Course Curriculum

The Fundamentals of Social Media Marketing

4sections
26lectures
4h 24mtotal

What you’ll learn

  • Comfortably Navigate Social Media Marketing Tools

  • Manage Multiple Social Media Accounts

  • Understand Reporting of Social Media Accounts

01

Section 1: Welcome And Introduction

2 lectures • 10min

  • Introduction To The Instructor And A Welcome To The Course

    Discover how to build an effective social media marketing campaign from ground zero, engage your audience, and track results with a fundamentals-based approach tailored for beginners or seasoned practitioners.

    3:54

  • How This Course Will Work

    This course presents a four-section framework, delivered by video and a printable workbook, to help you define strategy, content, visuals, measurable goals, and a practical social media action plan.

    6:27
02

Section 2: Understanding Strategy

9 lectures • 1hr 52min

  • Introduction To Section 2

    Explore the strategy behind social media marketing, uncover essential fundamentals, avoid common pitfalls, and learn to set goals, define your profile, and measure ROI for campaign success.

    3:22

  • The Reasons Why You Need To Take Social Media Seriously

    Recognize why social media deserves serious attention as a marketing channel and how it strengthens your overall marketing mix through two-way audience engagement.

    5:36

  • The Biggest Pitfalls to Avoid

    Identify the biggest pitfalls in social media marketing, from lacking a plan to rushing to instant results. Learn to set measurable goals and pace yourself for long-term success.

    12:59

  • Setting Expectations

    Learn how social media marketing builds brand awareness, drives website traffic, and recruits qualified staff through consistent, credible engagement, with a marathon mindset and measurable goals.

    14:56

  • Defining Your Profile: Part 1

    define your social media profile by clarifying your value, positioning as a trusted source, and delivering a memorable, on-message voice that resonates with your audience.

    16:54

  • Defining Your Profile: Part 2

    Define your brand image and voice, clarify your goals, and identify your target audience; tailor your tone across platforms while organizing branding assets for cohesive social media marketing.

    13:09

  • Developing Your Target Audience: Part 1

    Develop your target audience for precise social media marketing by turning a target market into buyer profiles using company databases and questions about demographics, activities, and purchases for targeted ads.

    16:11

  • Developing Your Target Audience: Part 2

    Develop your target audience by researching social groups and conversations, building master buyer profiles, and crafting keyword lists to guide content and outreach.

    15:34

  • Identifying Your Goals

    Identify goals for your social media plan by aligning with sales and marketing goals and events, then translate outcomes into hyper-specific, measurable targets like online sales, traffic, and email growth.

    13:23
03

Section 3: Understanding Content

8 lectures • 1hr 23min

  • Introduction To Section 3

    Learn content generation and the difference between content creation and content curation. Optimize for Facebook, LinkedIn, and Google Plus, and use visuals, hashtags, keywords, and Kanva to sustain content.

    7:02

  • Introduction To Content Generation

    Define social media content as the substance of your campaign and learn to generate engaging posts. Align content with your audience, goals, and buyer profiles, plan two posts per day.

    7:20

  • Different Types Of Content

    Learn to balance pull and push content across formats—quotes, tips, news, contests, polls, recipes and visuals—and craft engaging, authentic content that builds credibility and audience engagement.

    14:47

  • Developing A Constant Flow Of Content Ideas

    Develop a go-to list of content resources and topic ideas to fuel consistent social media, email, and web copy, with a master document of approved sources, searches, and social accounts.

    13:58

  • Content Optimization

    Learn practical content optimization for social media: maintain a cohesive voice with perfect grammar, use visuals, keywords, hashtags, tagging, and native video across Facebook, LinkedIn, and Twitter.

    16:21

  • Easy Content Generation

    Discover quick tools for easy content generation, including Google Alerts and RSS feeds, to auto-fill your master content doc and boost your social media campaign.

    8:23

  • The Art Of Hoarding

    Learn to practice social media stockpiling by creating a feature content folder for ideas and visuals, gathering news links, and quickly assembling five ready-to-post items.

    4:13

  • How To Develop Eye-Catching Visuals

    Develop eye catching visuals to boost social media engagement by pairing simple photography, video, and quick edits with user friendly tools like Canva, Boomerang, or time-lapse features.

    11:12
04

Section 4: Bringing It All Together

7 lectures • 58min

  • Introduction To Section 4

    Learn to craft a complete social media marketing strategy, set measurable goals, plan a three-month initial campaign, stay organized, assess limitations, and use tools to elevate results.

    4:53

  • The Power Of Having Your Social Media Organized

    Organize your social media assets into a master file, consolidating buyer profiles, target audience, keywords, goals, branding, and content generation spreadsheets for a focused campaign, plus an audio measurement plan.

    4:17

  • Creating Your Initial Plan: Part 1

    Define hyper-specific social media goals and design a tailored measurement plan using diverse analytics tools—Facebook, LinkedIn, Twitter, and Google Analytics—to track progress and guide content decisions.

    14:07

  • Understanding Limits

    Set realistic daily time limits for social media marketing and commit consistently to your plan. Align your efforts with your business voice, assess capacity, and choose help to sustain growth.

    10:19

  • Creating Your Initial Plan: Part 2

    Develop a three-month social media plan with a detailed first-month example, including goals, budget, measurement, content strategy, posting schedules, and daily tasks to stay organized and adaptable.

    10:44

  • Useful Tools To Make Things Easier

    Master time-saving tools to streamline your social media setup, scheduling, and reporting, and test drive options like Crowd Fire and TweetDeck to boost engagement.

    7:37

  • What's Next

    Start with one social platform, implement a three-month strategy, monitor your progress, and gradually layer on more tools and techniques.

    6:27