Social Media Marketing

Month Four Content: Introduction to Digital Marketing ● Define digital marketing ● Identify various types of digital marketing ● Describe how various digital marketing workplaces differ from one another

Introduction to Social Media  Organize content examples into categories of either promoted, organic or earned content.  Describe why growing social media presence is important for a business.  Identify the differences between B2B and B2C social media marketing.  Recount how social media contributed to examples of successful marketing initiatives  Describe common job functions of a social media marketing professional.  Identify the stages of the customer journey  List the major steps of a social media campaign.  Define social media marketing in general terms  Briefly describe the basic user features of each major platform  Compare the common capabilities of a personal social media account and a business social media account

Understanding Audience  Select which social media platform aligns most closely with a marketing need.  Identify which social media platform is most effective at reaching customers for each stage of the customer journey.  Explain the business goals that each social media platforms' features are best positioned to achieve.  Identify the importance of a relevant and authentic following on your social media platforms  Identify strategies and best practices to grow your audience on various social media platforms  Describe influencer marketing and the relationship between an influencer, a company, and users  Describe the common practices companies use with influencers to reach target audiences  Outline a strategy for acquiring influencers for a given company  Categorize influencers between micro, middle, and macro influencers

Campaigns  Describe best practices for working with various departments of a company to create a successful campaign.  Identify best practices for working with other teams in order to align around goals  Identify essential tracked marketing metrics and explain how they are calculated.  Match marketing goals with the overall needs of a business  Select social metrics as KPIs for a social marketing campaign goal

 Select a goal for a social media campaign based on the overall needs of a business  Define call to action and explain it's purpose in social marketing efforts  Describe the steps and resources needed to construct each part of a social media campaign  Define Metrics and Key Performance Indicators in the context of digital marketing  Describe how retargeting can be used to improve marketing efforts

Content Planning  Describe the purpose of content calendars in social media marketing.  Identify which campaign management tools are best for various marketing needs.  Identify best practices in frequency and timing of posts per social media platform for various marketing efforts  Describe effective practices and strategies for staying organized in managing a social media campaign  Identify the strengths and limitations of various content formats as it relates to marketing efforts  Describe the various formats of content media and resources needed to make them  Organize social media posts into a content calendar  Explain best practices for attribution of shared content

Content Creation  Identify the content style that is expected of each social media platform  Identify best practices in visual design for each social media platform  Identify creative strategies to make quality content  Generate cross posted material using best practices  Identify ad specifications and post restrictions for all platforms  Create content using free online tools.  Identify best practices for writing social media copy in each social media platform  Define brand voice and identify how this impacts the way you create content  Describe how available ad formats impact content creation.  Explain the benefits of producing cross posted content.  Identify how to properly re-share relevant content

Advertising  Describe the process for planning and posting a paid ad on a social media platform.  Describe best practices for managing and optimizing an ad campaign budget  Calculate bids and identify bid needs across a paid advertising platform, Facebook.  Identify the different available options for promoted Facebook content  Identify the differences in the capabilities of each platform's ad management system  Identify how to align ads with company and campaign goals  Identify best practices for targeting a specific demographic using an ad manager tool  Identify visual content formatting restrictions on Facebook Ad Manager

 Demonstrate ability to complete setup and deployment of an advertisement using Facebook Ad Manager

Reporting and Analyzing  Recognize how to pull an ad report from Facebook Ad Manager  Identify best practices for communicating relevant ad results to a stakeholder  Interpret an ad report and write insights based on results  Identify the importance of ad reporting and analysis for a business  Recognize the metrics that are included on an ad report from Facebook Ad Manager  Capture the data provided in an ad report  Visually format an ad report for a stakeholder  Identify key metrics for measuring ad campaign

Community Building  Describe the various types of interactions a company can have with customers on social media  Describe how companies can use social media for customer support  Identify best practices for engaging with a business’ community on social media.  Respond to challenging hypothetical situations on social media.  Compare examples of companies who have used social media to engage with their communities

Module Wrap Up  Identify best practices for keeping up to date on social media platform changes  Explain why it is important to establish a social media policy within a company.