In this self-paced capstone course, learn how to use social media marketing to strengthen your professional presence and support career growth. You'll conduct brand research, plan and execute effective campaigns, and apply strategic networking techniques on platforms such as LinkedIn. The course is designed to help you prepare for opportunities in social media management, digital marketing, and content creation while working independently at your own pace.
Overview
Syllabus
Section 1 - Brand Research & Building
Understanding the Competitive Landscape
- Examples of successful social campaigns
- Examples of social media portfolios
Build Your Brand
- Research brand goals
- Define target audience
- Define what makes you unique
- Determine brand voice
- Determine your visual identity
- Consistency in online presence
- Creating your own brand image with references
Understanding the Earn-First Approach
- Establish your audience’s needs
- Earn-first approach
- How to make creative ideas
- Incorporating gamification and/or call-to-action
Section 2 - Social Campaign Development
Portfolio Project Brief
- Introduction to client brief
- Establish a target audience
- Establish a project purpose
Portfolio Project Development
- Establishing the project challenge
- Creating a valuable insight through research
- Develop a big idea solution
- Create concept mock-ups
- Showcase how it will earn coverage through research
- Establishing brand ambassadors
- Media and social coverage mock-ups
Section 3 - Networking for Social Media
Networking Optimization for LinkedIn
- How to clearly showcase your skills and experience
- Sharing content and engaging the community
- Reaching out to hiring managers
- Finding companies and organizations to follow
- Building a lasting network
Building a Network
- Compiling a list of successful professionals
- Reaching out to book informational interviews
- Career considerations
- Conferences and Summits
