Introduction to Social Media Strategy

Learn how businesses are using social media to find new customers and grow their brands—all from a top voice in Silicon Valley startups.

Social media never stands still and neither can a social media strategy. In this course, veteran marketer and Silicon Valley top voice Anke Audernaut demonstrates the most up-to-date approach businesses are using to find new customers and grow their brands. Learn how to plan a social media presence, properly participate on social media channels, and create a robust content plan. Additionally, Anke walks through how to build a following and manage customer interactions, and explores when and how to advertise.

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Introduction

• Using social media to grow your business

1. Prepare for Social Media for Business

• Grow your business with social media
• Defining your target audience
• Understanding your customer's journey

2. Planning Your Social Media Presence

• Selecting your social media channels
• Establishing your tone of voice
• Creating a social media policy

3. Participating as a Business in Social Media

• Participating versus marketing
• Creating your social media profile
• Organic versus paid social media marketing

4. Creating a Content Plan

• It all starts with content
• Using the hub and spokes model
• Conducting a content audit
• Repurposing existing content
• Developing your content calendar

5. Creating Effective Social Media Content

• Creating content your customers want
• Creating shareable content
• Adapting content to your social channels
• Tools for content creation

6. Growing Organically in Social Media

• Building a following
• Interaction with customers
• Using insights to build on success

7. Growing through Social Media Advertising

• Deciding when to advertise
• Establishing your advertising goal
• Creating effective social media ads
• Targeting your social media ads
• Optimizing your ads

8. Measuring Social Media Marketing Success

• Understanding social media metrics
• The right metrics for the right goal
• Evaluating social media marketing ROI

Conclusion

• Next steps