Scaling Social Media Engagement
3.7 (3 ratings)
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Scaling Social Media Engagement

Learn How To Increase Profitability with a Sustainable Social Media Engagement Strategy
3.7 (3 ratings)
Instead of using a simple lifetime average, Udemy calculates a course's star rating by considering a number of different factors such as the number of ratings, the age of ratings, and the likelihood of fraudulent ratings.
1,211 students enrolled
Created by Eric Schwartzman
Last updated 7/2013
English
Price: Free
Includes:
  • 36 mins on-demand video
  • 1 Supplemental Resource
  • Full lifetime access
  • Access on mobile and TV
What Will I Learn?
  • Manage social media’s risks and capitalize on its opportunities.
  • Get peers aboard the social media bandwagon and boost digital literacy.
  • Shift from company mouthpiece to internal communications counselor.
View Curriculum
Requirements
  • Basic computer and internet literacy
Description

Your social media reach depends on engagement. Boost your organization’s digital literacy by shifting from company mouthpiece to internal communications counselor. In this session, you’ll learn how to unlock the real power of social media by encouraging appropriate, responsible companywide usage and adoption. Find out how to manage the risks and capitalize on the opportunities of advancing social media adoption in your workplace.

Who is the target audience?
  • Marketing
  • Public Relations
  • Human Resources
  • Compliance Officers
  • Training Directors
Compare to Other Courses
Curriculum For This Course
18 Lectures
01:01:14
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Intro to Scaling Social Media Engagement
2 Lectures 01:57

Social media training  expert Eric Schwartzman presents on overview of the topics covered in this course. Follow the instructor @ericschwartzman .

Scaling Social Media Engagement - Intro
01:12

Overview of the 7 Deadly Social Media Sins organizations make. Follow the instructor @ericschwartzman.
Common Mistakes Organizations Make with Social Media
00:45
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7 Deadly Social Media Sins
14 Lectures 32:51
Tweetable Insight: Using social media just for marketing is like using the telephone just for robocalls, says @ericschwartzman
1st Deadly Social Media Sin
01:39

To get to the top of the newsfeed when social algorithms are at work, you need a lot of likes and a lot of comments. So the more people you get involved, the greater that likelihood you’ll rise to the top of the newsfeed. Follow the instructor @ericschwartzman.
Sustainable Social Media for Business
02:33

The more useful information you transfer to the socialweb, the greater the likelihood others will engage, find and share it. And the more this happens, the more inbound requests for information get deflected, the more your prospective customers self-qualify themselves online, and the more awareness you are able to build.

Follow the instructor @ericschwartzman.
Business Case for Enterprise Wide Engagement
01:37

There's a huge gap in the amount of trust we have for leaders versus experts . And it suggests that usingthe boss to carry the message is no longer the way to go.

Worldwide, we have less trust in CEOs and elected officials than we do in the organizations they preside over. Yet we’ve grown accustomed to front lining our leadership to inform the public.

But, in fact, decentralizing external communications by empowering SMEs and regular employees to serve as brand ambassadors via social media is a much more effective and efficient way to go.

But company wide social media engagement requires companywide social media training

Follow the instructor @ericschwartzman.

Earning Trust through Decentralizing Communications
01:17

Research shows companies that invest in digital technology for internal communications and customer engagement are 26% more profitable and 12% more valuable. Download access to the research at www.7SocialSins.com

Follow the instructor @ericschwartzman.
2nd Deadly Social Media Sin
01:34

Social media has become “the cocktail party from hell,” writes Maureen Down in her column “…with the flood of information jeopardizing meaning.”

When everyone’s talking about a crisis in real time and you have unlimited access to what they’re saying, the wisdom of the crowd can be very hard to find. With so much information swirling around, looking for meaning manually is impossible because there are never enough people to consider everything out there at once.

We need to take a moment to acknowledge the critical importance of being able to find trends and credible sources in big data.

Without the ability to drill down and analyze for tone and sentiment, social conversations are just a bunch of noise.

In the old days, journalists triangulated truth against a handful of sources. Today, we need to triangulate truth against millions of sources.

An avalanche of information is not necessarily a good thing. More often than not, it’s a detour, not a path, to the truth.

The takeaway is that seeing things in context is more important than being popular.

Without analytics, big data is just noise

Follow the instructor @ericschwartzman.

3rd Deadly Social Media Sin
02:36

The Federal Trade Commission Guidelines on Disclosure in Digital Advertising [PDF], the Children’s Online Privacy Protection Act, the Digital Millennium Copyright Act, The Security and Exchange Commission Guidance on Social Media and a bevy of other rules and regulations have made social media compliance training an imperative.

Ninety-one percent of adults use social media daily, more than three-quarters of employees use social media for work, nearly half of all employers have had to deal with the misuse of social media at work but less than a third provide any sort of social media training, according to research from Proskauer.

Follow the instructor @ericschwartzman.

4th Deadly Social Media Sin
06:56

Download the Social Media Policy Whitepaper

Over the last two years, nearly half of all employers with and without social media policies have had to wrestle with the misuse of social media by employees (or former employees).

During this period, the number of employers that allowed access to social media at work was around half, but the percentage is steadily rising. Nevertheless, only one-third of employers train personnel on the appropriate use of social media, relying instead on punitive action to win compliance.

We live in a world where nearly everyone uses social media. Increasingly, employees are leveraging the value of social media in the workplace to stay current on industry trends. Today, anyone with a smart phone and an internet connection has access to better communication technology than most organizations can afford to provide their employees with. And the break neck pace at which innovation is occurring leaves more employees hamstrung by obsolete, arcane workplace communication technology.

Download the Social Media Policy Whitepaper


Follow the instructor @ericschwartzman.

Social Media Policy Development Resources
00:17

Follow the instructor @ericschwartzman.
5th Deadly Social Media Sin
01:53

Technology is already improve the effectiveness of classroom training in higher education as Khan Academy founder Sal Khan and Stanford artificial intelligence professors Peter Norvig and Sebastian Thrun discussed in a recent Google+ Hangout about the future of technology in education.  Their conversation offers prescient advice about the future of professional development at work.Major

Edutech Trends:

Lecture Online, Mentor Live - When people are together physically, they learn more through one-on-one mentoring and group interaction than from passive lectures. Use self-paced, on-demand social media training to convey basic principles in granular chunks that students can stop, rewind and replay, and live or virtual instructor-led course time for instructor/student/peer interactions. The challenge of integrating technology into education is combining personal and group experiences, where the personal experience is the student’s interactions with the course material, and the group experience is the student’s interactions with their instructor and peers.

Course Completion Rates - The big challenge is getting students that aren’t self-motivated to actually watch the content, particularly in today’s online environment with so many distractions. The relationship between the on-demand content and in-class content is one way to encourage course completion. But since it takes a level of discipline and self-directedness to follow through with online courseware, we may approach an age where employers value candidates who have completed self-paced trainings more, since it’s clearly much easier to show up at a classroom than it is to complete online trainings on your own schedule.

eLearning Analytics - Educators can use technology to collect more detailed data on student performance, much like Google Analytics collects detailed data on website usage. Grades are too broad a measure of performance to have real value to employers. Online learning allows instructors to use A/B testing to see what students respond best to and improve their courseware, and to capture performance data as well.  But more importantly, using the web for personal learning could also let students focus on project work that can form the basis of a portfolio, a more meaningful way for employers to evaluate them as job candidates.

Gamification - Scores are more fun and more motivational when they’re presented in a competitive, game-like fashion. What is a report card other than a score?  Some people think of their bank account as a score.  Why not use game mechanics to encourage participation and improve performance.

By combining self-paced with virtual, instructor-led training, employers are best positioned to leverage technology for information delivery, live training for mentoring and the internet to circumvent the practical challenges of providing training in the classroom.

Follow the instructor @ericschwartzman.
6th Deadly Social Media Sin
02:33

The Federal Trade Commission Guidelines on Disclosure in Digital Advertising [PDF], the Children’s Online Privacy Protection Act, the Digital Millennium Copyright Act, The Security and Exchange Commission Guidance on Social Media and a bevy of other rules and regulations have made social media compliance training an imperative.

Ninety-one percent of adults use social media daily, more than three-quarters of employees use social media for work, nearly half of all employers have had to deal with the misuse of social media at work but less than a third provide any sort of social media training, according to research from Proskauer.

Follow the instructor @ericschwartzman.

Case Studies: DuPont and SME2
01:13

4 Advantages of Online over Classroom Training:

Automatic Retention– Students don’t have to take notes. When all the material is recorded, and people are spared from having to remeber everything themselves, they can focus on doing instead of remembering. On going access to online learning materials replaces the need to retain everything on the spot

Fully Referenceable– But you have to be able to find what you need.  When information is presented from a lectern, it’s shared in a linear fashion. You have to sit through the entire presentation. But since everyone in here knows different things, it’s a very inefficient way you tog et the information.  When on-demand content is broken down into bite-sized chunks, and tagged appropriately, you can laser in on the information you need, and test out of what you don’t need. With time off the job the number one cost of training, this is a huge advantage.

Self-Paced Learning – We all pick up new concepts and ideas up at different speeds.  Good instructors try and teach to the center of the classroom, but this under serves faster and slower learners, who make up a portion of every class.  If students can pause, rewind and reply the instruction they can learn at their own pace and no one gets lost or bored.

Anytime, Anywhere, Any Device– There is no longer a need to schedule time out of the office, wait until the right course is available, or be forced to consume 6-hours of course material in a single day.  Online social media training allows you to time-shift and place-shift your professional development when you want, where you want.  You can even learn on a mobile device.The 7th Deadly Social Media Sin is overlooking the advantages of eLearning for raising the collective digital literacy rate of your organization.

Follow the instructor @ericschwartzman.
7th Deadly Social Media Sin
03:34

8 essentials

  • Keyword Research
  • Competitive Analysis
  • Social Media Monitoring
  • Social Media Mapping
  • Launch a Blog
  • Record a Podcast
  • Embed Tweet and Like Buttons
  • Live Stream to the Web

Live Demos – Teaching people how to use social media via PowerPoint borders on criminal. Make sure you have high-speed web access for everyone and do live demos.  That means not just access to high-speed internet, but enough routers for everyone. As a rule of thumb, no more than 8 people per router.  And don’t do canned demos. Conduct actual keyword research for someone in the course so everyone can see how it’s done. Before I lead a social media bootcamp, I look over the list of registered attendees and make sure I’m prepared to focus all my demos around their particularly areas of interest. And I also make sure my case studies are applicable to them.

Lead Exercises – Most conferences have woken up to the fact that wireless connectivity is like air conditioning. But in a social media training course, broadband access for everyone is mandatory.  Live demos may engage your audience, but the knowledge transfer process gets cemented through experience.  Have your attendees bring their laptops and lead them through a series of exercises. 

Follow the instructor @ericschwartzman.

Building Digital Literacy Programs - Essential Elements
02:58

8 essentials

  • Keyword Research
  • Competitive Analysis
  • Social Media Monitoring
  • Social Media Mapping
  • Launch a Blog
  • Record a Podcast
  • Embed Tweet and Like Buttons
  • Live Stream to the Web

Live Demos – Teaching people how to use social media via PowerPoint borders on criminal. Make sure you have high-speed web access for everyone and do live demos.  That means not just access to high-speed internet, but enough routers for everyone. As a rule of thumb, no more than 8 people per router.  And don’t do canned demos. Conduct actual keyword research for someone in the course so everyone can see how it’s done. Before I lead a social media bootcamp, I look over the list of registered attendees and make sure I’m prepared to focus all my demos around their particularly areas of interest. And I also make sure my case studies are applicable to them.

Lead Exercises – Most conferences have woken up to the fact that wireless connectivity is like air conditioning. But in a social media training course, broadband access for everyone is mandatory.  Live demos may engage your audience, but the knowledge transfer process gets cemented through experience.  Have your attendees bring their laptops and lead them through a series of exercises. 

Follow the instructor @ericschwartzman.
Hosting Live Social Media Training Sessions - Top Takeaways
02:11
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Recap
1 Lecture 01:26
Download the FREE 7 Deadly Social Media Sins Whitepaper

You can follow the instructor on Twitter @ericschwartzman
Conclusion to Scaling Social Media Engagement
01:26
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Supplemental Materials
1 Lecture 00:00
Your social media reach depends on engagement. Boost your organization’s digital literacy by shifting from company mouthpiece to internal communications counselor. In this session, you’ll learn how to unlock the real power of social media by encouraging appropriate, responsible companywide usage and adoption. Find out how to manage the risks and capitalize on the opportunities of advancing social media adoption in your workplace.
Scaling Social Media Engagement - PowerPoint Presentation
25 pages
About the Instructor
Eric Schwartzman
4.2 Average rating
3,826 Reviews
54,657 Students
21 Courses
Multidisciplinary team leader

After 15+ years of marketing, public affairs and digital product management experience, I can lead multidisciplinary teams with the urgency of an entrepreneur, the sensitivity of a diplomat and the effectiveness of a scrum master.

I founded the first content management system for corporate communications, iPRSoftware (formerly iPressroom) before applying the merits of big data analytics to public affairs initiatives for the U.S. Dept. of State and DoD.  Currently, I lead digital innovation at a $1B industrial manufacturer responsible for critical infrastructure power equipment.

I'm also a digital product management, demand generation, search engine optimization, email marketing, and marketing automation expert with experience integrating and implements multiple platforms. 

In 2011, I cowrote the best-seller “Social Marketing to the Business Customer," the first book on B2B demand generation and created a portfolio of self-paced online courseware used by more than 36k students.