From Likes to Leads: Interact with Customers Online 

Introduction to Course 3

Welcome to week 1

The benefits of social media marketing

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 week 1

Test your knowledge: Understand social media marketing

Weekly challenge 1

Welcome to week 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

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

Glossary terms from week 2

Create brand positioning statements

Test your knowledge: Social media marketing strategies

Activity: Create a social media calendar

Test your knowledge: Plan and publish content

Weekly challenge 2

Welcome to week 3

The importance of social listening

Social listening strategies

Social media engagement

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 week 3

Activity: Use social listening to gain insights

Test your knowledge: Social listening

Activity: Respond to customer comments

Test your knowledge: Engage customers

Test your knowledge: Compose engaging content

Weekly challenge 3

Welcome to week 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 week 4

Activity: Analyze social media performance

Test your knowledge: Social media analytics

Activity: Report on social media performance

Test your knowledge: Social media marketing reports and presentations

Weekly challenge 4

Welcome to week 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 week 5

Course 3 glossary

Get started on Course 4

Test your knowledge: Paid ads on social media

Activity: Develop a social media ad campaign

Test your knowledge: Target your social advertising

Test your knowledge: Manage a social advertising budget

Weekly challenge 5