Across six weeks, you will cover a wide range of topics: - Week 1: An introduction to social media and engagement, what social media marketing is and how it has developed - Look at the current landscape of social channels to understand where we are now and the use/impact of social media for businesses.- Week 2: Selecting and optimising a social platform - Understand the difference between paid, earned, and owned media; customer journeys on social; and the hidden costs of social media - Week 3: Developing a social media strategy – Part 1 - Understand the importance of a social media strategy; Identify the types of social media campaign; Understand the different types of KPIs and how to use them for your social media activities - Week 4 – Social listening - Develop social listening to understand customer preferences/profiles, and competitor actions; Developing community engagement; Making the most of UGC (user generated content), affiliates and influencers - Week 5: Building a content strategy and implementing a plan - How to build a content plan; meet specific platform requirements; Implement a plan on Facebook, Twitter, Instagram and LinkedIn - Week 6: Developing a social media strategy – Part 2 - Creating a basic strategy to get you started

Please note – to ensure a smooth start to the course, you should have business pages on social networks set up prior to starting.