Degital Media Course 3 Overview

Course 3 overview
Hello, and welcome to the third course in the program, From Likes to Leads: Interact with
Customers Online. Social media is a key digital marketing channel for many organizations
because of the large number of people who use social media platforms to socialize, interact
with businesses, and share content. Social media can help engage customers with your brand
and drive them towards action. By the end of this course, you will be able to develop a
strategy for your social media campaign, plan and publish content at the right time and
frequency, listen to and engage your social media audience, measure and report on the
success of your campaigns, and run a paid social media campaign.
Course progress
The entire program has seven courses. From Likes to Leads: Interact with Customers
Online is the third course in the series.
1. Foundations of Digital Marketing and E-commerce—Learn about the fields of digital

marketing and e-commerce and the skills needed for associate-level roles.
2. Attract and Engage Customers with Digital Marketing—Apply the marketing funnel
concept to stages of the customer journey, including engagement, conversion, and
loyalty. Learn methods for search engine optimization so potential customers find
your products or services.
3. From Likes to Leads: Interact with Customers Online—(current course) Learn how to
create marketing content and ads on social media platforms and evaluate their
effectiveness using social media analytics data.
4. Think Outside the Inbox: Email Marketing—Learn how to execute email campaigns,
use mailing lists, and automate customer communication and workflows.
5. Assess for Success: Marketing Analytics and Measurement—Learn how to collect,
monitor, analyze, and present data from marketing campaigns using analytics and
presentation tools.
6. Make the Sale: Build, Launch, and Manage E-commerce Stores—Learn the process
to create a new e-commerce store and drive traffic to the online business through
advertising campaigns.
7. Satisfaction Guaranteed: Develop Customer Loyalty Online—Learn strategies to
build customer loyalty in e-commerce and use specific tools to help develop and
maintain client relationships. This course also closes out the program with
professional development topics to help you prepare for a job search.
Course 3 content
This course has weekly assignments. You can complete them at your own pace; however, the
weekly assignments are designed to help you finish the program in six months or fewer. Refer
to the information below about weekly progression for this course. Good luck as you continue
towards completion of the program!
Week 1: Introduction to From likes to leads: Interact with customers online

You will study the importance of social media marketing in promoting a business or product.
Next, you’ll explore common social media platforms used in digital marketing and how to
choose the best platform for a campaign. Then, you’ll discover the five core pillars of social
media marketing: strategy, planning and publishing, listening and engagement, analytics and
reporting, and paid social media.
Week 2: Social media strategy, planning, and publishing

You will focus on the first two core pillars of social media marketing: strategy, and planning
and publishing. You’ll also learn how to accomplish business goals with a social media
marketing campaign and how to identify a target audience while building a brand identity on
social media. Then, you’ll learn the differences between paid, owned, earned, and organic
social media marketing. Then, you’ll determine how to publish content at the right time and
with the right frequency.
Week 3: Listening and engagement on social media

You will focus on the third core pillar of social media marketing: listening and engagement.
You’ll learn the importance of social listening and how to use popular social listening tools.
Then, you’ll explore ways to develop relationships with customers and build brand authority.
Week 4: Social media analytics and reporting

You will focus on the fourth core pillar of social media marketing: analytics and reporting.
You’ll explore the importance of social media analytics and describe different analytics
segments. Next, you’ll learn about popular analytics tools and understand how to use the
data gathered to make decisions and improvements. Then, you’ll examine the importance of
social media reports and practice creating one.
Week 5: Paid social media

You will focus on the fifth core pillar of social media marketing: paid social media. You’ll learn
about the benefits of paid advertising on social media and how to choose the best platforms
for your ads. You’ll also explore ad formats and content types for different social media
platforms and measure the impact of an ad campaign on a social media platform. You’ll end
the course by describing common types of social testing and how to run a social test.
What to expect
This course offers a series of lessons with many types of learning opportunities. These
include:
 Videos for instructors to teach new concepts and demonstrate the use of tools
 Readings to introduce new ideas and build on the concepts from the videos
 Discussion forums to share, explore, and reinforce lesson topics for better
understanding
 Discussion prompts to promote thinking and engagement in the discussion forums
 Self reviews to practice tasks and check your results for accuracy or correctness
 In-video quizzes to help your comprehension of content presented in videos
 Practice quizzes to prepare you for graded quizzes
 Graded quizzes to measure your progress, give you valuable feedback, and satisfy
program completion to obtain a certificate—Following program guidelines, you can
take a graded quiz multiple times to achieve a passing score of 80% or higher.
Tips for success

 It is strongly recommended to go through the items in each lesson in the order they
appear because new information and concepts build on previous knowledge.
 Participate in all learning opportunities to gain as much knowledge and experience as
possible.
 If something is confusing, don’t hesitate to replay a video, review a reading, or repeat
a self-review activity.
 Use the additional resources that are referenced in this course. They are designed to
support your learning.
 When you encounter useful links in this course, remember to bookmark them so you
can refer to the information later for study or review.
 Understand and follow the Coursera Code of Conduct to ensure that the learning
community remains a welcoming, friendly, and supportive place for all members.

Degital Media Course 3 Overview

Uploaded by

Copyright:

Available Formats

Degital Media Course 3 Overview

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Degital Media Course 3 Overview

Uploaded by

Copyright:

Available Formats

Course 3 overview

1. Foundations of Digital Marketing and E-commerce—Learn about the fields of digital

Week 1: Introduction to From likes to leads: Interact with customers online

Week 2: Social media strategy, planning, and publishing

Week 3: Listening and engagement on social media

Week 4: Social media analytics and reporting

Week 5: Paid social media

Tips for success

You might also like