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LinkedIn Learning

Social Media Marketing: Strategy and Optimization

via LinkedIn Learning


Learn how to optimize your social media marketing mix and refresh your strategy for Facebook, Instagram, LinkedIn, TikTok, and other popular platforms.


  • Make social media more effective for your business
  • Establishing your social media strategy
1. Start with a SWOT
  • Conducting a social media audit
  • Using data to understand your social media strengths
  • Analyzing your SWOT and adapting your social media plan
2. What's Driving the Major Platforms
  • Facebook: The mass media of social platforms
  • Engage customers visually on Instagram
  • Twitter: Real-time news, video, and customer service
  • LinkedIn: Social networking for business professionals
  • YouTube: Video, influencers, ads
  • How Pinterest is becoming the new digital mall
  • Snapchat: Showcase your brand's creativity
  • Engage young audiences on TikTok
3. Turning Strategy into Action
  • Refining your company's content mix
  • How to create stories
  • Optimizing paid, earned, shared, and owned media
  • Next steps

Taught by

Martin Waxman

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