SHA742 - Social Media Marketing Across the Purchase Funnel

Course Description

Social media is best known by its platforms, especially the ones we use every day like Facebook, Instagram, and Twitter. But social platforms are not all alike, nor are they used by the same people and for the same purposes. Marketers need to know which platforms are appropriate to serve specific business goals and objectives. In this course, you will learn how to create a platform strategy by conducting an audience analysis to identify and describe the brand target markets. You will then perform a competitive audit to clarify the brand’s social media presences relative to the competitive set and determine the social media marketing goals for the brand by applying the social media marketing funnel. Lastly, you will select the right social media platforms to deliver on specific marketing objectives across the social media marketing funnel.

Faculty Author

Robert Kwortnik, Jr.

Stephanie Cartin

Benefits to the Learner

• Conduct an audience analysis for a company, brand, or product of your choosing
• Perform a competitor analysis, both at the product level and the social media activity level
• Map social media marketing goals to the social media consumer purchase funnel
• Perform social media platform selection to support integrated marketing communications goals and influence target markets
• Use your market analysis and funnel-driven goals/objectives to create a platform selection strategy

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