Do you really know your audience as well as you think? Digging down into the data might reveal some surprises. Learn what your target markets do, feel, think, and love (and the opposite). 

This module guides you through methods to develop solid strategies based on real up-to-the-minute data on your audiences. Staying across industry movements and cultural trends is a lot simpler than you may think, when you build research into your work plans. You’ll lean how to make sense of the huge volumes of social data available to you as a marketer, and what to pay attention to in order to have the greatest impact.

Great content is the cornerstone of meaningful engagement on socials. It’s not just a question of quality over quantity. You need to know what your people want to see, what they like to share, plus how and when they want to see it. 

You won’t find the answers to these questions with lucky guesses. These days, there are tons of content management and analytics tools at our disposal. This module walks you through the key tools, including social listening and competitor analysis. 

You’ll learn what you need to consider when designing and planning content, the different content formats across platforms, how to schedule content effectively, and how all these things come together under a content strategy.

There’s a reason Facebook, Instagram, and Pinterest are the backbone of so many social media marketing campaigns. There are tons of opportunities to connect with audiences in long-lasting, high-impact ways. This module guides you through:

• the unique strengths and weaknesses of each platform
• how to build your community
• creating clickable ads that engage each audience
• analyzing data from each platform to improve your overall strategy
• scheduling, replying, meme-ing, and managing each platform

Twitter stands out from other platforms for its fast-paced, punchy style of content delivery. It’s known for being the platform where users and brands get to show off how clever they are. The premise of a limited character text post forces you to be succinct, witty and engaging. This draws in an audience with a surprising set of characteristics. 

This module shows you how to make the most of what makes Twitter special, including:

• what an outstanding Twitter account looks like
• how to use Twitter Ads Manager
• which Twitter Ad format to choose for your campaign
• using Twitter Analytics to refine your content
• creating snappy, smart, shareable content

LinkedIn is a globally networked community of professionals from all different industries. This makes it the perfect place to showcase your organisation’s professionalism and the finer points of your USPs. But it’s also easy to mess it up by hitting the wrong tone. Too casual and you’ll miss the mark with LinkedIn audiences. Too formal and you won’t be relatable and contemporary where it matters most. 

This module walks you through how to strike the right balance. You’ll also learn about:

• text ads
• sponsored ads
• sponsored InMail’s
• display ads
• dynamic ads
• best practice
• overarching LinkedIn strategy
• campaign measurement

Social video is an incredible tool if you use it right. If a picture is worth 1,000 words, think what value video brings. It’s a great way to communicate so much, with such nuance, in a tiny amount of on-screen real estate. The good news is you don’t need a film degree to create great YouTube videos and social video content – just the right strategy and planning tools. This module walks you through video essentials including:

• setting up and managing a YouTube channel
• creating strategies for production and utilization of video content
• how video works together with other media across platforms
• building online video audiences
• using video advertising
• understanding video analytics

There are so many new and niche apps on the rise.  Snapchat filters go from cool to cringe in the blink of an eye, and finding your audience through hours of content on Twitch is exhausting. This module will show you how to not only navigate these on-the-rise platforms, but how to master them!

You’ll learn all about the different features of each platform, creating the right content, and the paid ad opportunities available. You’ll also learn how to decide which of these apps is right for your brand, and how to tap into your niche market within the apps.WitWIth

With all eyes on social media, it literally pays to be connecting your store to your socials. Through this module, you’ll be shown how your social media profiles and presence can boost your sales, and how you can use your e-store data to target and retarget your most likely customers on social media.

You can also tap into affiliate marketing – a way of earning money by promoting another company’s products and services. Influencers, celebrities, and thought leaders all have massive audiences that you can reach. Collaborating with influencers provides another trusted, genuine voice to your brand on social media.

An increasing number of brands incorporate social media as one of their customer service channels – if not the main channel. The personalised and interactive nature of social media experiences makes it a great platform for helping customers feel respected, acknowledged, welcomed, and treated like people (not account numbers). Customer service is a huge part of marketing, because it’s a huge part of brand experience. And the right social customer service can help you strike the right balance here. This module covers valuable basics and insights like:

• which platforms work best for social customer service
• training social customer service agents
• how to build online support communities
• how to run ongoing online support programs
• peer-to-peer customer communities

This is where it all comes together. You’ve got the technical skills for each platform, the background knowledge for each type of content and interaction, and some solid standalone techniques for delivering your organisation to its audiences. Now it’s time to bring together what you know into a social strategy that’s well-balanced, dynamic, and data-driven.

In this module, you’ll learn how to go from zero to a tested and refined social media marketing strategy, including:

• research (internal, external, proactive, forensic)
• deep social listening
• setting actionable objectives
• defining your KPIs
• responding instantly to analytics