Social Media Strategist

Course Curriculum

Chapter 1: Course Introduction

Lecture 1: Course Introduction

Lecture 2: Instructor Introduction

Chapter 2: Lesson 01 – The Rise of Social Media

Lecture 1: The Rise of Social Media

Lecture 2: What is Social Media?

Lecture 3: Types of Social Media

Lecture 4: Evolution of Marketing

Lecture 5: Benefits of Social Media to Organizations part1

Lecture 6: Benefits of Social Media to Organizations part2

Lecture 7: Benefits of Social Media to Organizations part3

Lecture 8: Benefits of Social Media to Organizations part4

Lecture 9: The Growth of Social Media

Lecture 10: Social Media Career Opportunities

Lecture 11: Role of the Social Media Strategist

Lecture 12: Social Media Certification Options

Lecture 13: Stages of Strategic Social Media Operations

Lecture 14: Lesson 01 Review

Chapter 3: Lesson 02 – Conducting Market Analysis

Lecture 1: Conducting Market Analysis

Lecture 2: Need for Readiness Assessment

Lecture 3: STP Analysis

Lecture 4: Segmentation

Lecture 5: Segmentation Chart Example

Lecture 6: Targeting

Lecture 7: Targeting Strategies

Lecture 8: Positioning

Lecture 9: Positioning with Market or Perceptual Mapping

Lecture 10: STP Analysis of Competitors

Lecture 11: Competitor Information Available Online

Lecture 12: Lesson 02 Review

Chapter 4: Lesson 03 – Auditing Social Media

Lecture 1: Auditing Social Media

Lecture 2: Importance of Social Media Auditing

Lecture 3: Tools for Social Listening

Lecture 4: Demo – Social Listening Tools

Lecture 5: Track Platform Performance

Lecture 6: Grading Tools

Lecture 7: Demo – Example of Grading Tools

Lecture 8: Social Media Sentiment Terminology

Lecture 9: Sentiment Analysis

Lecture 10: Options for Analyzing Sentiment

Lecture 11: Document Level vs. Entity Level Sentiment

Lecture 12: Unsolicited Feedback

Lecture 13: Lesson 03 Review

Chapter 5: Lesson 04 – Setting Goals and Selecting Platforms

Lecture 1: Setting Goals and Selecting Platforms

Lecture 2: Corporate Culture and Social Media

Lecture 3: Five Barriers to Social Media Adoption

Lecture 4: Barrier #1: Resistance to Change

Lecture 5: Barrier #2: Sensitivity to Costs

Lecture 6: Barrier #3: Fear of Damaging Content

Lecture 7: Barrier #4: Fear of Sensitive Information Exposure

Lecture 8: Barrier #5: Fear of Web Attack and Malware

Lecture 9: Social Media Goals vs. Business Goals

Lecture 10: KPIs (Key Performance Indicators)

Lecture 11: SMART Social Media Goals

Lecture 12: SMART Goals – Specific

Lecture 13: Matching Goals to Social Media Platforms

Lecture 14: Platform Selection Process

Lecture 15: Types of Social Media Platforms Part1

Lecture 16: Types of Social Media Platforms Part2

Lecture 17: Overview of Social Media Platforms

Lecture 18: Popularity-Based Platform Selection

Lecture 19: Goal-Based Platform Selection

Lecture 20: Content-Based Platform Selection

Lecture 21: Content Examples from Top 5 Platforms

Lecture 22: Demographic-Based Platform Selection

Lecture 23: Lesson 04 Review

Chapter 6: Lesson 05 – Creating the Social Media Policy

Lecture 1: Creating the Social Media Policy

Lecture 2: Legal Disclaimer

Lecture 3: The Social Media Policy

Lecture 4: Demo – Context for Social Media Policy

Lecture 5: Disclosure Best Practices Toolkit

Lecture 6: Demo – SocialMedia.org

Lecture 7: Truth in Advertising

Lecture 8: Online Endorsements and Testimonials

Lecture 9: Intellectual Property

Lecture 10: Permission for Protected Content

Lecture 11: Demo – Utilizing Content

Lecture 12: Creative Commons

Lecture 13: Spectrum of Licenses from Creative Commons

Lecture 14: Demo – Creative Commons

Lecture 15: Brand Abuse

Lecture 16: Trade Secrets and Proprietary Information

Lecture 17: Avoiding Release of Proprietary Information

Lecture 18: Privacy Policy

Lecture 19: Defamation in Social Media

Lecture 20: Lesson 05 Review

Chapter 7: Lesson 06 – Integrating Marketing Strategies

Lecture 1: Integrating Marketing Strategies

Lecture 2: Brand Marketing

Lecture 3: Demo – Brand Marketing

Lecture 4: Online Brand Creation Process