Advanced Social Media Marketing
The Advanced Social Media Marketing program is designed to assist organizations that already understand the importance of social media to clarify the types and balance of social media tools that they need to support their organizational strategies and objectives. The six Advanced modules focus on how to enhance or perfect existing social media implementations, regardless of the current channels that are being utilized. The Advanced Social Media Marketing program focuses on establishing and maintaining a deeper relationship with customers through social media, success measures including monitoring and evaluation, and the management of multiple social media channels in a team environment.
Want to add social media marketing expertise to your resume? Learn more about our Social Media Marketing Certificate.
This program is delivered by instructor Lyle Wetsch synchronously through a hi-definition video and audio connection. An additional expert facilitator will be on site. The Advanced Social Media Marketing program consists of six modules:
Metrics & Measurement Strategy
Executing on a Digital and Social Media Strategy is not enough; it's important to ensure that it is working effectively. With over 100 ways to measure social media effectiveness, metrics need to be consistent with strategy. This module focuses on WHAT should be measured and WHY.
Metrics and Measurement Tools
Metrics and measurement will only be effective if they are ‘easy’: easy to obtain, easy to report, and easy to understand. In this module, participants will be introduced to a wide variety of tools that allow not only the tracking of these metrics, but also assist in evaluating and understanding their implications. Covering a wide range of tools, participants will be able to obtain the necessary data, generate the reports for those that need the information, and be able to act on the findings.
Social Communication and Engagement
The most important word in ‘Social Media’ is not media, it is social. In order to effectively use digital and social media, communication must be bi-directional, and not just push messages out at an audience. This module will provide participants with the tools and techniques to effectively communicate and engage the target audience. Ensure that communication is with a target audience, not at them.
Social Media Analytics
In addition to the analytical tools that are available within the specific social media channels such as Facebook, YouTube, LinkedIn, etc, there are power aggregation tools such as Simply Measured and HootSuite that will allow people to not only look across social media channels, but also to benchmark and compare results with key competitors within industries. This module helps to explain these tools and ensure that social media goals are achieved.
Social Listening Tools
Many conversations that are pertinent to your organization and brand may not occur on social media channels. In order to monitor for these conversations, organizations need to be using the correct social listening tools. This module will provide guidance on the appropriate tools to monitor conversations not only about your organization and brand, but also about your competitors for greater market intelligence.
Acting on the Analysis
Measuring and reporting on goals achievement is only the first step. Unless organizations are then acting on findings to drive a process of constant improvement, the reporting process is wasted. This module will provide the information needed to not only develop an effective audit plan, but to have the mechanisms in place to act appropriately to make the necessary improvements in Digital and Social Media deployments.