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Introduction to Social Media Strategy

via LinkedIn Learning


Learn how businesses are using social media to find new customers and grow their brands—all from a top voice in Silicon Valley startups.

Social media never stands still and neither can a social media strategy. In this course, veteran marketer and Silicon Valley top voice Anke Audernaut demonstrates the most up-to-date approach businesses are using to find new customers and grow their brands. Learn how to plan a social media presence, properly participate on social media channels, and create a robust content plan. Additionally, Anke walks through how to build a following and manage customer interactions, and explores when and how to advertise.

This course was created by Madecraft. We are pleased to host this content in our library.


  • Using social media to grow your business
1. Prepare for Social Media for Business
  • Grow your business with social media
  • Defining your target audience
  • Understanding your customer's journey
2. Planning Your Social Media Presence
  • Selecting your social media channels
  • Establishing your tone of voice
  • Creating a social media policy
3. Participating as a Business in Social Media
  • Participating versus marketing
  • Creating your social media profile
  • Organic versus paid social media marketing
4. Creating a Content Plan
  • It all starts with content
  • Using the hub and spokes model
  • Conducting a content audit
  • Repurposing existing content
  • Developing your content calendar
5. Creating Effective Social Media Content
  • Creating content your customers want
  • Creating shareable content
  • Adapting content to your social channels
  • Tools for content creation
6. Growing Organically in Social Media
  • Building a following
  • Interaction with customers
  • Using insights to build on success
7. Growing through Social Media Advertising
  • Deciding when to advertise
  • Establishing your advertising goal
  • Creating effective social media ads
  • Targeting your social media ads
  • Optimizing your ads
8. Measuring Social Media Marketing Success
  • Understanding social media metrics
  • The right metrics for the right goal
  • Evaluating social media marketing ROI
  • Next steps

Taught by

Anke Audenaert and Madecraft

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