From Likes to Leads: Interact with Customers Online is the third of seven courses in the Google Digital Marketing & E-commerce Certificate. This course will help you develop social media marketing strategies. Social media is a key digital marketing channel for many businesses because of the large number of people who use social platforms to socialize, interact with businesses, and share content. No digital marketing strategy is complete without an online brand presence where customers can engage with a brand. In this course you’ll explore social media platforms and identify which platform is the most appropriate for specific business needs. You’ll learn how to create content for social media using graphic design principles for marketers and learn how to manage a social media presence. In addition you’ll set goals and success metrics for social media ads.
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From Likes to Leads: Interact with Customers Online
This course is part of Google Digital Marketing & E-commerce Professional Certificate
Instructor: Google Career Certificates
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What you'll learn
Define social media marketing and describe its purpose
Identify core pillars of social media marketing: strategy, planning and publishing, listening and engagement, analytics and reporting, advertising
Define the goals of a social media campaign
Write, design, and repurpose engaging content for social media
Skills you'll gain
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12 quizzes, 12 assignments
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There are 5 modules in this course
You will study the importance of social media marketing in promoting a business or product. Next, you’ll explore common social media platforms used in digital marketing and how to choose the best platform for a campaign. Then, you’ll discover the five core pillars of social media marketing: strategy, planning and publishing, listening and engagement, analytics and reporting, and paid social media.
What's included
8 videos3 readings1 quiz1 assignment1 plugin
You will focus on the first two core pillars of social media marketing: strategy, and planning and publishing. You’ll also learn how to accomplish business goals with a social media marketing campaign and how to identify a target audience while building a brand identity on social media. Then, you’ll learn the differences between paid, owned, earned, and organic social media marketing. Then, you’ll determine how to publish content at the right time and with the right frequency.
What's included
9 videos11 readings2 quizzes3 assignments
You will focus on the third core pillar of social media marketing: listening and engagement. You’ll learn the importance of social listening and how to use popular social listening tools. Then, you’ll explore ways to develop relationships with customers and build brand authority.
What's included
12 videos12 readings4 quizzes3 assignments
You will focus on the fourth core pillar of social media marketing: analytics and reporting. You’ll explore the importance of social media analytics and describe different analytics segments. Next, you’ll learn about popular analytics tools and understand how to use the data gathered to make decisions and improvements. Then, you’ll examine the importance of social media reports and practice creating one.
What's included
8 videos6 readings3 quizzes2 assignments
You will focus on the fifth core pillar of social media marketing: paid social media. You’ll learn about the benefits of paid advertising on social media and how to choose the best platforms for your ads. You’ll also explore ad formats and content types for different social media platforms and measure the impact of an ad campaign on a social media platform. You’ll end the course by describing common types of social testing and how to run a social test.
What's included
10 videos9 readings2 quizzes3 assignments1 plugin
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Frequently asked questions
Digital marketing is about connecting people and brands online. Digital marketing uses social media, display advertising, email, search engines, and other online channels to attract and engage customers, encourage them to make purchases, and build customer loyalty.
E-commerce refers to the trading of goods and services over the internet. E-commerce uses online platforms to buy and sell products and services, which includes designing an online store, crafting product listings, conducting market research, fulfilling orders, and analyzing store performance.
Digital marketing and e-commerce specialists perform a variety of tasks related to advertising and selling online. Different companies define these roles in various ways, but there is often overlap between them. Some common responsibilities include planning and creating ads and other content for websites, social media, and email; optimizing content for search engines; analyzing data to gain marketing insights; managing online stores; and creating and updating product listings.
During the pandemic, hiring for digital marketing and e-commerce related jobs boomed as more businesses moved online—between February and April 2020, e-commerce grew more than it had in the previous decade. Research shows that there were 40,000+ digital marketing and e-commerce job openings in the past 12 months in the U.S., and the number of available roles is projected to grow in the coming years. The rise of automation, machine learning, and new technologies in e-commerce and digital marketing means candidates will be expected to demonstrate knowledge in the use of digital technologies, which is currently a skills gap that leaves roles unfilled. People can prepare for jobs in these fields through this new entry-level Google Career Certificate.