Mini-MBA: Social Media Marketing Curriculum

How to Architect a Social Media Marketing Strategy

To gain a competitive advantage in social, marketers need to think big, but plan in stages. After all, you wouldn’t build a house without a blueprint—so why jump into social media marketing without a strategy? Participants in this module will learn to apply an actionable 12-step social media marketing process designed to better connect with audiences, deepen relationships and drive profits.

Moving beyond traditional outbound marketing approaches, this course will demonstrate how inbound marketing strategies earn consumer interest by humanizing your brand. The module will also provide interactive work sessions designed to help you develop your process-driven blueprint.

Social Listening

How do you keep up with what people are saying about your brand? How do you know if they are positive or negative? Or how the conversation is trending? And how do you pull that off in every country around the world? To answer those questions, and many more, you need a social listening program. You could start with a basic tool, such as Google Alerts, but many businesses find that they need more.

Key Takeaways:

  • Why social listening is important
  • Real-world case studies that show social listening in action
  • How different countries use different social media venues
  • How social media listening tools are evolving
  • What tools are available today, and how the tools are evolving

Social Media Content and Power

This module offers a unique and fast-paced exploration of the pivotal role content plays within social media, as well as how successful content can become a source of consumer and brand influence.

Key Takeaways:

  • Getting your content to be seen and shared
  • Content creation ideas
  • How content relates to the individual brand

Social Platforms and Business Strategy

Successful social media marketing requires a deep understanding in how consumers and businesses use each of the major social networking websites. Each social media platform provides different functionality and limitations, and thus understanding effective tactics to ensure your business maximizes the potential that each platform holds are essential to help in the effective implementation of your social media marketing strategy. This course will look at the most important social media platforms – including, but not limited to, Facebook, Twitter, LinkedIn, YouTube, and Instagram.  

Key Takeaways:

  • Deciding which platforms are most important for your business depending on your target market
  • Understanding the basic functionality, restrictions, as well as recommended tactics for each platform
  • Best practices for maximizing the marketing potential of each platform through examining case studies

Engaging Influencers through Social Media

Advanced practitioners of social media marketing understand that engaging influencers through social media is a strategic initiative. They also know that influencer engagement is a two-way relationship where both parties need to see the value for it to work. But calculating the return on marketing investment for influencer outreach campaigns is the key measurement challenge that many in the field are still trying to overcome. This module will provide participants with insights on the practice of influencer discovery, engagement, and measurement.

Key Takeaways:

  • Discover the most relevant influencers for your campaign
  • Understand your influencers based on their reach, resonance, and relevance to your market
  • Learn where influencers are talking, what they are saying, how they feel about your topic, who influences them and more
  • Build relationships with the right influencers to maximize the impact on your products, brands, and business.
  • Effectively track the success of your outreach campaign with data-rich feedback that brands and agencies can both use

Social Media Advertising

Successful marketers consider all the ways their brands live socially: through content that is owned, content that is earned, and content that is purchased/paid. This module investigates the interrelationship between these types of content and provides participants with deep insight into launching paid media campaigns on popular social media platforms.  

Through case studies and a lively discussion, participants will:

  • Consider ways brands incorporate paid media opportunities into their larger social media campaigns
  • Identify the digital advertising formats and platforms most relevant to social media
  • Map the players and processes involved in the digital media buying ecosystem
  • Understand how social media ads are targeted and served to particular audiences
  • Learn how social media advertising is priced and measured
  • Explore the future of social media advertising

Mobile Innovation

Nearly 5 billion people around the world are using mobile devices to engage on social media, as well as share their thoughts, opinions, memories, and even purchase behavior.

During this module, we’ll discuss mobile as a powerful, opportunity-rich medium for reaching and engaging your audiences.

Key Takeaways:

  • What kind of strategic lens can marketers use to evaluate mobile’s role in social marketing opportunities
  • How can mobile plug into other social marketing plans
  • How can brands tap content, games, and entertainment to spread word of mouth

Measuring & Tracking Social Media ROI

This module identifies the measurements, tracking and analytics tools (many widely available for everyone on “open source” platforms) to prove return on investment of social media for your business. Best practices and case studies between both B2B and B2C brands that have integrated social media into their business plan are discussed. There are also team-based exercises to determine the key performance indicators (KPIs) that are right for your business.

Key Takeaways:

  • How to measure and prove ROI of social media
  • Gain a working knowledge of various analytics tools and the insight that can be gleaned from them
  • A work plan to test, measure and improve your social media strategy for business success

Social Integration

Social media marketing doesn’t begin or end on Facebook (or any other social platform for that matter). All digital channels represent an opportunity for your customers to connect, to share, and to tell your brand’s story. Your website, e-mail list, and organic and paid media channels represent additional outlets for customers to influence, shape, and share your brand’s story with their family, friends, fans, and followers.

This module looks at how you can integrate social into your overall digital marketing strategy, as well as how to improve your overall results by building social into your marketing execution.

Program Overview

For an overview of our Mini-MBA: Social Media Marketing program plus program benefits and outcomes, please click here.