From Likes to Leads: Interact with Customers Online from Coursera

From Likes to Leads: Interact with Customers Online is the third of seven courses in the Google Digital Marketing & E-commerce Certificate. This course will help you develop social media marketing strategies. Social media is a key digital marketing channel for many businesses because of the large number of people who use social platforms to socialize, interact with businesses, and share content. No digital marketing strategy is complete without an online brand presence where customers can engage with a brand. In this course you’ll explore social media platforms and identify which platform is the most appropriate for specific business needs. You’ll learn how to create content for social media using graphic design principles for marketers and learn how to manage a social media presence. In addition you’ll set goals and success metrics for social media ads.

Google employees who currently work in the field will guide you, providing hands-on activities and examples that simulate common digital marketing and e-commerce tasks while showing you some of the best tools and resources used on the job.

Learners who complete the seven courses in this program will be equipped to apply for entry-level jobs in digital marketing and e-commerce. No previous experience is necessary.

By the end of this course, you will be able to do the following:

- Identify the five core pillars of social media marketing: strategy, planning and publishing, listening and engagement, analytics and reporting, and advertising

- Determine how to choose social media platforms for a campaign

- Understand how to boost engagement on social media

- Learn how to write, design, and repurpose engaging content for social media

- Recognize how to use the data gathered from social media analytics as a decision-making tool

- Learn best practices for presenting a social media report

- Achieve specific marketing goals through the use of paid social media

What's inside

Syllabus

Introduction to from likes to leads: interact with customers online

You will study the importance of social media marketing in promoting a business or product. Next, you’ll explore common social media platforms used in digital marketing and how to choose the best platform for a campaign. Then, you’ll discover the five core pillars of social media marketing: strategy, planning and publishing, listening and engagement, analytics and reporting, and paid social media.

Social media strategy, planning, and publishing

You will focus on the first two core pillars of social media marketing: strategy, and planning and publishing. You’ll also learn how to accomplish business goals with a social media marketing campaign and how to identify a target audience while building a brand identity on social media. Then, you’ll learn the differences between paid, owned, earned, and organic social media marketing. Then, you’ll determine how to publish content at the right time and with the right frequency.

Listening and engagement on social media

You will focus on the third core pillar of social media marketing: listening and engagement. You’ll learn the importance of social listening and how to use popular social listening tools. Then, you’ll explore ways to develop relationships with customers and build brand authority.

Social media analytics and reporting

You will focus on the fourth core pillar of social media marketing: analytics and reporting. You’ll explore the importance of social media analytics and describe different analytics segments. Next, you’ll learn about popular analytics tools and understand how to use the data gathered to make decisions and improvements. Then, you’ll examine the importance of social media reports and practice creating one.

Paid social media

You will focus on the fifth core pillar of social media marketing: paid social media. You’ll learn about the benefits of paid advertising on social media and how to choose the best platforms for your ads. You’ll also explore ad formats and content types for different social media platforms and measure the impact of an ad campaign on a social media platform. You’ll end the course by describing common types of social testing and how to run a social test.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

This Google Career Certificate course provides an introduction to social media marketing principles and best practices

Taught by Google employees currently working in the field, this course provides real-world insights and relevant case studies

Suitable for beginners with no prior experience in digital marketing, this course provides a solid foundation for individuals looking to enter the field

Covers key aspects of social media marketing, from strategy and planning to analytics and reporting, providing a comprehensive overview of the subject matter

Includes practical activities and examples that simulate real-world tasks, allowing learners to apply their knowledge in a hands-on environment

Part of a seven-course certificate program in Digital Marketing & E-commerce, this course can be taken as a stand-alone module or as part of a larger curriculum

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in From Likes to Leads: Interact with Customers Online with these activities:

Read Social Media Marketing Books

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Expand your knowledge by reading books written by industry experts.

View Nonprofit Management All-in-One For Dummies... on Amazon

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Browse through a list of recommended social media marketing books.
Select a book that aligns with your interests and learning goals.
Read the book and take notes on key concepts and strategies.
Apply the learnings from the book to your own social media marketing efforts.

Attend Industry Webinars and Conferences

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Expand your knowledge and connect with professionals in the field by attending industry events.

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Research upcoming webinars and conferences related to social media marketing.
Register and attend the events.
Actively participate in discussions and Q&A sessions.
Network with other attendees and professionals in the field.

Build a Social Media Marketing Resource Kit

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Organize and expand your understanding by gathering relevant resources and tools.

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Create a central repository for social media marketing resources.
Collect articles, blog posts, videos, and case studies on a variety of social media marketing topics.
Organize the resources into categories and subcategories.
Regularly update the resource kit with new and relevant content.

Five other activities

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Participate in Social Media Simulations

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Test your social media marketing skills by participating in simulated scenarios and challenges.

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Review case studies of successful social media campaigns.
Participate in role-playing exercises to practice interacting with customers on social media.
Develop and execute social media campaigns for hypothetical clients.
Seek feedback and evaluate the effectiveness of your strategies.

Craft Social Media Posts

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Enhance your understanding of content creation principles by practicing writing engaging social media posts.

Browse courses on Social Media Marketing

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Identify your target audience and social media platform.
Craft a compelling headline that captures attention.
Write clear and concise copy that conveys your message effectively.
Incorporate visually appealing elements to enhance engagement.
Proofread and edit your post before publishing.

Explore Social Media Analytics Tools

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Deepen your understanding of social media analytics by exploring popular tools and their functionalities.

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Identify the key metrics to track for your social media campaigns.
Use social media analytics tools to gather data on your performance.
Interpret and analyze the data to gain insights into your audience and engagement.
Create reports to present your findings and make data-driven decisions.

Develop a Social Media Marketing Plan

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Apply your knowledge of social media marketing by creating a comprehensive plan for a specific business or brand.

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Define your social media marketing goals and objectives.
Conduct a target audience analysis to identify your ideal customer.
Choose the most appropriate social media platforms for your target audience.
Develop a content calendar and schedule your posts.
Monitor and track your results to measure the effectiveness of your strategy.

Contribute to Open Source Social Media Projects

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Enhance your skills and contribute to the social media marketing community by participating in open source projects.

Browse courses on Open Source Projects

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Identify open source social media projects that align with your interests.
Join the community and connect with other contributors.
Review the project documentation and codebase.
Contribute bug fixes, feature enhancements, or documentation improvements.

Career center

Learners who complete From Likes to Leads: Interact with Customers Online will develop knowledge and skills that may be useful to these careers:

Social Media Manager

Social Media Managers develop and execute social media strategies for businesses and organizations. They create and publish content, engage with customers, and track results. This course provides a strong foundation for a career in social media management by teaching the core pillars of social media marketing, including strategy, planning, publishing, listening, and engagement. Learners will also gain experience in using social media analytics and reporting tools.

See salaries and explore the career path for Social Media Manager

Digital Marketing Manager

Digital Marketing Managers plan and execute digital marketing campaigns across various channels, including social media, search engine optimization (SEO), and email marketing. They track results and make adjustments to campaigns as needed. This course provides a comprehensive overview of social media marketing, which is an essential component of any digital marketing strategy. Learners will gain the skills and knowledge needed to develop and execute successful social media campaigns.

See salaries and explore the career path for Digital Marketing Manager

Content Marketing Manager

Content Marketing Managers create and manage content for businesses and organizations. They develop content strategies, write and edit content, and promote content across various channels. This course provides a strong foundation for a career in content marketing by teaching the core principles of social media marketing. Learners will gain the skills and knowledge needed to create and promote engaging content that will reach and engage target audiences.

See salaries and explore the career path for Content Marketing Manager

Community Manager

Community Managers build and manage online communities for businesses and organizations. They create and manage content, engage with members, and moderate discussions. This course provides a strong foundation for a career in community management by teaching the core principles of social media marketing. Learners will gain the skills and knowledge needed to build and manage thriving online communities.

See salaries and explore the career path for Community Manager

Social Media Specialist

Social Media Specialists create and manage social media content for businesses and organizations. They develop and execute social media strategies, create and publish content, and engage with customers. This course provides a strong foundation for a career in social media marketing by teaching the core principles of social media marketing. Learners will gain the skills and knowledge needed to create and execute successful social media campaigns.

See salaries and explore the career path for Social Media Specialist

E-commerce Marketing Manager

E-commerce Marketing Managers develop and execute marketing strategies for online businesses. They create and manage content, run ads, and track results. This course provides a strong foundation for a career in e-commerce marketing by teaching the core principles of social media marketing. Learners will gain the skills and knowledge needed to develop and execute successful social media campaigns for e-commerce businesses.

See salaries and explore the career path for E-commerce Marketing Manager

Digital Marketing Analyst

Digital Marketing Analysts track and analyze the results of digital marketing campaigns. They provide insights and recommendations to help improve campaign performance. This course provides a strong foundation for a career in digital marketing analysis by teaching the core principles of social media marketing. Learners will gain the skills and knowledge needed to track and analyze social media campaigns and provide insights that can help improve performance.

See salaries and explore the career path for Digital Marketing Analyst

Public Relations Specialist

Public Relations Specialists manage the public image of businesses and organizations. They develop and execute public relations campaigns, write press releases, and manage media relations. This course provides a strong foundation for a career in public relations by teaching the core principles of social media marketing. Learners will gain the skills and knowledge needed to develop and execute successful social media campaigns for businesses and organizations.

See salaries and explore the career path for Public Relations Specialist

Sales Executive

Sales Executives sell products and services to businesses and organizations. They develop and execute sales strategies, manage relationships with customers, and close deals. This course may be useful for aspiring Sales Executives by providing a foundation in the principles of social media marketing. Social media can be a powerful tool for sales professionals, and this course can help learners understand how to use it effectively to reach and engage potential customers.

See salaries and explore the career path for Sales Executive

Customer Service Representative

Customer Service Representatives provide customer service to customers. They answer questions, resolve complaints, and process orders. This course may be useful for aspiring Customer Service Representatives by providing a foundation in the principles of social media marketing. Social media can be a valuable tool for customer service professionals, and this course can help learners understand how to use it effectively to resolve customer issues and build relationships.

See salaries and explore the career path for Customer Service Representative

Marketing Manager

Marketing Managers develop and execute marketing strategies for businesses and organizations. They oversee all aspects of marketing, including advertising, public relations, and social media. This course provides a strong foundation for a career in marketing management by teaching the core principles of social media marketing. Learners will gain the skills and knowledge needed to develop and execute successful marketing campaigns.

See salaries and explore the career path for Marketing Manager

Brand Manager

Brand Managers develop and manage the brand for businesses and organizations. They create and execute brand strategies, manage brand identity, and protect brand reputation. This course may be useful for aspiring Brand Managers by providing a foundation in the principles of social media marketing. Social media can be a powerful tool for brand managers, and this course can help learners understand how to use it effectively to build and manage a strong brand.

See salaries and explore the career path for Brand Manager

Product Manager

Product Managers develop and manage products for businesses and organizations. They identify customer needs, develop product specifications, and manage the product lifecycle. This course may be useful for aspiring Product Managers by providing a foundation in the principles of social media marketing. Social media can be a valuable tool for product managers, and this course can help learners understand how to use it effectively to gather customer feedback and develop products that meet customer needs.

See salaries and explore the career path for Product Manager

Project Manager

Project Managers plan and execute projects for businesses and organizations. They manage project teams, timelines, and budgets. This course may be useful for aspiring Project Managers by providing a foundation in the principles of social media marketing. Social media can be a valuable tool for project managers, and this course can help learners understand how to use it effectively to communicate with project stakeholders and manage project progress.

See salaries and explore the career path for Project Manager

Business Analyst

Business Analysts analyze business needs and develop solutions. They work with stakeholders to gather requirements, define solutions, and implement changes. This course may be useful for aspiring Business Analysts by providing a foundation in the principles of social media marketing. Social media can be a valuable tool for business analysts, and this course can help learners understand how to use it effectively to gather customer feedback and analyze market trends.

See salaries and explore the career path for Business Analyst