Mastering Social Media and Content Marketing

Learn how social media marketing gathers direct customer feedback, builds a personable brand, and drives engagement through social listening, campaign response management, viral marketing, lead generation, and brand reputation management.

Explore how social crm enhances brand awareness, sales, and customer service through social agents, crowdsourcing ideas, collaboration, and customer experience across channels.

Prioritize a social media marketing CRM strategy using six applications and the five M's framework—monitoring, mapping, management, middleware, measurement—and conduct a social media audit to optimize reach, content, and conversion.

Create a social media audit spreadsheet to catalog profiles, owners, and performance, then evaluate branding and imposters on Google, and centralize password ownership.

Develop an internal process from social media audits to guide creating new profiles, define criteria, and note who will appear in the request. Audits matter for everyone.

Explore user generated content, social media optimization, and crowdsourcing to boost brand awareness and engagement, while mastering mash ups, embedding, RSS feeds, and URL shorteners.

Identify high level marketing goals for the brand, market, and campaign, then establish social media objectives and a measurement strategy that tracks progress against these objectives.

Continue exploring objectives and metrics for social media and content marketing, covering reach, impressions, views, page views, engagement metrics, leads, loyalty, and growth partnerships to drive sales.

Assess consumption, sharing, lead generation, and sales metrics, and track followers and engagement to gauge profile performance and ROI within awareness, trigger, search, and engage paradigms.

Explore how brands use diverse social media channels to engage customers, drive revenue, and build loyalty through coordinated paid, earned, shared, and owned media strategies.

Explore Facebook's core features—profiles, photos, groups, events, pages, and a real-time news feed—and how Facebook at work aims to boost workplace collaboration while balancing privacy concerns.

Use Facebook insights to track engagement, reach, and demographics; compare with competitors via page to watch; optimize with images, trending topics, links, tagging, and targeted calls to action.

Explore how Twitter enables rapid, scan-friendly microblogging for broadcasting and discovering content. Use 140-character messages and hashtags to boost brand personality, real-time marketing, and audience engagement.

Use clear calls to action, strong visuals, and real-time engagement on Twitter. Combine promoted tweets, lead generation cards, and TV targeting to grow followers and drive clicks.

Explore LinkedIn's professional networking platform, build a resume-like profile with employment and education history, and learn search, connection, and messaging methods, including introductions, inmail, and premium options.

Explore how LinkedIn drives B2B engagement through content marketing, company pages, and targeted ads, with a HubSpot case study showing leads and growth from sponsored updates and groups.

Explore how Instagram functions as a visual sharing platform with profiles and newsfeeds. Apply brand tips: authentic imagery, storytelling, audience insight, and a Ben and Jerry's case study.

Learn how Pinterest functions as a pinspiration platform, with boards, repins, and analytics, plus Sephora’s strategies: pin it buttons, promoted pins in email, and top pins to boost sales.

Choose the social networks that best fit your strategy and goals, focusing on 1–2 channels. Plan time, resources, and audience fit, and stay consistent.

Explore seven major social network categories, from social connections and multimedia sharing to professional, educational, informational, hobby, and academic networks, with examples like Facebook, YouTube, LinkedIn, and Academia.edu.

Create a concise social media marketing plan by auditing current accounts, setting network-specific goals and mission statements, building a content plan and editorial calendar, and testing and adjusting for success.

Set smart social media objectives aligned with your marketing strategy. Track metrics like lead generation, website traffic referrals, and engagement beyond vanity metrics to prove impact across blogs and networks.

Explore social media aggregators to monitor multiple networks in one place and support content planning, using Friendfeed, Hootsuite, Ming, and TweetDeck, while noting budget and time costs.

Create a mission statement for each social profile to define purpose and guide actions toward business goals. Audit performance, update as needed, and tailor engagement to each network's strengths.

Analyze case studies of social media marketing that use short videos and snack hacks to engage audiences. Learn to define audience personas and create shareable content across platforms.

Audit and create or refine your social accounts across networks to meet goals, optimize bios with links, and ensure consistent names, imagery, and cross-promotion.

Boost your online visibility by naming your blog with your company in the title tag and meta description, and optimizing social profiles with photos, clear bios, and prominent links.

Optimize your social profiles with focused hashtags and engaging images; track hashtag use with Twitter analytics, and expand reach by building expert source lists and accurate YouTube business descriptions.

Explain why image posts outperform text on social networks, and apply optimal posting times per platform. Draw inspiration from competitors, consumers, and industry leaders to refine your social media marketing.

Leverage expert quotes and pop culture to craft engaging social posts; use newsjacking and a content marketing strategy with an editorial calendar and content matrix.

Identify topics and five keywords from competitors, directories, and Google Alerts to spark conversations, then repurpose content across blogs and social networks while testing and analytics to adjust.

Learn to build a social media command centre to monitor trends, manage real-time engagement, and coordinate with departments, supported by a playbook and analytics for effective content marketing.

Create a realistic social media playbook with a calendar to engage customers on essential networks, using a simple template to organize updates and evergreen content from a content repository.

Integrate social ads into your advertising plan with targeting and engaging messaging. Track leads, automate amplification, and monitor brand sentiment to respond to crises.

Learn to craft a social media friendly press release for content marketing with seo, multimedia content, and clear media contacts, and amplify it across LinkedIn and Facebook.

Leverage social media for affordable real-time market research to understand needs and trends, use events to update profiles, engage with attendees, and turn connections into relationships.

Foster trust by opening forums and inviting public feedback on your site, Facebook, and LinkedIn; publish customer stories and boost social media return on investment through visuals and expert blogs.

Overcome cultural obstacles by appointing a chief social officer and forming a social media council to align internal networks, policies, branding, education, and certification across legal, HR, IT, and marketing.

Employ storytelling in social media plans while embracing a sea change culture, integrating social listening, brand, industry, and competitor monitoring with automated workflows and a CRM to foster loyalty.

Leverage storytelling with customer and employee stories, case studies, and behind-the-scenes content to build authentic connections, trust, and community through transparent, engaging social media practices.

Master agile social media marketing by deploying real-time content and rapid engagement, guided by real-time audience data and Share Rocket metrics.

Explore agile social media marketing through real-case studies, showing how startups like car surfing use Facebook integration, landing pages, and data-driven micro campaigns to test and iterate quickly.

Learn how agile social media marketing enables real-time consumer engagement, cross-functional collaboration, and rapid delivery through case studies of CafePress and Xerox.

Explore real-time social media monitoring and engagement across platforms, brand reputation dashboards, and analytics for small businesses, with free and paid options and trials.

Discover a range of real-time social media monitoring and engagement tools for small businesses, including free and paid platforms, dashboards, analytics, and brand reputation tracking across networks.