IIRF Online > Business > Sales > Lead Generation > From Likes to Leads: Interact with Customers Online
From Likes to Leads: Interact with Customers Online by Coursera
Course Highlights
- Define social media marketing and describe its purpose
- Identify core pillars of social media marketing: strategy, planning and publishing, listening and engagement, analytics and reporting, advertising
- Define the goals of a social media campaign
- Write, design, and repurpose engaging content for social media
Skills you will learn!
Curriculum
14 Topics
Introduction to Course 3
Welcome to module 1
The benefits of social media marketing
Cindy - A day in the life of a product marketing manager
The five core pillars of social media marketing
Earned owned and paid social media
The social media marketing funnel
Wrap-up
Course 3 overview
Helpful resources to get started
Glossary terms from module 1
Module 1 challenge
Test your knowledge: Understand social media marketing
Identify: The core pillars of social media marketing
25 Topics
Welcome to module 2
Define the goals of your social media strategy
Identify your social media target audience
Choose social media platforms for your campaign
Types of content on social media
Anna - Use earned owned and paid media in social media marketing campaigns
Determine the frequency and timing of posts
Use a social media calendar
Wrap-up
Popular social media platforms
Set up a professional social media profile
Build your brand identity on social media
How to acquire earned media
Case study: How Name Glo acquires earned media
Real-time marketing
Create a social media calendar
Activity Exemplar: Create a social media calendar
Social media management tools
Compose and publish posts using Hootsuite
Glossary terms from module 2
Test your knowledge: Social media marketing strategies
Module 2 challenge
Create brand positioning statements
Activity: Create a social media calendar
Test your knowledge: Plan and publish content
31 Topics
Welcome to module 3
The importance of social listening
Social listening strategies
Social media engagement
How to use YouTube to grow your audience
Camille - Respond to social media comments
Increase your followers on Twitter
Write for social media
Develop your brand voice on social media
Repurpose content on social media
Catherine - Engage a social media audience through storytelling
Wrap-up
Case study: How EatMoveRest improves content with social listening
Popular social listening tools
Activity Exemplar: Use social listening to gain insights
Respond to social media users
Activity Exemplar: Respond to customer comments
Influencer marketing
Social marketing on mobile
Case study: How BLK & Bold found its brand voice
Design engaging content for social media
Make social media posts accessible
What is Canva?
Glossary terms from module 3
Activity: Use social listening to gain insights
Test your knowledge: Social listening
Activity: Respond to customer comments
Test your knowledge: Engage customers
Module 3 challenge
Activity: Design a social media post
Test your knowledge: Compose engaging content
19 Topics
Welcome to module 4
Understand social media analytics
Metrics to track with social media analytics
Use social media data to drive marketing strategy
Jon - How data and social media analytics informs decision-making and strategy
Understand social media reports
Present a social media report
Wrap-up
Popular social media analytics tools
Social testing
Activity Exemplar: Analyze social media performance
Social media reports
Activity Exemplar: Report on social media performance
Glossary terms from module 4
Activity: Report on social media performance
Test your knowledge: Social media marketing reports and presentations
Module 4 challenge
Activity: Analyze social media performance
Test your knowledge: Social media analytics
24 Topics
Welcome to module 5
Benefits of paid social media
Integrate paid social media into your strategy
Develop a paid social media strategy
Remarketing on social media
Components of a paid social media budget
The cost of advertising on social media
Sabrina - Conflict resolution and responding to criticism
Wrap-up
Course wrap-up
Ad formats on social media
Choose social media platforms for your ads
Create an effective call to action in your social ad
Activity Exemplar: Develop a social media ad campaign
Social media ad bidding
Glossary terms from module 5
Course 3 glossary
Get started on Course 4
Activity: Develop a social media ad campaign
Module 5 challenge
Test your knowledge: Paid ads on social media
Test your knowledge: Target your social advertising
Test your knowledge: Manage a social advertising budget
Identify: Social media strategy
From Likes to Leads: Interact with Customers Online
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