SHA741 - Social Media Strategy

Course Description

In order to be successful with your social media marketing, you must first understand how and why to structure a social media strategy to guide campaign execution.

In this course, you will explore social media marketing platforms, publishers, tools, agencies, and the foundational elements of running a successful social media campaign. You will also examine what social media marketing is and how it is part of a brand-driven integrated marketing communications strategy. As the course progresses, you will evaluate the main social platforms used for digital marketing and practice aligning these platforms with your marketing goals and campaign strategy. You will also examine how marketers incorporate effective social media content generated by the brand, influencers, or users. Lastly, you will assess the role of social media agencies to help you decide if and when to outsource your campaigns.

Faculty Author

Robert Kwortnik, Jr.

Stephanie Cartin

Benefits to the Learner

• Evaluate the alignment of social media marketing and brand strategy
• Examine how various social media sites work and explore ways to most effectively use each to target specific markets
• Propose a multiplatform social media marketing strategy that aligns campaign strategies and marketing goals
• Appraise the value of partnering with social media agencies

Target Audience

• Content marketers
• Social media managers
• Marketing channel managers
• Product managers
• Entrepreneurs
• Account executives
• Brand marketers
• Marketing communications specialists
• Copywriters
• Marketing consultants

Applies Towards the Following Certificates

• Digital Marketing 360 : Core Courses
• Social Media Marketing : Core Courses