Strategic Planning for Social Media

Overview

By completing this course, you will gain a comprehensive understanding of how to plan and execute a successful social media strategy. You will learn to apply strategic thinking to your social media efforts, ensuring that your messaging resonates with your target audience and aligns with your company's broader business goals. This course will enable you to analyze the impact of your strategic messaging on key stakeholders and evaluate engagement to determine the next steps. What makes this course unique is its holistic approach to social media planning. You will explore the nuances of paid, earned, shared, and owned media, and learn how to leverage each type in your strategic planning. The course also delves into relationship-building strategies for audience development, helping you create content that fosters loyalty and word-of-mouth among your target audience. Additionally, you will understand the importance of visual communication and how to create an aesthetic brand image. By the end of the course, you will be equipped with the skills to plan content pillars that highlight your company's mission and core values, and to evaluate and adjust your social media content for optimal performance. This course is designed to provide you with the tools and knowledge to excel in the ever-evolving landscape of social media.

Syllabus

Understanding How to Plan

You will understand how to apply strategic thinking to creating social media strategy and the importance of planning. You will be able to define paid, earned, shared, and owned media in regard to marketing communication, and how to use each in strategic planning. Relationship-building strategies in audience development will be discussed, and you will analyze the impact of strategic messaging on key stakeholder groups. Lastly, you will evaluate engagement to better determine the next steps.

The Content Calendar

You will understand the art and science of planning in social media. Creating a social media strategy requires that the target audience is understood well, and that messages are crafted with their needs and desires in mind. You will also plan social media in coordination with the company's larger business goals in mind, understanding that social media is just part of the brand communication.

Content Creation

You will plan content pillars that highlight their company's mission and core values, and understand how to leverage social media to create word-of-mouth among target audiences. Platform affordances are discussed and how to create content that engages audiences and develops loyal customers. You will understand visual communication and how to create an aesthetic brand image. Evaluation of social media content will also be discussed and how to course correct if the content is not performing.