Essentials of Social Media Marketing Textbook
KEY LEARNING OBJECTIVES
Design Platform-Specific Social Media Marketing
Students learn how to tailor their marketing efforts based on the platform, whether it’s Facebook, Instagram, Twitter, Snapchat, Pinterest, LinkedIn, or Youtube.
Develop a Social Media Marketing Strategy
Students will learn to identify a target market and create personas. They’ll practice creating a content and distribution strategy, optimizing social media networks and determining resources, roles, and responsibilities.
Create an Employee Advocacy Program
Students will learn how to develop employees as brand advocates, including best practices, real-world examples, and more.
Practice Personal Branding
Students will learn best practices for personal branding, define their desired personal brand, and then conduct an online audit to assess where their brand stands currently.
Table of Contents
Chapter 1 – Introduction to Social Media Marketing
Chapter 2 – Developing Your Personal Brand
Chapter 3 – Social Media Marketing Strategy
Chapter 4 – Marketing with Facebook
Chapter 5 – Marketing with Instagram
Chapter 6 – Marketing with Twitter
Chapter 7 – Marketing with Snapchat
Chapter 8 – Marketing with Pinterest
Chapter 9 – Marketing with LinkedIn
Chapter 10 – Marketing with Youtube
Chapter 11 – Blogs, Vlogs, Podcasts, and Webinars
Chapter 12 – Social Media Marketing Campaigns
Chapter 13 – Influencer Marketing with Social Media
Chapter 14 – Employee Advocacy
Chapter 15 – Social Media Policies and Crisis Response Plan
Chapter 16 – Social Media Advertising
Chapter 17 – Social Selling
Chapter 18 – Social Media Analytics and Proving ROI
About The Author
KEY LEARNING OBJECTIVES
Write Targeted Social Media Ads
Students gain experience writing ad copy to increase engagement and drive conversions. They test different promotional strategies to create compelling ads for various social media platforms.
Perform Demographic Targeting
Students practice targeting various demographics through social media content creation and promotion.
Utilize Promotional Strategies
Students learn and use different strategies for earned, owned, and paid social media marketing. They analyze various forms of media and direct promotional strategies to maximize reach.
Measure Key Performance Indicators
Students learn how to measure KPIs and track social media marketing success. They make data-driven decisions to continually improve efforts.
Students learn how to manage a $100,000 advertising budget and adjust spending to drive engagement and conversions on multiple social media platforms.
Students practice scheduling social media content. They determine the most effective times to share content in order to maximize engagement and performance.