Learning objectives:

• Define Social Media and discuss the impact it has had on society, culture, and economics.
• Understand the history and evolution of social media platforms.
• Summarize the ways in which global connectivity and the dissemination of information can be used to make impactful change.

Topics Covered:

• What is social media?:  History of social media, The Evolution of Social Media, The Social Media platform, Choosing a Social Media Platform,
• Social Media in Society: Why do we share on social media, Creating Conversation through content, Best Practices in social media content,
• Social Media Aims: Who shares on social media, 
• Business vs Personal: Case Study: A Tale of Three memes that became profitable, Case Study: Personal Branding: Dound the Pug

Learning objectives: 

• Define the role of the social media marketer in relation to a client. 
• Analyze social media as a business platform. 
• Apply knowledge of the five pillars of marketing to real-world marketing situations.
• Employ various techniques to determine and support an audience.
• Construct a buyer persona. 
• Explore best practices as they relate to branding and the company mission.

Topics Covered:

• The Social Media Marketer: Defining your Role, Conducting a Needs Assessment, Content & Copy CreationBuilding Relationships, Making business personal
• The Five Pillars of Social Media Marketing: Strategy, Planning, Listening and Engagement, Advertising: Organic vs Paid. Analytics 
• Discovering Your Audience: Buyer Personas, Building a Loyal Following
• Defining Your Brand: Five Elements of Branding, What is Branding?
• Mission and Impact: Example: Coca-Cola, Community Markets

Learning objectives:

• Define content marketing and what elements make up good content.
• Identify best practices of content creation, curation, and marketing.
• Use the Content Marketing Matrix as an effective tool to plan a content strategy.
• Compare different methods of engaging audiences and turning engagement into sales. 
• Analyze content as it relates to the buyer’s journey.

Topics Covered: 

• The Business of Social Media: What is Engagement, Turning Engagement into Sales, Creating a Presence, Using Marketing Tools.
• What is Content Marketing? : Types of Content, The Content Marketing Matrix, Content and The Customer Journey: Awareness, Interest, Desire, and Action, Further Down the Marketing Funnel, Benefits of Content Marketing, Creating Effective Social Media Content, Best Practices.
• Content Strategy: Content Marketing Strategy, Content Stakeholders, Competitor Analysis.
• Creation versus Curation: Internal vs External Content, Branded Content, Content Audits,
• Engaging Audiences: Tips
• Building Content: Tips  

Learning objectives:  

• Describe different tactics that a marketer can use to gain a social media following. 
• Define social monitoring and listening, and identify ways to use them in order to maintain and improve an online reputation. 
• Apply the Pareto Principle to digital marketing and reputation management. 
• Define Online Reputation Management and analyze best practices and good ORM results. 
• Plan for a social media crisis and explore options for solving the problem.

Topics Covered:

• How to Build a Following: How to Gain Followers, Your Following: Quantity vs. Quality, Monitoring and Listening, Upfluence: A Monitoring and Listening Tool.
• Curating Relationships: Engage, Shaping Your Audience, Budgeting For Relationships, Retention is greater than Acquisition, The Pareto Principle: 80 – 20, Rewind: Further down the funnel, How to leverage social media.
• Online Reputation Management: What is ORM, The Benefits of Online Reputation Management, ORM in Action
• Crisis Management: What can a Marketer do in Crisis, Dealing with Crisis Examples, How to Manage a Social Media Crisis Communication Response, How to Avoid Another Social Media Crisis.

Learning Objectives:

• Outline the defining moments in the creation of Facebook.  
• Describe the process of building a Facebook business page and establishing a presence. 
• Analyze the Facebook Ecosystem in terms of how it can be used for marketing purposes.
• Explain the basics of Facebook marketing.

Topics Covered:

• Overview of Facebook: History of Facebook 
• Establishing a Facebook Presence: Establishing Your Business, Create a Facebook Business Page, Facebook Business Page Best Practices, Finding Followers, Start Posting , Facebook Messenger, Brand Example, Facebook Insights, Engage, Discovery and adaption, Targeting Audiences.
• The Facebook Ecosystem: The college years, Facebook Groups, Some Group Statistics , Maslow’s Hierarchy of Needs
• Facebook Marketing: The advent of social ads, Facebook’s Marketing Tools, Facebook Insights and Metrics, Facebook Advertising Audience

Learning objectives: 

• Outline the relevant history of Twitter and LinkedIn. 
• Categorize content by which platform will have the best performance results. 
• Justify decisions that a company would and could make on any of these platforms. 
• Employ knowledge of best practices as they relate to building content on these platforms. 
• Explore other platforms that might be beneficial to a business.

Topics Covered: 

• Expanding Beyond Facebook: Picking your Platform, Using social media to direct traffic, Follow buttons, What is a HashTag, Types of Hashtags
• Instagram: About Instagram Platform, History, Marketing on Instagram, The Business Profile, Sponsored Ads, Photo Ads, Video Ads, Sponsored Stories, Reels, and Instagram Best Practices
• X(Twitter): About X platform, History, Marketing on X, X and the Buyer’s Journey, Follower Ads, Promoted Ads, Video Ads, Trend Takeover, X Best Practices 
• LinkedIn: About Linkedin Platform, History, Marketing on LinkedIn, Linkedin and the Buyer’s Journey, The Basics, Sponsored Messaging, Dynamic Ads, Job Ads, Lead Gen Forms, LinkedIn Best Practices
• Other Platforms: A Calculated Determination, Reddit, Pinterest, Snapchat, TikTok, YouTube, NextDoor

Learning objectives: 

• Demonstrate proficiency in using Upfluence to search for influencers.
• Devise an influencer marketing campaign that aligns with a company’s goals and content strategy.
• Identify communities and demographics to target for future conversion.
• Employ effective communication strategies to maintain relationships with influencers and their audiences.
• Establish new relationships with audiences.
• Analyze and interpret campaign data to increase profitability. 

Topics Covered: 

• What Is Influencer Marketing: Intro, Influencers vs Affiliates, Types of Influencers, Diversityfing Audiences, HelloFresh Brand Example
• Defining Your Goals: Strategy for Defining Your Goals
• Finding Influencers with Upfluence: What is upfluence, Searching for influencers on upfluence, Entering the conversation
• Creative Framework: Contracts, Budgeting for an influencer, Planning a Campaign, Content Calendar, The Magic of Multi-Hyphenates, Strategy to let your influencers works for you.
• Relationships All the Way Down: Communities, Diversifying Your Relationships
• Measuring Impact: Metrics to Track, Measuring workflow on upfluence 
• Beyond Upfluence: Ways to Find Influencers

Learning objectives: 

• Optimize a Facebook business page according to best practices and with consumer experience in mind. 
• Use the Facebook Business Manager to organize campaigns and appraise and analyze the data that the interface produces.

Topics Covered: 

• The Business Page: Introduction, Anatomy: Demo, Profile picture and name, Cover Photo, Call-to-action button, Page Navigation, Practice: The Facebook Business Page Best Practices.

• The Business Manager: Introduction, What is The Business Manager, Anatomy: The Business Manager Navigation, What is Facebook Pixel and what does it does, Standard Facebook Pixel Events, Practice: The Facebook Business Manager’s Best Practices

Learning objectives: 

• Define the Facebook algorithm and describe how it influences what content each user sees.
• Debate the controversy surrounding the algorithm and its potential for damage. 
• Identify the metrics and trigger words that contribute to the ranking of posts.
• Apply the best practices of Facebook marketing to make best use of the algorithm.

Topics Covered: 

• What Is the Facebook Algorithm: What is it, The Process.
• The Evolution: Key moments in the history of the Facebook algorithm, Changing the algorithm, Ranking Signals, The Past: Trigger words, The Present: Meaningful Interactions.
• The Controversy: Facebook Whistleblower Frances Haugen Controversy.
• How to Hack It: Top Ranking Factors, Some don’ts.
• Algorithms Outside of Facebook: Intro to The Twitter Algorithm, Twitter algorithm: 10 tips, Intro to The YouTube Algorithm, YouTube Algorithm: 7 tips.

Learning objectives: 

• Navigate the Facebook Ads Manager.
• Develop effective ad content using the Facebook Ads Manager. 
• Prioritize decisions made in ad creation based on campaign goals.
• Analyze different audiences to determine targeting. 
• Create effective budgets and plans for ad strategy.
• Measure the effectiveness of an ad with a mind to improve and optimize based on those results.

Topics Covered: 

• The Ads Manager: Introduction, Linking Your Accounts
• Types of Ads: Types of Posts, Ad Formats, Ad Placements
• Ad Campaigns: Meta Advertising Policies, Levels of the Ad Campaign, Updated campaign objectives, Ad Placements, Ad Delivery options, The Meta Auction, What Makes a Bid. How to Bid.
• Targeting Audiences: Audience Types
• Budgeting & Scheduling: Intro, Cost Per Action, Facebook Ad Budget Budgeting types
• Best Practices
• Measuring Success

Learning objectives: 

• Track data on social media with a mind for reaching goals.
• Analyze social media data using a variety of tools and with audience and rhetoric in mind. 
• Report social media data analysis effectively and purposefully.  
• Optimize social media accounts based on data analysis.

Topics Covered: 

• Tracking: What is it, Tools for Tracking, How to Track Metrics.
• Analyzing, How to Do It, Facts and inferences
• Reporting: What to include in Reporting
• Optimizing: A/B Testing on Meta, Dynamic Creative Ads, Keep Testing

Learning objectives: 

Compile and create an effective social media strategy for clients.

Topics Covered: 

• Wrapping Up
• Defining Goals
• Auditing
• Research
• Handling Competition
• Making Adjustments
• Case Study: Bumble

Learning objectives: 

Apply knowledge of content creation, social media marketing, and social media platforms to build a strategic content calendar.

Topics Covered: 

• Why use a content calendar?
• Constructing Your Calendar
• Tips & Tricks