This course introduces the key social media platforms for digital marketing and demonstrates how to set up a social media experience for a business. It explains the techniques and best practices for growing and engaging a social media audience and demonstrates how to create effective paid advertising campaigns on the key social platforms. It also covers how to extract and report on data from the platforms’ native analytics tools to derive deeper audience and campaign insights.

At the end of this course, students should be able to:

• Define social media marketing.
• Identify the key benefits of social media marketing.
• Recognize the responsibilities of a social media marketer.
• Identify the stages of the Buyer's Journey most influenced by social media marketing.
• Distinguish between the most influential social media platforms and their advantages to a digital marketer.
• Recognize key terminology related to marketing on social media.
• Identify best practices for setting up a social media account for a business.
• Set up social media pages for business using Facebook, Twitter, LinkedIn, Instagram and Snapchat.
• Identify techniques and best practices to build a loyal community on social media platforms.
• Identify techniques and best practices to manage and sustain a community on social media platforms.
• Apply best practices for posting content on social media platforms.
• Identify best practices for creating and sharing stories on social media platforms.
• Identify best practices for posting video content on social media platforms.
• Identify best practices for hashtag usage on social media platforms.
• Recognize the best practices for posting content on Facebook, Twitter, LinkedIn, Instagram and Snapchat.
• Distinguish between the key steps for setting up an effective social media marketing campaign.
• Use Business Manager to create and optimize campaigns on Facebook and Instagram.
• Use Ads Manager to create and optimize campaigns on Twitter.
• Use Campaign Manager to create and optimize campaigns on LinkedIn.
• Use Ad Manager to create and optimize campaigns on Snapchat.
• Identify the benefits of using social media tools to analyze your campaigns.
• Distinguish between the different social media tools available to analyze campaigns.
• Identify the native tools to use to derive analytics insights from Facebook activity.
• Distinguish between the native tools for deriving analytics insights from Twitter activity.
• Distinguish between the native tools for deriving analytics insights from LinkedIn activity.
• Identify the native tools to use to derive analytics insights from Instagram activity.
• Recognize the capabilities of Snapchat Analytics to provide insight on Snapchat campaigns.