by Integrity Training | Publisher: Stone River eLearning | Release Date: March 2019 | ISBN: 300000006A0194

The Social Media Strategist course enables the candidates to learn and implement the various social media platforms to conduct and audit market analysis, set goals, select platforms, create social media policy and integrate marketing strategies for their organizations. The course is about developing effective content, popular platforms, launching successful advertisement campaigns and managing the community. Candidates are also taught to improve customer service and measure, analyze and report user behavior to enable targeted marketing resulting in overall business growth.

1. Lesson 00 - Course Introduction
   • Course Introduction 00:00:47
   • Instructor Introduction 00:00:29
2. Lesson 01 - The Rise of Social Media
   • The Rise of Social Media 00:00:34
   • What is Social Media? 00:00:36
   • Types of Social Media 00:05:20
   • Evolution of Marketing 00:04:25
   • Benefits of Social Media to Organizations part1 00:01:15
   • Benefits of Social Media to Organizations part2 00:01:57
   • Benefits of Social Media to Organizations part3 00:02:03
   • Benefits of Social Media to Organizations part4 00:01:38
   • The Growth of Social Media 00:01:31
   • Social Media Career Opportunities 00:01:02
   • Role of the Social Media Strategist 00:01:38
   • Social Media Certification Options 00:01:07
   • Stages of Strategic Social Media Operations 00:03:56
   • Lesson 01 Review 00:00:24
3. Lesson 02 - Conducting Market Analysis
   • Conducting Market Analysis 00:02:03
   • Need for Readiness Assessment 00:01:38
   • STP Analysis 00:02:43
   • Segmentation 00:01:18
   • Segmentation Chart Example 00:01:28
   • Targeting 00:01:23
   • Targeting Strategies 00:01:18
   • Positioning 00:01:42
   • Positioning with Market or Perceptual Mapping 00:00:32
   • STP Analysis of Competitors 00:01:11
   • Competitor Information Available Online 00:00:19
   • Lesson 02 Review 00:00:09
4. Lesson 03 - Auditing Social Media
   • Auditing Social Media 00:05:44
   • Importance of Social Media Auditing 00:01:39
   • Tools for Social Listening 00:02:49
   • Demo - Social Listening Tools 00:01:17
   • Track Platform Performance 00:03:07
   • Grading Tools 00:02:25
   • Demo - Example of Grading Tools 00:02:26
   • Social Media Sentiment Terminology 00:00:48
   • Sentiment Analysis 00:01:47
   • Options for Analyzing Sentiment 00:01:59
   • Document Level vs. Entity Level Sentiment 00:01:08
   • Unsolicited Feedback 00:00:24
   • Lesson 03 Review 00:00:09
5. Lesson 04 - Setting Goals and Selecting Platforms
   • Setting Goals and Selecting Platforms 00:03:16
   • Corporate Culture and Social Media 00:00:23
   • Five Barriers to Social Media Adoption 00:01:33
   • Barrier #1 - Resistance to Change 00:01:31
   • Barrier #2 - Sensitivity to Costs 00:01:59
   • Barrier #3 - Fear of Damaging Content 00:01:36
   • Barrier #4 - Fear of Sensitive Information Exposure 00:01:29
   • Barrier #5 - Fear of Web Attack and Malware 00:00:55
   • Social Media Goals vs. Business Goals 00:01:35
   • KPIs (Key Performance Indicators) 00:00:56
   • SMART Social Media Goals 00:02:03
   • SMART Goals - Specific 00:02:47
   • Matching Goals to Social Media Platforms 00:02:10
   • Platform Selection Process 00:00:23
   • Types of Social Media Platforms Part1 00:00:43
   • Types of Social Media Platforms Part2 00:00:56
   • Overview of Social Media Platforms 00:01:04
   • Popularity-Based Platform Selection 00:01:12
   • Goal-Based Platform Selection 00:00:59
   • Content-Based Platform Selection 00:01:31
   • Content Examples from Top 5 Platforms 00:00:58
   • Demographic-Based Platform Selection 00:00:29
   • Lesson 04 Review 00:00:37
6. Lesson 05 - Creating the Social Media Policy
   • Creating the Social Media Policy 00:06:42
   • Legal Disclaimer 00:00:39
   • The Social Media Policy 00:05:24
   • Demo - Context for Social Media Policy 00:03:22
   • Disclosure Best Practices Toolkit 00:01:10
   • Demo - SocialMedia.org 00:01:39
   • Truth in Advertising 00:01:51
   • Online Endorsements and Testimonials 00:04:56
   • Intellectual Property 00:03:52
   • Permission for Protected Content 00:02:39
   • Demo - Utilizing Content 00:01:02
   • Creative Commons 00:04:05
   • Spectrum of Licenses from Creative Commons 00:01:43
   • Demo - Creative Commons 00:01:52
   • Brand Abuse 00:03:04
   • Trade Secrets and Proprietary Information 00:03:38
   • Avoiding Release of Proprietary Information 00:00:31
   • Privacy Policy 00:10:08
   • Defamation in Social Media 00:02:50
   • Lesson 05 Review 00:00:26
7. Lesson 06 - Integrating Marketing Strategies
   • Integrating Marketing Strategies 00:03:21
   • Brand Marketing 00:04:55
   • Demo - Brand Marketing 00:03:22
   • Online Brand Creation Process 00:01:37
   • Demo - Contests and Promotions 00:04:21
   • Keywords 00:02:46
   • Keyword Research Tools 00:04:06
   • Demo - Google Keyword Planner 00:02:14
   • Tips for Keyword Selection 00:02:27
   • Successful Keyword Strategies 00:01:45
   • Demo - Where to Use Keywords 00:00:21
   • Keyword Usage 00:06:08
   • Content Tagging 00:05:55
   • Lesson 06 Review 00:00:33
8. Lesson 07 - Developing Effective Content
   • Developing Effective Content 00:03:08
   • Content Marketing on Social Media 00:01:45
   • Types of Content 00:02:38
   • Trends in Content Marketing 00:05:51
   • Content Origination 00:02:28
   • Outsourced vs. In -house Content Production 00:03:52
   • Branded vs. Common Interest Content 00:04:08
   • Demo - Branded vs. General Content 00:03:48
   • Content Development 00:00:30
   • #1 – Select a Topic 00:03:45
   • #2 – Write a Title 00:05:35
   • #3 – Write an Introduction 00:02:53
   • #4 – Create the Body of the Content 00:05:12
   • Demo - Trending Content 00:01:46
   • #5 – Include a Call to Action 00:00:27
   • Lesson 07 Review 00:00:24
9. Lesson 08 - Understanding the Popular Platforms
   • Understanding the Popular Platforms 00:13:20
   • Overview of Social Media Platforms 00:01:07
   • Social Media Intimacy 00:17:01
   • Blogging 00:01:53
   • Demo - Sample Blogs 00:03:35
   • Demo - Wordpress Blogs 00:02:14
   • Facebook 00:01:27
   • Demo - Using Facebook Part1 00:02:04
   • Demo - Using Facebook Part2 00:02:44
   • Demo - Using Facebook Part3 00:01:43
   • YouTube 00:00:18
   • Demo - YouTube 00:16:39
   • Demo - Creating a Channel 00:21:42
   • Demo - Uploading Video 00:15:02
   • Google+ 00:14:26
   • Demo - Google+ Part1 00:07:55
   • Demo - Google+ Part2 00:12:00
   • Demo - Advertising in Google+ 00:15:22
   • LinkedIn 00:09:53
   • Demo - LinkedIn 00:02:59
   • Demo - Business Side of LinkedIn 00:24:40
   • Twitter 00:07:43
   • Demo - Twitter 00:14:01
   • Demo - Advertising in Twitter 00:03:35
   • Lesson 08 Review 00:00:42
10. Lesson 09 - Launching Successful Campaigns
    • Launching Successful Campaigns 00:09:50
    • Demo - Launching Successful Campaigns 00:02:38
    • Traditional Website Advertising 00:04:29
    • Social Media Advertising 00:01:04
    • Benefits of Native Advertising 00:01:35
    • Example - Paid Twitter Advertising 00:01:23
    • Example - Paid Facebook Advertising 00:02:03
    • Capitalizing on Contacts 00:01:35
    • Demo - Social Media Contests 00:09:03
    • Social Media Contests 00:00:55
    • Contest Platform Software 00:06:44
    • Demo - Online Contests 00:01:05
    • Social Media Documentation and Schedules 00:05:00
    • Action Plans 00:04:04
    • Action Plan Template 00:00:39
    • Editorial Calendar 00:00:31
    • Editorial Calendar Components 00:03:32
    • Editorial Calendar Tool Options 00:00:52
    • Demo - Editorial Calendar Tool 00:00:26
    • Project Management Software 00:04:29
    • Performance Dashboards 00:01:40
    • Tools with Performance Dashboard Options 00:00:37
    • Demo - Performance Dashboard Tool 00:11:51
    • Social Media Campaign Management Tools 00:10:41
    • Social Media Management Tool Options 00:06:25
    • Demo - Social Media Management Tool 00:14:38
    • Lesson 09 Review 00:00:24
11. Lesson 10 - Managing the Community
    • Managing the Community 00:04:27
    • The Community Manager Role 00:05:55
    • The Community Manager 00:05:10
    • Social Media Personas 00:09:22
    • Personal (Self) Persona 00:00:49
    • Corporate (Brand) Persona 00:02:25
    • Response Community (Hybrid) Persona 00:01:07
    • Demo - Creating a Response Community 00:01:10
    • Importance of Voice Consistency 00:03:47
    • The Successful Online Personality 00:04:46
    • Demo - Three Personality Musts 00:00:18
    • Demo - Social Media to Build Community 00:03:20
    • Demo - Pinterest 00:12:23
    • Lesson 10 Review 00:00:37
12. Lesson 11 - Providing Customer Service
    • Providing Customer Service 00:07:46
    • Organizational Customer Service 00:08:52
    • Demo - Examples of Feedback 00:07:23
    • Social Media Triage 00:03:38
    • Demo - Marketing Personas 00:05:26
    • Social Media Triage (Cont.) 00:02:32
    • Benefits of Triage Plans 00:02:51
    • The Role of Social Media in Customer Service 00:02:55
    • Professionalism in Online Customer Service 00:03:20
    • Online versus Personal Interactions 00:01:33
    • #1 – Positive Feedback 00:02:54
    • #2 – Negative Feedback (Non-Specific) 00:03:37
    • #2 – Negative Feedback (Specific) 00:02:09
    • #3 – Neutral or Other Feedback Part1 00:03:58
    • #3 – Neutral or Other Feedback Part2 00:07:49
    • Social Media Crisis Management 00:00:31
    • Lesson 11 Review 00:00:23
13. Lesson 12 - Measuring, Analyzing and Reporting
    • Measuring, Analyzing and Reporting 00:05:28
    • Social Media Analytics 00:01:22
    • Social Media Metrics 00:09:35
    • Tracking Metrics Over Time 00:03:04
    • Metric #1 – Brand Health 00:01:39
    • Conversation Share 00:06:20
    • Demo - Gathering and Analyzing Statistics Related to Social Media 00:00:31
    • Metric #2 – Customer Service Experience 00:04:18
    • Response Time 00:01:51
    • Metric #3 – Conversions 00:01:35
    • Goal Value 00:04:00
    • Economic Value Calculation 00:00:52
    • Example -Social Media ROI Calculation 00:03:11
    • Demo - Google Analytics 00:01:48
    • Final Audit 00:02:35
    • Reports 00:00:20
    • Example - Goal Report 00:03:23
    • Example - SWOT Analysis 00:00:26
    • Lesson 12 Review 00:16:31
14. Lesson 13 - The Social Media Strategist Career
    • The Social Media Strategist Career 00:00:10
    • Defining Your Value 00:04:52
    • Bidding on Projects 00:04:14
    • Building a Partner Network 00:03:47
    • Issuing Requests for Proposals 00:05:49
    • Succeeding as a Social Media Strategist 00:02:00
    • Lesson 13 Review 00:00:09
    • Course Closure 00:00:47