Course Curriculum

The Advanced Social Media Strategy Certificate consists of 15 lessons, each followed by individual, responsive assessments, and will explore the entire social media ecosystem at a strategic level.

Module 1: Situation & Environmental Analysis

Lesson 1: Introduction – Social Media Ecosystem

Synopsis

This lesson introduces students to the fast paced and ever-changing digital landscape of Social Media.  Key questions and thinking points will help students of all competencies relate this information to their own business or industry.

Topics

  1. Rapid and constant change
  2. Communications – part of our lives
  3. Social platforms – growth, numbers
  4. Devices – real-time, 24 hour access
  5. Big data – trust, word of mouth
  6. Collaboration – improved efficiencies
  7.  New models

Assessment

Individual digital and social media user competencies

Lesson 2: Social Business – Internal vs. External, Social Collaboration, Models, Social Organizational Stages

Synopsis

This lesson teaches students how social media and the way in which it’s organized can help increase efficiency and improve the communication of any business.

Topics

  1. Social business internal + external
  2. Social çollaboration
  3. Organizational stages
  4. Social business models
  5. Moving through stages
  6. Tools and platforms
  7. Case studies

Assessment

Organizational social media assessment

Lesson 3: Social Media Monitoring – Industry / Competitive Landscape

Synopsis

This lesson shows students the benefits of monitoring social media, as well as some techniques and tools to help them become efficient and effective monitors.

Topics

  1. Why monitor?
  2. What and when to monitor?
  3. How and where to monitor?
  4. What to measure?
  5. Tools and platforms

Assessment

Industry of competitive mapping

Module 2: Strategic Planning

Lesson 4: Strategic Planning Process

Synopsis

This lesson introduces students to the strategic planning process that will be used through the course and in their jobs on a daily basis.  They will be taught key terms and concepts centred on setting goals, key performance indicators and budgeting.

Topics

  1. Vision / mission
  2. Situation analysis
  3. Goals / objectives / KPI’s
  4. Strategy
  5. Plan / budget
  6. Monitoring / measurement / ROI / review
  7. Case studies

Assessment

Strategic planning process terms and definitions

Lesson 5: Strategy / Tactics: Integration and Implementation

Synopsis

This lesson will focus on the need for developing social media strategy.  Students will learn through examples and will acquire tools to create from scratch, or refine existing, social media strategies for their companies.

Topics

  1. Social strategy & tactics
  2. Social media guidelines & policy
  3. Training and support
  4. Social budgeting
  5. Case studies

Assessment

Creating social media guidelines/policies/strategy

Lesson 6: Social Media Listening and Response

Synopsis

This lesson introduces students to the concept of social listening and response, while teaching students through case studies how to develop a system that works for their company.

Topics

  1. Monitoring vs. listening
  2. Why listen?
  3. What to listen and how to listen?
  4. Social listening and response process and flowchart
  5. Social listening and response command center examples
  6. Tools and platforms

Assessment

Create a social listening and response flowchart

Lesson 7: Social Influence – Targeting / Segmentation

Synopsis

In this lesson students learn about social influence and how they can capitalize on the social influence of others in order to benefit their companies.

Topics

  1. What is social influence?
  2. Why social influence matters?
  3. How to identify and measure social influencers
  4. How to pitch to social influencers?
  5. Case studies

Assessment

Create social influence target analysis and segmentation plan

Lesson 8: Big Data / Data Analytics / Measuring ROI

Synopsis

This lesson examines how data and analytics can help a company best utilize its time and resources.

Topics

  1. What is big data?
  2. Benefits and challenges of big data
  3. What can big data do?
  4. Data analytics
  5. Measuring social media to calculate ROI
  6. Tools and platforms
  7. Case studies

Assessment

Data analytics for strategic insights & calculating ROI

Module 3: Content

Lesson 9: Content Strategy - SEO, Integration of Owned, Earned, Paid, Inbound Marketing, Native Advertising, Mobile, Local, Social

Synopsis

This lesson will look at optimizing SEO, the integration of owned, earned, and paid content as well as inbound marketing, native advertising, mobile, local (geolocational), and social advertising.

Topics

  1. What is content strategy
  2. Content in the digital social age
  3. Types of content
  4. Models of content
    Content marketing
    Owned, earned, paid model
    Inbound marketing
    Native advertising
    Content PR
  5. Case studies

Assessment

Content creation and implementation plan

Lesson 10: Content Engagement Strategy

Synopsis

This lesson bridges content strategy concepts into how to make content work for you by creating engagement, action and transactions around the content.

Topics

  1. Content in the sales funnel
  2. Content SEO and social
  3. Content strategy process
  4.  Tools and platforms
  5. Case studies

Assessment

Content engagement and response plan

Lesson 11: Content Curation

Synopsis

This lesson shows how to make sure the content you create continues to work for you in the short and long term.

Topics

  1. What is content curation?
    Types of content to curate
    Content curators vs. content aggregators
  2. Content curation collaboration
  3. Collecting, filtering and organizing content
  4. Establishing content curation objectives
  5. Case studies

Assessment

Content curation plan for organizing, storing, accessing, collaborating with content

Lesson 12: Real-time, Responsive Marketing

Synopsis

This lesson models how to make sure that your content and listening / response process live in the now.

Topics

  1. The “brief history” of real-time
  2. Responsive listening
  3. Strategic planning and integration for content and curation in real-time
  4. Active opportunity readiness plan
  5. Case studies

Assessment

Active opportunity readiness plan

Module 4:  Information Management – Threats

Lesson 13: Crisis Management

Synopsis

This lesson shows you how to prepare for a crisis before it occurs and respond with agility.

Topics

  1. What is crisis management?
  2. Types of crisis
  3. Models and theories of crisis management
  4. Adapting your crisis plan – before, during and after a crisis
  5. Case studies

Assessment

Creating a crisis response plan – before, during and after

Lesson 14: Data Security / Privacy

Synopsis

This lesson introduces data security and privacy strategies

Topics

  1. Data security / privacy trends
  2. Data security / privacy legal and ethical considerations
  3. Protecting customer and employee data
  4. Data security / privacy compliance, communications and training
  5. Data security / privacy tools and best practices

Assessment

Create a data security / privacy strategy plan

Module 5:  Bringing It All Together

Lesson 15: Social Business and Communication Plan Synopsis

Synopsis

In this lesson you will learn how to produce an Advanced Social Media Strategy Plan (Internal and External)

Topics

  1. Connecting social media to your vision / mission
  2. Factoring in your social media to the situation analysis
  3. Establishing your social media goals / objectives / KPI’s
  4. Building your social media strategy
  5. Developing your implementation plan and budget
  6. Monitoring and measuring your ROI to assess your social media atrategy

Assessment

Create an advanced social media strategy plan

Industry & Academic Excellence

The Newhouse School at Syracuse University is one of North America’s top communications schools, preparing students to become leaders in a rapidly changing media landscape.

Millions of individuals and organizations are using Hootsuite, including 744 of the Fortune 1000, making it the world’s most widely used social relationship platform.

Testimonials

“Working in advertising, it’s crucial that I’m keeping up to date with today’s changing digital communications. ASMS was exactly what I needed to really understand social media from a strategic vantage point, beyond the execution, and across an organization.”
Brenna White
Digital Marketing, Canada Safeway

“The ASMS certificate delivers comprehensive education and training on the entire social media ecosystem at a strategic level. It allowed me to see how social media fits across the entire organization at a high level, and how it helps me achieve my marketing goals.”
Sarah Rambold
Senior Marketing Coordinator, KPMG Canada

“In my role, I coordinate a variety of marketing initiatives, including our social media efforts. The ASMS certificate has given me the applied skills and knowledge to create a comprehensive social media strategy, and a strategic understanding of how social media impacts the entire organization.”
Matt Lang
Assistant Marketing Manager Coors Light™, Molson Coors