Social Media Marketing Certificate: Curriculum

The Social Media Marketing Certificate provides participants with training and experience developing a social media campaign in their industry. This program combines hands-on experience and the opportunity to learn from others. The program will yield a certificate, and will increase intentionality, competency, confidence, and experience not attained through individual independent content exploration.

Prerequisites: Although no academic prerequisites are required to participate in the program, an advanced level of English for non-native English speakers is required. Additionally, participants should be comfortable using at least one social media channel (Facebook, Twitter, LinkedIn, Google+, etc.). All participants should bring a laptop. A browser is required and Internet access is provided.

Required Materials: Laptop and Shared via GoogleDrive. Please be prepared to use GoogleDrive (this means having a Google account and reviewing these tutorials, if necessary).

Syllabus: View the course syllabus.

Learning Goals

  • Leverage personal social media experience professionally
  • Provide a consistent identity across channels
  • Identify social media goals by determining what matters most
  • Determine which social media channels work best as part of an overall strategy
  • Use different channels (Facebook, Twitter, LinkedIn, YouTube, Pinterest, Flickr, Vine, Instagram, blogs, Google+, Tumblr, industry specific, international channels, etc.) to address goals
  • Explore the importance of video, images, memes, & infographics across channels, how to select and create effective images and video, determine bias and managing risk with use of intellectual property and shared material
  • Use curation tools for finding, organizing and sharing content
  • Understand the value of mobile
  • Identify key performance indicators and build reports from them, analyze if an entire social media strategy is effective and demonstrate use of tools for measurement
  • Segment and target audiences
  • Use measurement, analytics and paid options (Facebook Ads, Sponsored Tweets, LinkedIn Premium)
  • Develop a social media campaign
  • Think strategically and adjust plans to changes in the community conversation
  • Understand risk management, the importance of a social media policy, and how to adopt one
  • Explain the benefits of building community online for your organization or company
  • Integrate old and new media tools into an overall communications campaign and strategy

Program Features

  • Hands-on practice and experimentation with several popular social media platforms
  • Hands-on use of monitoring tools and website analytics to listen and measure results
  • Case studies of organizations using social media for their benefit
  • Completion of a social media project