WELCOME TO SOCIAL
MEDIA MARKETING!
Social Media Marketing
CLASS EXPECTATIONS
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Be kind and respectful
KEY INFORMATION
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Treat everyone as you’d like to be treated
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CLASS TIME: 6:15pm-9:45pm
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Speak in English during the class
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BREAK: 7:45pm-8pm
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All assignments should be submitted through Moodle
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Attendance will be recorded before break
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Be attentive and participate during class discussions
•
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Have questions? Raise your hand or come talk to me during the
break, before or after the class
If you need to reach out, my e-mail is
i.marques@ilacic.com
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If you cannot attend a class, let me know
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Have fun!
COURSE EVALUATION
10%
15%
In-Class Tasks
To pass the course…
Major Assignments
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70% attendance for each class is required
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70% attendance for the overall program
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70% final grade is required
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60% final exam grade is required
25%
Final Exam
Participation (IOET +
Online Tasks)
50%
COURSE CALENDAR - JANUARY
COURSE CALENDAR - FEBRUARY
WEEK 1 CLASS 1
INTRODUCTION TO SOCIAL
MEDIA MARKETING
(CONT)
Social Media Marketing
THE SOCIAL MEDIA SKILLS GAP
Of the companies who use
social media, only 12% feel they
do so effectively
Source: Getty Images
CAREERS IN SOCIAL MEDIA MARKETING
A simple search of “social media” on Indeed.com, yields over 65k results
A few examples include:
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social media coordinator, specialist,
manager director
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social media influencer
manager
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social media editor
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social media content manager
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bloggers
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paid social media strategist
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community manager
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social media video producer
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digital media manager
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social media writer
SOCIAL MEDIA MANAGER SKILLS
10 skills every social media manager
should have:
1. Community management
2. Creative
3. Organized and effective
4. Adaptive
5. Good writing skills
6. Sales and customer service
7. Strategic focus
8. Decisive
9. Analytics and SEO-driven
10. Curiosity
Source: Getty Images
SOCIAL MEDIA MANAGER SKILLS (CONT.)
Success as a social media manager also requires staying on top of social media
trends.
Tip: Subscribe to a few leading social media marketing newsletters or blogs: Social
Media Examiner, Sprout Social, and Hootsuite
Remember: being an active consumer of social media
does not make you a social media expert!
ESTABLISH A SOCIAL MEDIA PRESENCE
With 4.2 billion active social media
users around the world, businesses
realize that, in order to compete in
the digital world, it is imperative to
establish a social media presence.
Source: Getty Images
WEEK 1 CLASS 2
DEVELOPING YOUR
PERSONAL BRAND
Social Media Marketing
LEARNING OBJECTIVES
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Define your personal brand
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Conduct an audit of your personal brand online
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Develop your personal brand online using LinkedIn and Twitter
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Understand best practices for LinkedIn profiles and how to become an active
participant on LinkedIn
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Understand the do’s and don’ts of social media etiquette
YOUR PERSONAL BRAND
Your personal brand is a marketing
strategy focused on the most important
product … YOU!
It’s your reputation and the combination
of your personal attributes that
differentiate you from your peers
Source: Getty Images
DEVELOPING YOUR PERSONAL BRAND
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Step 1: Determine Your Goals
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Step 2: Determine Your Vision and Purpose
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Step 3: Determine Your Values
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Step 4: Determine Your Passions
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Step 5: Identify Your Target Audience
Source: Getty Images
DEVELOPING YOUR PERSONAL BRAND (CONT.)
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Step 6: Determine Brand Attributes
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Step 7: Determine Your Strengths,
Weaknesses, Opportunities, and Threats
(SWOT Analysis)
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Step 8: Determine Your Competition
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Step 9: Identify Three Words that Best
Describe You
Source: Getty Images
PUTTING INTO PRATICE: SWOT
Strengths
Opportunities
Weaknesses
Threats
AUDIT YOUR PERSONAL BRAND ONLINE
As you start to create your personal brand online, your name
will start appearing in search engines and social networks.
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Type your name into a Google search
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See what images appear next to your name
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Upload professional images of yourself to Google,
tagging your name
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Upload new photos to LinkedIn, Flickr or Picasa, tagging
your name
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Set up a Google alert with your name to monitor and
regulate mentions
Source: Getty Images
BUILDING YOUR PROFESSIONAL BRAND ONLINE
LinkedIn is the world's largest
professional network with over 800
million members in more than 200
countries and territories worldwide.
It’s a social media platform for job
seekers and businesses, where users
create professional profiles to showcase
their experience and skills, while
companies use it to promote their brand,
culture, and services.
Source: LinkedIn
LINKEDIN OVERVIEW
LinkedIn main goal is to connect employers with job seekers. But today it is much more…
Connect and
strengthen
professional
relationships
Be up to date with
the latest industry
news and trends
Learn new skills
or improve
existing ones with
LinkedIn Learning
Attend digital
events or find out
about events
close to you
CREATE AN ALL-STAR LINKEDIN PROFILE
Profile photos generate 21
times more profile views
and 9 times more
connection requests.
CREATE AN ALL-STAR LINKEDIN PROFILE
LinkedIn's internal search
engine and Google's search
engine use the headline to rank
your profile on top search
results.
CREATE AN ALL-STAR LINKEDIN PROFILE
Together with your profile
picture, the background is the
first thing people see when
they visit your profile.
YOUR PROFESSIONAL JOURNEY
ADD A LITTLE SPARKLE
LINKEDIN: ACCOMPLISHMENTS
Add the following accomplishments, where relevant:
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Publications
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Patents
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Courses
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Projects
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Honors & Awards
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Test Scores
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Languages
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Organizations
LINKEDIN: COVER STORY & CREATOR MODE
Cover Story: 20-second video that can be
added to a user's profile picture.
Creator Mode: Showcase up to 5
discussion topics
Source: LinkedIn
BUILDING YOUR PROFESSIONAL BRAND ONLINE:
X (TWITTER)
Social networking platform in which users
share messages in 280 characters or fewer
(4k if you’re a premium user)
Attracts over 360 million monthly users who
send over 6,000 tweets per second—more
than half a billion per day
Source: X
X: BE A THOUGHT LEADER
Establish yourself as a thought leader,
whether as a student or professional
You can have conversations and build
relationships with other professionals
in your industry
Source: Getty Images
X: CREATE AND OPTIMIZE YOUR PROFILE
Make sure that your username is
closely related to your first and last
name or represents something that
defines your personal brand
Add a professional bio of up to 160
characters
Recommendation:
Use the same or similar cover photo
and profile picture as on your LinkedIn
account
Source: Michelle Charello Twitter
BECOME AN ACTIVE PARTICIPANT ON LINKEDIN & X
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Post regular status updates
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Share interesting content and opinions
about industry-relevant topics
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Engage in professional discussions
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Be careful of participating in
discussions on controversial topics
Source: Getty Images
ACTIVELY PARTICIPATE ON LINKEDIN & X
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Effectively use hashtags (focus on keywords that are trending or relevant
to your industry or business)
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Use visuals (image, video, or GIF)
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Leverage LinkedIn’s Publishing Platform to share inspiring long-form blog
posts to your network and beyond
OTHER WAYS TO BUILD YOUR PERSONAL BRAND
LinkedIn main goal is to connect employers with job seekers. But today it is much more…
Create your
own branded
website
Start your
own podcast
Establish yourself
as an expert
through blogging
Write a weekly
newsletter or
email
Create your own
YouTube channel
or TikTok
DO’S AND DON’TS OF SOCIAL MEDIA ETIQUETTE?
What are some do’s?
What are some don’ts?
DO’S AND DON’TS OF SOCIAL MEDIA ETIQUETTE?
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•
•
•
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Use different accounts for
professional and personal
communications
Build a reputation for honesty
Be respectful and nice
Always spell check
Use hashtags strategically
Treat people how you would want to
be treated; there is always a person on
the other side of the screen
•
•
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Don’t spam your followers’ feeds
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Don’t post anything you would not want your
coworkers or potential employer or client to see
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Don’t abuse your network; some things should
be left private
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Don’t react too quickly
Don’t follow people just for numbers
Bragging and complaining never go over well
Don’t tag or post pictures and videos of people
without permission
The work involved in defining your personal brand
will benefit you immeasurably, no matter what
stage of life you are in.
Your personal brand will help you better
communicate your unique value to target
employers or target audience.