MKT 131 - Social Media Marketing

1. Evaluate the role of social media within integrated marketing and digital marketing systems.
   1. Recognize and understand the most popular social media strategies and platforms used for marketing in B2C and B2B industries, and in eCommerce vs. brick-and-mortar.
   2. Distinguish between corporate and agency social media roles and responsibilities.
2. Compare organic marketing versus paid advertising campaigns on social media.
   1. Understand the advantages and challenges of successfully building a long-term social media presence organically.
   2. Identify the benefits and risks of social media advertising.
   3. Articulate common advertising options available on popular social media channels.
3. Develop a social media plan that matches a company, its brand and its products to particular target markets.
   1. Define target markets for social media campaigns.
   2. Identify key demographic, firmographic and behavioral data to identify user bases on key social media channels.
   3. Conduct competitor analysis on social media.
   4. Select specific channels and creative strategies to optimize social media return on investment.
   5. Establish SMM and campaign-specific objectives in line with a broader marketing plan and (a sometimes limited) budget.
   6. Integrate hashtags in a social media strategy in line with hashtag optimization best practices.
4. Create social media campaign posts, including visualization through images, videos, infographics, gifs and other tools.
   1. Develop a social brand voice, tone and aesthetic scheme that matches the brand to the target audience.
   2. Identify effective content messaging strategies for each of the primary social media platforms based on purpose and functionality.
5. Analyze social media marketing and engagement data.
   1. Use key tools, including Google Analytics, to identify social media performance within a lead-generation system.
   2. Understand key engagement metrics and terminology for each popular social media channel.
   3. Compare social media campaign results to objectives and articulate performance to internal and external stakeholders.
   4. Determine forward-looking social media strategies based on analytics reports.
6. Assess the role of social media within the content marketing system.
   1. Evaluate social selling along with specific strategies for integrating social media into eCommerce and affiliate marketing.
   2. Identify the role of influencers in social media marketing, along with FTC disclosure requirements for sponsored content.
7. Examine the concept of online reputation management.
   1. Explain common risks that come with an active social media presence.
   2. Understand that social media plays a critical role in building and maintain a positive brand reputation online.
   3. Recognize strategies to avoid social media faux pas.
   4. Communicate strategies for handling negative publicity that results from online and offline business activities.
   5. Identify popular online review platforms and address effective methods for earning positive reviews and combating negative reviews.