About this short course

Planning campaigns requires a structured approach, and you will learn about ways to do this efficiently by using tried and tested tools like PR Smith’s SOSTAC model. With this model you start off by conducting a detailed situational analysis whereby you undergo an audit of your current social media activities. Once you have a clear understanding of your current situation you will move to setting new objectives which involves deciding where you want to be and what you want to achieve with your social media strategy. The strategy itself follows on from this where you carefully segment your audience and decide who you wish to target and how you want to position your brand or organisation. No strategy would be worth anything unless it was followed up with clear tactics on how you plan to implement your strategy, including identifying key tasks and resources that will drive these tasks into action.

Finally, as with any strategy you must control your plan by ensuring you carefully measure results like reach, impressions, fans and followers, page views, mentions, and share of voice.

Measuring social media activities is best when done in four key stages:

1 – Goal setting,

2 – Performance measurement,

3 – Performance diagnosis, and

4 – Corrective action.

In this module you will learn about the various methods and tools you can use to measure your social media activities. By the end, you will understand concepts like click-through rates cost-per-click, cost-per-thousand, conversion rate, cost per conversion and return on ad spend, as well as how to calculate each of them.

There are many social media thought leaders. We review their best practices and investigate topics like why marketers are turning to paid social media. We also explore the movement from traditional to digital media, changing consumer demands and key changes in consumer behaviour like their declining attention span and how to adapt to it. Traditional media can still compliment online marketing, so we also review the importance of integrating your online and offline marketing efforts.

You will learn about:

• Planning for Social Media Campaigns
• Measuring Social Media Activities
• Understanding Paid vs. Organic Traffic
• Integrating Your Online and Offline Customer Journey