is calculated
Evaluate tools and resources needed to measure social ROI
Describe how to use Google Analytics to improve social ROI