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Social media has become one of the dominant forms of communication in the digital space drastically altering the traditional relationship between a consumer and a business. Modern professionals need to know how to leverage this important marketing channel to grow their business and protect its reputation. This 10 part course offered by the Shaw Academy offers a solid foundation for those intending to plan, execute, and assess social media campaigns.

1. Content and Community – Build it and they will come and stay

What is social media? Why it is so important for businesses? Where did it come from? The answer to these practical questions are where we begin our course as a means of levelling the playing field among our students to ensure a strong foundation for learning.
Social media is often describe as the place where content and community meet. That said, we all need to have something to share on our social media channels if we want users to follow our business. This class covers how to create content for sharing, and leverage it to increase the reach of your social media profiles.

2. Leaning to monetize social media

Several methods for thinking about social media from a business perspective as well as some common misconceptions about social media management are covered in our second lesson. We look at how to think critically about this field, and use that knowledge to exploit this space for measurable commercial gain to ensure a good return on investment.

3. YouTube without Big Budgets (on demand)

We live in a world defined by images, and YouTube forms part of the digital base that world rests upon. This lesson covers how to leverage our collective love of video to create content that resonates with your targeted users without running up your costs. We’ll delve into YouTube analytics and some in-house video editing software in this lesson to give students a full insight into what’s available on YouTube.

4. Facebook- Social targeting means more leads for less

Facebook is the world’s largest social network with over a billion registered users. This lesson starts at the beginning, the creation of Facebook. We show students how to create an account, what sorts of content to post, and maximize your impact through targeting. We also give students an introduction to Facebook Insights.

5. Twitter – Understand and Monetizing the noise

Twitter can be challenging even for the seasoned social media marketer. This platform, known for its speed and brevity, is where it’s easiest to do the most damage to your brand in under 140 characters. This course runs through best practices to give students a strong grounding in the space in terms of turning this chaos into opportunity.

6. LinkedIn – Professional networking in the digital space.

Often called the professional social network, LinkedIn is the largest place online for business and professionals to connect. Building a business or career in the digital space requires connections, and LinkedIn can serve to fulfil this key need. Whether you are working to build a brand or a find new business, the ability to work professionally within LinkedIn is a must have for your toolbox.

7. Instagram – A picture tells thousand of words

Instagram is the fastest growing social media platform. Companies that are targeting a younger demographic need to consider this visual medium as a core part in their social media strategy. In this lesson we will look at how to publish content with best practices in mind and track our engagement while ensuring we understand the power of advertising across the platform.

8. Data driven social media

The main advantage of digital marketing is allows us to see impact in near real time through the tracking of usage data for our web presences, including social media profiles. In this lesson we introduce the processes and tools through which we can assess the scope, source, and engagement we are driving to be able to adjust and alter our campaigns for maximum impact. Remember, data drives decisions for professional marketers, and allows you to take control of your own destiny in the social space.

9. ORM Protecting your brand online.

One of the most difficult situations any business can encounter within the digital space is the presence of publicly available negative reviews. If left unresolved these negative reviews can lead to dire consequences for any business. Knowing how to counter criticism, and working to resolved these issues constructively is a must have for anyone working in the digital space.

10. Strategy – Making more of your marketing

This final lesson is where we pull all of the threads we’ve laid out through our previous modules and weave them together into a coherent social media strategy for your business. We look at topics including making a content calendar to ensure we post regularly, understanding when is the best time to post on your accounts, and how we can streamline this process using a variety of tools.

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