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Foundations of Social Media Marketing

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About Course

A university-module-style introduction to social media marketing, built on the four zones framework used in Tuten and Solomon’s Social Media Marketing and the research behind it. 11 modules and quizzes covering the social media environment, the social consumer, influence and networks, strategy and tactical planning, the community, publishing, entertainment and commerce zones, and analytics and metrics.

What Will You Learn?

  • Describe the social media environment, and be honest about what it can and cannot do for a business
  • Explain how social media consumers behave, and why reach is not the same as influence
  • Map networks and influencers, and trace how an idea actually spreads
  • Build a social media strategy that follows from business objectives rather than platform fashion
  • Turn that strategy into a tactical plan with a content calendar and a budget
  • Work confidently across the four zones: community, publishing, entertainment and commerce
  • Choose analytics and metrics that measure outcomes rather than vanity

Course Content

Module 1: The Social Media Environment

  • The Social Media Environment
  • Module 1 Quiz: The Social Media Environment

Module 2: The Social Media Consumer

Module 3: Networks, Influencers and the Flow of Ideas

Module 4: Social Media Marketing Strategy: The Seven-Step Plan

Module 5: Tactical Planning: The Five Questions Every Social Media Plan Must Answer

Module 6: The Social Community Zone: Building Relationships, Not Just Followers

Module 7: The Social Publishing Zone: Channels and the Content Value Ladder

Module 8: The Social Entertainment Zone: Games, Music, Video and TV

Module 9: The Social Commerce Zone: Reviews, Ratings and the Zero Moment of Truth

Module 10: Social Media Analytics: Monitoring vs. Listening

Module 11: Social Media Metrics: The DATA Framework

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