Week 1: Introduction to Social Media Marketing
Class 1: What is Social Media Marketing?
- Overview of social media platforms: Facebook, Instagram, Twitter, LinkedIn, TikTok, Pinterest, YouTube, etc.
- Importance of social media for business growth and customer engagement
- Social media goals: Brand awareness, lead generation, sales, customer service, etc.
- Creating a social media marketing plan and defining your target audience
Class 2: Understanding the Social Media Landscape
- Analyzing the different types of social media platforms and how to use them effectively
- Understanding platform demographics (who uses each platform and how to target them)
- Social media trends: Video content, influencer marketing, interactive posts, etc.
- Overview of paid vs organic social media strategies
Week 2: Developing a Social Media Strategy
Class 1: Setting Social Media Goals and KPIs
- Understanding SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound)
- Setting KPIs (Key Performance Indicators) for social media success
- How to align social media objectives with business goals
- Tools for tracking and measuring success (Google Analytics, native analytics tools, etc.)
Class 2: Content Planning and Calendar
- Importance of content planning: Consistency is key
- Creating a content calendar: Planning posts ahead of time
- Tools for scheduling posts (Buffer, Hootsuite, Sprout Social)
- Understanding the best times to post on different platforms
Week 3: Content Creation and Optimization
Class 1: Creating Engaging Content
- Types of social media content: Text, images, video, stories, infographics, etc.
- How to write engaging copy for social media posts
- Visual content creation: Tools like Canva, Adobe Spark, etc.
- Optimizing content for each platform: Image sizes, video length, and style
Class 2: Content Curation and User-Generated Content
- The role of content curation in social media marketing
- How to find and share relevant content (third-party sources, influencers, etc.)
- Encouraging user-generated content and leveraging customer testimonials
- Running contests, giveaways, and polls to engage your audience
Week 4: Social Media Advertising (Paid Media)
Class 1: Introduction to Social Media Ads
- Overview of social media advertising: Facebook Ads, Instagram Ads, LinkedIn Ads, etc.
- Different types of ads: Image, video, carousel, story ads, etc.
- Setting up an ad campaign: Objectives, targeting, budget, and bidding strategies
- Understanding the ad auction system on platforms like Facebook and Instagram
Class 2: Advanced Targeting and Optimization
- How to target specific audiences with social media ads: Demographics, behaviors, interests, custom audiences
- Understanding retargeting and remarketing in social media ads
- A/B testing for ads: How to test different ad creatives, copy, and audience segments
- Analyzing ad performance: Click-through rates, conversion rates, ROI
Week 5: Social Media Engagement and Community Management
Class 1: Building and Engaging a Social Media Community
- How to create and nurture an online community around your brand
- Best practices for engaging with followers: Comments, DMs, likes, shares
- Handling customer service and complaints on social media
- Managing social media crises: Best practices for damage control
Class 2: Influencer Marketing
- What is influencer marketing and why it’s effective?
- How to find and collaborate with influencers in your niche
- Setting up influencer campaigns: Deliverables, compensation, metrics
- Measuring the success of influencer marketing campaigns
Week 6: Analytics and Reporting
Class 1: Social Media Analytics Tools
- Introduction to social media analytics: Facebook Insights, Instagram Insights, Twitter Analytics, LinkedIn Analytics, etc.
- Understanding the key metrics: Engagement, reach, impressions, follower growth
- How to track the effectiveness of social media campaigns
- Tools for measuring ROI and social media performance (Google Analytics, Hootsuite, Sprout Social)
Class 2: Social Media Reporting and Strategy Adjustment
- How to create a social media performance report
- Adjusting your social media strategy based on data
- Analyzing social media trends and competitor performance
- Reporting to stakeholders: How to present social media metrics clearly
Week 7: Advanced Social Media Marketing Strategies
Class 1: Social Media for E-Commerce
- How to use social media to drive sales: Instagram Shopping, Facebook Shops, Pinterest
- Setting up product catalogs and running shoppable posts
- Retargeting strategies to convert followers into customers
- Creating compelling product-focused content for social media
Class 2: Video Marketing and Live Streaming
- The power of video on social media: YouTube, Instagram, Facebook, TikTok
- Best practices for creating video content: Live streaming, pre-recorded videos, reels, and stories
- How to optimize video content for engagement and shares
- Using platforms like YouTube Live, Instagram Live, and Facebook Live for real-time interaction with your audience
Week 8: Creating a Comprehensive Social Media Campaign
Class 1: Developing a Full Social Media Campaign
- How to create an integrated social media campaign across multiple platforms
- Crafting a unified message: Aligning content and tone across different channels
- Budgeting for social media campaigns: Paid ads, content creation, and influencer partnerships
- Monitoring and optimizing campaign performance during execution
Class 2: Social Media Trends and Future of Social Media Marketing
- Current trends in social media marketing: AI-driven content, augmented reality (AR), social commerce, etc.
- The rise of ephemeral content (stories, short-form videos)
- Preparing for the future of social media marketing
- Final tips for staying ahead of the curve and continuous learning in social media marketing
Final Project: Create and Present a Social Media Strategy
- Students will work on creating a comprehensive social media strategy for a business or brand of their choice, including:
- Setting goals and KPIs for the campaign
- Identifying the target audience
- Developing a content calendar and plan
- Choosing platforms and creating ad campaigns
- Tracking and reporting on performance metrics