Social Media and Social Content Strategy from Coursera

Digital Marketing Institute is the global standard in Digital Marketing Certification. Our mission is to give our students the confidence and knowledge they need to advance in their careers through this specialization.

More than 3.6 billion people globally are using social media in 2021 so social is certainly popular. But with advertising spend on social expected to surpass $100 billion in 2021, clearly social media is as much about big business, competition, and profit as it is about connecting people. If you want to understand the forces transforming businesses today and, in particular, the key challenges facing social media marketers as they attempt to cut through the noise, engage their audiences, and demonstrate tangible business value, this course will help you do so.

You will learn the core principles of social media marketing before drilling deeper into engaging, nurturing, and building a loyal social community. After completing this course, you will be able to: -

• Identify the benefits and advantages to a business of using social media to engage an audience

• Differentiate between the social platforms used by businesses and their relative advantages for targeting consumers

• Set up a social media account for a business

• Build, manage, and sustain an active social media community

This course also introduces social content strategy and explains how to balance the advantages of organic social content seeding against the immediacy of paid social content promotion. It covers how to implement a content strategy and the basics of measuring its effectiveness. This is the second course in the Digital Marketing Institute’s Social Media Marketing specialization.

On completion of all courses in your Specialization, you will also be awarded a Digital Marketing Institute Certified Digital Marketing Associate certification, along with three months of free Power Membership, allowing you to boost your career and unlock your next opportunity. 92% of DMI members have said their courses have had a positive impact on their careers, while 88% are now working at senior or manager level.

What's inside

Syllabus

Social Media and Business Strategy

This module begins by discussing the key social media platforms used by businesses to engage audiences. It identifies the key features of individual platforms and differentiates between them. The advantages of social media, and of paid social media advertising, to a business are outlined. Finally, the benefits of incorporating social media into an overarching digital strategy are described, along with common social media tools used to support a business strategy.

Traffic lights

Read about what's good

what should give you pause

and possible dealbreakers

Explores social media marketing practices, which are standard in online business today

Taught by the Digital Marketing Institute, a reputable source for digital marketing education

Develops skills necessary for planning and executing social media marketing campaigns

Provides a comprehensive understanding of social media platforms and their applications in marketing

Covers content strategy and promotion, essential elements of successful social media marketing

Requires learners to have basic familiarity with digital marketing concepts

Reviews summary

Practical social media strategy for business

According to learners, this course provides a solid foundation in social media and content strategy, making it particularly beneficial for beginners and those seeking a refresh. Students consistently praise the relevant and practical content, highlighting its immediate applicability to business settings. The course is noted for its well-structured modules and clear explanations. While it offers a strong strategic overview, some experienced marketers find it lacks advanced depth and could benefit from more hands-on tool demonstrations. The included DMI certification is often cited as a valuable professional asset.

Content is well-organized, making it easy to follow and understand.

"The course materials were well-structured and easy to follow."

"Very informative. The content flows well. The course structure is logical, moving from strategy to platforms to content."

"This course helped me structure my social media efforts and understand the 'why' behind certain tactics."

The included Digital Marketing Institute certification adds professional credibility.

"Excellent and up-to-date information! The DMI certification adds a lot of credibility."

"The DMI certification is a nice bonus."

Serves as a strong introduction for new or refreshing learners.

"Good course for beginners to intermediate. It covers the basics well and gives a solid foundation."

"A solid introduction to social media marketing. It's concise and covers the essential aspects."

"I think it's particularly good for those new to the field or wanting a refresh."

Provides relevant, actionable strategies for business application.

"This course provided a fantastic overview of social media strategy. The content was highly relevant and practical, especially for someone looking to apply these concepts in a business setting."

"I've already started applying some of the strategies to my company's social media."

"The focus on business value was exactly what I needed."

More focused on strategic overview than hands-on tool demonstrations.

"The course is okay, but it's very theoretical in some places. I was hoping for more hands-on exercises or tools demonstrations."

"It gives a good strategic overview, but if you're looking for tactical how-to, you might need to supplement with other resources."

"It's more strategic than tactical. Might be better suited for beginners or managers who need a high-level view."

May not meet expectations for experienced marketers seeking advanced tactics.

"Disappointing. The information felt a bit generic and wasn't as cutting-edge as I expected... Not enough practical application for experienced marketers."

"It lacks depth in certain areas, especially when it comes to advanced analytics or niche platforms."

"If you're looking for tactical how-to, you might need to supplement with other resources."

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 and Social Content Strategy with these activities:

Review Social Media Marketing Principles

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Begin by refreshing your understanding of the core principles of social media marketing before diving into the course.

Browse courses on Digital Marketing

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Revisit the definition, key concepts, and benefits of social media marketing.
Review different types of social media platforms.
Identify the target audience for social media marketing campaigns.

Read 'The Social Media Marketing Book' by Dan Zarrella

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Expand your knowledge of social media marketing strategies and techniques by reading this comprehensive guide.

View Social Marketing Digital Book Set on Amazon

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Purchase or borrow a copy of 'The Social Media Marketing Book'.
Read the book, taking notes and highlighting key concepts.
Reflect on how the book's insights can enhance your social media marketing skills.

Follow a Tutorial on Social Media Platform Features

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Step into the key social media platforms and learn how to navigate their features and functionalities through guided tutorials.

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Select a specific social media platform (e.g., Facebook, Instagram, LinkedIn).
Find a comprehensive tutorial that covers the platform's features.
Follow the tutorial and explore the platform's capabilities.

Four other activities

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Develop a Social Media Content Calendar

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Plan and organize your social media content strategy by creating a comprehensive content calendar.

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Determine the purpose, goals, and target audience of your social media content.
Research and identify relevant topics and keywords.
Create a spreadsheet or use a content calendar tool to plan and schedule your content.
Include a variety of content formats (e.g., posts, stories, videos).
Assign responsibilities and deadlines for content creation and posting.

Join a Study Group for Social Media Marketing Case Studies

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Gain practical insights and learn from real-world examples by joining a study group focused on analyzing social media marketing case studies.

Browse courses on Case Studies

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Form or join a study group with other students in the course.
Select a social media marketing case study to analyze.
Discuss the case study, identifying key strategies, tactics, and results.

Develop a Social Media Marketing Plan

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Put your learnings into action by creating a comprehensive social media marketing plan for a specific business or organization.

Browse courses on Marketing Plan

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Define the target audience, goals, and objectives of the social media marketing plan.
Conduct a competitive analysis and identify industry best practices.
Develop a content strategy, including content formats, themes, and a posting schedule.
Identify and implement social media marketing tactics.
Establish metrics and KPIs to track the success of the plan.

Volunteer for a Social Media Marketing Campaign

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Apply your skills and gain hands-on experience by volunteering for a social media marketing campaign organized by a non-profit or community organization.

Browse courses on Marketing Campaign

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Identify organizations that are running social media marketing campaigns.
Contact the organizations and express your interest in volunteering.
Participate in the campaign by assisting with tasks such as content creation, community management, or data analysis.

Career center

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

Social Media Manager

A Social Media Manager is responsible for developing, executing, and analyzing social media strategies for businesses. This course may be useful for someone who wants to become a Social Media Manager because it provides a comprehensive overview of social media marketing, including how to create and manage social media accounts, develop and implement content strategies, and measure the effectiveness of social media campaigns.

See salaries and explore the career path for Social Media Manager

Social Media Specialist

A Social Media Specialist is responsible for managing social media accounts for businesses. This course may be useful for someone who wants to become a Social Media Specialist because it provides a comprehensive overview of social media marketing, including how to create and manage social media accounts, develop and implement content strategies, and measure the effectiveness of social media campaigns.

See salaries and explore the career path for Social Media Specialist

Social Media Analyst

A Social Media Analyst is responsible for analyzing social media data to help businesses understand their audience and improve their social media strategies. This course may be useful for someone who wants to become a Social Media Analyst because it provides a foundation in social media marketing, as well as data analysis techniques.

See salaries and explore the career path for Social Media Analyst

Social Media Strategist

A Social Media Strategist is responsible for developing and implementing social media strategies for businesses. This course may be useful for someone who wants to become a Social Media Strategist because it provides a comprehensive overview of social media marketing, including how to develop and implement social media strategies, create and manage social media content, and measure the effectiveness of social media campaigns.

See salaries and explore the career path for Social Media Strategist

Social Media Entrepreneur

A Social Media Entrepreneur uses social media to build a business. This course may be useful for someone who wants to become a Social Media Entrepreneur because it provides a foundation in social media marketing, as well as how to build and grow a business.

See salaries and explore the career path for Social Media Entrepreneur

Freelance Social Media Marketer

A Freelance Social Media Marketer provides social media marketing services to businesses on a freelance basis. This course may be useful for someone who wants to become a Freelance Social Media Marketer because it provides a comprehensive overview of social media marketing, including how to develop and implement social media strategies, create and manage social media content, and measure the effectiveness of social media campaigns.

See salaries and explore the career path for Freelance Social Media Marketer

Digital Marketing Consultant

A Digital Marketing Consultant provides advice and guidance to businesses on how to improve their digital marketing strategies. This course may be useful for someone who wants to become a Digital Marketing Consultant because it provides a foundation in social media marketing, which is an important part of digital marketing.

See salaries and explore the career path for Digital Marketing Consultant

Community Manager

A Community Manager is responsible for building and managing online communities for businesses. This course may be useful for someone who wants to become a Community Manager because it provides a foundation in social media marketing, which is an important part of community management.

See salaries and explore the career path for Community Manager

Marketing Consultant

A Marketing Consultant provides advice and guidance to businesses on how to improve their marketing strategies. This course may be useful for someone who wants to become a Marketing Consultant because it provides a foundation in social media marketing, which is an important part of marketing.

See salaries and explore the career path for Marketing Consultant

Public Relations Consultant

A Public Relations Consultant provides advice and guidance to businesses on how to improve their public relations strategies. This course may be useful for someone who wants to become a Public Relations Consultant because it provides a foundation in social media marketing, which is an important part of public relations.

See salaries and explore the career path for Public Relations Consultant

Digital Marketing Manager

A Digital Marketing Manager is responsible for planning and executing digital marketing campaigns for businesses. This course may be useful for someone who wants to become a Digital Marketing Manager because it provides a foundation in social media marketing, which is an important part of digital marketing.

See salaries and explore the career path for Digital Marketing Manager

Content Marketing Manager

A Content Marketing Manager is responsible for developing and executing content marketing strategies for businesses. This course may be useful for someone who wants to become a Content Marketing Manager because it provides a foundation in social media marketing, which is an important part of content marketing.

See salaries and explore the career path for Content Marketing Manager

Brand Manager

A Brand Manager is responsible for developing and managing a brand's identity and reputation. This course may be useful for someone who wants to become a Brand Manager because it provides a foundation in social media marketing, which is an important part of brand management.

See salaries and explore the career path for Brand Manager

Marketing Manager

A Marketing Manager is responsible for planning and executing marketing campaigns for businesses. This course may be useful for someone who wants to become a Marketing Manager because it provides a foundation in social media marketing, which is an important part of marketing.

See salaries and explore the career path for Marketing Manager

Public relations manager

A Public Relations Manager is responsible for managing a company's public image and relationships with the media. This course may be useful for someone who wants to become a Public Relations Manager because it provides a foundation in social media marketing, which is an important part of public relations.

See salaries and explore the career path for Public relations manager