Social Media Marketing
Accelerate your social media marketing skills across a range of channels, measure your success, and optimise your approach
Duration
Approx 8 weeks4 hrs per week
Build effective social media campaigns to drive engagement and business outcomes
The growth of social media has led to a fundamental shift in digital marketing, changing how we engage and interact with brands.
This ExpertTrack, developed by The Open University with digital marketing experts, Target Internet, will equip you with the critical skills needed to plan high-quality social media campaigns that resonate with your audience and achieve your organisational objectives.
Put your target audience at the heart of your social media plans
Social media has become an essential tool to help businesses reach a wide audience. However, as its users have become savvier, businesses need to add value to engage effectively.
This course will show you how to identify the needs of your target audience and understand their journey online. You’ll gain the skills to plan and build user-centric content that is authentic, educational, and entertaining.
Develop in-demand skills to successfully use social media analytics
You’ll discover how to use social media listening tools and analytics to gain market insights and measure campaign success.
You’ll also learn how to create a social media policy that can guide your approach, ensure success, and help you avoid social media disasters.
Understand the risks that come with the opportunity of social media marketing
While social media has provided an unrivalled opportunity to create more intimate and effective relationships with existing and potential customers, its use also comes with risk.
This ExpertTrack will help you to understand the nuances of channels and provide you with best practice techniques to avoid wasting budget and focusing on ineffective campaigns, or worse - the risk of creating visibility and engagement for all the wrong reasons.
Create objectives for your social media strategy
By the end of this ExpertTrack, you’ll be able to understand what you are trying to achieve and measure what impact your digital activities are having on your overall objectives. From vanity metrics such as ‘likes’, to techniques like attribution modelling, you’ll hear about a huge range of measures and measurement techniques you can use and which will be most appropriate for you.
Designed by digital marketing experts who keep up to date with the latest trends
You’ll learn from industry experts Target Internet who have more than two decades of experience in planning and implementing digital campaigns for high profile brands such as the BBC, Sony, Tesco, Vodafone, Mercedes, L’Oreal and Warner Bros. Lead Educator, Daniel Rowles, is the voice behind the Digital Marketing Podcast and is an award-winning author in the field.
Whether you are just starting out in social media or would like to improve your expertise, this ExpertTrack will give you the practical social media skills you need to support your organisation and progress your career. The courses within it complement each other and to get the best out of your learning, it is recommended they are taken in the order shown.
Key skills you will learn
- How to analyse social media analytics
- Use social listening tools to gain market insights
- How to monitor campaign success
- How to use content calendars
- Understand and use social media management tools
Learning outcomes
By the end of the ExpertTrack, you’ll be able to...
- Develop and plan effective social media campaigns that align user journeys and business objectives
- Apply social media listening tools to gain market insights and monitor campaign success
- Assess and plan to avoid social media disasters
- Evaluate and analyse social media campaigns using social and web analytics
Experience required
This ExpertTrack is ideal for anyone who would like to build confidence in digital marketing and social media. You don’t need any prior knowledge to join, although any work experience will help contextualise and enhance your learning.
Whether you are a beginner or have some understanding of social media marketing in practice, each course is clearly explained in a way that’s suitable for all levels.
Getting started
This ExpertTrack is ideal for anyone who would like to plan and implement social media campaigns to drive their business outcomes.
The courses are suitable for those who want to grow their career in social media marketing, whether new to the field and want to build their knowledge; traditional marketers and communicators who would like to accelerate their digital skills; or more experienced marketers who want to cement their knowledge and learn latest trends.
The content has a global focus and the skills you will learn can be applied to a wide range of marketing roles around the world.
ExpertTrack course overview
Course 1
Social Media Marketing: The User Journey
Learn how to use social media effectively throughout the user journey to reach your audience and drive engagement and objectives.
2 tests
2 weeks
4 hours per week
Course 2
Social Media Marketing: Social Media Channels
Choose the right social media channels and learn how to plan and implement them effectively with this practical course.
2 tests
2 weeks
4 hours per week
Course 3
Social Media Marketing: Organic and Paid Social Media
Learn the best practices for using both organic and paid social media to help drive engagement and meet your objectives.
2 tests
2 weeks
4 hours per week
Course 4
Social Media Marketing: Managing Social Media
Learn tools, techniques, and processes to effectively plan and manage your social media accounts.
2 tests
2 weeks
4 hours per week
Prove you're job ready
Highlight the new, job-relevant skills you’ve gained and supplement existing qualifications with a hard-earned, industry-specific digital certificate – plus one for every course within your ExpertTrack.
- Learn the latest in your chosen industry or subject.
- Complete each course and pass assessments.
- Receive certificates validated by the educating organisation.
- Impress employers with learning outcomes you can add to your CV.
- Make your career dreams a reality.
Download a PDF
How ExpertTracks work
Join an ExpertTrack to master new skills in your chosen specialist area. Work through a series of topic-focused courses at your own pace, and pass the final assessment to earn a digital certificate award which proves your expertise.
Decide if the ExpertTrack is right for you with free access to the full suite of courses and assessments for a week.
Pay a monthly subscription fee of $39 for as long as it takes you to complete the ExpertTrack. You can learn at your own pace and cancel at any time.
Receive a certificate for every completed course and pass the final assessment to earn a digital certificate.
Use your specialist training to progress further in your career or build expertise in areas you’re passionate about.
World-class learning with The Open University
As the UK’s largest university, The Open University (OU) supports thousands of students to achieve their goals and ambitions via supported distance learning, helping to fit learning around professional and personal life commitments.
Established
1969Location
Milton Keynes, UKWorld ranking
Top 510Source: Times Higher Education World University Rankings 2020
This ExpertTrack is in collaboration with Target Internet
Target Internet delivers digital marketing training to some of the world’s leading organisations, as well as building online learning that is used in over 100 countries worldwide.
Meet your instructor
MD TargetInternet.com - helping upskill the world's leading organisations in Digital Marketing & Digital Transformation.
Host of the Digital Marketing Podcast, a global top 20 business podcast.
Learning on FutureLearn
Your learning, your rules
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- 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
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FAQ
ExpertTracks are a series of online courses designed to help you master new skills in specialist areas. You pay a monthly subscription fee which includes access to all courses within the ExpertTrack, as well as assessments and the final digital certificate.
Each ExpertTrack comes with a 7-day free trial period. You may cancel your subscription at any time and your subscription will automatically cancel when you finish the courses and assessments in your chosen ExpertTrack.
Yes. All of our ExpertTracks come with a 7-day free trial. You may claim one free trial period per ExpertTrack.
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If you’re looking for certified or accredited courses, many of our microcredentials offer university credit or professional certification.
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