Course curriculum

  • 1

    Section 1: Introduction to social media engagement

    • 1.1 Welcome to this unit

    • 1.2 Introducing social media engagement

    • 1.3 What this unit will cover

    • 1.4 What you’ll learn

    • 1.5 A note on completing this unit

    • 1.6 Section 1 quiz
  • 2

    Section 2: Understanding social media engagement

    • 2.1 Welcome to section 2

    • 2.2 Understanding social media platforms

    • 2.3 Understanding social media use in Australia

    • 2.4 Making social media a two-way conversation

    • 2.5 Providing content

    • 2.6 Using live videos

    • 2.7 Using stories

    • 2.8 Using feed posts, images, and carousels

    • 2.9 Using videos

    • 2.10 Using highlights

    • 2.11 Using hashtags

    • 2.12 Interacting with others

    • 2.13 Communicating consistently

    • 2.14 Understanding community management

    • 2.15 Using automation for engagement

    • 2.16 Section 2 quiz
  • 3

    Section 3: Planning for engagement

    • 3.1 Welcome to section 3

    • 3.2 Reviewing existing social media strategies

    • 3.3 Defining the target audience

    • 3.4 Researching the target audience

    • 3.5 Target audience research report template

    • 3.6 Presenting your research

    • 3.7 Choosing social media platforms

    • 3.8 Determining performance metrics

    • 3.9 Selecting engagement approaches

    • 3.10 Managing common interactions

    • 3.11 Preparing for contingencies

    • 3.12 Understanding organisational policies and procedures

    • 3.13 Understanding legislation

    • 3.14 Writing social media engagement plans

    • 3.15 Social media engagement plan template

    • 3.16 Gaining approval for your plans

    • 3.17 Section 3 Quiz
  • 4

    Section 4: Engaging on social media

    • 4.1 Welcome to section 4

    • 4.2 Driving social media engagements

    • 4.3 Preparing to implement a social media engagement plan

    • 4.4 Developing content schedules

    • 4.5 Content schedule template

    • 4.6 Creating content

    • 4.7 Scheduling content using native tools

    • 4.8 Using Meta Business Manager to schedule content

    • 4.9 Scheduling content using paid tools

    • 4.10 Using Hootsuite to schedule content

    • 4.11 Using Buffer to schedule content

    • 4.12 Monitoring content

    • 4.13 Interacting with others

    • 4.14 Dealing with unexpected and negative reactions

    • 4.15 Working with social media algorithms

    • 4.16 Section 4 quiz
  • 5

    Section 5: Monitoring engagement

    • 5.1 Welcome to section 5

    • 5.2 Understanding important metrics

    • 5.3 Calculating engagement rates

    • 5.4 Understanding typical engagement rates

    • 5.5 Calculating amplification rate

    • 5.6 Calculating applause rate

    • 5.7 Calculating Social Share of Voice (SSoV)

    • 5.8 Calculating audience growth rate

    • 5.9 Calculating virality rate

    • 5.10 Calculating save rate

    • 5.11 Analysing sentiment

    • 5.12 Selecting social media analytics services

    • 5.13 Reviewing social media performance

    • 5.14 Identifying areas of improvement

    • 5.15 Reporting social media performance

    • 5.16 Social media performance report template

    • 5.17 Creating a monitoring plan

    • 5.18 Updating a social media engagement plan

    • 5.19 Section 5 quiz
  • 6

    Section 6: Social media engagement summary

    • 6.1 Welcome to section 6

    • 6.2 Key takeaways

    • 6.3 The future of social media engagement

    • 6.4 How to keep your knowledge up to date

    • 6.5 Congratulations and what’s next
  • 7

    BONUS SECTION: Additional Resources

    • 7.1 Bonus section introduction

    • 7.2 Social Media Trends 2024

    • 7.3 SocialInsider LinkedIn Engagement Study

    • 7.4 20 Instagram Hacks to Increase Post Engagement

    • 7.5 The Marketers' Guide to Facebook Live

    • 7.6 The State of Digital in Australia Report

    • 7.7 2023 Instagram Stories Benchmark Report

    • 7.8 10 Actions to Increase Your Audience Engagement and Build Lasting Relationships

    • 7.9 Instagram 2023 Engagement Report

    • 7.10 The Art of Social Media Content Creation

    • 7.11 LinkedIn Content Calendar Template From HubSpot

    • 7.12 Customer Profile Template

    • 7.13 Guide to Creating an Official WeChat Account

    • 7.14 Glossary of digital marketing terms