Curriculum
The Strategic Social Media Marketing program has seven modules that include lectures, tool demos and hands-on learning:
Social media is a powerful tool to connect with customers. If done well, it is more than just a platform to speak to your audience - it's a way to speak with them. Explore why having a strategy around your social media efforts is a critical component to success. Whether you are working on paid or organic, Facebook or Linkedin, gain an overview of how to approach the process of determining which platforms are the right fit for your goals and customers.
Every brand has unique stories to tell and so do their customers. Social media offers the perfect way to amplify those stories to targeted audiences. Gain insights into building an active brand voice and storytelling on social media. Explore the creative planning process for content delivery. Learn how to use cost-effective content development tools to bring it all to life.
Social media is a two-way street. Active listening and timely responses are critical to ongoing success. Build your social media community management skills with the tactics and tools you will cover in this session. Explore opportunities to engage employees as ambassadors of the brand social media cause.
Today, social media has a "pay to play" dynamic for brands aiming to attract consumer audiences. But that doesn't mean it requires a large investment to successfully engage. Explore social advertising platforms and campaign strategies. Learn to master lead generation on social media while maintaining a budget.
Decisions made without data are merely guesses. Marketers that pay attention to social media analytics data can drive greater results. Learn where to access social analytics and how to interpret the data to gain important campaign insights and consumer engagement intelligence. Learn how to create the right goals for your social media activity and how to measure the effectiveness of your strategies.
Make your social media a true marketing platform. Learn proven strategies to build a following, drive engagement, offer relevant promotions and reward existing customers. This session will look at easy-to-adopt examples from large and small businesses across non-profit and retail industries. Explore best practices for developing your brand positioning through social channels, creating and/or implementing brand voice into your work, and examining how social channels operate on an enterprise level.
Leave the program with a social channel strategic plan in hand. You’ll work on this project throughout the program, and participate in a group workshop session to finalize details. Use this session to gain insights from faculty and your fellow students and practice developing a strategic social media plan. Then, you’re ready to return to work and apply what you’ve learned.