Key Takeaways

• Learn how to review social media metrics to identify the key trends, insights, and actionable recommendations based on the stories you want to tell
• Explore strategies for translating social media data into actionable insights and recommendations that drive business growth and inform marketing strategy and decision-making
• Understand how to tailor social media analytics presentations to different stakeholders and audience segments, focusing on relevant metrics and insights that align with their interests, priorities, and decision-making needs.

Key Takeaways

• How to build confidence on camera and combat Imposter Syndrome 
• Understanding the power of short-form video in today’s social media landscape
• How to strategically repurpose content from collateral you already have
• Identifying your “anchor” piece of content
• Developing your repurposing strategy and system

Key Takeaways

• Learn how to leverage LinkedIn Ads for driving results for their company
• Identify which ad types to use for different situations
• Explore how to target your ideal target audience
• Learn common pitfalls to avoid to get the best ROI

Skills You’ll Gain

Social Media Management Social Media Trends Marketing Attribution

What You’ll Learn

• Learn how to create an effective social media strategy.
• Identify the key social media marketing trends and how to adapt your content to suit the platform changes.
• Understand how to structure and launch effective social media campaigns that deliver results.
• Discover a range of social media measurement tools for tracking ROI.
• Define and track the KPIs most relevant to your campaign.
• Learn how to put together an effective social media marketing report.

Course Modules

• Introduction
• Setting Objectives and Defining Success
• Understanding Your Audience
• Planning Your Content
• Measurement
• Social Media Reporting
• Measurement Tools
• Tracking ROI
• What’s Next?

Meet Your Instructor

Alison Battisby

Social Media Trainer and Founder of Avocado Social

Alison Battisby is a social media expert and trainer who has worked with brands and agencies across numerous business sectors since 2008. Alison launched Avocado Social in 2014 to empower businesses to effectively manage their brand’s social media and enable them to connect with customers. Alison is an accredited Facebook trainer based in London, UK, and has worked globally with many growing enterprises and big brands.

Course Overview

The Certificate in Marketing Channels & Technology provides an overview of essential skills for today’s digital landscape through four specialized courses focusing on practical skills and real-world applications in the areas of digital marketing strategy, social media marketing, paid search, and search engine optimization.

This certificate equips professionals with both strategic thinking and hands-on technical expertise needed to navigate the evolving world of digital marketing channels and marketing technology tools. These self-paced courses offer an assortment of interactive exercises, selected readings, and self-assessments. Upon successful completion of all courses in this certificate, you can download and print a Certificate of Completion to showcase your achievement.

Learning Format

This self-paced certificate program offers an assortment of interactive exercises, selected readings, and self-assessments.

Courses Included in This Certificate

What You’ll Learn

• How social media can be used to better engage a nonprofit’s audience
• Key questions nonprofits should consider as they become involved in social media
• Strengths and weaknesses of Facebook, LinkedIn, Twitter, YouTube, Pinterest and other social media platforms
• Costs involved in social media
• Importance of establishing social media policies for your nonprofit
• Measurement of social media effectiveness in communicating messages and in fundraising
• Tools and techniques for successful social media use by a nonprofit

What You’ll Learn

• Develop and implement an effective marketing plan for your small business
• Understand how a conversion funnel works and apply it for e-commerce
• Leverage social media platforms to strengthen your marketing campaign
• Identify the best social media influencers to benefit your marketing
• Apply SEO and keyword research to improve website visibility and traffic
• Interpret search analytics to recognize successful marketing resources
• Utilize content marketing as a promotional strategy

Course Overview

Using social media in marketing is practically a requirement in today’s highly connected digital world. But it can be confusing and complex to dive into social media marketing without some foundation in the basics. This course focuses on teaching the principles, best practices, and strategies for incorporating social media into a marketing plan.

The first module teaches the various ways that social media can be used for marketing, including defining a clear brand voice, improving reputation, and engaging with customers.

Skill Level: Beginner

What You’ll Learn

• Define social media, name several platforms, and explain the benefits and drawbacks of using each platform
• Create a content marketing plan that addresses audience, tone, relevance, frequency, and quality of content
• List the spheres of reputation according to the Harris Poll and explain how social media can be used to manage each sphere of an organization’s reputation
• Describe why and how a company should monitor social media
• Explain various strategies for engaging with audiences via social media, and the aims of each form of engagement
• Set social media marketing objectives that correlate to specific sales and growth goals
• Describe how to integrate social media with mobile, email, and a hub website, and describe the advantages of doing so
• Demonstrate the difference between organic and paid reach, and list the factors that influence reach on various social media platforms
• Explain how to reach influencers and name at least two relevant influencers in the learner’s industry
• Quantify the time and human capital that will be devoted to the learner’s social media marketing campaign based on his or her organization’s size