Course Overview

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Course Content

Section 1: Introduction to Social Media
Preview
- Lesson 01 - Introduction to Social Media: Part 1 - The Importance of Social Media
  09:44Preview
  - 1 Introduction
    00:14
  - 2 What is Social Media?
    01:05
  - 3 Who Uses Social Media?
    00:34
  - 4 Time Spent on Social Media
    00:59
  - 5 The Importance of Social Media
    01:55
  - 6 Bringing Businesses and Consumers Together
    01:25
  - 7 The Foundation of Social Media
    00:53
  - 8 Observe and Listen
    00:51
  - 9 Social Media Humanizes a Company
    00:40
  - 10 A Word of Warning
    00:44
  - 11 Coming Up
    00:24
- Lesson 02 - Introduction to Social Media: Part 2 - Social Media Channels
  20:32Preview
  - 1 Introduction
    00:29
  - 2 Blogs
    02:49
  - 3 Blogs Lead to Gain and Offer Opportunities
    01:19
  - 4 Microblogging
    03:40
  - 5 Social Networks
    03:10
  - 6 Media Sharing
    00:20
  - 7 Media Sharing: Understanding YouTube
    01:47
  - 8 Media Sharing: Understanding Pinterest
    01:56
  - 9 Media Sharing: Understanding Instagram
    01:41
  - 10 Social Reviews
    01:47
  - 11 Something to Keep in Mind
    01:18
  - 12 Coming Up
    00:16
- Lesson 03 - Introduction to Social Media: Part 3 - Business Impact
  20:17
  - 1 Introduction
    00:13
  - 2 Social Media Impacts All Areas of Business
    01:44
  - 3 Bring Credibility to Small Biz
    00:40
  - 4 Gives Big Businesses Personality
    01:48
  - 5 Social Medias Three Key Things
    00:30
  - 6 The Brand Impact
    00:55
  - 7 Why Social Media Impacts Brand
    01:14
  - 8 The Brand Impact at Work
    02:35
  - 9 The Engagement Impact
    01:59
  - 10 Why Social Media Impacts Engagement
    00:59
  - 11 Engagement Impact at Work
    02:46
  - 12 The Conversion Impact
    00:40
  - 13 Why Social Media Impacts Conversions
    01:44
  - 14 The Conversion Impact at Work
    02:11
  - 15 Coming Up
    00:19
- Lesson 04 - Introduction to Social Media: Part 4 - The Social Media Conversation
  13:33Preview
  - 1 Introduction
    00:13
  - 2 Remember This?
    00:44
  - 3 Social Media Cycle
    00:58
  - 4 Discovering the Conversation
    00:38
  - 5 How to Discover the Conversation
    00:57
  - 6 Observing the Conversation
    01:27
  - 7 How to Observe the Conversation
    01:10
  - 8 Joining the Conversation
    02:02
  - 9 Sparking the Conversation
    01:41
  - 10 How to Spark the Conversation
    02:39
  - 11 Don't Freak Out!
    01:04
- Quiz
  - Quiz

Section 2: Creating a Social Media Strategy
Preview
- Lesson 01 - Social Media Strategy: Part 1, The Challenge of Social Media
  11:20Preview
  - 1 Introduction
    00:13
  - 2 The Challenge of Social Media
    01:26
  - 3 Your First Challenge
    01:16
  - 4 Numbers Only Matter if...
    00:21
  - 5 What We Need is a Strategy
    00:30
  - 6 Business Goal Leads to Strategy
    02:35
  - 7 We Need a Goal
    00:33
  - 8 Think About Your Business Goals
    01:08
  - 9 Brand Related Goals
    00:38
  - 10 Conversion Related Goals
    00:40
  - 11 Company Goals Are?
    01:10
  - 12 Consider Social Media
    00:29
  - 13 Coming Up
    00:21
- Lesson 02 - Social Media Strategy: Part 2, Goals Micro Goals and Tactics
  15:54Preview
  - 1 Introduction
    00:13
  - 2 Goals, Micro Goals, and Tactics
    00:40
  - 3 Social Media Equation
    01:22
  - 4 Exposure
    00:47
  - 5 What Gives Impact?
    02:50
  - 6 What's Next?
    01:27
  - 7 Goals and Micro Goals
    01:05
  - 8 Micro Goals to Tactics
    01:30
  - 9 Tactics to Channels
    01:05
  - 10 Strategic Overlap
    01:13
  - 11 Gather Your Tools
    00:27
  - 12 Starting and Building Your Plan
    01:37
  - 13 Summary
    01:15
  - 14 Coming Up
    00:23
- Lesson 03 - Social Media Strategy: Part 3, Campaign Hooks
  19:55Preview
  - 1 Introduction
    00:13
  - 2 Campaign Hook
    01:10
  - 3 Social Media With No Hooks
    00:23
  - 4 What It&#39s Really About
    00:33
  - 5 What's Your Message?
    01:19
  - 6 What Do You Want Them To Do?
    02:01
  - 7 What Do You Want Them To Share?
    01:36
  - 8 What Makes You Different?
    01:57
  - 9 Putting it All Together
    01:05
  - 10 Understanding Motivators
    01:32
  - 11 Good Motivators
    00:59
  - 12 What Makes Things Viral
    02:20
  - 13 Make Your Message Spreadable
    00:41
  - 14 Make Your Message Match Your Goal
    01:05
  - 15 Putting Your Message into Content
    01:46
  - 16 Getting Everything in Order
    00:44
  - 17 Coming Up
    00:31
- Lesson 04 - Social Media Strategy: Part 4, The Value of a Social Media Strategy
  13:49Preview
  - 1 Introduction
    00:13
  - 2 The Vast Social Media
    00:54
  - 3 The Overall Strategy
    00:39
  - 4 Understanding The Value
    01:14
  - 5 Social Media Touch Points
    00:36
  - 6 Your Social Media Home Base
    00:22
  - 7 Blogs Are Essential
    01:49
  - 8 What Your Blog Does For You
    00:36
  - 9 Blogs Empower Touch Points
    01:27
  - 10 A Common Mistake
    01:11
  - 11 The Big Mistake
    00:32
  - 12 Try an Alternative
    01:32
  - 13 The Difference in Process
    01:01
  - 14 Your Most Powerful SoMe Tool
    01:09
  - 15 Reality Check
    00:34
- Quiz
  - Quiz

Section 3: Understanding Paid, Earned, and Owned Social Media
Preview
- Lesson 01 - Understanding Paid, Earned, & Owned, Part 1: Defining Media Types
  09:43Preview
  - 1 Introduction
    00:17
  - 2 Social Exposure Categories
    00:39
  - 3 Paid Media
    01:28
  - 4 Owned Media
    02:04
  - 5 Earned Media
    02:49
  - 6 Buckets of Social
    01:58
  - 7 Coming Up
    00:28
- Lesson 02 - Understanding Paid, Earned, & Owned, Part 2: Balancing Costs Value
  11:31
  - 1 Introduction
    00:09
  - 2 Balancing Media Investments
    02:44
  - 3 Paid: Old vs. New
    01:22
  - 4 Owned: Old vs. New
    02:04
  - 5 Earned: Old vs. New
    02:13
  - 6 Integrated Media Solutions
    02:25
  - 7 Coming Up
    00:34
- Lesson 03 - Understanding Paid, Earned, & Owned, Part 3: Creating a Cohesive Strategy
  23:42Preview
  - 1 Introduction
    00:09
  - 2 Advertising and Social Balance
    03:03
  - 3 Blurred Lines
    02:59
  - 4 Value of Converged Media
    01:59
  - 5 Cycle: Social Strategy
    01:49
  - 6 Cycle: Development & Publication
    01:44
  - 7 Cycle: First Amplification
    02:24
  - 8 Cycle: Influencer Outreach
    01:28
  - 9 Cycle: Customer Engagement
    01:15
  - 10 Cycle: Second Amplification
    01:36
  - 11 Cycle: Feedback & Refinement
    04:32
  - 12 Connect Media
    00:44
- Quiz
  - Quiz

Section 4: Social Sharing
Preview
- Lesson 01 - Social Sharing, Part 1: The Basics of Social Sharing
  20:24Preview
  - 1 Introduction
    00:15
  - 2 Value of Social Sharing
    02:26
  - 3 Sharing Drives Exposure
    03:25
  - 4 Social Influencers
    02:36
  - 5 Benefits of Credibility & Conversions
    01:01
  - 6 What Goes into Social Sharing?
    04:02
  - 7 You Need Social Sharing
    01:03
  - 8 Keep It Simple
    01:18
  - 9 Spark Passion
    01:03
  - 10 Unusual?
    01:02
  - 11 Risk Their Reputation?
    00:56
  - 12 You Can&#39t Control Sharing
    00:42
  - 13 Coming Up
    00:35
- Lesson 02 - Social Sharing, Part 2: What Motivates Social Sharing & Interest?
  27:59Preview
  - 1 Introduction
    00:14
  - 2 What Makes People Share?
    02:51
  - 3 The Gap Theory of Curiosity
    02:57
  - 4 Create a Need
    03:44
  - 5 Spark Curiosity
    02:49
  - 6 Make Sharing Easy
    01:04
  - 7 Know What Plays Well
    01:49
  - 8 Make Offers
    00:58
  - 9 Six Qualities of Highly Sharable Content
    00:43
  - 10 Embrace Simplicity
    01:02
  - 11 Deliver the Unexpected
    01:56
  - 12 Be Concrete
    02:06
  - 13 Carry Credibility
    01:10
  - 14 Tap Into Emotions
    01:43
  - 15 Tell a Story
    02:23
  - 16 Coming Up
    00:30
- Lesson 03 - Social Sharing, Part 3: Brainstorming Socially Shareable Content
  22:12Preview
  - 1 Introduction
    00:14
  - 2 Determining Your Goals
    03:06
  - 3 Getting Ideas
    03:44
  - 4 Asking Questions?
    01:55
  - 5 Recognize Problems
    02:30
  - 6 Sparking Conversations
    02:19
  - 7 Motivating Your Customers
    01:40
  - 8 Creating a Story
    03:17
  - 9 Getting Attention
    01:40
  - 10 Reviewing Your Ideas
    01:47
- Quiz
  - Quiz

Section 5: Blogging for Business
Preview
- Lesson 01 - Blogging for Business, Part 1: What Makes Blogs Essential
  22:17Preview
  - 1 Introduction
    00:15
  - 2 Blogs Address Communication
    00:46
  - 3 Why Marketers Love Blogs
    03:28
  - 4 Why SEOs Love Blogs
    03:54
  - 5 Making Your Blog SEO Friendly
    02:13
  - 6 The 80/20 Rule of Visitors
    03:07
  - 7 Sources of New Blog Traffic
    01:48
  - 8 Don&#39t Miss Value of Blogs
    01:36
  - 9 Social Media Provides Touch Points
    01:37
  - 10 Blogs Empower Touch Points
    01:51
  - 11 Focus on Awesome Content
    01:12
  - 12 Coming Up
    00:30
- Lesson 02 - Blogging for Business, Part 2: Content Marketing Plans
  20:53Preview
  - 1 Introduction
    00:31
  - 2 Content Marketing Matrix
    01:05
  - 3 Entertainment Quadrant
    02:30
  - 4 Inspirational Quadrant
    01:52
  - 5 Educational Quadrant
    00:46
  - 6 Convincing Quadrant
    01:12
  - 7 Creating Content Is a Must
    01:11
  - 8 Blog Schedules and Standards
    02:31
  - 9 Editorial Calendar
    01:24
  - 10 Consider Seasonal and Trending Content
    01:45
  - 11 Plan a Month in Advance
    03:35
  - 12 Skills Needed
    02:10
  - 13 Coming Up
    00:21
- Lesson 03 - Blogging for Business, Part 3: Cross Channel Content Support
  14:17Preview
  - 1 Introduction
    00:15
  - 2 Brands Have Too Many Homes
    02:25
  - 3 Don&#39t Begin and End on a Channel
    02:45
  - 4 How to View Social
    02:28
  - 5 Cross Channel Messaging is Vital
    01:19
  - 6 Understanding What Delivers Impact
    04:38
  - 7 A Parting Word on Social Connections
    00:27
- Quiz
  - Quiz

Section 6: Finding & Communicating with Influencers
Preview
- Lesson 01 - Finding and Communicating with Influencers, Part 1: Finding Your Influencers
  20:35Preview
  - 1 Introduction
    00:13
  - 2 Social Media is Simple
    01:31
  - 3 Finding the Standouts
    01:07
  - 4 What You Need to Know...
    01:05
  - 5 Who are They?
    02:34
  - 6 What/Where They Share
    03:59
  - 7 What Motivates?
    01:31
  - 8 How Do We Find Them?
    03:08
  - 9 Dig Deeper
    01:11
  - 10 Fill Your Tool Belt
    03:59
  - 11 Coming Up...
    00:17
- Lesson 02 - Finding and Communicating with Influencers, Part 2: The Perfect Pitch
  24:00Preview
  - 1 Introduction
    00:18
  - 2 Pitch the Right People
    00:25
  - 3 Number One Rule of Pitching
    01:06
  - 4 Three Keys to a Great Pitch
    04:02
  - 5 Should Do Before Pitching
    02:42
  - 6 Absolutely MUST Do Before Pitching
    02:20
  - 7 A Note About Gender
    02:37
  - 8 Mapping Out Approaches
    01:47
  - 9 The Danger Zone of Influencer
    04:53
  - 10 A Word of Advice After the Pitch
    03:25
  - 11 Coming Up
    00:25
- Lesson 03 - Finding and Communicating with Influencers, Part 3: Working With Influencers
  21:45Preview
  - 1 Introduction
    00:17
  - 2 You've Searched for Them
    00:27
  - 3 You&#39ve Identified Them
    00:34
  - 4 Who They Are
    01:06
  - 5 The Evangelist
    02:28
  - 6 Working with Evangelists
    01:21
  - 7 Influencers
    02:53
  - 8 Working with Influencers
    01:07
  - 9 Chatterboxes
    00:58
  - 10 One Timers
    00:30
  - 11 Working with the Rest
    00:54
  - 12 Deconstructing Your Audience
    02:20
  - 13 Establishing B2B Influence
    00:40
  - 14 Establishing B2C Influence
    01:24
  - 15 Going Through the Backdoor
    00:50
  - 16 Build a Relationship
    01:19
  - 17 Become a Known
    00:28
  - 18 Transparency Leads to Trust
    01:13
  - 19 Review And Renew the Team
    00:49
  - 20 Thank You
    00:07
- Quiz
  - Quiz

Section 7: Video & YouTube
Preview
- Lesson 01 - Video & YouTube Marketing, Part 1: Establishing a Video Marketing Strategy
  14:56Preview
  - 1 Introduction
    00:25
  - 2 7 Video Strategies
    00:48
  - 3 YouTube is Key
    03:01
  - 4 Make Videos That Users Watch
    02:33
  - 5 Schedule Your Videos
    03:49
  - 6 Optimize Videos for Search
    04:20
- Lesson 02 - Video & YouTube Marketing, Part 2: Gaining Exposure and Measuring Impact
  14:23Preview
  - 1 Introduction
    00:12
  - 2 Paid Video Promotion
    03:34
  - 3 Success with TrueView Ads
    02:40
  - 4 Make Your Video Shareable
    03:10
  - 5 Measure Your Impact
    01:34
  - 6 Analyze the Customer Journey
    01:42
  - 7 Video Length Guidelines
    01:06
  - 8 Coming Up
    00:25
- Lesson 03 - Video & YouTube Marketing, Part 3: Leveraging Mobile Video
  13:17Preview
  - 1 Introduction
    00:21
  - 2 Power of Mobile Video
    01:01
  - 3 Six Questions on Mobile Video
    00:45
  - 4 Who's on Which Channels?
    03:00
  - 5 What Are Viewers Watching and Sharing?
    03:03
  - 6 When Should You Make Mobile Videos?
    01:08
  - 7 Example: GoPro
    02:17
  - 8 Examples: USA Today & GE
    01:42
- Lesson 04 - Video & YouTube Marketing, Part 4: Promoting Measuring Mobile Video
  11:50Preview
  - 1 Introduction
    00:14
  - 2 Where to Promote Your Videos?
    00:45
  - 3 YouTube Ads & Orabrush
    02:57
  - 4 Why Is Mobile Video Unique?
    01:58
  - 5 Vloggers vs Brands: Time of Day
    01:35
  - 6 Vloggers vs Brands: Upload Frequency
    00:54
  - 7 How to Measure Mobile Video?
    02:45
  - 8 Conclusion
    00:42
- Quiz
  - Quiz

Section 8: YouTube Advertising
Preview
- Lesson 01 - YouTube Advertising, Part 1: YouTube for Business
  12:41Preview
  - 1 Introduction
    00:21
  - 2 Series Overview
    00:53
  - 3 Why YouTube
    05:02
  - 4 Myths Busted
    04:22
  - 5 Getting Started
    01:38
  - 6 Coming Up
    00:25
- Lesson 02 - YouTube Advertising, Part 2: Make a Client Video
  17:50Preview
  - 1 Introduction
    00:25
  - 2 Remarkable Stories
    00:36
  - 3 Planning Your Video
    01:51
  - 4 Choose A Creative Approach
    01:35
  - 5 8 Tips for Scripts
    01:10
  - 6 Storyboard
    00:36
  - 7 Shooting Techniques
    00:31
  - 8 Shooting Techniques
    02:29
  - 9 Use A Checklist
    00:52
  - 10 Video Editing Then & Now
    02:02
  - 11 Simple Editing Effects
    00:43
  - 12 Incorporating Music
    00:58
  - 13 Exporting Your Video
    00:59
  - 14 Uploading Video
    03:03
- Lesson 03 - YouTube Advertising, Part 3: Promote Your Client Video
  16:16Preview
  - 1 Introduction
    00:44
  - 2 Reach the Right Audience
    02:17
  - 3 Goals Through AdWords
    01:03
  - 4 Steps for Set-Up
    00:16
  - 5 Create Your Google AdWords Account
    00:26
  - 6 Link Google & YouTube Accounts
    00:47
  - 7 General Settings & Daily Budget
    00:52
  - 8 Select Locations & Languages
    01:02
  - 9 Choose Video for Ad Display
    00:54
  - 10 Select Ad Format
    01:56
  - 11 Write Ad Text & Choose Thumbnail
    00:58
  - 12 Name Targeting Group & Choose Bid Settings
    00:25
  - 13 Define Targeting Group
    00:52
  - 14 Launch Your Campaign & Set Up Billing
    00:15
  - 15 Optional Call-To-Action Overlay
    01:41
  - 16 Jumpstart Traffic
    01:33
  - 17 Coming Up
    00:15
- Lesson 04 - YouTube Advertising, Part 4: Data, Metrics, & Analytics
  15:32Preview
  - 1 Introduction
    00:28
  - 2 Test, Learn, Improve
    00:43
  - 3 YouTube Watch
    01:32
  - 4 Analytics Reports
    00:41
  - 5 Views Report
    01:12
  - 6 Demographics Report
    01:01
  - 7 Playback Locations Report
    00:44
  - 8 Traffic Sources Report
    00:43
  - 9 Audience Retention Report
    01:23
  - 10 Subscribers Report
    00:48
  - 11 Likes/Dislikes Report
    00:37
  - 12 Favorites Report
    00:49
  - 13 Comments Report
    00:39
  - 14 Sharing Report
    00:28
  - 15 Ad Performance Report
    00:29
  - 16 Call-To-Action Report
    00:41
  - 17 AdWords for Video
    01:30
  - 18 TRX Rip Trainer
    01:04
- Quiz
  - Quiz

Section 9: Social Networking & Facebook
Preview
- Lesson 01 - Social Networking Overview
  08:10Preview
  - 1 Introduction
    00:13
  - 2 What is Social Networking?
    00:58
  - 3 How Social Networking Works
    00:45
  - 4 Expand, but Control Your Network
    00:48
  - 5 All In One Multimedia Sharing
    00:39
  - 6 Facebook
    01:15
  - 7 LinkedIn
    01:29
  - 8 What Are People Sharing?
    00:30
  - 9 Why Does Social Networking Matter?
    01:33
- Lesson 02 - Facebook Marketing, Part 1: Understanding Facebook
  17:13Preview
  - 1 Introduction
    00:14
  - 2 What is Facebook?
    01:22
  - 3 Diverse Userbase
    01:51
  - 4 Why This Audience Matters
    02:17
  - 5 Understanding the Options
    02:41
  - 6 Marketing Yourself
    01:37
  - 7 The Business Side
    04:16
  - 8 Where Followers Interact
    02:28
  - 9 Coming Up
    00:27
- Lesson 03 - Facebook Marketing, Part 2: Getting Started on Facebook
  28:30Preview
  - 1 Introduction
    00:08
  - 2 Anatomy of a Page
    03:01
  - 3 Establishing Your Presence
    01:45
  - 4 Facebook Cover Photos
    02:30
  - 5 Vanity Facebook URL
    00:38
  - 6 Pinning & Reviews
    02:15
  - 7 Timeline Menu System
    01:06
  - 8 Page Messaging
    01:38
  - 9 Daily Moderation
    01:01
  - 10 Page Admin Types
    02:20
  - 11 Integrated Post Scheduling
    02:35
  - 12 Great Engagement Data
    02:40
  - 13 Promotion Guidelines
    02:44
  - 14 A Secondary Home
    01:37
  - 15 Keep in Mind...
    01:53
  - 16 Coming Up
    00:39
- Lesson 04 - Facebook Marketing, Part 3: Understanding the Facebook Algorithm & News Feed
  25:27Preview
  - 1 Introduction
    00:09
  - 2 The News Feed
    03:09
  - 3 News Feed Changes
    02:19
  - 4 An End to Like Baiting
    02:04
  - 5 Generate Genuine Engagement
    01:50
  - 6 Value Over Sales Pitches
    02:25
  - 7 Algorithm Reality Check
    02:26
  - 8 How You Rank
    03:08
  - 9 The Science of Facebook
    02:17
  - 10 Importance of Tagging
    01:15
  - 11 Ordering Posts
    01:41
  - 12 Promoted Posts
    02:16
  - 13 Coming Up
    00:28
- Lesson 05 - Facebook Marketing, Part 4: Integrating Facebook with Other Efforts
  12:06Preview
  - 1 Introduction
    00:16
  - 2 The Problem with Social Media
    02:03
  - 3 Facebook Social Plugins
    03:27
  - 4 Other Plugin Options
    02:33
  - 5 Claim Your Places Listing
    03:47
- Lesson 06 - Facebook Analytics
  33:04Preview
  - 1 Introduction
    00:55
  - 2 Overview
    05:26
  - 3 Think Different
    03:51
  - 4 Business Value
    01:07
  - 5 Conversation Rate
    00:39
  - 6 Amplification Rate
    01:35
  - 7 Applause Rate
    03:12
  - 8 Economic Value
    03:32
  - 9 Measure Facebook&#39s Value
    03:42
  - 10 Measure Facebook&#39s Value cont.
    08:09
  - 11 Think Different
    00:56
- Quiz
  - Quiz

Section 10: Facebook Advertising
Preview
- Lesson 01 - Facebook Advertising, Part 1: Understanding Facebook Ads
  11:48Preview
  - 1 Introduction
    00:15
  - 2 Tapping into the Ad Market
    01:35
  - 3 Advertising Options
    02:56
  - 4 Target New Contacts
    01:20
  - 5 Push Your Way to Followers
    01:11
  - 6 Follow the Rules
    00:55
  - 7 The 20% Rule
    01:10
  - 8 Today&#39s Facebok Mini-Rant
    02:05
  - 9 Coming Up
    00:21
- Lesson 02 - Facebook Advertising, Part 2: Choosing Your Ad Type
  09:53Preview
  - 1 Introduction
    00:15
  - 2 What Ad Do You Want?
    01:54
  - 3 Every Ad Starts Differently
    00:51
  - 4 Choosing Your Creative
    00:42
  - 5 Understanding Your Ad Options
    01:11
  - 6 Apply PPC Principles
    01:15
  - 7 Match Your Brand
    01:23
  - 8 Tell Them Who You Are
    00:43
  - 9 Emotional Impact
    00:47
  - 10 Visual Impact
    00:36
  - 11 Coming Up
    00:16
- Lesson 03 - Facebook Advertising, Part 3: Facebook Ad Targeting
  15:15Preview
  - 1 Introduction
    00:14
  - 2 Dozen Ways to Target
    02:07
  - 3 Location, Age, and Gender Targeting
    01:13
  - 4 Interest Targeting
    01:41
  - 5 Connection Targeting
    01:12
  - 6 Relationship Status Targeting
    01:15
  - 7 Education & Work Targeting
    01:23
  - 8 An Ultra Targeting List
    01:04
  - 9 Custom Audiences
    02:27
  - 10 Minimum Reach
    00:52
  - 12 Why Use Custom Audiences?
    01:47
- Quiz
  - Quiz

Section 11: Microblogging & Twitter
Preview
- Lesson 01 - Leveraging Twitter, Part 1: Understanding Twitter
  10:59Preview
  - 1 Introduction
    00:15
  - 2 What is Twitter?
    01:28
  - 3 Twitter Then & Now
    01:07
  - 4 Popularity in the USA
    01:04
  - 5 Popularity Internationally
    02:42
  - 6 Twitter Demographics
    02:14
  - 7 Marketing Impact
    01:44
  - 8 Coming Up
    00:25
- Lesson 02 - Leveraging Twitter, Part 2: Twitter Marketing Foundations
  26:03Preview
  - 1 Introduction
    00:16
  - 2 Twitter Looking Like Facebook
    00:36
  - 3 Twitter Profile Dimensions
    01:53
  - 4 Designing Your Header
    01:25
  - 5 Image Post Tips
    02:31
  - 6 Twitter Video
    02:09
  - 7 Embeddable Tweets
    01:25
  - 8 URL Shorteners
    01:47
  - 9 How Many Accounts?
    01:31
  - 10 What Are Hashtags?
    02:47
  - 11 Joining Existing Hashtags
    01:50
  - 12 Understanding Hashtags
    02:13
  - 13 Why Retweets Matter
    01:42
  - 14 Creating a Twitter List
    01:44
  - 15 Leveraging Twitter Lists
    01:53
  - 16 Coming Up
    00:21
- Lesson 03 - Leveraging Twitter, Part 3: Twitter Search & Twitter Cards
  14:07Preview
  - 1 Introduction
    00:15
  - 2 Advanced Search
    02:34
  - 3 Twitter Search Campaign Prep
    01:29
  - 4 Other Uses for Search
    01:04
  - 5 Twitter Cards Overview
    00:37
  - 6 Summary Cards
    00:59
  - 7 Large Photo & Product Cards
    01:06
  - 8 Player Cards
    00:49
  - 9 Enabling Twitter Cards on Your Site
    00:59
  - 10 Conversion & Campaign Cards
    03:09
  - 11 More Ways to Leverage Cards
    01:06
- Lesson 04 - Leveraging Twitter, Part 4: Define a Goal & Create a Strategy
  30:12Preview
  - 1 Introduction
    00:15
  - 2 Twitter Strategy
    01:40
  - 3 Twitter&#39s Marketing Impact
    01:03
  - 4 Build a Strategy
    02:53
  - 5 Goals and Team Define Strategy
    03:58
  - 6 Brand Building
    03:50
  - 7 Credibility Boosting
    02:58
  - 8 Reputation Management
    05:08
  - 9 JetBlue Example: Reputation Management
    02:43
  - 10 Driving Conversions
    03:19
  - 11 Automation Advice
    02:02
  - 12 Coming Up
    00:23
- Lesson 05 - Leveraging Twitter, Part 5: Twitter Tools
  22:47Preview
  - 1 Introduction
    00:15
  - 2 Client & Tool Considerations
    02:33
  - 3 Tools for Team Management
    01:46
  - 4 Tools for Content Research
    01:32
  - 5 Tools for Influencer Research
    01:56
  - 6 Native Analytics
    02:05
  - 7 Top Twitter Items
    03:08
  - 8 In-Depth Analytics
    04:00
  - 9 Tracking Conversation
    02:28
  - 10 Goal Tracking
    03:04
- Quiz
  - Quiz

Section 12: Twitter Advertising
Preview
- Lesson 01 - Twitter Advertising Part 1 Understanding the Options
  15:00Preview
  - 1 Introduction
    00:15
  - 2 Twitter Advertising Space
    01:26
  - 3 Understanding Twitter Ads
    00:48
  - 4 Understanding Promoted Accounts
    01:16
  - 5 Reasons for Promoted Accounts
    03:03
  - 6 Understanding Promoted Tweets
    01:02
  - 7 Reasons for Promoted Tweets
    02:22
  - 8 Understanding Promoted Trends
    01:40
  - 9 Reasons for Promoted Trends
    02:45
  - 10 Coming Up
    00:23
- Lesson 02 - Twitter Advertising Part 2 Understanding Targeting Bids
  11:37Preview
  - 1 Introduction
    00:09
  - 2 Start with Twitter Ads
    00:56
  - 3 Marketing Platform Partners
    01:44
  - 4 Certified Partner Program
    01:26
  - 5 Ad Targeting
    02:42
  - 6 Promoted Tweets
    02:23
  - 7 Keep in Mind
    01:49
  - 8 Coming Up
    00:28
- Lesson 03 - Twitter Advertising Part 3 Advanced Twitter Targeting with TV Ads
  11:47Preview
  - 1 Introduction
    00:13
  - 2 Two-Screen Popularity & Behaviors
    03:05
  - 3 Nielsen Twitter TV Ratings
    02:15
  - 4 Twitter Amplify Potential
    02:18
  - 5 Twitter Amplify
    02:17
  - 6 TV Conversation Targeting
    01:17
  - 7 Coming Up
    00:22
- Lesson 04 - Twitter Advertising Part 4 Increased Ad Engagement with Twitter Cards
  10:21Preview
  - 1 Introduction
    00:08
  - 2 Challenge of Twitter Marketing
    01:04
  - 3 Introducing Twitter Cards
    01:17
  - 4 Types of Twitter Cards
    01:01
  - 5 Setting Up Twitter Cards
    01:38
  - 6 Tailored Audiences
    02:12
  - 7 CRM Targeting
    03:01
- Quiz
  - Quiz

Section 13: Online Reputation Management
Preview
- Lesson 01 - Online Reputation Management, Part 1: What to Measure
  12:06Preview
  - 1 Introduction
    00:33
  - 2 What Should You Be Tracking?
    00:39
  - 3 5 Things to Measure Awareness
    01:37
  - 4 Five Things to Measure: Conversions
    02:34
  - 5 Five Things to Measure: Relationships
    02:23
  - 6 Five Things to Measure: Sentiment
    01:50
  - 7 Five Things to Measure: Engagement
    02:03
  - 8 Coming Up
    00:27
- Lesson 02 - Online Reputation Management, Part 2: Tools of the Trade
  14:52Preview
  - 1 Introduction
    00:29
  - 2 The Right Tools
    00:33
  - 3 What Will It Cost?
    00:51
  - 4 How Much Time WIll It Take?
    00:50
  - 5 How Much Data Will It Gather?
    00:56
  - 6 What Kind of Reports Does It Provide?
    01:09
  - 7 Why You Need Tools
    00:44
  - 8 A Realistic Tool Roundup
    00:16
  - 9 Name Claimers
    02:17
  - 10 Free and Easy Alerts
    01:32
  - 11 Free Social Media Monitoring
    02:26
  - 12 Interpreting Results
    00:53
  - 13 Use a Subscription Based Tool
    01:02
  - 14 Choose the Best Tool for Your Needs
    00:27
  - 15 Coming Up
    00:27
- Lesson 03 - Online Reputation Management, Part 3: What to Listen For
  10:36Preview
  - 1 Introduction
    00:13
  - 2 Put What You Hear to Work
    00:30
  - 3 Mining Conversation for Content Ideas
    02:44
  - 4 Address Customer Service Issues
    01:23
  - 5 Track What&#39s Said About Competitors
    01:04
  - 6 Track Industry Chatter
    01:31
  - 7 Track Reactions to News
    01:44
  - 8 Track What Customers Say
    01:02
  - 9 Coming Up
    00:25
- Lesson 04 - Online Reputation Management, Part 4: Five Steps to Smart Reputation Management
  16:29Preview
  - 1 Introduction
    00:13
  - 2 There&#39s a Lot of Conversation
    04:01
  - 3 The Power of a Great Post
    02:18
  - 5 Five Steps to Reputation Management
    00:22
  - 4 When to Respond
    01:40
  - 6 1. Listen...
    01:36
  - 7 2. Identify
    00:43
  - 8 3. Research
    00:20
  - 9 4. Communicate
    01:42
  - 10 5. Resolve
    00:42
  - 11 Follow-up
    00:45
  - 12 Above All: Don't Freak Out
    01:20
  - 13 A Word of Encouragement
    00:47
- Quiz
  - Quiz

Section 14: Social Media Measurement
Preview
- Lesson 01 - Social Media Measurement, Part 1: Introduction to Social Media Measurement
  12:08Preview
  - 1 Introduction
    00:16
  - 2 How Social Media Marketing Works
    01:41
  - 3 Marketing with Social
    01:16
  - 4 Social as a Channel
    02:28
  - 5 Social as an Engagement Platform
    01:06
  - 6 A Measurable Platform
    01:45
  - 7 Measuring a Channel
    01:16
  - 8 Measuring a Campaign
    01:39
  - 9 Finding Your Happy Place
    00:20
  - 10 Thank You
    00:21
- Lesson 02 - Social Media Measurement, Part 2: Social Metrics
  23:31Preview
  - 1 Introduction
    00:15
  - 2 Meaning of Measurement
    01:49
  - 3 Measuring Social&#39s Impact
    00:53
  - 4 What to Measure
    00:19
  - 5 Understanding Conversions
    02:14
  - 6 Understanding Brand
    01:22
  - 7 Understanding Presence
    01:16
  - 8 Insight on Measuring
    01:30
  - 9 Conversation Rate
    01:52
  - 10 Amplification Rate
    01:51
  - 11 Applause Rate
    02:09
  - 12 Economic Value
    03:26
  - 13 Tools
    01:58
  - 14 Getting Started
    02:10
  - 15 Thank You
    00:27
- Lesson 03 - Social Media Measurement, Part 3: Finding and Fixing Issues
  18:55Preview
  - 1 Introduction
    00:15
  - 2 Plenty of Metrics
    02:14
  - 3 Strategy and Funnels
    02:40
  - 4 Understanding Impact
    01:48
  - 5 Learning from Weak Spots
    01:40
  - 6 Facebook Issues
    03:37
  - 7 Pinterest Issues
    02:55
  - 8 YouTube Issues
    02:42
  - 9 Taking Action
    01:00
  - 10 Thank You
    00:04
- Quiz
  - Quiz

Section 15: Social Media Analytics
Preview
- Lesson 01 - Social Media Analytics, Part 1: Conversation Rate
  05:14Preview
  - 1 Introduction
    00:13
  - 2 Measurement
    01:43
  - 3 Conversation Rate
    03:18
- Lesson 02 - Social Media Analytics, Part 2: Amplification Rate
  07:24Preview
  - 1 Introduction
    00:13
  - 2 Amplification Rate
    02:54
  - 3 How it Works
    04:17
- Lesson 03 - Social Media Analytics, Part 3: Applause Rate
  09:02Preview
  - 1 Introduction
    00:13
  - 2 Applause Rate
    04:08
  - 3 How It Is Measured
    04:41
- Lesson 04 - Social Media Analytics, Part 4: Economic Value
  12:28
  - 1 Introduction
    00:13
  - 2 Economic Value
    02:24
  - 3 What It Is
    09:51
- Lesson 05 - Social Media Analytics, Part 5: Tools
  09:12
  - 1 Introduction
    00:13
  - 2 Tools for Measuring
    08:16
  - 3 Conclusion
    00:43
- Quiz
  - Quiz

Section 16: Pinterest Marketing
Preview
- Lesson 01 - Pinterest Marketing, Part 1: Understanding Pinterest's Potential
  24:13Preview
  - 1 Introduction
    00:15
  - 2 What is Pinterest?
    01:14
  - 3 Redefining Bookmarks
    01:26
  - 4 Redefining Idea Search
    01:38
  - 5 A Gateway Site
    02:17
  - 6 Who's On Pinterest?
    02:02
  - 7 Men on Pinterest
    02:08
  - 8 Great Traffic Potential
    01:53
  - 9 E-Commerce Potential
    02:28
  - 10 Image Value
    04:10
  - 11 Why Jump at Pinterest?
    02:18
  - 12 Business Size and Potential
    02:04
  - 13 Coming Up Next
    00:20
- Lesson 02 - Pinterest Marketing, Part 2: Putting Pinterest to Work
  25:51Preview
  - 1 Introduction
    00:15
  - 2 Getting Set Up
    01:39
  - 3 Business Setup
    01:44
  - 4 Finalizing Setup
    01:46
  - 5 Types of Boards
    03:42
  - 6 Creating a Pinboard
    02:27
  - 7 Category Selection
    01:16
  - 8 Smart Feed Algorithm
    02:22
  - 9 The Smart Feed & You
    01:36
  - 10 Pinterest Segmentation
    03:03
  - 11 Pinterest & Your Website
    01:33
  - 12 Rich Pins
    03:23
  - 13 Who Pinned Your Content?
    00:45
  - 14 Coming Up Next
    00:20
- Lesson 03 - Pinterest Marketing, Part 3: Building a Pinterest Strategy
  27:45Preview
  - 1 Introduction
    00:14
  - 2 Why Use Pinterest?
    01:09
  - 3 Driving Traffic
    02:17
  - 4 Generating Loyalty
    02:12
  - 5 Demonstrating Product Potential
    03:14
  - 6 Understanding Consumers on Pinterest
    02:53
  - 7 Leveraging Trends and Content
    01:55
  - 8 Tell Your Story on Pinterest
    02:19
  - 9 Creating and Curating Content
    01:57
  - 10 Trendspotting
    02:29
  - 11 Repurposing Content
    01:24
  - 12 Outreach & Pitch Research
    03:01
  - 13 Secret Boards
    02:21
  - 14 Coming Up Next
    00:20
- Lesson 04 - Pinterest Marketing, Part 4: Pinterest Measurement
  22:53Preview
  - 1 Introduction
    00:15
  - 2 Measuring Activity
    02:12
  - 3 Pinterest Profile Data
    01:17
  - 4 Top Pin Impressions
    01:19
  - 5 Audience Data
    01:56
  - 6 Your Audience Interests
    01:32
  - 7 Things to Consider
    02:33
  - 8 Analytics Reveals Value
    03:48
  - 9 Tracking Traffic
    01:49
  - 10 Troubleshooting Issues
    04:59
  - 11 Pin Alerts
    01:13
- Lesson 05 - Pinterest Advertising
  13:09Preview
  - 1 Introduction
    00:15
  - 2 Paying for Pinterest Exposure
    02:06
  - 3 Pay for a Partner
    01:37
  - 4 Case Study: Target
    01:06
  - 5 Promoted Pins
    03:01
  - 6 Promoted Pins Data
    01:01
  - 7 Promoted Pins Tips
    04:03
- Quiz
  - Quiz

Section 17: Marketing Through LinkedIn
Preview
- Lesson 01 - LinkedIn
  28:18Preview
  - 1 Introduction
    00:17
  - 2 Questions for Marketers
    01:32
  - 3 Who Impacts Business
    02:09
  - 4 Thought Leadership
    01:34
  - 5 Account Types
    01:57
  - 6 LinkedIn Marketing
    01:48
  - 7 Publish and Showcase
    01:54
  - 8 LinkedIn Groups
    00:58
  - 9 Relevant Content
    01:54
  - 10 Key Targets
    01:07
  - 11 Track Outputs/Outcomes
    01:40
  - 12 Example: Transfer Network
    05:05
  - 13 Example: Reel SEO
    04:33
  - 14 Accurately Targeted
    01:50
- Quiz
  - Quiz

Section 18: Instagram
Preview
- Lesson 01 - Instagram
  15:35Preview
  - 1 Introduction
    00:13
  - 2 Instagram Best Practices
    02:30
  - 3 Instagram: Goals
    01:37
  - 4 Instagram: Themes
    01:37
  - 5 Using Hashtags
    02:16
  - 6 Tracking Engagement
    02:05
  - 7 Nike Example
    01:47
  - 8 Ben & Jerry's Example
    03:30
- Quiz
  - Quiz

Why Join this Program

Develop skills for real career growthCutting-edge curriculum designed in guidance with industry and academia to develop job-ready skills
Learn from experts active in their field, not out-of-touch trainersLeading practitioners who bring current best practices and case studies to sessions that fit into your work schedule.
Learn by working on real-world problemsCapstone projects involving real world data sets with virtual labs for hands-on learning
Structured guidance ensuring learning never stops24x7 Learning support from mentors and a community of like-minded peers to resolve any conceptual doubts

Acknowledgement
PMP, PMI, PMBOK, CAPM, PgMP, PfMP, ACP, PBA, RMP, SP, OPM3 and the PMI ATP seal are the registered marks of the Project Management Institute, Inc.

Advanced Social Media Certification Training

Course Overview

Training Options

Self-Paced Learning

Course Curriculum

Course Content

Section 1: Introduction to Social Media

Lesson 01 - Introduction to Social Media: Part 1 - The Importance of Social Media

1 Introduction

2 What is Social Media?

3 Who Uses Social Media?

4 Time Spent on Social Media

5 The Importance of Social Media

6 Bringing Businesses and Consumers Together

7 The Foundation of Social Media

8 Observe and Listen

9 Social Media Humanizes a Company

10 A Word of Warning

11 Coming Up

Lesson 02 - Introduction to Social Media: Part 2 - Social Media Channels

1 Introduction

2 Blogs

3 Blogs Lead to Gain and Offer Opportunities

4 Microblogging

5 Social Networks

6 Media Sharing

7 Media Sharing: Understanding YouTube

8 Media Sharing: Understanding Pinterest

9 Media Sharing: Understanding Instagram

10 Social Reviews

11 Something to Keep in Mind

12 Coming Up

Lesson 03 - Introduction to Social Media: Part 3 - Business Impact

1 Introduction

2 Social Media Impacts All Areas of Business

3 Bring Credibility to Small Biz

4 Gives Big Businesses Personality

5 Social Medias Three Key Things

6 The Brand Impact

7 Why Social Media Impacts Brand

8 The Brand Impact at Work

9 The Engagement Impact

10 Why Social Media Impacts Engagement

11 Engagement Impact at Work

12 The Conversion Impact

13 Why Social Media Impacts Conversions

14 The Conversion Impact at Work

15 Coming Up

Lesson 04 - Introduction to Social Media: Part 4 - The Social Media Conversation

1 Introduction

2 Remember This?

3 Social Media Cycle

4 Discovering the Conversation

5 How to Discover the Conversation

6 Observing the Conversation

7 How to Observe the Conversation

8 Joining the Conversation

9 Sparking the Conversation

10 How to Spark the Conversation

11 Don't Freak Out!

Quiz

Quiz

Section 2: Creating a Social Media Strategy

Lesson 01 - Social Media Strategy: Part 1, The Challenge of Social Media

1 Introduction

2 The Challenge of Social Media

3 Your First Challenge

4 Numbers Only Matter if...

5 What We Need is a Strategy

6 Business Goal Leads to Strategy

7 We Need a Goal

8 Think About Your Business Goals

9 Brand Related Goals

10 Conversion Related Goals

11 Company Goals Are?

12 Consider Social Media

13 Coming Up

Lesson 02 - Social Media Strategy: Part 2, Goals Micro Goals and Tactics

1 Introduction

2 Goals, Micro Goals, and Tactics