What you will study
Throughout this course, you’ll benefit from expert insight into how to achieve your social media marketing goals. Practical exercises will help you to apply your new knowledge, and the social learning approach will empower you to further enhance and reflect on your understanding by sharing your thoughts and opinions with co-learners.
Delivered over four easy-to-digest sections, you will cover:
1: The user journey
- Understand the role of social media in the user journey
- How to align social media with your target audience
- User journey mapping and social media
- Define objectives at each stage of the journey
- Fake accounts, vanity metrics and misleading data
- How to keep iteration at the core of social activity
2: Social media channels
- How to align channel selection with target audiences and user journeys
- Considering channel adoption and engagement
- Managing and keeping up to date with channel updates
- Channel key features and benefits
- Channel drawbacks and risks
3: Paid and organic social media
- Understanding the differences between organic and paid social media
- The benefits and limitations of organic social media
- The benefits and limitations of paid social media
- Organic and paid social media working together
- The key organic vs. paid features of the most popular social channels
4: Managing social media
- What differentiates great social media?
- Social media insights and monitoring
- Social media policies
- Avoiding social media disasters
- Social media channel management tools
- Content calendars and social media processes
- Social media measurement
Please note: the content in this course also features in courses created by The Open University and Target Internet, which are available on FutureLearn.
You will learn
By the end of this course, you’ll have the skills to:
- develop and plan effective social media campaigns that align user journeys and business objectives
- apply social media listening tools to gain market insights and monitor campaign success
- assess and plan to avoid social media disasters
- evaluate and analyse social media campaigns using social and web analytics.
With more than 4.74 billion users across the globe, social media is now an essential part of any marketer’s toolkit. Keeping pace and developing the skills to use social channels for business are key to helping you succeed in an ever-evolving digital world.
This course has been developed by the OU with industry experts, Target Internet. Known for being leaders in digital marketing training, they also have vast experience in planning and implementing digital campaigns for high-profile brands, including the BBC, Sony, Tesco, Vodafone, Mercedes, L’Oreal and Warner Bros. It’s hosted by Target Internet’s CEO Daniel Rowles, the voice behind the Digital Marketing Podcast and renowned author in the field.
There is no tuition on this course and all study is self-directed. Throughout the course, you will have the opportunity to enhance and reflect on your understanding by sharing your thoughts and opinions with co-learners.