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Social Media Marketing: ROI

via LinkedIn Learning

Overview

Proving social media return on investment (ROI) can be tough. Learn how to use measurements to demonstrate exactly how social media creates value for your business.

Proving social media return on investment (ROI) is one of the toughest challenges facing marketers. This course helps you transcend vanity metrics, such as number of likes, to demonstrate precisely how social media creates value for your organization. Instructor Carlos Gil covers tools and strategies for accurately measuring social media ROI to make smart, data-driven decisions. Learn about the measurements that really matter; how to define them; how to use built-in reporting tools on Twitter, LinkedIn, and other major social networks to define and track measurements; and how to use this information to produce actionable insights and drive continuous improvement for your business.

Syllabus

Introduction
  • The ROI of social media marketing
1. Social Media KPIs and Tools for Measurement
  • How social media drives business strategy
  • The four pillars of a social media strategy
  • Key performance indicators you should measure
  • Social media tools to help measure ROI
  • Social media built-in platform analytics overview
2. Decoding Social Media Analytics: What Does It Mean?
  • Reading Facebook Insights data on business pages
  • Driving ROI in sales and lead acquisition Facebook ads
  • Repurposing top-performing content on Facebook
  • Driving Facebook sales with offers and ecommerce
  • Creating more engaging content with Instagram Insights
3. Driving Measurable ROI on Each Channel
  • Building a recognizable personal brand with LinkedIn Insights
  • Engaging with potential buyers using LinkedIn Insights
  • Earning views and revenue using YouTube Analytics
  • Optimizing YouTube keywords to improve search reach
  • Getting more engagement and clicks with Twitter Analytics
4. Bonus Strategies for Maximizing ROI
  • Increasing website visits using Twitter Cards
  • Drive sales with Instagram stories
  • Writing short, engaging AD copy for paid and organic posts
  • Driving website visits using built-in YouTube tools
  • Using Bit.ly and Google Campaign URL Builder
Conclusion
  • Next steps

Taught by

Carlos Gil

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