• the role of social media in people’s lives
• the benefits of social media to an organisation
• how to gain visibility on social media
• how to make an impact with your audience
• what should be included in a social media strategy
• who your audience is and what they want from you
• social media and the engagement funnel
• the relation between social media and the loyalty loop
• how to work out what content your audience wants
• what a winning campaign looks like
• some of the defining factors of a great social media campaign
• how these campaigns have followed the best practices.

Next week, you will learn about how social media contributes to organisation goals; how to turn business goals into social media objectives; and how to measure success using key performance indicators. You will learn about how to align social media metrics with the customer journey; how the different metrics compare across the main platforms; and how to apply the loyalty loop theories to your social media plans. Finally, you will learn how to use the SMART objective framework; how to create your own SMART objectives.

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