CIW - Social Media Strategist

Curriculum

Introduction to Social Media

• Pre-assessment questions
• What is social media?
• Basis of communication via the Internet
• Modern web technologies
• Messaging
• Blogging
• Social communities
• Creating a social network
• Virtual worlds
• Social network users
• Contributors
• Influencers
• Participants
• Sharers
• Lurkers
• Creating an online profile
• How does social media affect my privacy?
• Information collected, online risks and your reputation
• Case Study

Using social media in business

• Pre-assessment questions
• Implementing social media in a business
• Social media tools for business
• Business objectives and goals
• Impact of social media on a business
• How people communicate in business
• Establishing communication links
• Developing content for social media
• Benefits and drawbacks of using social media in business
• Crowdsourcing and crowdshaping
• Capturing and using data
• Structured data
• Unstructured data
• Making Business decisions based on data
• Creating folksonomies
• Social media and brand recognition
• Case study

Creating a social media campaign

• Pre-assessment questions
• What is a social media campaign?
• Social media project management essentials
• Assembling a project team
• Writers
• Editors
• Subject matter experts (marketing and technical)
• Gathering data to create a successful campaign
• Making data-driven decisions
• Integrating social media into a marketing campaign
• Assessing your environment and audience
• Using messaging to spark conversation
• Supporting the message
• Working with social media contributors and influencers
• Building a social media community
• Identifying specific audiences
• Creating a "face" for the community
• Job roles and tasks for creating a social networking presence
• Organisation assets you can leverage
• Content
• Employees
• Influencers
• Company-specific resources
• Case study

Choosing the right tools for a Social Media Campaign

• Pre-assessment questions
• Choosing the appropriate platform
• Facebook
• LinkedIn
• Twitter
• Pinterest
• Edmodo
• YouTube
• Google+
• StumbleUpon
• Social Parrot
• Justifying your platform choice
• What are your business objectives?
• What is the metric for determining or declaring success?
• What is your strategy for incoming mail, questions or comments?

Social Media Metrics and Analytics

• Pre-assessment questions
• Social media audience composition
• Quality of interaction
• Relevance of topic
• Authoritative utterances
• Share-of-voice model for brand performance
• Social media reputation analysis
• Referral traffic
• Conversion rates
• Demographics
• Extracting and archiving data from social media
• Analysing big data
• Using data to identify issues in an organization
• Social media trends
• Case study

Social Media Presentations and Reporting

• Pre-assessment questions
• Presentations in social media
• Setting objectives for a presentation
• Analysing audience needs, values and constraints
• Creating a presentation using a three-part structure
• Delivering a social media presentation
• Techniques to reduce speaking anxiety
• Preparing notes and visual aids
• Leading a question-and-answer session
• Delivering a solo presentation
• Creating reports during a social media campaign
• Creating a final report for a social media campaign
• Case study

Gamification and Business

• Pre-assessment questions
• What Is gamification?
• Applying gamification to the business environment
• Guiding employee behaviour
• Guiding customer behaviour
• Learning and instruction
• Gamification and marketing
• Attracting and retaining customers
• Applying gamification to social
• Case study