Description
The Professional Specialist Diploma in Social
Media Marketing is an in-depth 30-hour course created and validated by the
Digital Marketing Institute (DMI). In 2017, DMI was named by ValueColleges.com
as among the top 30 best value digital marketing certification programs, the
only non-traditional university in the list.
The Professional Specialist Diploma in Social
Media Marketing focuses on helping marketers develop a detailed understanding
of key social media disciplines including content marketing, and platforms on
which an organisation can promote its content and services.
This course is a 4 -day classroom training and
at the end of the classroom training, a 3 hours certification exam may be
taken.
Becoming a Certified Social Media Marketing Professional will provide you the
knowledge and hands on experience to craft and implement effective digital
sales strategies. The Professional Specialist Diploma in Social Media
Marketing certificate is awarded to candidates passing the examination. The
Professional Specialist Diploma in Social Media Marketing has been credit rated
by Scottish Qualification Authority (SQA) at Level 8 on the Scottish Credit and
Qualifications Framework (SCQF). SCQF level 8 corresponds to level 5 on the
European Qualifications Framework (EQF).
Objectives
This course is suitable for people who are
responsible for the planning, execution and management of social media
campaigns, social media specialists, enthusiasts, executives or anyone who
would like to enhance their digital marketing knowledge base in this area.
Candidates
can expect to gain the following key competencies related to this
certification:
·
Understand how your target audience think and
behave on social
·
Develop an understanding and appreciation of
creating engaging content
·
Plan and develop the most optimum platforms
for content distribution
·
Plan and
deliver a Facebook, Twitter and Linkedin Advertising strategy, using the
various advertising tools and formats available
·
Understand and
appreciate the potential and limitations of social apps and video to help
brands engage with their target audience
·
Appreciate the
capabilities of marketing automation software for scaling marketing processes
and activities
Pre-requisites
No
prerequisites for attending this course.
Details
The ten
modules of the Professional Specialist Diploma in Social Media Marketing programme focuses on the planning,
implementation and measurement of your social media strategy.
he Specialist
Diploma in Social Media Marketing
Social Research
The Social
Research module will introduce you to the key social media concepts and equip
you with the research tools and techniques needed to discover everything you
need to know about your audience, competitors, cultural and industry trends.
What you’ll
learn:
• Understand
the foundation principles of social media marketing
• Distinguish
between traditional and social media marketing
• Understand
the dimensions of audience research to define the needs, wants and goals of
your audience
• Create a
framework for identifying and performing competitor analysis
• Investigate
the key components of cultural and trend research to inform your social media
campaigns
• Analyze data
and extract actionable insights to inform the creation of a social media marketing
strategy
Content Creation
The Content
Creation module will introduce the concept of engaging with and acquiring
customers using the creation and sharing of content. This module equips you
with the knowledge and skills to resource a content management function, to
target your audience, select your platform and make use of social listening and
competitor analysis.
What you’ll
learn:
• Plan a
content creation strategy that targets the right audience to increase ROI
• Create a
variety of content formats that will help you to deliver the right content to
the right audience to increase conversions
• Identify
best practice, optimal management and scheduling of your content for increased
engagement and reach
• Devise,
execute and monitor your own content creation strategy for campaign success
Professional
Diploma in Social Media Marketing
Content Outreach
You’ll be
introduced to the concept of content seeding and how to use content effectively
over multiple social platforms. You will acquire an understanding of how to
promote content and the importance of paid promotion for relevant, highly
shareable content.
What you’ll
learn:
• Create a
solid content outreach strategy by performing content analysis to extract deep
insight
• Understand
content seeding and how to use content effectively over multiple social
platforms
• Apply
content outreach tactics and concepts in order to gain reach for your target
audience
• Effectively
analyze and measure the success and impact of your content
• Monitor the
results of the publishing and promotion of content to improve and optimize your
content outreach strategy
Facebook
The Facebook
module provides you with a comprehensive understanding of how Facebook works as
a platform for community building, content marketing and brand promotion.
You will learn
how to use Facebook for Business; This module guides you through the various
aspects to Facebook for Business, such as Facebook Ads. You will also be adept
in planning and delivering a Facebook Advertising strategy, including KPI
monitoring and ongoing measurement.
What you’ll
learn:
• Understand
how Facebook works as a platform for community building, content marketing and
brand promotion
• Develop a
Facebook page that expresses your identity, reaches your audience and engages
with your audience through social interactions
• Identify and
utilize the various Facebook platform features to target your audience and
drive results
• Plan and
deliver a Facebook Advertising strategy, using the various advertising tools
and formats available
• Analyze,
optimize and report on the performance of your ads to create powerful campaigns
that convert
Professional
Diploma in Social Media Marketing
Twitter
This module
equips you with the knowledge of how Twitter operates and the value it
represents for businesses as a marketing and promotion platform.
You will be
guided through each step of using Twitter for Business; from customizing your
account to building a profile for your business’ Twitter page. The Twitter
module will also teach you how to target specific demographics when building
your following.
What you’ll
learn:
• Recognize
the value Twitter represents for businesses as a marketing and promotion
platform
• Setup,
customize and promote a Twitter account to build a profile for a business,
brand, organization or personality
• Implement
Twitter Ads and specific formats to run campaigns and promote content aligned
to your KPIs and marketing objectives
• Learn how to
integrate Google Analytics with Twitter analytics and third party tools to
analyze campaign performance and optimize accordingly
LinkedIn
The LinkedIn
module gives you a comprehensive understanding of the benefits of using
LinkedIn for marketing purposes. You will learn LinkedIn-specific features
which will help you to facilitate campaign objectives.
What you’ll
learn:
• Recognize
the importance of having a unified brand presence across company and personal
LinkedIn accounts
• Use
LinkedIn-specific features and tools to set campaign objectives and increase
ROI
• Run ad
campaigns that reach, nurture and convert customers
• Use LinkedIn
analytics tools to measure and report on your campaign success
Social Apps
The Social
Apps module will give you core insights into the leading app-based platforms;
Instagram and Snapchat. Going beyond basic features and vanity metrics, you
will learn how to navigate each platform and discover the features that can be
leveraged to deliver real measurable results in unique, creative and
interactive ways.
What you’ll
learn:
• Confidently
navigate each platform’s features and optimize for both organic and paid
campaigns that drive results
• Manage
Instagram and Snapchat accounts effectively, in accordance with best practice
guidelines
• Master
Instagram and Snapchat’s native advertising tools to drive targeted traffic to
your content
• Analyze
campaign performance through native and 3rd party analytics tools to measure
success and improve your social media efforts
Social Video
The Social
Video module will introduce you to the concept of social video marketing and
its growing importance for today’s online consumers. Focusing on YouTube, you
will learn how to leverage the creative life cycle for audience development and
advertising in order to build sustainable communities for lead generation.
What you’ll
learn:
• Create,
optimize, and manage a YouTube channel for your brand
• Recognize
and understand the best formats of social video for content promotion
• Use
enhancement features to improve your video content and extend user engagement
in order
to gain a
dedicated fan base and create brand advocates
• Make your
video content searchable by targeting key demographics and new potential
markets
• Develop your
own YouTube advertising strategy in order to run cost-effective and successful
campaigns
• Utilize
YouTube’s pro-analytics for monitoring your advertising strategy
Marketing Automation
The Marketing
Automation module aims to empower digital marketers to automate their marketing
processes in the areas of lead management, lead generation, lead nurturing,
sales enablement, social media marketing automation and customer evangelism.
What you’ll
learn:
• Understand
the terminology, features and processes used in marketing automation
• Appreciate
the capabilities of marketing automation software for scaling marketing
processes and activities that are already successful
• Make
informed decisions on the best marketing automation tool for your business and
marketing goals
• Understand
inbound/outbound marketing philosophies, the buyers journey and how they can be
applied to marketing automation
• Import and
organize contacts from various channels to facilitate online tracking, lead
scoring and segmentation
• Generate,
nurture and communicate with leads through marketing automation software
• Analyze and
measure the success of your efforts through daily, weekly and monthly reporting
Strategy & Planning
The Strategy
& Planning module will teach you how to devise an all-encompassing social
media strategy using the PROPEL strategy model. You will learn how planning,
researching, setting objectives, preparation, execution and learning are the
key components of a successful social strategy and ROI.
What you’ll
learn:
• Plan,
research and set informed objectives for your social media strategy
• Prepare
materials and assets to take action and implement strategy activities
• Develop and
implement your content, campaigns and activations in your strategy
• Report,
analyze and measure the performance and impact of your strategy activities
• Apply
changes to your strategy based on learned insight from the learn phrase of the PROPEL
model
Audience
·
Social Media Marketing Consultants and Practitioners
·
Digital Marketing Executives and Managers
·
Account Managers, Relationship Managers and
those leading sales teams
·
Business owners looking to maximize their
owned social media channels
·
Anyone looking to develop their digital and social media
marketing capabilities
This
course is suitable for anyone seeking to enhance their competencies in Social
Media Marketing. The aim of the Professional Specialist Diploma in Social Media
Marketing is will equip you with the latest techniques for content creation and
outreach across all of the core social networks, giving you a practical
knowledge of how to create best practice paid and organic social media
campaigns.
The Digital Marketing Institute is the global
certification body for Digital Marketing education. Exclusively designed
by practising Digital Marketing professionals, the Professional Specialist Diploma
in Social Media Marketing carries the coveted Digital Marketing Institute
accreditation and associated brand recognition, which is highly sought after by
employers.
Upon successful completion of the
Professional Specialist Diploma in Social Media Marketing, you will become a
Certified Digital Social Media Marketing Professional.
The Professional Specialist Diploma in Social Media Marketing has been credit rated by Scottish Qualifications Authority SQA at Level 8 on the Scottish Credit and Qualifications Framework (SCQF). SCQF level 8 corresponds to level 5 on the European Qualifications Framework (EQF).
The Professional Specialist Diploma in Social
Media Marketing is assessed by one three hour exam; these are administered by our
testing partner, PeopleCert, via its global network of test centers.
The
exam format is as follows: