Name: Social Media Marketing
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Learn how to build an effective social media strategy, extend your reach, excel in digital advertising, measure ROI, and more.

Develop an engaging and effective social media strategy for your business
Build an inbound social media strategy that delights your customers and grows your bottom line
Leverage the power of social media to transform your business and your career

Creating a promotional plan that takes advantage of social and digital technologies will help you shape the conversation, build loyalty, and attract new customers and partners. Social media shouldn’t replace other inbound promotional methods like email, events, or public relations, but instead should augment them, offering another set of marketing channels for you to explore. NOTE: If you previously watched videos from the Inbound Marketing Certification (after March 2018), you may see portions of this lesson marked as complete.

Social media is so much more than a way to amplify your message—it’s a powerful listening device that your whole company can learn from. It’s important to understand the difference between social listening and social monitoring, how to build these simple processes into your routine, how to use social monitoring for competitive intelligence, and how to choose social media technology to fit your business needs. NOTE: If you previously watched videos from the Inbound Marketing Certification (after March 2018), you may see portions of this lesson marked as complete.

Social media is nothing without the content that makes it interesting for its users. Having great content can make all the difference when it comes to having the best reach and engagement for your brand, which in turn builds loyalty and drives sales. It’s important to understand the basic types of social media content, how to develop a strategic plan, and key factors that will help your content have the best results.

Download the free template then watch this tutorial to learn how to manage and plan your social media content using this free HubSpot tool.

For brands that really want to amp up their overall reach, it’s important to find ways to get messages into the hands of others—both influencers and the users themselves to proliferate. Social media practitioners need to understand how to take advantage of influencer marketing and how to encourage more people to generate content that highlights your brand, products, and services in a positive way.

Long gone is the time that marketers could push a message out to a social channel and be able to trust that their audience would see it. Now, with so many users and so many other messages, plus network algorithms that don’t favor brands, it’s more difficult than ever to use social media as a traditional push channel. It means that it’s time to shift focus and start looking at social media as what it’s best used for: building one to one, meaningful relationships. Individuals who engage with you on social are likely to trust you more, have deeper loyalty, and will be more likely to recommend your products and services to others.

There are a lot of options out there when it comes to social media advertising. In this lesson, you’ll learn about the advertising options that are available across multiple platforms, including Facebook, Instagram, LinkedIn, Twitter, Pinterest, YouTube, Snapchat, and TikTok. Plus, you’ll learn best practices for creating remarkable digital ads for social media and see examples of effective social media ads in action.

What is social media return on investment, or ROI? Simply put, it’s the results you get from everything you do in social media, ranging from protecting your reputation, building brand awareness and loyalty, retaining and satisfying customers, and directly earning or saving revenue. While social ROI is not easy to measure, you can and should be putting systems in place to regularly track your return on investment. This lesson covers all the ways to do so.

Social media is an evolving field, and understanding the challenges, risks, and opportunities for continued success is critical for social media professionals. Learn about the importance of understanding the governance and risks associated with social media through proactive word-of-mouth programs like employee advocacy and social media plans. In addition, social media activities are not only positive events but may offer new challenges with significant and negative consequences to a business. Having a crisis plan that’s adaptive and proactive is critical for social media success.