Essentials of Social Media Marketing

Higher Ed Social Media Marketing Textbook

Hands-on approach to creating targeted, platform-specific social media marketing

Essentials of Social Media Marketing - Digital 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

Michelle Charello

Michelle Charello

Michelle Charello is a senior marketing manager for a Fortune 500 company, currently responsible for global thought leadership and influencer marketing. She is also an adjunct faculty member at Bryant University where she teaches digital marketing. Previously Michelle was a content marketing manager, supporting the creation, distribution, and amplification of content through paid, owned, and earned media. For five years, she was responsible for the management and marketing of an online education program with over 200 courses and 800,000 registered professionals in over 180 countries.

Michelle Charello

Michelle Charello

Michelle Charello is a senior marketing manager for a Fortune 500 company, currently responsible for global thought leadership and influencer marketing. She is also an adjunct faculty member at Bryant University where she teaches digital marketing. Previously Michelle was a content marketing manager, supporting the creation, distribution, and amplification of content through paid, owned, and earned media. For five years, she was responsible for the management and marketing of an online education program with over 200 courses and 800,000 registered professionals in over 180 countries.

Mimic Social – Social Media Marketing Simulation

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. 

Manage Budgets
Students learn how to manage a $100,000 advertising budget and adjust spending to drive engagement and conversions on multiple social media platforms.

Schedule Content
Students practice scheduling social media content. They determine the most effective times to share content in order to maximize engagement and performance.