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The Open University

Social Media Marketing: Social Media Channels

The Open University and Target Internet via FutureLearn


Unpack effective social media tools with industry experts

Social media is the fastest-changing area of digital marketing. With new social channels emerging, content formats continually updating, and more ways than ever to advertise on channels, it is vital you have the skills to keep up.

On this two-week course, you’ll take a step-by-step tour through social channels and find out how to choose the ones that will achieve the most for your organisation.

Discover what works for your audience and whether to use organic or paid social media

You’ll be able to investigate what social channels your audience are engaging with, as well as what content types and formats work best for them. You’ll learn about audience demographics and geography and how you can leverage these for social adoption.

Knowing whether to take a completely organic approach to social media or to pay for advertising is critical. By the end of this course, you’ll discover the benefits of both approaches, whether that’s organically sharing content to build your audience, or using advertising tools to drive reach and engagement quickly.

Gain in-demand skills in social media strategy

As you journey through this course, you’ll explore social media tools to establish your expertise, including crucial sources to guide you so you can continue to keep your knowledge up to date in this fast-changing environment.

Once completed, you’ll have the confidence to make or contribute to all-important decisions on how to create a social media strategy that meets the needs of your organisation and your users.

Designed by digital marketing experts, Target Internet with The Open University

You’ll learn with Target Internet’s CEO Daniel Rowles who has years of experience providing expertise to brands including the BBC, Sony, Tesco, Vodafone, Mercedes, L’Oreal and Warner Bros.

This course is designed for anyone who would like to increase their awareness and understanding of social media marketing. You don’t need any prior knowledge, although any work experience will help contextualise and enhance your learning.


  • Understanding social media channels
    • Welcome to the course!
    • Aligning channel selection with target audiences and user journeys
    • Channel adoption and engagement
    • Managing and keeping up to date with channel updates
    • Week 1 review
  • Hands-on guide to benefits and drawbacks of the key social channels
    • Welcome to the week
    • Channel key features, benefits and drawbacks
    • Week 2 review

Taught by

Daniel Rowles


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