Introduction to Social Media Strategy
Introduction to Social Media Strategy
What you’ll learn
Skills you’ll gain
Social media changes with the world, and your social media strategy needs to keep in step if you want to grow your audience and maintain relevance. You may already be interacting with your industry there, but do you know the most up-to-date approaches that will grow your brand and customer base? Do you have a strategic content plan in place that leverages your existing content? And when is it time to advertise? Expert marketer and former VP of market research and traffic optimization at Yahoo! Anke Audenaert answers all these questions and gives you the keys to crafting a social media strategy for your organization. You'll discover how to define your target audience, understand your customer’s journey, and how to select the right social media channels to reach your ideal audience. By the end of this course, you'll be well on your way to implementing a winning social media strategy for your company.
Syllabus
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1
Grow your business with social media Social media can transform your business and help you reach audiences around the world. 4m
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2
Defining your target audience Having a solid understanding of your target audience is essential to get your marketing message right, After watching this video, you will be able to select the right social channels to focus on and craft the content that will help you establish a following. 3m
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Understanding your customer's journey Your customers are on a journey that may result in a purchase. 3m
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Selecting your social media channels It is impossible to effectively manage a presence in all social media channels. 1m
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Establishing your tone of voice Approaching social media with a consistent and recognizable tone of voice and brand esthetic makes for a more powerful presence. 3m
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3
Creating a social media policy Inviting employees to participate in social media can be a powerful growth strategy, but it is important to set the ground rules. 3m
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Participating vs. marketing Businesses can participate in social media marketing, but there are some ground rules. 3m
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Creating your social media profile A first step in establishing your presence and starting to connect with customers on social media is creating profiles or accounts in the social channels that matter to you. 3m
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3
Organic vs. paid social media marketing Participating on social media is free, and your following can grow organically. 3m
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It all starts with content Content is the starting point for organic social media marketing. 3m
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Using the hub & spokes model Content can get overwhelming fast and it helps any marketer to have a good blueprint of how all the content and distribution channels relate and affect the marketing strategy. 2m
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3
Conducting a content audit Many companies have a variety of existing pieces of content. 3m
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Repurposing existing content One piece of content can go a long way if you know how to effectively repurpose the content for different social media channels. 2m
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5
Developing your content calendar Planning what content you will create and when you will post it is key to keeping your social media presence current and engaging. 3m
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Creating content your customers want Content can entertain, educate, inform, shock. After watching this video you'll be able to identify the type of content your customers want. 3m
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Creating shareable content Not all content will go viral, but certain content characteristics will make it more shareable. 4m
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Adapting content to your social channels It is essential that your content seamlessly blends in and makes effective use of the embedded content sharing mechanisms. 3m
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4
Tools for content creation You don't need a video production house or a professional photo shoot for every social post. 2m
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Building a following Building a following is essential to grow your social media presence. 3m
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Interaction with customers Social Media is a two way street, and interacting with customers is essential to an authentic presence. 3m
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Using insights to build on success Competitor research and insights in what worked for you in the past can help you decide on topics and formats that may help further grow your following. 3m
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Deciding when to advertise Establishing an authentic voice and organically growing your social media presence is essential, but, it is hard to cut through the clutter and reach beyond your core customer base. 3m
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Establishing your advertising goal Depending on the action you hope potential customers will take, your objectives for advertising will vary. 3m
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3
Creating effective social media ads Social media ads are designed to be native to the social media browsing experience. 3m
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4
Targeting your social media ads To get the most out of social media advertising, it is essential to understand and use its unique targeting capabilities. 3m
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5
Optimizing your ads The best social media advertising campaigns are those that continuously improve the creative and targeting of the ads. 3m
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Understanding social media metrics Social media has some unique functionalities, and as a result, measuring success requires understanding the metrics associated with the medium. 3m
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The right metrics for the right goal Depending on your objectives, different metrics will help evaluate success. 3m
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Evaluating social media marketing ROI With your marketing goals in mind, it is important to ask yourself what your Return on Investment looks like for your social media marketing? 4m
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Implementing your strategy Thanks for watching this course! 1m
Certificate
Certificate of Completion
Awarded upon successful completion of the course.
Instructor
Anke Audenaert
After close to eight years as vice president of market research and vice president of traffic optimization at Yahoo!, she co-founded JumpTime, focused on building software for publishers to help them optimize their traffic flow to maximize revenue.JumpTime was acquired by OpenX, one of the world's leading providers of digital and mobile advertising technology. As vice president of revenue optimization, she helped design yield optimization strategies for OpenX clients.She founded and led the business school at Udacity. She is also an adjunct professor of marketing at the UCLA Anderson School of Management, where she teaches digital marketing and analytics for MBA students and executives.
Anke Audenaert
Digital Marketing Expert and Entrepreneur
Accreditations
Link to awards
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