Explore the Course Curriculum

The Advanced Social Media Strategy Certificate consists of 5 modules, comprising 15 lessons in total. Each lesson is followed by responsive assessments that ensure you understand the social media ecosystem at a strategic level.

Learning is self-paced. Most students take 60 hours, spread over 10 - 12 weeks.

Social Media Situational & Environmental Analysis

Module 1 is a high-level introduction to the fast paced and ever-changing digital landscape of social media. Key questions and thinking points will help you relate these concepts to your own business or industry, and explore how social media can help increase efficiency and improve communication within a business.


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 collaboration
  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

Social Media Strategic Planning

This module explores the strategic planning process that will be used throughout the course and in your jobs and careers on a daily basis. You’ll explore and acquire the necessary tools to create a strong social media strategy from scratch, and better manage your company’s time and resources by measuring the ROI of your social campaigns.


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

Social Media Content Strategies

Module 3 will look at optimizing SEO, the integration of owned, earned, and paid content, as well as inbound marketing, native advertising, mobile, local, and social advertising. This module will also cover how to build a comprehensive content strategy that is aligned with your audience and overall business objectives.


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

Social Media Crisis Management

Module 4 examines the potential threats to a business that exist in a digital world. Through case studies and an analysis on multiple theories of crisis management, learn how to recognize, prepare for, and avert a potential crisis.


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

Bringing It All Together

The final module will ensure that you are fully prepared and have the knowledge to build and implement a complete Advanced Social Media Strategy for your business.


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 strategy

Assessment

Create an advanced social media strategy plan

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