Social Media Marketing. Learn social media marketing strategies that work.

With over 2.3 billion monthly users between them, Facebook and Instagram are the easiest and fastest ways for businesses to introduce themselves directly to potential customers and clients. Sending these people to a well-maintained blog or website makes a great first impression and acts as a 24/7 sales person. Harnessing the power of Facebook, Instagram and blogs in 2019 can be incredibly powerful for business.

This course offers an introduction to Facebook, Instagram and blogging from the perspective of a business engaging social media influencers. With a focus on strategic partnerships, measurement, and return on investment, it enables business owners to leverage existing audiences rather than create their own.

During this course, you’ll get a real taste of the marketing power of social media campaigns: creating, managing, and distributing social content through online communities. We’ll look at case studies of customers engaging with companies on social media sites and evaluate the benefits and drawbacks of various social media tools. An interesting day spent exploring a dynamic and challenging area.

Aims

The aim of this course is to:

• describe the mechanics of a social media campaign
• find and engage with social influencers online
• articulate the do’s and don’ts of blogger outreach
• have a business understanding of Facebook and Instagram and when to use them
• monitor the web (overview) filtering comments
• measure the conversation: understand the metrics and what successful engagement looks like.

Outcomes

By the end of this course, you should be able to:

• identify five social media influencers to reach out for a campaign
• create a social media calendar
• monitor social listening tools to measure engagement
• determine the return on investment of a social media campaign.

Content

This course covers the following topics:

Introduction to social media

• What is social media?
• How does social media marketing compare to traditional marketing?
• Do you know the difference between a social media strategy and a social media campaign?
• What are the must-do steps of a successful campaign using Facebook, Instagram and other social networking tools?

Measuring success

• Investigate Return on Investment (ROI) of marketing dollars in online media but also examine the Cost of Inaction (COI) of not being involved.
• Become familiar with case studies, statistics, influencer monitoring and measurement, marketing professionals can maximise their online engagement with customers.

Social listening

• Setup listening and monitoring
• Creating social content
• Blogger outreach and social media press releases
• Promotional tools and measurement

Intended audience

Suitable for employees and owners of small businesses with no prior social media experience who want an introduction to Facebook, Instagram and blogging. Also suitable for those with a pre-existing website and social media channels who want to start using them more regularly.

Prerequisites

No technical or prior knowledge is required.

Delivery style

Delivered as presenter-taught computer-based training in a computer lab.

Materials

Please bring along your email login and password, as well as any other logins and passwords for social media platforms that you might already have.

Recommended reading

Course readings will be provided in class.

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