Social Media Marketing Short Course

Overview

Digital and virtual networks ever-increasingly facilitate the immediate sharing of ideas and information. Brand networks and ecosystems are built and grow by connecting with stakeholder audiences on many different social media platforms, supporting and completing other communication and media strategies.

Omnichannel digital marketing is rooted in a solid understanding of market variables, trend forecasting, consumer insights and stakeholder relationships. What is communicated, how it is communicated and the legitimacy of messaging can make or break a brand.

Social media marketing requires a focused approach built on brand values and purpose, integrating both owned and earned-media options. In this short course we examine how brand owners, managers and communicators are leveraging social media choices to deliver authentic and consistent communication to maximise brand-building opportunities.

Who should attend

• The course is aimed at individuals who are marketing managers, social media managers, brand managers, entrepreneurs, business owners, PR professionals, communication managers and marketing professionals.

This short course covers:

• The concept of social media marketing within the media landscape

• The importance of research in social media marketing

• Segmenting the social media consumer market

• Understanding social media behaviour

• Identifying the various social media channels for brand building

• Optimising social media platforms using analytics tools

• Social media marketing strategy and process

• Social media advertising and budget setting

• The social media publishing zone and content strategy

• Creating, distributing, and publishing content

• Social media metrics and analytics

• Online reputation management

• Customer relationship management

• Creating a social media playbook

How will I benefit?

• Connect with audiences through social media to generate brand awareness, leads and sales, and increase brand equity

• Use the numerous social media categories and platforms to understand and reach an audience

• Leverage new ideas and channels for engaging with an audience more effectively

• Plan social media activity to maximise available opportunities

• Understand social metrics and their value in monitoring and tracking brand performance