Running a Social Media Campaign: Customers, Influencer Engagement, Analytics

Discover effective social media campaign management

A social media strategy doesn’t end at the planning stage. Once a campaign is live, it will continue to require careful attention and management.

On this social media management course, you will learn how to interact with your audience, from engaging influencers to online reputation management during times of crisis.

You’ll also discover how to use social media marketing analytics to derive insights to better understand your audience and improve your social strategy.

Leverage social engagement as part of omnichannel marketing

The first week of this course considers the two-way nature of social engagement. A central element of social media campaign management is, therefore, interacting with customers.

Of course, things don’t always go to plan and brands sometimes need to engage in online reputation management. You’ll learn how to deal with PR disasters on social media, how to recover, and how to make contingency plans.

Learn how to find social media influencers to boost your visibility

High-profile influencers can significantly increase brand visibility on social media.

The second week of this course explores how to use influencer marketing as part of social media campaigns. You’ll learn how to find social media influencers that align with your audience, how to engage them with your campaign, and how to measure the effectiveness of that marketing activity.

Understand your audience with social marketing metrics

Understanding social marketing metrics can be the key to campaign management, as well as determining your future social media strategy.

You’ll learn how to use social media marketing metrics to gain valuable insights about your audience, including which parts of your social media strategy are driving conversions.

This digital marketing course is aimed at current or aspiring social media managers.

It is assumed learners will have created social content as part of a multichannel marketing campaign, and have a basic understanding of social media metrics.

• Customer service on social media
• Welcome to the course
• Interacting with customers on social media
• Good customer service
• Staffing social media for customer service
• PR disasters, recovery and contingency
• Congratulations
• The power of influencers
• Week Outcomes
• Research and identify your influencers
• Engaging influencers in your marketing campaign
• Peer Graded Assignment: Writing an email to an influencer
• Measuring influencer activity
• Congratulations
• Using insights to improve social media performance
• Week Outcomes
• Introduction to social media analytics and insights
• Recording your social media metrics and turning them into insights
• Common social media insights
• Always improving your social media performance
• Case Study Test: End of ExpertTrack assessment
• Congratulations