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Chris J. Vargo
Social media platforms are driven by digital advertising. As a result, social media advertising is affordable and can be purchased at almost any budget. Targeting options in social media advertising are also sophisticated. It is possible to tailor ads around a user’s behaviors (e.g., likes, posts and clicks). This course unpacks small business use cases of Facebook, Instagram and Twitter advertising. From basic campaigns, to advanced techniques including lookalike modeling and audience retargeting, this course shows how to effectively advertise on three major social media platforms.
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OpenCourser.com/course/rzhrb8/social
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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.
Read more
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.
Read more
Traffic lights
Traffic lights
Read about what's good
what should give you pause 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
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Reviews summary
Social media advertising essentials
According to learners, this course offers a solid and practical introduction to advertising on major social media platforms. Students appreciate the clear breakdown of topics, covering everything from basic concepts to more advanced techniques like lookalike audiences. The course provides a good foundation for those new to the field or small business owners wanting to manage their own ads. Some reviewers note that the ever-changing nature of social media platforms means certain interface details or features discussed may become slightly outdated over time, requiring learners to stay updated independently. While providing depth on Facebook, Instagram, and Twitter, the scope is limited to these three platforms.
Only covers 3 major platforms.
"Didn't cover other relevant platforms like LinkedIn or Pinterest."
"Would have liked to see TikTok advertising included."
"The focus is specific to Facebook, Instagram, and Twitter."
From intro to retargeting.
"Good mix of foundational knowledge and more advanced concepts like retargeting."
"Helped me understand topics like lookalike audiences."
"Useful course content for learners at different skill levels."
Detailed look at Facebook, Insta, X.
"Covered the main platforms I needed to understand for my work."
"Liked the specific modules on Facebook and Instagram advertising."
"Provides useful insights into advertising on the three key networks."
Learn strategies for real-world ads.
"I can apply the techniques discussed immediately to my business's campaigns."
"The final project options were great for practicing the strategies."
"Good for small business owners who need actionable advertising knowledge."
May be too basic for experienced pros.
"Felt a bit introductory if you already have some experience."
"Hoped for more advanced optimization strategies."
"Probably better suited for beginners or intermediate users."
Platforms change, content needs updates.
"Some platform UIs in the videos looked different from the current versions."
"Information on Twitter (now X) felt a bit dated."
"Wish the course could keep up with the rapid changes on social media platforms."
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
Show steps
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
Show steps
-
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
Show steps
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
Show steps
-
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
Show steps
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
Show steps
-
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
Expand to see all activities and additional details
Show all eight activities
Design a Facebook ad campaign
Show steps
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
Show steps
-
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
Show steps
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
Show steps
-
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
Show steps
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
Show steps
-
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
Show steps
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
Show steps
-
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
Show steps
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
Show steps
-
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
Review general marketing knowledge
Show steps
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
Show steps
Show steps
Show steps
- 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
Show steps
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
Show steps
Show steps
Show steps
- 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
Show steps
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
Show steps
Show steps
Show steps
- 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
Expand to see all activities and additional details
Show all eight activities
Design a Facebook ad campaign
Show steps
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
Show steps
Show steps
Show steps
- 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
Show steps
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
Show steps
Show steps
Show steps
- 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
Show steps
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
Show steps
Show steps
Show steps
- 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
Show steps
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
Show steps
Show steps
Show steps
- 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
Show steps
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
Show steps
Show steps
Show steps
- 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
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.
Digital 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.
Social Media Specialist
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.
Content Marketer
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.
Marketing Manager
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.
Advertising 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.
Public relations 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.
Media Planner
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.
Media Buyer
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.
Account Manager
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.
Customer Relationship 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.
Sales 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.
Marketing Analyst
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.
Business 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.
Data 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.
For more career information including salaries, visit:
OpenCourser.com/course/rzhrb8/social
Reading list
We've selected 11 books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
Social Media Advertising.
Comprehensive guide to social media marketing, covering everything from strategy and planning to content creation and measurement.
Provides a look at the latest trends in social media marketing.
Provides a comprehensive overview of social media marketing, including strategies for developing and implementing effective campaigns.
Practical guide to social media marketing, with a focus on using social media to generate leads and sales. It good choice for businesses that are looking to get started with social media marketing.
Save
Guide to social media marketing for nonprofits, covering the basics of creating and managing social media accounts, developing content, and measuring results.
Guide to social media marketing for event planners, covering the basics of creating and managing social media accounts, developing content, and measuring results.
Guide to social media marketing for small businesses, covering the basics of creating and managing social media accounts, developing content, and measuring results.
Beginner-friendly guide to social media marketing. It covers the basics of social media marketing, such as creating content, building a following, and measuring results. It good choice for businesses that are new to social media marketing.
Save
Guide to creating and sharing content that will resonate with your audience. It good choice for businesses that are looking to learn more about content marketing.
Guide to using visuals to create a memorable brand. It covers topics such as creating visual content, using visuals to tell stories, and using visuals to engage your audience.
Guide to creating and sharing content that will cut through the clutter and reach your target audience. It good choice for businesses that are looking to learn more about content marketing.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/rzhrb8/social
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Effort
Approx. 6 hours
Level
Introductory
Via
Coursera
Institution
University of Colorado Boulder
Instructor
Chris J. Vargo
Language
English
Transcripts
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آذربایجان دیلی
This course belongs to a
collection
called
Concepts, Strategies, and Analytics in Performance Marketing and Digital Advertising. It's comprised of four courses:
- Social Media Advertising (viewing)
- Search and Display Advertising
- Programmatic Advertising
- Introduction to Digital Advertising
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