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LinkedIn Learning

Social Media Marketing: ROI

via LinkedIn Learning

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Overview

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Want to know the return on your social media investment? Learn how to measure the success of your social media marketing efforts and drive continuous improvement.

Syllabus

Introduction
  • Driving ROI from social media
1. Measuring Social Media ROI
  • Calculating conversation, amplification, and applause rates
  • Tracking the economic value of micro and macro conversions
  • Using URL parameters to track social media success
  • Measuring word-of-mouth coefficient and dark social
  • Marketing mix modeling for attributing social media ROI
2. Effective Social Media Strategy
  • Arbitraging from earned media to owned media
  • Building a memorable brand with distinctive assets
  • Choosing the face of your company
  • How to do topic and influencer research
  • Document, don't create: Making social cost-effective
  • Tools and tactics for automating social media campaigns
  • The 4-1-1 rule and 90/10 ratio: Planning your editorial calendar
3. Creative Best Practices
  • Anatomy of a social post: Hook, context, asset, comment
  • Creative testing framework: Concept-theme-variant
  • Adopting the conversational copywriting style for social
  • Building authentic relationships: Social media etiquette
  • Profile optimization: Increasing your conversion rate
4. Social Media Tactics by Channel
  • Facebook performance improvement tactics
  • Instagram performance improvement tactics
  • Twitter performance improvement tactics
  • Reddit performance improvement tactics
  • LinkedIn performance improvement tactics
  • Reverse-engineering tactics that work for any social platform
Conclusion
  • Continue learning how to drive social media ROI

Taught by

Michael Taylor

Reviews

4.4 rating at LinkedIn Learning based on 196 ratings

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