Social Media Advertising from Coursera

What's inside

Syllabus

Readings: Social Media

This series of lectures provides an overview of social media advertising, its history, and its role in the digital marketing landscape. The lectures discuss the evolution of social media platforms and their impact on the communication model. They also explain the advantages and disadvantages of social media advertising, highlighting its interactive nature, trackable metrics, and potential challenges such as negative content moderation and social media burnout. The lectures touch on the future of social media, with a focus on the increasing role of augmented reality, virtual reality, and influencer marketing. Finally, practical tips for small businesses looking to get started on social media advertising are provided.

Video Lecture: Twitter & Facebook

In this comprehensive lecture series, students will explore the intricacies of advertising on social media platforms, particularly Twitter and Facebook. The lectures will cover the differences between social media and search engine advertising, ad types, targeting options, and challenges associated with inferenced data and user anonymity. We will also discuss the limitations of Twitter and Facebook advertising, such as ad relevance, targeting challenges, and spam prevalence. Furthermore, students will learn about the effectiveness of ads on both platforms, analyzing campaign data, and utilizing the Twitter Ads API and Facebook Pixel for demographic prospecting. By the end of this lecture series, students will have a comprehensive understanding of social media advertising and how to optimize their campaigns on both Twitter and Facebook.

Video Lecture: Instagram

In this lecture series, we will explore the power and effectiveness of Instagram as an advertising platform, examining its unique features, targeting capabilities, and performance metrics. We will discuss the role of influencers in marketing and the evolving landscape of influencer marketing, as well as the importance of aesthetics and authenticity in Instagram content. Additionally, we will compare Instagram to other social media platforms like Facebook and Twitter, and delve into strategies to overcome the lack of purchase intent on social media. Lastly, we will touch upon the regulations surrounding sponsored content and the immersive nature of Instagram as a medium.

Final Project

This project offers three assignment options for students to apply their knowledge of social media advertising on platforms such as Facebook, Instagram, and Twitter. Students will either create a report identifying an audience persona and relevant targeting parameters for a Facebook ad campaign, assess the potential success of an Instagram advertising campaign for two small businesses, or develop a Twitter ad strategy for a gourmet deli. Through these assignments, students will demonstrate their understanding of targeting parameters, creative options, and key metrics for evaluating the success of social media advertising campaigns.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Provides hands-on experience through video lectures and case studies

Taught by instructors with expertise in social media advertising

Covers the fundamentals of social media advertising, including targeting options and metrics

Provides practical tips for small businesses looking to get started on social media advertising

Requires students to have some prior knowledge of digital marketing concepts

Focuses primarily on advertising on Facebook, Instagram, and Twitter

Reviews summary

Highly rated social media advertising

Learners say Social Media Advertising is an engaging course that offers useful lessons beginners and experts alike. Students largely appreciate the clear lectures, downloadable study materials, and hands-on assignments. The course provides a comprehensive overview of key advertising concepts on Facebook, Instagram, and Twitter, and it's recommended for anyone interested in digital marketing.

Well-structured content and assignments

"This course is full of useful lessons that will equip learners who are needing this."

"The Professor Chris J Vargo is clearly very passionate about the subject and teaches with enthusiasm!"

Appropriate for beginners and experienced learners

"This course is a good starter for someone who wants to explore the world of Social Media Advertising."

"It was an amazing learning experience. I would recommend this courses to everyone who has a passion for social media marketing and wants to understand that universe thoroughly."

Includes videos, readings, discussions, quizzes, and assignments

"The content is taught in a variety of ways including video, reading, discussion and quiz formats."

"This course has been a thoroughly enjoyable course to fill time whilst I am off work during COVID-19."

Provides practical and relevant know-how

"All the Classes were really Good. i could understand and analyse each topic well."

"This course is designed fantastically, the lectures, the material, the assignments ALL are very well relevant and useful for everyone."

Instructor is knowledgeable and engaging

"Thank to Chris Vargo for the big knowledge and the skills that he shared it with us"

"The Professor Chris J Vargo is clearly very passionate about the subject and teaches with enthusiasm!"

Highly recommended for anyone interested in social media marketing

"I would highly recommend this course to people who want to know more about social media marketing."

"This course is a good starter for someone who wants to explore the world of Social Media Advertising."

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 Social Media Advertising with these activities:

Review general marketing knowledge

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Reviewing the basic marketing concepts, such as marketing mix, segmentation, and targeting, will help you better understand the course material by providing a solid understanding of the foundational concepts.

Browse courses on Marketing

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Read textbook chapters on marketing basics
Review notes from previous marketing courses
Take practice quizzes on marketing fundamentals

Follow online tutorials on social media advertising best practices

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Following online tutorials on social media advertising best practices will supplement your understanding of the material by providing concrete examples and tips from industry experts.

Browse courses on Social Media Advertising

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Identify reputable sources for online tutorials
Select tutorials that align with your learning objectives
Follow the instructions in the tutorials

Practice social media advertising exercises

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Completing practice exercises will help you reinforce your understanding of the key concepts in social media advertising and improve your skills in using social media advertising tools.

Browse courses on Social Media Advertising

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Complete online tutorials on social media advertising
Work through practice problems and case studies
Participate in online forums or discussion groups dedicated to social media advertising

Five other activities

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Show all eight activities

Design a Facebook ad campaign

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Creating a Facebook ad campaign will allow you to apply the concepts you learn in the course to a real-world scenario, solidifying your understanding of the material.

Browse courses on Facebook Advertising

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Determine your target audience
Choose your ad objectives
Create your ad copy and visuals
Set your budget and schedule
Monitor your campaign's performance

Create a compilation of resources on social media advertising

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Creating a compilation of resources on social media advertising will help you consolidate your knowledge and serve as a valuable reference in the future.

Browse courses on Social Media Advertising

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Identify different types of resources on social media advertising
Search for and collect resources from credible sources
Organize the resources in a logical manner
Create a document or online platform to house the compilation
Share the compilation with others

Volunteer with a local small business to assist with social media marketing

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Volunteering with a local small business to assist with social media marketing will provide you with hands-on experience and the opportunity to apply your knowledge in a real-world setting.

Browse courses on Social Media Marketing

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Identify local small businesses that need assistance with social media marketing
Contact the business and offer your services
Develop a social media marketing strategy for the business
Implement the social media marketing strategy
Monitor the results of the social media marketing strategy and make adjustments as needed

Write a blog post on the importance of social media advertising for small businesses

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Writing a blog post on the importance of social media advertising for small businesses will help you synthesize your understanding of the course material and develop your written communication skills.

Browse courses on Social Media Advertising

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Research the benefits of social media advertising for small businesses
Identify your target audience
Develop your blog post outline
Write your blog post content
Edit and publish your blog post

Participate in a social media advertising competition

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Participating in a social media advertising competition will challenge you to apply your skills and knowledge in a competitive environment, fostering creativity and innovation.

Browse courses on Social Media Advertising

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Identify social media advertising competitions that align with your interests
Develop a campaign strategy
Create and execute your campaign
Monitor your campaign's performance and make adjustments as needed
Submit your campaign for evaluation

Career center

Learners who complete Social Media Advertising will develop knowledge and skills that may be useful to these careers:

Social Media Marketing Manager

A Social Media Marketing Manager is responsible for developing and executing social media strategies for businesses. This course can help you develop the skills needed to create successful social media campaigns, including how to target your audience, create engaging content, and measure your results. This course can also help you develop the skills needed to manage a team of social media marketers and to stay up-to-date on the latest social media trends.

See salaries and explore the career path for Social Media Marketing Manager

Digital Marketing Manager

A Digital Marketing Manager is responsible for planning and executing digital marketing campaigns. This course can help you develop the skills needed to create successful digital marketing campaigns, including how to set goals, create a budget, and track your results. This course can also help you develop the skills needed to manage a team of digital marketers and to stay up-to-date on the latest digital marketing trends.

See salaries and explore the career path for Digital Marketing Manager

Social Media Specialist

A Social Media Specialist is responsible for creating and managing social media content for businesses. This course can help you develop the skills needed to create engaging social media content, including how to write copy, create visuals, and manage social media accounts. This course can also help you develop the skills needed to track your results and to stay up-to-date on the latest social media trends.

See salaries and explore the career path for Social Media Specialist

Content Marketer

A Content Marketer is responsible for creating and distributing content for businesses. This course can help you develop the skills needed to create engaging content, including how to write blog posts, articles, and social media updates. This course can also help you develop the skills needed to distribute your content and to track your results.

See salaries and explore the career path for Content Marketer

Marketing Manager

A Marketing Manager is responsible for planning and executing marketing campaigns for businesses. This course can help you develop the skills needed to create successful marketing campaigns, including how to set goals, create a budget, and track your results. This course can also help you develop the skills needed to manage a team of marketers and to stay up-to-date on the latest marketing trends.

See salaries and explore the career path for Marketing Manager

Advertising Manager

An Advertising Manager is responsible for planning and executing advertising campaigns for businesses. This course can help you develop the skills needed to create successful advertising campaigns, including how to set goals, create a budget, and track your results. This course can also help you develop the skills needed to manage a team of advertisers and to stay up-to-date on the latest advertising trends.

See salaries and explore the career path for Advertising Manager

Public relations manager

A Public Relations Manager is responsible for managing the public image of businesses. This course can help you develop the skills needed to create successful public relations campaigns, including how to write press releases, manage media relations, and track your results. This course can also help you develop the skills needed to manage a team of public relations professionals and to stay up-to-date on the latest public relations trends.

See salaries and explore the career path for Public relations manager

Media Planner

A Media Planner is responsible for planning and buying advertising space for businesses. This course can help you develop the skills needed to create successful media plans, including how to set goals, create a budget, and track your results. This course can also help you develop the skills needed to manage a team of media planners and to stay up-to-date on the latest media planning trends.

See salaries and explore the career path for Media Planner

Media Buyer

A Media Buyer is responsible for buying advertising space for businesses. This course can help you develop the skills needed to buy advertising space effectively, including how to negotiate rates, place ads, and track your results. This course can also help you develop the skills needed to manage a team of media buyers and to stay up-to-date on the latest media buying trends.

See salaries and explore the career path for Media Buyer

Account Manager

An Account Manager is responsible for managing relationships with clients. This course can help you develop the skills needed to manage client relationships effectively, including how to build rapport, resolve conflicts, and track your results. This course can also help you develop the skills needed to manage a team of account managers and to stay up-to-date on the latest account management trends.

See salaries and explore the career path for Account Manager

Customer Relationship Manager

A Customer Relationship Manager is responsible for managing relationships with customers. This course can help you develop the skills needed to manage customer relationships effectively, including how to build rapport, resolve conflicts, and track your results. This course can also help you develop the skills needed to manage a team of customer relationship managers and to stay up-to-date on the latest customer relationship management trends.

See salaries and explore the career path for Customer Relationship Manager

Sales Manager

A Sales Manager is responsible for managing a team of salespeople. This course can help you develop the skills needed to manage a sales team effectively, including how to set goals, motivate your team, and track your results. This course can also help you develop the skills needed to manage a team of sales managers and to stay up-to-date on the latest sales management trends.

See salaries and explore the career path for Sales Manager

Marketing Analyst

A Marketing Analyst is responsible for analyzing marketing data. This course can help you develop the skills needed to analyze marketing data effectively, including how to collect data, interpret data, and make recommendations. This course can also help you develop the skills needed to manage a team of marketing analysts and to stay up-to-date on the latest marketing analytics trends.

See salaries and explore the career path for Marketing Analyst

Business Analyst

A Business Analyst is responsible for analyzing business data. This course can help you develop the skills needed to analyze business data effectively, including how to collect data, interpret data, and make recommendations. This course can also help you develop the skills needed to manage a team of business analysts and to stay up-to-date on the latest business analytics trends.

See salaries and explore the career path for Business Analyst

Data Analyst

A Data Analyst is responsible for analyzing data. This course can help you develop the skills needed to analyze data effectively, including how to collect data, interpret data, and make recommendations. This course can also help you develop the skills needed to manage a team of data analysts and to stay up-to-date on the latest data analytics trends.

See salaries and explore the career path for Data Analyst