Social Media 2: Application and Best Practice

Course Outline

Module One: Determining Your Strategic Direction - In Module One you are introduced to the initial steps social media marketers need to take in developing their social media marketing strategy, including gaining a complete understanding of your target market and competitors. Importantly, Module One provides the correct mind-set for long-term engagement, a critical aspect of successful social media marketing.

Module Two: Understanding and Selecting Your Channels - In Module Two we explore the range of social media channels available to marketers and provide guidelines and case studies indicating how each of these can answer business needs. Not every channel serves the same needs, meaning it is vital that you understand which combination best suits your business goals and target market.

Module Three: Formulating Your Content Strategy - In this module we explore the critical content planning process of a social media marketing strategy. We’ll look at the practical decisions which need to be made with regards to your business capabilities and needs, as well as provide guidelines on creating content for both ‘always on’ day-to-day sharing and for dedicated campaigns.

Module Four: Initiating Your Presence and Campaigns - Module Four focuses on the practical implementation of setting up social media spaces for a brand, from designing beautiful brand pages to understanding the powerful technical capabilities of platforms. We’ll also look at the need to establish guidelines and protocols for improved social media management, allowing your brand a needed safeguard and process for dealing with trolls and disgruntled customers.

Module Five: Managing and Leveraging Your Community - In Module Five we look at ways to manage customer relationships through Facebook and Twitter strategies, allowing your brand to reap the benefits of long-lasting, meaningful relationships with your customers at very low-cost. We explore the intricacies of community management and discuss avenues for customer support through social media, as well as how to manage a brand’s vital online reputation through social channels and tools.

Module Six: Reporting and Optimisation - In the final module we explore social media reporting and discuss best practices in determining the impact of social media efforts. As the adage goes; you can’t manage what you can measure. You will be taught how to quickly and strategically optimise campaigns for improved conversions and sales.