Advanced Social MediaAdvanced Social Media

Advanced Social Media provides the practical tools and strategies to successfully leverage social networks and capitalize on their powerful word-of-mouth lift. It also offers expert guidance on how to measure these interactive marketing efforts and respond to negative commentary.

Led by social media and online marketing practitioners, this eight-week advanced specialized certificate course uses streaming video lectures, in-depth case studies and interactive lab sessions to impart a comprehensive understanding of this critical field. With the University of San Francisco’s advanced social media training, you will learn how to turn online communities into a competitive advantage!

  • Cost $1,495 – See discount pricing
  • Class starts the 1st of every month
  • 8 weeks access to content and facilitation
  • MP3/MP4 download
  • Framed Certificate of Achievement
  • Direct access to industry experts
  • Access to the live communications platform allows for up-to-the-minute updates on new interactive developments, networking and live Q&A.
  • This Advanced Specialized certificate can be taken as an elective in the Advanced Professional Certificate in Internet Marketing or as a stand-alone Advanced Specialized Certificate.

Learn how to:

  • Create, manage and protect your brand
  • Build and leverage a social network to promote businesses or clients
  • Monetize social media content
  • Utilize social media platforms and tools to establish your expertise in a given field
  • Establish goals and tracking metrics to evaluate your social media efforts

Course Topics

Introduction to Social Media

  • History and Evolution of Social Media
  • Social Media Audience
  • Implications for Marketers
  • Social Commerce
  • Integrated Social Media Campaign
  • Social Media for Customer Support
  • The Viral Impact of Social Media
  • Selling Social Media to Your Boss
  • Social Media Measurement
  • Competitive Due Diligence

Social Media Objectives, Voice, and Tactics

  • Defining Social Media Goals
  • The Social Media Conversation
  • Transparency and Authenticity
  • Social media Engagement
  • Listening
  • Online PR for Social Media
  • Social Media for SEO
  • Paid, Owned, and Earned Social Media

Social Media Tactics

  • Blogs: Why They Matter
  • Is Blogging Right for Your Company?
  • Microblogging
  • How to Create a Blog
  • Blogging Platforms
  • Blogosphere Outreach
  • Mass Media Driving to Social Media
  • Advertising for Social Media
  • Sweepstakes in Social Media
  • Defining Your Social Media Strategy

Social Media Tactics, Continued and Social Media Platforms

  • Social Media Editorial Calendar
  • Photos in Social Media
  • Video in Social Media
  • Overview of the Top Tier Platforms
  • Facebook: Getting Started and Advertising
  • Twitter: Getting Started and News Content and Ads
  • LinkedIn: What is it and how to use it?
  • Google+
  • YouTube: Getting Started and Advertising
  • Social Media to Seed Your Email List
  • Instagram for Brands vs. Personal

Setting Up Tools

  • Checking In
  • Overview of the Second Tier Platforms
  • Flickr: Getting Started
  • Site Side Social Media Optimization
  • Promoting Social Media in Other Media
  • Social Commerce Implementation
  • Social Gaming
  • Social Media for B2B
  • International Social Media Channels
  • Listening Tools
  • Management Tools
  • Acquiring Followers in Social Media Channels
  • Encouraging Positive Chatter in Social Media
  • Social PR: How Brands Become Publishers

Setting Up Tools, continued

  • Linking Social Media Accounts
  • Second Tier Social Media Properties
  • Social Media Threats
  • Social Media APIs
  • Staffing for Social Media
  • Outsourcing Social Media to an Agency
  • Account Administration and Ownership
  • Local Deal Sites
  • Discussion boards, Google Hangouts, Tweetups, and more
  • LinkedIn Groups: The Ultimate B2B Discussion Forum

Metrics, Measurement, and Evaluation

  • Social Media Metrics
  • Establishing Goals and Tracking metrics
  • Free Social Media Tools
  • Paid Measurement Tools for Social Media
  • Advanced Metrics and Tracking in Social Media
  • Technical Issues With Tracking and Measurement
  • Measuring the Power of Your People
  • URL Shorteners
  • Calculating Acquisition Costs
  • Facebook EdgeRank
  • Google Ripples and Other Social Measurement Tools
  • Social Bookmarking Data
  • Insights Gained From Social Media
  • Customized Campaign Performance Reports

Case Studies

  • Overview of Case Studies
  • JetBlue Twitter Success
  • Joe Bonamassa
  • Major Brand
  • Small B2B
  • Big Brand Digital Media Site Side Optimization
  • Taigan
  • Using Social Media for Brand Awareness
  • Using Social Media for Direct Response
  • Successful Use of Pinterest to Drive Traffic, Recognition, and Sales
  • World Business
  • Course Conclusion