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Running a Social Media Campaign: Customers, Influencer Engagement, Analytics

Discover how to effectively manage live social media campaigns, engage influencers, and get insights from social media analytics

  • Duration

    3 weeks
  • Weekly study

    4 hours

Discover effective social media campaign management

A social media strategy doesn’t end at the planning stage. Once a campaign is live, it will continue to require careful attention and management.

On this social media management course, you will learn how to interact with your audience, from engaging influencers to online reputation management during times of crisis.

You’ll also discover how to use social media marketing analytics to derive insights to better understand your audience and improve your social strategy.

Leverage social engagement as part of omnichannel marketing

The first week of this course considers the two-way nature of social engagement. A central element of social media campaign management is, therefore, interacting with customers.

Of course, things don’t always go to plan and brands sometimes need to engage in online reputation management. You’ll learn how to deal with PR disasters on social media, how to recover, and how to make contingency plans.

Learn how to find social media influencers to boost your visibility

High-profile influencers can significantly increase brand visibility on social media.

The second week of this course explores how to use influencer marketing as part of social media campaigns. You’ll learn how to find social media influencers that align with your audience, how to engage them with your campaign, and how to measure the effectiveness of that marketing activity.

Understand your audience with social marketing metrics

Understanding social marketing metrics can be the key to campaign management, as well as determining your future social media strategy.

You’ll learn how to use social media marketing metrics to gain valuable insights about your audience, including which parts of your social media strategy are driving conversions.

What topics will you cover?

Week 1

  • Interacting with customers on social media
  • Staffing social media for customer service
  • PR disasters, recovery and contingency

Week 2

  • Research and identify your influencers
  • Engaging influencers in your marketing campaign
  • Measuring influencer activity

Week 3

  • Introduction to social media analytics and insights
  • Recording your social media metrics and turning them into insights
  • Common social media insights
  • Always improving your social media performance

Learning on this course

On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?

By the end of the course, you‘ll be able to...

  • Create your own internal brief on handling negative comments
  • Assess when and how to escalate more serious complaints
  • Reduce the risk of a PR disaster on social media
  • Describe benefits you can expect to see from influencer marketing
  • Identify the right influencers for your organisation
  • Explain the importance of turning data into insights, and those insights into marketing decisions
  • Use follower and engagement trends to monitor social media performance
  • Identify, and react to, issues that might be dragging performance down

Who is the course for?

This digital marketing course is aimed at current or aspiring social media managers.

It is assumed learners will have created social content as part of a multichannel marketing campaign, and have a basic understanding of social media metrics.

Who will you learn with?

In-company and public courses on digital marketing. Social media, content creation, copywriting, video, SEO and AI.


Who developed the course?

Institute of Data & Marketing

The Institute of Data & Marketing, part of the Data & Marketing Association, is a leading body for the professional development of data and marketing practitioners.

Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps to help you keep track of your learning
  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

  • Experience the power of social learning, and get inspired by an international network of learners
  • Share ideas with your peers and course educators on every step of the course
  • Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

  • As you work through the course, use notifications and the Progress page to guide your learning
  • Whenever you’re ready, mark each step as complete, you’re in control
  • Complete 90% of course steps and all of the assessments to earn your certificate

Want to know more about learning on FutureLearn? Using FutureLearn