How to Create a Social Media Strategy - ExpertTrack

Learn how to create an engaging social media strategy, improve brand image and social engagement online, and measure your results

Learn to create a social media strategy, from setting goals to measuring results

This ExpertTrack will help marketers understand how to create a social media strategy for their brand.

Under the guidance of social media professionals and experts working in industry, you’ll learn everything from why social engagement is key and how to choose the right platform to social media content formats, social metrics and analytics insights.

On completing this ExpertTrack, you will be equipped with the skills to create an award-winning social media strategy of your own.

Discover the importance of social engagement

On the first social media management course on this ExpertTrack, you’ll explore the importance of social engagement – the heart of your social media strategy.

You’ll learn how to set goals and KPIs using the SMART Objective Framework to ensure your social media campaign goals are Specific, Measurable, Achievable, Relevant, and Time-bound. You’ll also look at how to engage in social listening, so you can monitor what people are saying about your brand online.

This will equip you with the skills to begin creating your social media strategy.

Express your brand personality through social media content

The second course will focus on social media content and uncovering your brand’s personality online.

You’ll identify the best platforms to reach your audience and the content you should publish to drive social engagement.

You’ll learn how to develop both planned and reactive social media content as part of your strategy. You’ll also consider the differences between owned, earned, and paid social media content, and how to justify budget for your social media campaign.

Run a live social media campaign

The final course on this ExpertTrack will consider your ongoing marketing strategy after social media campaigns are live. You’ll look at how to offer customer service through social media as part of an omnichannel marketing strategy and learn how to engage in online reputation management. You’ll also explore how to engage with influencers in support of your social media strategy, before examining those all-important social media analytics. Understanding those will enable you to better understand your audiences and the success (and shortcomings) of your social media campaigns.

Key skills you will learn

Influencer marketing
Omnichannel marketing
Multichannel marketing
Social media
Customer service
Social media strategy
Digital marketing
Social media analytics
Social media content
Marketing

This social media ExpertTrack is designed for digital marketers who would like to better understand how to create effective social media strategies. It would be of interest to those who want to learn how to think more strategically about their brand’s social media, how to improve and set the direction of social engagement, and understand the part played by social media in a multichannel marketing strategy. This may include social media managers looking to improve results, professionals interested in moving into social media management, as well as marketing professionals who want to specialise

This ExpertTrack is aimed at current or aspiring social media managers or multichannel marketing strategists. A base level of knowledge or experience running social media campaigns would be advantageous in understanding course content and fostering peer-to-peer learning.

Ideally, learners will have created and posted social media content to multiple platforms, will understand how to gather stats from social media platforms, and will have worked on social media campaigns that form part of a multichannel marketing strategy.