Social Media Strategist

Improve customer support and relationship management with easy access to 24/7 technical help on social media, enabling quick issue escalation and engaging employees through connected involvement.

Use a segmentation chart to visualize market targets for social media, mapping food service firms, manufacturers, and supermarkets to restaurants, pizza stores, franchises, and independent stores.

Audit your organization's Facebook and Twitter presence by tracking activity-based metrics (posts, comments, likes) and results-based metrics (leads and sales) to establish baselines for future campaigns.

Learn to audit your organization’s social media presence by measuring influence, sentiment, and volume to assess audience size, how they feel, and the buzz around your posts.

Apply sentiment analysis to measure brand attitudes using positive, negative, and neutral polarities, shown by a chart of 142k December 2010 posts, highlighting a mix of positive and negative comments.

Explore how sentiment analysis evolved from document-level to entity-level, revealing mixed emotions within articles—positive for environmental concerns but negative for pricing.

Address the fear of web attacks in social media by implementing firewalls, strong passwords, backups, staff training, and prepared responses. You can't guarantee safety, but you can mitigate risks.

Align your social media goals with the organization's mission, vision, and long term and short term goals. Assess department goals and momentum to ensure social media strategies drive business objectives.

Define clear, measurable goals using the SMART framework—specific, measurable, attainable, relevant, and time-bound—to align with organizational aims and set deadlines.

Learn to convert vague social media goals into smart targets on Twitter by defining specific, measurable, attainable, relevant, and time-bound KPIs that boost followers and conversions.

Align goals and KPIs with the right platforms by selecting entertainment via video on YouTube and information distribution via a blog, ensuring platform choices fit each goal.

Identify platforms that align with your social media goals, determine content types, and assess demographics to select the best channel. Adapt strategy continually as goals and content evolve.

Explore the types of social media platforms, including social bookmarking sites, networks, news and knowledge sites, and video sharing sites, and how they offer exposure and content advantages.

Target audiences by demographics to select platforms, considering age, gender, education, income, and race; for example, choose Instagram over Facebook to reach a larger Hispanic user base.

Develop an online endorsements and testimonials policy requiring employee identification, regular audits of posts and comments, and an umbrella policy disclosing material relationships to ensure truth in advertising.

Understand intellectual property and the laws protecting creative works, inventions, and marks. Learn how copyrights, patents, and trademarks safeguard creators and how registration provides verifiable records in social media.

Explore how Creative Commons licenses empower content creators to share works freely by applying attribution, specifying use and modification, and setting noncommercial terms.

Explore visual indicators of Creative Commons licensing, including circle with a person inside signaling attribution, and learn spectrum of licenses—narrow to broad, all free to use by a nonprofit organization.

Explore Google keyword planner to generate keyword ideas, check search volume and CPC, tailor results from your product or landing page, and refine with target market and negative keywords.

Explore how high quality, valuable content across blogs, case studies, testimonials, e-books, memes, and videos drives trust and SEO, while matching platforms and resources to audience needs.

Create attention-grabbing titles that match content and include keywords to boost search indexing; use specific topics, how-tos, lists, emotional words, and questions.

Explore content marketing foundations, including content types, trends, and origination. Compare outsourced and in-house production and examine branded versus common interest content to drive successful content development.

Explore Facebook, the leading social networking platform used to connect with friends and family, post status updates, share photos and links, and broadcast blog content to a wide audience.

Learn how to upload a video to YouTube from any device using Creator Studio, choose visibility (public, private, unlisted), and enhance with tags, subtitles, playlists, and basic edits.

Explore Twitter basics: personal and business handles, hashtags, and posting with images and shortened links. Understand optimal posting times, and the difference between personal and business accounts for consistent messaging.

Learn how to use Twitter ads to reach new customers, set budgets, target audiences, and analyze campaign performance, while meeting follower thresholds and policy requirements.

Compare traditional and social media advertising to optimize campaigns, leverage native ads and contacts, run contests with platform software, and set an editorial calendar, action plans, and tool selection.

Explore native social media advertising, where promoted, inline ads engage users with graphics, call to action, and options to reply, retweet, or favorite, as illustrated by a British Airways example.

Capitalize on users' contacts to extend ad reach to fans, their friends, and the broader network. Build trust with solid content and quality products to prevent negative word of mouth.

Explore how social media contests boost audience interaction and brand goals through hashtags, giveaways, quizzes, and photo or video entries, with platform-specific tactics for engagement.

Create a written action plan that clearly lists the steps, time estimates, resources, responsibilities, and deadlines, organized as a spreadsheet or table in a word processor or Excel.

Use an action plan template to define smart campaign goals, break them into small tasks with clear resources, key performance indicators, and responsibilities, and align quarterly milestones for social growth.