Course curriculum

  • 1

    Section 1: Introduction to social media

    • 1.1 Welcome to this unit!

    • 1.2 Introducing the exciting world of social media

    • 1.3 What this unit will cover

    • 1.4 What you’ll learn

    • 1.5 A note on completing this unit

    • 1.6 Chapter 1 quiz
  • 2

    Section 2: The social media landscape

    • 2.1 Welcome to section 2

    • 2.2 Introducing the social landscape

    • 2.3 What is the social media landscape?

    • 2.4 A brief history of social media

    • 2.5 The Australian landscape

    • 2.6 Understanding Facebook

    • 2.7 Understanding Instagram

    • 2.8 Understanding YouTube

    • 2.9 Understanding X (formerly Twitter)

    • 2.10 Understanding LinkedIn

    • 2.11 Understanding WhatsApp

    • 2.12 Understanding Snapchat

    • 2.13 Understanding TikTok

    • 2.14 Two key types of social media

    • 2.15 Section 2 quiz
  • 3

    Section 3: Organic social media

    • 3.1 Introduction to section three

    • 3.2 Introducing organic social

    • 3.3 Organic social media overview

    • 3.4 The strategic role of organic social

    • 3.5 User behaviour across social platforms

    • 3.6 Generating content insights

    • 3.7 Developing a brand personality

    • 3.8 Brand personality framework and examples

    • 3.9 Creating a social content approach

    • 3.10 Creative brief template

    • 3.11 Community management

    • 3.12 Community management plan template

    • 3.13 Best practices for organic social

    • 3.14 Section 3 quiz
  • 4

    Section 4: Social media advertising

    • 4.1 Welcome to section 4

    • 4.2 Introducing paid social

    • 4.3 Goals and objectives

    • 4.4 Advertising techniques

    • 4.5 Segmentation and targeting

    • 4.6 Budget and bid strategies

    • 4.7 Using retargeting

    • 4.8 Advertising options on different platforms

    • 4.9 Best practices for paid social

    • 4.10 Section 4 quiz
  • 5

    Section 5: Creating and evaluating a social media strategy

    • 5.1 Welcome to section 5

    • 5.2 Measuring and optimising social media campaigns

    • 5.3 Understanding social media objectives

    • 5.4 Creating a social media strategy

    • 5.5 Social media strategy template

    • 5.6 Creating a social media campaign schedule

    • 5.7 Social media campaign schedule template

    • 5.8 Measuring reach

    • 5.9 Measuring engagement

    • 5.10 Measuring conversions

    • 5.11 Social media and multi-touch attribution

    • 5.12 Reporting on social media performance

    • 5.13 Social media performance report template

    • 5.14 Section 5 quiz
  • 6

    Section 6: Social media summary

    • 6.1 Introduction to section 6

    • 6.2 Key takeaways

    • 6.3 The future of social media

    • 6.4 How to keep your knowledge up to date

    • 6.5 Get social media certified

    • 6.6 Congratulations and what’s next
  • 7

    BONUS SECTION: Additional Resources

    • 7.1 Bonus section introduction

    • 7.2 Social Media Trends 2024

    • 7.3 The Marketer's Guide to TikTok

    • 7.4 Australian Influencer Marketing Code of Practice

    • 7.5 The ROI of Social Media

    • 7.6 How to Use Instagram for Business

    • 7.7 2023 Instagram Stories Benchmark Report

    • 7.8 10 Steps to creating a social media strategy

    • 7.9 Customer Care and Social Media

    • 7.10 The State of Digital in Australia Report

    • 7.11 Instagram 2023 Engagement Report

    • 7.12 The Ultimate Guide to Influencer Marketing

    • 7.13 2023 TikTok Benchmark Report

    • 7.14 2023 LinkedIn Benchmark Report

    • 7.15 Social Media Strategy Template from HubSpot

    • 7.16 Social Media Community Member Profile Templates

    • 7.17 Community Member Journey Map Template

    • 7.18 Glossary of Digital Marketing Terms