The Social Media Manager Certificate is for individuals responsible for the strategic planning, alignment and integration of social media within their organization. Course elements and curriculum are focused on:
Identifying business opportunities that social media can support
Aligning social media efforts to organizational goals
Delivering a social media strategy
Creating content roadmaps and measurement frameworks that integrate social media into the business
Worried that you can’t work professional development into your busy schedule? The Social Media Manager certificate is offered online so that you can integrate learning into your busy schedule.
About the Certificate:
The certificate includes six courses
Courses are two weeks in length, a total of 12 weeks to complete the entire certificate
All courses are delivered online and taught by qualified social media experts
Courses include a mix of lectures, discussion topics and assignments
In the final capstone course, students create and present a strategic social media plan that includes integrated tactics
See detailed outlines for each course within the certificate by clicking the arrow next to the course title.
Textbook: Social Media ROI by Olivier Blanchard ISBN 10: 0-7897-4741-3
*The text book is required for the course and is purchased by participant
This course is designed to create a foundational understanding of the rise of social media and its place in today’s business world. Topics include a discussion of various social media platforms and the impact on business. Explore data that supports the use and integration of social media into the business environment. Review the changes in the digital landscape and the evolution of social media through case studies for both successful and failed social media programs.
Understanding the impact of social media on the business environment
Identifying and applying social media usage data to business strategy
Understanding social media's impact on your business
Demonstrate the importance that social media has in the business strategy by presenting case studies and business data relevant to your organization
Highlight opportunities to leverage social media within your industry
This course focuses on the process of establishing a social media listening program to help organizations understand audience needs, support brand awareness, create online word of mouth and identify business opportunities within the social media landscape. Listening platforms are key to successful outcomes for social media programs and need to be strategically designed and supported throughout the organization.
Understand how social media allows for customer control of messaging and word of mouth
Recognize the importance of a response framework for brand mentions and online conversations
Evaluate and select platforms based on user activity, feedback and research
Create a social media monitoring program
Develop a response framework for daily and crisis communications
Identify social media platforms by audience activity and type
Learn to create an integrated social media program that supports business goals and objectives while meeting user needs and expectations. Discuss key aspects of managing the social media function, which include identifying business goals, social media objectives and setting measurable targets that guide program development. With clarity around goals, objectives and outcomes, draft strategies and tactics are documented and become the core components of your social media program.
Identify opportunities to leverage social media to support business goals
Explore the creation of objectives and targets for a social media program
Explore strategies that deliver on business goals, objectives and targets
Document business goals and define objectives and measurable targets
Document strategies that unite business goals and audience needs
Create a draft strategy document that will be the foundation of the social media program
This course explores the role of content in powering a successful social media program from a Social Media Manager perspective. Identify content needs and organizational resources and create a content strategy to drive activity within the social media program. Curriculum focuses on the steps involved in the planning, production and measurement of a successful content strategy.
Understanding the role content plays in a successful social media program
Exploring content planning and resource allocation
Establish content matrix for production and management
Develop a content life cycle matrix
Create a content strategy document
Update the strategy brief to reflect content and platform selection
Establishing a strategic framework to measure the performance of a social media program is the focus of this course in the Management track. Explore the business rationale and support for return on objectives and return on investments. Establish measurement frameworks, tracking mechanisms and performance reports that demonstrate the outcomes of a social media program.
Understand the role of performance metrics in a social media program
Understand how to measure return on objectives and investment
Exploring financial and non-financial impacts of social media on the business
Identify measurement guidelines and resource needs
Develop a continuum of activity map to demonstrate social media impact on business activity
Develop a social media measurement, insight and performance reporting process
The capstone course brings all of the elements learned in the previous five courses together into a cohesive presentation. Complete your strategy documents, supporting materials and organize the material into a formal presentation. The capstone course enables you to present a strategic social media plan with integrated tactical elements to your cohort group within the course and to upper management within your organization.
Demonstrate understanding of key program elements
Learn to organize and present a strategic social media program
Create a social media strategy overview presentation
Deliver social media strategy and supporting documents
A social media plan that can be presented to your organization
Tactical elements with the plan that will allow you to develop a robust social media program within the organization
"Jamey does a fantastic job with the slide presentations and provides valuable feedback to each comment that students make throughout the course." Student, 2014
"I really enjoyed the choice of reading material. Social Media ROI was a great book and I learned a lot that can and will be applied to our social media program. The videos followed very closely with the book, which is great!" student, 2014
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Course Accessible: Mar. 2-May 24, 2015
Instructor: Jamey Shiels