COURSE TITLE: SOCIAL MEDIA MARKETING (FACEBOOK, INSTAGRAM, TWITTER, LINKEDIN)

Course Overview

Welcome to EarthTab Business School. My name is Carlos Rodriguez, and i will be your course preceptor for the course, Social Media Marketing (Facebook, Instagram, Twitter, Linked). The Social Media Marketing (SMM) course focuses on leveraging major social media platforms, Facebook, Instagram, Twitter, and LinkedIn, for strategic brand growth, engagement, and revenue generation. In today’s digital ecosystem, social media is both a marketing channel and a community-building platform, offering businesses unparalleled opportunities to connect with audiences, promote products, enhance visibility, and foster loyalty.

This course provides a comprehensive framework for understanding the unique attributes, best practices, analytics, and advertising tools of each platform. You will gain the technical, creative, and strategic skills necessary to develop high-performing campaigns, measure success, and achieve sustainable social media ROI.

2. Importance of Social Media Marketing

Social media marketing is critical for modern businesses due to several key factors:

1. Audience Reach and Engagement: Over 5 billion people globally use social media platforms, offering access to vast, highly segmented audiences.
   
   

2. Brand Awareness and Authority: Platforms allow brands to consistently showcase expertise, values, and products.
   
   

3. Cost-Effective Marketing: Organic and paid strategies allow businesses of all sizes to reach target markets efficiently.
   
   

4. Data-Driven Insights: Social media platforms provide analytics to optimize campaigns, audience targeting, and engagement strategies.
   
   

5. Customer Relationship Management: Platforms foster real-time interaction, feedback collection, and community engagement.
   
   

6. Lead Generation and Sales: Social commerce, retargeting ads, and lead forms enable direct conversion from social channels.
   
   

3. Course Objectives

By the end of this course, you will be able to:

1. Understand the unique features and user behavior on Facebook, Instagram, Twitter, and LinkedIn.
   
   

2. Develop platform-specific content strategies for organic reach and engagement.
   
   

3. Execute paid advertising campaigns across major platforms, optimizing for CPC, CTR, and conversion.
   
   

4. Utilize social media analytics tools to monitor, measure, and report performance.
   
   

5. Build brand identity, authority, and loyalty through consistent, value-driven social media interactions.
   
   

6. Create integrated campaigns that align social media marketing with overall business objectives.
   
   

4. Core Components of Social Media Marketing

A. Platform Understanding and Strategy

• Facebook: Ideal for community building, storytelling, and versatile ad formats (carousel, video, lead generation forms).
  
  

• Instagram: Visual-first platform emphasizing images, videos, reels, and influencer partnerships.
  
  

• Twitter (X): Focused on short, timely content; effective for engagement, trends, and customer service.
  
  

• LinkedIn: Professional networking platform; best for B2B marketing, thought leadership, and lead generation.

Platform Selection Strategy:

• Analyze audience demographics, psychographics, and behavior.
  
  

• Align platform choice with business goals (B2C, B2B, e-commerce, service-based).
  
  

• Integrate cross-platform campaigns for cohesive brand messaging.
  
  

B. Content Creation and Management

• Develop a content calendar: Plan posts, campaigns, and engagement strategies.
  
  

• Content types:
  
  

• Facebook: Posts, videos, stories, live sessions, groups.
  
  

• Instagram: Images, carousels, reels, stories, guides.
  
  

• Twitter: Tweets, threads, polls, spaces.
  
  

• LinkedIn: Articles, posts, videos, slides, professional updates.
  
  

• Visual Branding: Consistent colors, fonts, and imagery across platforms.
  
  

• Copywriting for Social Media: Short, persuasive, action-driven, and platform-appropriate language.
  
  

• UGC (User-Generated Content): Encourage audience participation to build trust and engagement.
  
  

C. Paid Advertising and Campaigns

• Ad Types: Awareness, consideration, conversion, and retargeting campaigns.
  
  

• Budgeting and Bidding Strategies: CPC, CPM, CPA, and ROAS optimization.
  
  

• Targeting Options:
  
  

• Demographics: Age, gender, location
  
  

• Interests: Hobbies, engagement history
  
  

• Behaviors: Purchase history, device usage
  
  

• Lookalike and custom audiences
  
  

• Creative Strategy: Optimize visuals, copy, CTA buttons, and landing pages for maximum conversion.
  
  

D. Engagement and Community Building

• Respond promptly to comments, messages, and mentions.
  
  

• Foster a community of brand advocates.
  
  

• Leverage hashtags, groups, and chats for discovery and engagement.
  
  

• Implement social listening tools to monitor brand sentiment and industry trends.
  
  

E. Analytics and Performance Measurement

• Key Metrics by Platform:
  
  

• Facebook: Engagement, reach, page likes, ad performance
  
  

• Instagram: Followers growth, story views, engagement rate
  
  

• Twitter: Retweets, mentions, impressions, follower growth
  
  

• LinkedIn: Connections, post views, leads generated
  
  

• Analytics Tools:
  
  

• Native tools: Facebook Insights, Instagram Insights, Twitter Analytics, LinkedIn Analytics
  
  

• Third-party tools: Hootsuite, Sprout Social, Buffer, SEMrush, Socialbakers
  
  

• Reporting Framework: KPI selection, visualization, insights, and actionable recommendations.
  
  

F. Influencer and Partnership Marketing

• Identify suitable influencers aligned with brand values.
  
  

• Develop campaigns with micro-influencers and macro-influencers.
  
  

• Track ROI and engagement metrics for influencer campaigns.
  
  

• Negotiate collaborations, sponsored posts, and affiliate partnerships.
  
  

G. Social Media Marketing Best Practices

• Consistent posting schedule tailored to platform algorithms.
  
  

• Mobile-first content creation for optimal engagement.
  
  

• Experimentation through A/B testing of creatives, captions, and CTA placements.
  
  

• Ethical marketing: Transparency in paid promotions and influencer collaborations.
  
  

• Crisis management and reputation monitoring.
  
  

H. Advanced Strategies

• Retargeting ads across platforms for cart abandonment and re-engagement.
  
  

• Integration of social media with email, SEO, and content marketing for omnichannel strategy.
  
  

• Social commerce: Driving sales directly from social platforms.
  
  

• Automation tools for scheduling, analytics, and reporting.
  
  

• Use of AI and predictive analytics to optimize campaigns.
  
  

5. Practical Applications

• Build an end-to-end social media marketing strategy for a brand across multiple platforms.
  
  

• Create content that drives engagement, brand loyalty, and conversions.
  
  

• Execute paid ad campaigns with optimized targeting and budget allocation.
  
  

• Monitor performance using analytics dashboards and adjust campaigns in real-time.
  
  

• Develop influencer marketing partnerships and measure ROI.
  
  

Example:
A retail brand launches a multi-platform campaign:

• Instagram Reels and Stories for product highlights
  
  

• Facebook Ads for retargeting
  
  

• LinkedIn posts for B2B partnerships
  
  

• Twitter threads for trending promotions
  Analytics shows Instagram drives awareness, Facebook converts sales, and LinkedIn generates leads.
  
  

6. Course Outcome

After completing this course, you will be able to:

1. Understand the nuances and algorithms of Facebook, Instagram, Twitter, and LinkedIn.
   
   

2. Build comprehensive social media strategies tailored to business objectives.
   
   

3. Develop creative, engaging content for different social media platforms.
   
   

4. Execute and optimize paid social media campaigns for maximum ROI.
   
   

5. Track, measure, and analyze social media performance using advanced tools.
   
   

6. Leverage influencers and partnerships to enhance brand reach and credibility.
   
   

7. Integrate social media marketing into broader digital marketing strategies for holistic growth.
   
   

7. Target Audience

This course is designed for:

• Marketing professionals and social media managers
  
  

• Entrepreneurs and small business owners
  
  

• Brand strategists and content creators
  
  

• Digital marketing students seeking practical skills
  
  

• Anyone seeking mastery over Facebook, Instagram, Twitter, and LinkedIn marketing

I look forward to congratulating you upon completion of this course.