Social Media Marketing (Part 1)

Social Media Marketing (Part 1) Student Handbook Syllabus Version 5.0

Copyright All rights reserved worldwide under International copyright agreements. No part of this document can be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise without the prior written permission of Digital Marketing Institute Limited. This course uses a number of trademarked brand names, symbols, slogans, and logos. Digital Marketing Institute acknowledges that these works are the property of their respective owners and maintains no rights to these trademarks. They are presented here for educational and demonstration purposes only. Digital Marketing Institute Marina House 11-13 Clarence Street Dun Laoghaire Co Dublin Ireland Tel: +353 (1) 5311 200 info@digitalmarketinginstitute.com Copyright 2015 Digital Marketing Institute 1

Module Overview Course Overview: Social Media Marketing (Part 1) This Social Media Marketing (Part 1) module will help you to set up and prepare social media marketing initiatives. The course covers setting goals and priorities for your social media campaigns and explores a range of core social media platforms, including: Facebook, Twitter, LinkedIn, Google+ and YouTube. References are made to relevant social media accounts and pages, and the course lecturer will illustrate the Social Media Marketing (Part 1) course with a wide range of valuable examples and illustrations. Topics covered within the Social Media Marketing (Part 1) module include: Key Concepts LinkedIn Company page Social Media Goals Google+ Setup Setting Goals and Priorities Google+ Features Facebook Features Google+ Insights Facebook Newsfeed Google+ Analytics Facebook Business Page Google+ Brand Page Facebook Insights YouTube Setup Twitter Features YouTube Channels Twitter Engagement YouTube Features LinkedIn Setup & Profile Tumblr LinkedIn Features Blogging Module Goals: Social Media Marketing (Part 1) The Social Media Marketing (Part 1) module enables you to develop the knowledge and skills to effectively engage with customers across a diverse range of social media platforms. You will appreciate the trends in the social media space and the opportunity afforded by the always connected social consumer. You will recognize the suitability of different social platforms for your various aims and objectives and be able to select and prioritize different platforms as they align with different goals for your organization, customers, and for your products and services. You will recognize that different social media communication styles may apply for different target audiences and be able to implement them appropriately. Copyright 2015 Digital Marketing Institute 2

The module covers the key concepts and terminology used within social media marketing and you will be able to leverage the functionality of primary platforms including Facebook, Twitter, LinkedIn, YouTube and Google+. Personal Objectives This is an opportunity for you to record your personal objectives for this course that are specific to your job or role or aspirations. Please indicate your personal objectives below: Copyright 2015 Digital Marketing Institute 3

What is Social Media Marketing? Social Media Marketing refers to the process of gaining traffic or attention through social media websites and platforms. Social Media offers companies the opportunity to reach out and communicate to existing and potential customers through more informal channels than traditional marketing. Definition: Social Media Marketing is a form of internet marketing that utilizes social networking sites as a marketing tool, gaining traffic, brand exposure and interaction with customers through social media. Copyright 2015 Digital Marketing Institute 4

Glossary of Terms Blog Followers Forum Friends Hashtag Instant Messaging Social Media Social Media Marketing Social Network Tweet A website with regular entries of commentary, description of events, and other embedded multimedia content such as graphics, videos, presentations. Non-mutual connections where data and updates are subscribed to. A website that allows the exchange of ideas and other information between users which is usually monitored by a moderator. Mutual connections made on Social Networks where data and updates are exchanged. A dominant feature of Twitter and Facebook, a hashtag is a clickable keyword that sums up the content of a tweet or status update. Messages sent between two connections in real time through a Social Media Network or Email platform. Examples of instant messaging exist on Facebook, Google+ and Skype. Social media is a catch-all term used to describe the tools and technologies that facilitate social interaction over the Internet. The process of gaining traffic or attention through engagement on social media sites. A web-based platform which allows users to construct a personal or professional profile from which to share news and data and connect and communicate with other users. Tweets come from the Twitter micro-blogging service that enables users to send and read text-based messages of up to 140 characters. Copyright 2015 Digital Marketing Institute 5

Resources and Recommended Reading For the most up to date information on Social Media Marketing please see the following online resources: Social Media Examiner Facebook Twitter LinkedIn YouTube help Google+ Help http://www.socialmediaexaminer.com/ https://www.facebook.com/facebook http://blog.twitter.com http://blog.linkedin.com http://support.google.com/youtube http://support.google.com/plus Please see also the following publications for more indepth analysis of the topics in this program: Kawasaki, Guy and Peg Fitzpatrick. The Art of Social Media: Power Tips for Power Users. Portfolio Penguin, 2014. Pulizzi, Joe. Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less. Mc-Graw Hill Professional, 2013. Rohrs, Jeffrey K. The Audience: Marketing in the Age of Subscribers, Fans and Followers. John Wiley and Sons, 2013. Handley, Ann. Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content. John Wiley and Sons, 2014. Walter, Ekaterina and Jessica Gioglio. The Power of Visual Storytelling: How to Use Visuals, Videos, and Social Media to Market Your Brand. McGraw Hill Professional, 2014. Copyright 2015 Digital Marketing Institute 6

Course Slides Slide handouts can be found on your course page of the Class Network. Lecture Notes are included in the slides. Practical Exercises Exercises are used throughout the lecture series to reinforce points of learning and important competencies (Modules 2 8). The tasks may be research-based in the context of the module concerned, or reflect the practical application of skills and learning. Though these are not marked, completing the Practical Exercises will be of benefit to your learning and you are strongly encouraged to attempt all exercises. Copyright 2015 Digital Marketing Institute 7

Personal Action Plan Now that you have completed this course on Social Media Marketing (Part 1) how will you use the knowledge and skills you have learned? Creating a personal action plan can help you to stay on track and on target. In this post-course exercise you will be asked questions to help you plan your short-term and long-term goals. I am already doing these things well: I want to improve these areas: I have these resources to help me: Copyright 2015 Digital Marketing Institute 8