Social Media Marketing Course

Just who are your audience? What do they do, think, feel, eat, love, hate and ‘like’? And what do they think about you? Knowledge is power. And both knowledge and power are fascinating.

This module gives you the research techniques to know your audience, and cultural and industry trends. Every day the very people you want to reach throw up gigantic amounts of data. Without the right tools and thinking, it’s a critical mass of meaningless banality. With the right tools and thinking, you have insight deep into hearts and souls.

Twitter spats. Facebook kittens. Instagram bodies. Humans of Everywhere can’t get enough content – so better content means world-size opportunities.

First up, what do your peeps want to see and share? Once upon a time, putting the right content before the right eyeballs at the right time was a digital game of ‘pin the tail on the donkey’. Nowadays, we have sleek and powerful content management functions to target, select your platform and make use of social listening (which sounds delightfully sinister but isn’t) and competitor analysis.
This module covers key considerations, the various content formats on the platforms (a ‘story’ isn’t something you merely tell nowadays), the awesome power and practice of scheduling content and how to tie it all together with the mother of all strategies.

Your content seeds must be scattered widely - yet carefully - so that they fall on fertile minds. From these humble seeds, fantastical money trees shall bloom.

Content seeding is an oh-so-clever way to squeeze every last drop of effectiveness out of your content. It’s all about relevance. Scatter your brand messages in the places where your audience are likely to be. Choose canny paid promotion, and influencers with true influence. Watch as your pertinent, entertaining, heart-warming or slick content or brand message grows legs of its own and flies around on invisible wings. Measure your success, then rinse and repeat - only better - because now you have all the tools and skills you need to build a titanium strategy from which to scatter your super-seeds.

Facebook is the behemoth of community building so the opportunities here are biblical in scale. This module helps you: understand the enduring appealing of this great big, sprawling original, set up a Facebook Business page and build a community around it, unleash the potential of the platform feature, create compelling Facebook ads and ensure the come before the right eyeballs thanks to a canny mix of targeting strategies, learn all about KPI monitoring, ongoing measurement, reach up to 1.6 billion human beings on any given day

Twitter is a different animal - less community, more punch. The media is the message (think about it). Twitter literally challenges you to be ‘more clever’, and this module shows you how. We cover: what a winning Twitter account looks and acts like how to use Twitter Ads Manager the right Twitter Ad format for your campaign using Twitter Analytics for even more cleverness how to create more Twitterish content - snappy, sharp, shareable and short.

This one is all about slick and effortless professionalism. Learn how to use features such as Company pages and Showcase pages, to create an exemplary presence for your company – and gain a deep understanding of what that means in this context. Here you encounter ad formats such as Text ads, Sponsored ads, Sponsored InMails, Display ads, and the aptly named Dynamic ads. See what best practice means on this platform, strategise like a CEO and measure the effectiveness of your campaigns. It’s a bit like wearing smart casual. Tonally, it’s a balancing act, kind of trickier than you might think. Too formal and 2009 will come to drag you back. Too casual and you so don’t get it. But do Linkedin well and your competitors shall be painfully outclassed. You’ve got this – because we have.

And now for something young and cool, where product placement is as easy and seamless as 20 minutes of unplanned scrolling. Behold Instagram, behemoth of the future, and Snapchat, home of the youth. The module gives you a deep understanding of how these platforms work (faster, more visual), how to make your brand work in these very different spaces and why you need this great spread of messaging across the platforms. Create a go-to Insta account. Work those tricky Snap features. Strategise, advertise and optimise. And learn how here too analytics equals #superpowers

YouTube because you have eyes to see. And a picture speaks a thousand words – and this being social, should inspire a few thousand too. Social video is one of the most awesome tools in your new bag of digital tricks. And video is no longer the preserve of guys with film study degrees. This superpower is now yours, and here we give you all the tech and thought basics to make it happen, including how to set up and manage a YouTube channel and create strategies that don’t treat creativity like a buzzword. Learn how video sits within the rest of your mix across platforms, build your online audience and use advertising and analytics for visual campaigns that mesmerise.

One of the most interesting dynamics of social media is how it manages to be collective - the great big bee brain containing the thoughts of billions - yet also personal (it’s about what I ‘like’) and actually kind of intimate (my platform in my own time). This leaves miles of scope for that important personal interaction, and social customer service is your opportunity that to shine bright like a digital diamond. This module shows you which platforms do service best and how. It’s about happiness – best practice in how to measure your customers’; how to train happiness-inducing social customer service agents, and how to build and run online support communities that are make people happy. You also get to evaluate your performance and how to make Peer-to-Peer (P2P) communities (where consumers rate your offering) happy too. This is human values dressed up as tech.

You’ve got skills, tools, followers, know-how, tech, savvy, smarts and big ideas. Now learn to tie it all together with cutting-edge strategy, the visionary stuff, as practiced by the world’s leading brands on social. And work out how your wild and responsive social offering sits with – or carries – the rest of your marketing mix. Here we look at research – owned, accessed, desk and audience research – because knowledge is razor sharp and super-specific these days. Work the silent superpower of deep social listening. Set actionable objectives and KPIs. Turn your plan into a vast, fast-unfolding and hyper-responsive reality. Make it happen and then make it happen better with analytics and measurement tools. You a now a true player of the game. Choose your prize and win it.