Skip to 0 minutes and 9 secondsWelcome to Create a Social Media Marketing Campaign. This course is from the Institute of Coding and seeks to develop skills and confidence needed in today's workplace. We know the power of social media. Most of us engage with social media platforms every day. But how do you harness social media to create your own campaign and help spread your message or that of your company? This course will take you through the steps to creating a successful social media campaign. Our course is led and created by digital consultant and coach Meg Pickard. Meg has been working on digital engagement and strategy in digital environments for 21 years. I'm Sanne Vliegenthart, a social media consultant and digital producer.

Skip to 0 minutes and 51 secondsAnd I'll be guiding you through this course. You'll learn how to use social media effectively to communicate with your intended audience. You'll be looking at the elements and activities which contribute to a social media strategy as well as exploring audience, scheduling, content type, and how to measure the impact of your campaigns. By the end of the course, you'll have a solid grasp of social media strategy and what content really works for a successful campaign. So let's get started.

Welcome to the course

What is social media? How can creating a social media strategy help you to connect with customers? What role does social media play in a wider communication or marketing strategy?

In the fifteen years since social media first emerged onto the internet, it has blossomed to become one of the most pervasive and important communication channels of the modern age. Used by billions worldwide, it provides a way for brands, politicians, entertainers and individuals to connect with the public like never before. But it’s much more than a broadcast medium: social media also provides a vital opportunity for conversation, engagement and relationship building. In order to make the most of social media, you need to think strategically: it’s not enough to just be present anymore.

In this course, you will learn how to use social media effectively to communicate with an intended audience. We’ll look at the elements and activities which contribute to a social media strategy, as well as exploring audience, scheduling, content type and measurement.

Along the way, you’ll be hearing from Sanne Vliegenthart, who will guide you through the course. Sanne is a freelance social media producer, public speaker, YouTuber and blogger, who has been using social media to build her own online brand and shape her varied career for many years. Sanne will be sharing tips and insights into what works, and why.

By the end of the course, you’ll have a solid grasp of social media strategy and what works.

Course map and learning outcomes

This course map provides a quick overview of the two weeks ahead.

An image showing the course map – find the full version in the Downloads section

Each week of this course is centred around learning outcomes: statements which express what it is you will be better able to do by the end of the course. They are a useful way of checking on how you’re progressing.

You can revisit Steps as you progress through the course so that you feel confident you’re meeting the learning outcomes. As you are working through the Steps and activities, you might want to refer back to this Step to check your progress against the learning outcomes.

Week 1 covers the following learning outcomes:

  • Define social media strategy and its components
  • Identify a target audience and how to reach them
  • Describe the difference between paid and organic reach

Week 2 covers the following learning outcomes:

  • Evaluate appropriate metrics for a successful campaign
  • Explain the role of timelines in a social media marketing campaign
  • Produce a strategy and sample content for a social media marketing campaign

We’re giving you extra benefits for free

All courses within the Digital Skills for The Workplace portfolio are sponsored by FutureLearn. This means you get all the benefits of upgrading at no cost to you including:

  • Unlimited access to the course: Go at your own pace with unlimited access to the course for as long as it exists on FutureLearn.
  • Access to tests: Ensure you’ve mastered the material with access to tests on the course.
  • A downloadable (PDF) Certificate of Achievement: To help you demonstrate your learning you’ll be able to download and share a Certificate of Achievement when you become eligible.

Unlock an award and evidence your learning

When you Mark as Complete over 90% of steps, and get over 70% in the final course test you will earn a Certificate of Achievement. This personalised Certificate of Achievement and transcript detail the syllabus and learning outcomes, as well as your end of course test score. This provides ideal evidence of your interest in and understanding of this subject. The certificate comes in both printed and digital formats, so you can easily add it to your portfolio, CV or LinkedIn profile.

In addition, by completing all three courses within the Creating Digital Content program to unlock your FutureLearn Award. This is your own FutureLearn web page exhibiting all of your certificates. You can use this link to demonstrate your learning by sending it to employers or adding it to any online profile on social media.


As you complete the course you may come across terms and references that require further explanation. To help with this there is a Glossary that you can view and refer to at any point in the course.

If you come across any terminology during the course that is not included in the Glossary please use the Comments section to ask fellow learners.

Next steps

You can monitor your progress through the course by selecting Progress at the top of the page.

Now that you’ve found out about the course, move to the next step to meet the course authors and introduce yourself to your fellow learners. Don’t forget to mark as complete.

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Create a Social Media Marketing Campaign

University of Leeds