Social Media Strategist

Social Media Strategist

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Course Overview

This course covers the path of becoming a social media strategist. Students will learn about the rise of social media, conducting and auditing market analysis, setting goals and selecting platforms, creating the social media policy and integrating marketing strategies. They will also learn about developing effective content, popular platforms, launching successful campaigns,managing the community, customer service and measuring, analyzing and reporting.

Lesson 01 - The Rise of Social Media

The Rise of Social Media

What is Social Media?

Types of Social Media

Evolution of Marketing

Benefits of Social Media to Organizations

The Growth of Social Media

Social Media Career Opportunities

Role of the Social Media Strategist

Social Media Certification Options

Stages of Strategic Social Media Operations

Lesson 01 Review

Lesson 02 - Conducting Market Analysis

Conducting Market Analysis

Need for Readiness Assessment

STP Analysis

Segmentation

Segmentation Chart Example

Targeting

Targeting Strategies

Positioning

Positioning with Market or Perceptual Mapping

STP Analysis of Competitors

Competitor Information Available Online

Lesson 02 Review

Lesson 03 - Auditing Social Media

Auditing Social Media

Importance of Social Media Auditing

Tools for Social Listening

Demo - Social Listening Tools

Track Platform Performance

Grading Tools

Demo - Example of Grading Tools

Social Media Sentiment Terminology

Sentiment Analysis

Options for Analyzing Sentiment

Document Level vs. Entity Level Sentiment

Unsolicited Feedback

Lesson 03 Review

Lesson 04 - Setting Goals and Selecting Platforms

Setting Goals and Selecting Platforms

Corporate Culture and Social Media

Five Barriers to Social Media Adoption

Barrier #1: Resistance to Change

Barrier #2: Sensitivity to Costs

Barrier #3: Fear of Damaging Content

Barrier #4: Fear of Sensitive Information Exposure

Barrier #5: Fear of Web Attack and Malware

Social Media Goals vs. Business Goals

KPIs (Key Performance Indicators)

SMART Social Media Goals

SMART Goals - Specific

Matching Goals to Social Media Platforms

Platform Selection Process

Types of Social Media Platforms

Overview of Social Media Platforms

Popularity-Based Platform Selection

Goal-Based Platform Selection

Content-Based Platform Selection

Content Examples from Top 5 Platforms

Demographic-Based Platform Selection

Lesson 04 Review

Lesson 05 - Creating the Social Media Policy

Creating the Social Media Policy

Legal Disclaimer

The Social Media Policy

Demo- Context for Social Media Policy

Disclosure Best Practices Toolkit

Demo- SocialMedia.org

Truth in Advertising

Online Endorsements and Testimonials

Intellectual Property

Permission for Protected Content

Demo- Utilizing Content

Creative Commons

Spectrum of Licenses from Creative Commons

Demo- Creative Commons

Brand Abuse

Trade Secrets and Proprietary Information

Avoiding Release of Proprietary Information

Privacy Policy

Defamation in Social Media

Lesson 05 Review

Lesson 06- Integrating Marketing Strategies 

Integrating Marketing Strategies

Brand Marketing

Demo- Brand Marketing

Online Brand Creation Process

Demo- Contests and Promotions

Keywords

Keyword Research Tools

Demo- Google Keyword Planner

Tips for Keyword Selection

Successful Keyword Strategies

Demo- Where to Use Keywords

Keyword Usage

Content Tagging

Lesson 06 Review

Lesson 07- Developing Effective Content

Developing Effective Content

Content Marketing on Social Media

Types of Content

Trends in Content Marketing

Content Origination

Outsourced vs. In-house Content Production

Branded vs. Common Interest Content

Demo - Branded vs. General Content

Content Development

#1 – Select a Topic

#2 – Write a Title

#3 – Write an Introduction

#4 – Create the Body of the Content

Demo - Trending Content

#5 – Include a Call to Action

Lesson 07 Review

Lesson 08 - Understanding the Popular Platforms

Understanding the Popular Platforms

Overview of Social Media Platforms

Social Media Intimacy

Blogging

Demo - Sample Blogs

Demo - Wordpress Blogs

Facebook

Demo - Using Facebook

YouTube

Demo - YouTube

Demo - Creating a Channel

Demo - Uploading Video

Google+

Demo - Google+

Demo - Advertising in Google+

LinkedIn

Demo - LinkedIn

Demo - Business Side of LinkedIn

Twitter

Demo - Twitter

Demo - Advertising in Twitter

Lesson 08 Review

Lesson 09 - Launching Successful Campaign

Launching Successful Campaigns

Traditional Website Advertising

Social Media Advertising

Benefits of Native Advertising

Example: Paid Twitter Advertising

Example: Paid Facebook Advertising

Capitalizing on Contacts

Demo- Social Media Contests

Social Media Contests

Contest Platform Software

Demo- Online Contests

Social Media Documentation and Schedules

Action Plans

Action Plan Template

Editorial Calendar

Editorial Calendar Components

Editorial Calendar Tool Options

Demo- Editorial Calendar Tool

Project Management Software

Performance Dashboards

Tools with Performance Dashboard Options

Demo- Performance Dashboard Tool

Social Media Campaign Management Tools

Social Media Management Tool Options

Demo- Social Media Management Tool

Lesson 09 Review

Lesson 10- Managing the Community

Managing the Community

The Community Manager Role

The Community Manager

Social Media Personas

Personal (Self) Persona

Corporate (Brand) Persona

Response Community (Hybrid) Persona

Demo- Creating a Response Community

Importance of Voice Consistency

The Successful Online Personality

Demo- Three Personality Musts

Demo- Social Media to Build Community

Demo- Pinterest

Lesson 11- Providing Customer Service

Providing Customer Service

Organizational Customer Service

Demo - Examples of Feedback

Social Media Triage

Demo - Marketing Personas

Social Media Triage (Cont.)

Benefits of Triage Plans

The Role of Social Media in Customer Service

Professionalism in Online Customer Service

Online versus Personal Interactions

#1 – Positive Feedback

#2 – Negative Feedback (Non-Specific)

#2 – Negative Feedback (Specific)

#3 – Neutral or Other Feedback

Social Media Crisis Management

Lesson 11 Review

Lesson 12 - Measuring, Analyzing and Reporting

Measuring, Analyzing and Reporting

Social Media Analytics

Social Media Metrics

Tracking Metrics Over Time

Metric #1 – Brand Health

Conversation Share

Demo - Gathering and Analyzing Statistics Related to Social Media

Metric #2 – Customer Service Experience

Response Time

Metric #3 – Conversions

Goal Value

Economic Value Calculation

Example: Social Media ROI Calculation

Demo - Google Analytics

Final Audit

Reports

Example: Goal Report

Example: SWOT Analysis

Lesson 12 Review

Lesson 13 - The Social Media Strategist Career

The Social Media Strategist Career

Defining Your Value

Bidding on Projects

Building a Partner Network

Issuing Requests for Proposals

Succeeding as a Social Media Strategist

Lesson 13 Review

Course Closure


Social Media Strategist
tag icon Price $84.99
tag icon Instrutor 1
tag icon Duration 13h 5m
tag icon Lessons 13
tag icon Access 12 Months
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