||This course will instruct students on the basics of social media management, primarily from a business and marketing perspective. An emphasis will be placed on industry-established planning, management and measurement processes. Students will learn the tools necessary to manage a company's social program at any point, from setting up a program from scratch to performing ongoing maintenance and assessment that will ensure continued success.
- Understand the role and required skill sets of a digital content manager and identify successful management processes and tools.
- Practice industry planning strategies to map out digital content that is timely, regularly published and consistent with promotional objectives.
- Learn how to set up the most common social networks and determine the structure and features most appropriate for various purposes.
- Explore and apply optimization techniques to increase audience awareness and engagement.
- Learn and implement audience engagement tactics to augment a brand's relationship with its online communities.
- Examine a variety of measurement tools and strategies and understand the criteria involved in producing the desired metrics.
- Employ industry-established measurement tools to create reports that can be used to assess a social media campaign's return on investment (ROI).
- Understand how to use a social media monitoring stream to track online interactions and learn how to use this information to discover engagement opportunities.
- Establish best practices for maintaining the desired level of security and privacy within a social platform, both for the host organization and for members of its online communities.
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