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From Likes to Leads: Interact with Customers Online

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Overview

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Develop social media marketing strategies to interact with customers online. Learn to create compelling social media content using graphic design principles, manage an online presence, and set goals for social media ads. This is the third course in the Google Digital Marketing & E-commerce Certificate, a series designed to prepare you for an entry-level digital marketing and e-commerce role.

Syllabus

  • Introduction to from likes to leads: interact with customers online
    • Introduction to Course 3
    • Course 3 overview
    • Welcome to module 1
    • The benefits of social media marketing
    • Cindy - A day in the life of a product marketing manager
    • The five core pillars of social media marketing
    • Earned, owned, and paid social media
    • Practice Quiz: Test your knowledge: Understand social media marketing
    • The social media marketing funnel
    • Wrap-up
    • Glossary terms from module 1
    • Graded Quiz: Module 1 challenge
  • Social media strategy, planning, and publishing
    • Welcome to module 2
    • Define the goals of your social media strategy
    • Identify your social media target audience
    • Popular social media platforms
    • Set up a professional social media profile
    • Choose social media platforms for your campaign
    • Build your brand identity on social media
    • Practice Quiz: Create brand positioning statements
    • Types of content on social media
    • Anna - Use earned, owned, and paid media in social media marketing campaigns
    • How to acquire earned media
    • Case study: How Name Glo acquires earned media
    • Practice Quiz: Test your knowledge: Social media marketing strategies
    • Determine the frequency and timing of posts
    • Real-time marketing
    • Use a social media calendar
    • Create a social media calendar
    • Practice Quiz: Activity: Create a social media calendar
    • Activity Exemplar: Create a social media calendar
    • Social media management tools
    • Compose and publish posts using Hootsuite
    • Practice Quiz: Test your knowledge: Plan and publish content
    • Wrap-up
    • Glossary terms from module 2
    • Graded Quiz: Module 2 challenge
  • Listening and engagement on social media
    • Welcome to module 3
    • The importance of social listening
    • Social listening strategies
    • Case study: How EatMoveRest improves content with social listening
    • Popular social listening tools
    • Practice Quiz: Activity: Use social listening to gain insights
    • Activity Exemplar: Use social listening to gain insights
    • Practice Quiz: Test your knowledge: Social listening
    • Social media engagement
    • How to use YouTube to grow your audience
    • Respond to social media users
    • Camille - Respond to social media comments
    • Practice Quiz: Activity: Respond to customer comments
    • Activity Exemplar: Respond to customer comments
    • Increase your followers on Twitter
    • Influencer marketing
    • Social marketing on mobile
    • Practice Quiz: Test your knowledge: Engage customers
    • Write for social media
    • Develop your brand voice on social media
    • Case study: How BLK & Bold found its brand voice
    • Design engaging content for social media
    • Make social media posts accessible
    • What is Canva?
    • Practice Quiz: Activity: Design a social media post
    • Activity Exemplar: Design a social media post
    • Repurpose content on social media
    • Catherine - Engage a social media audience through storytelling
    • Practice Quiz: Test your knowledge: Compose engaging content
    • Wrap-up
    • Glossary terms from module 3
    • Graded Quiz: Module 3 challenge
  • Social media analytics and reporting
    • Welcome to module 4
    • Understand social media analytics
    • Metrics to track with social media analytics
    • Popular social media analytics tools
    • Social testing
    • Use social media data to drive marketing strategy
    • Jon - How data and social media analytics informs decision-making and strategy
    • Practice Quiz: Activity: Analyze social media performance
    • Activity Exemplar: Analyze social media performance
    • Practice Quiz: Test your knowledge: Social media analytics
    • Understand social media reports
    • Social media reports
    • Practice Quiz: Activity: Report on social media performance
    • Activity Exemplar: Report on social media performance
    • Present a social media report
    • Practice Quiz: Test your knowledge: Social media marketing reports and presentations
    • Wrap-up
    • Glossary terms from module 4
    • Graded Quiz: Module 4 challenge
  • Paid social media
    • Welcome to module 5
    • Benefits of paid social media
    • Integrate paid social media into your strategy
    • Practice Quiz: Test your knowledge: Paid ads on social media
    • Develop a paid social media strategy
    • Ad formats on social media
    • Choose social media platforms for your ads
    • Remarketing on social media
    • Create an effective call to action in your social ad
    • Practice Quiz: Activity: Develop a social media ad campaign
    • Activity Exemplar: Develop a social media ad campaign
    • Practice Quiz: Test your knowledge: Target your social advertising
    • Components of a paid social media budget
    • The cost of advertising on social media
    • Social media ad bidding
    • Sabrina - Conflict resolution and responding to criticism
    • Practice Quiz: Test your knowledge: Manage a social advertising budget
    • Wrap-up
    • Glossary terms from module 5
    • Graded Quiz: Module 5 challenge
    • Course wrap-up
    • Course 3 glossary
    • Get started on Course 4
    • Course 3 resources and citations

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