Social Media Marketing: The User Journey

Develop your social media skills alongside specialists in the industry

Social media is changing quickly, with channels, advertisers and content all vying for attention.

This two-week course will help you understand how to make social media work for your organisation, by putting your users at the heart of everything you do.

Gain skills to understand your digital audience

Throughout the course, you’ll develop your knowledge to clearly understand your target audience and their journey online. You’ll gain the skills to design and build user-centric social media plans that align audience objectives and business goals.

Maximise your social media presence through quality, targeted content

You’ll discover top tips to help you create highly effective content on the right channels, at the right time, for your target audience.

Furthermore, you’ll be able to use your new skills to constantly improve your social activity to maximise the impact of your work.

Set and measure effective social media objectives

It’s essential to understand how to set objectives that help you achieve your social media goals, and importantly, how to measure your success. This course will reveal the common pitfalls of social measurement, including vanity metrics such as likes and followers, and how to avoid them.

Designed by digital marketing experts, Target Internet with The Open University

You’ll gain expertise from Lead Educator, Daniel Rowles, CEO - Target Internet, who is the voice behind the popular Digital Marketing Podcast. He’s worked with brands such as Tesco, L’Oreal, Mercedes and Warner Bros.

Give your career a boost with stand-out social media skills

Whether you’re new to social media for business, or you have some understanding, this course will give you the expertise to support your organisation and the confidence you need to progress your career in social media marketing.

This course is designed for anyone who would like to increase their awareness and understanding of social media marketing. You don’t need any prior knowledge, although any work experience will help contextualise and enhance your learning.

• Aligning social media and the user journey
• Welcome to the course!
• Understand the role of social media in the user journey
• Aligning social media with your target audience
• User journey mapping and social media
• Week 1 review
• Social media objectives for each stage of the user journey
• Welcome to the week
• Objectives at each stage of the journey
• Fake accounts, vanity metrics and misleading data
• Keeping iteration at the core of social activity
• Week 2 review