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

Details to know

Shareable certificate

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Assessments

12 quizzes, 12 assignments

Taught in English

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This course is part of the Google Digital Marketing & E-commerce Professional Certificate

When you enroll in this course, you'll also be enrolled in this Professional Certificate.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
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There are 5 modules in this course

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.

Google employees who currently work in the field will guide you, providing hands-on activities and examples that simulate common digital marketing and e-commerce tasks while showing you some of the best tools and resources used on the job. Learners who complete the seven courses in this program will be equipped to apply for entry-level jobs in digital marketing and e-commerce. No previous experience is necessary. By the end of this course, you will be able to do the following: - Identify the five core pillars of social media marketing: strategy, planning and publishing, listening and engagement, analytics and reporting, and advertising - Determine how to choose social media platforms for a campaign - Understand how to boost engagement on social media - Learn how to write, design, and repurpose engaging content for social media - Recognize how to use the data gathered from social media analytics as a decision-making tool - Learn best practices for presenting a social media report - Achieve specific marketing goals through the use of paid social media

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

8 videosTotal 29 minutes

Introduction to Course 3 2 minutesPreview module
Welcome to module 11 minute
The benefits of social media marketing4 minutes
Cindy - A day in the life of a product marketing manager2 minutes
The five core pillars of social media marketing6 minutes
Earned, owned, and paid social media4 minutes
The social media marketing funnel 5 minutes
Wrap-up 1 minute

3 readingsTotal 50 minutes

Course 3 overview20 minutes
Helpful resources to get started20 minutes
Glossary terms from module 110 minutes

1 quizTotal 50 minutes

Module 1 challenge 50 minutes

1 assignmentTotal 10 minutes

Test your knowledge: Understand social media marketing10 minutes

1 pluginTotal 30 minutes

Identify: The core pillars of social media marketing30 minutes

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

9 videosTotal 36 minutes

Welcome to module 21 minutePreview module
Define the goals of your social media strategy 5 minutes
Identify your social media target audience 4 minutes
Choose social media platforms for your campaign 4 minutes
Types of content on social media5 minutes
Anna - Use earned, owned, and paid media in social media marketing campaigns4 minutes
Determine the frequency and timing of posts5 minutes
Use a social media calendar 4 minutes
Wrap-up1 minute

11 readingsTotal 190 minutes

Popular social media platforms20 minutes
Set up a professional social media profile20 minutes
Build your brand identity on social media20 minutes
How to acquire earned media10 minutes
Case study: How Name Glo acquires earned media20 minutes
Real-time marketing20 minutes
Create a social media calendar20 minutes
Activity Exemplar: Create a social media calendar10 minutes
Social media management tools20 minutes
Compose and publish posts using Hootsuite 10 minutes
Glossary terms from module 220 minutes

2 quizzesTotal 62 minutes

Module 2 challenge 50 minutes
Test your knowledge: Social media marketing strategies12 minutes

3 assignmentsTotal 61 minutes

Create brand positioning statements21 minutes
Activity: Create a social media calendar30 minutes
Test your knowledge: Plan and publish content10 minutes

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

12 videosTotal 49 minutes

Welcome to module 31 minutePreview module
The importance of social listening 4 minutes
Social listening strategies5 minutes
Social media engagement 5 minutes
How to use YouTube to grow your audience2 minutes
Camille - Respond to social media comments4 minutes
Increase your followers on Twitter5 minutes
Write for social media4 minutes
Develop your brand voice on social media 5 minutes
Repurpose content on social media 4 minutes
Catherine - Engage a social media audience through storytelling3 minutes
Wrap-up 2 minutes

12 readingsTotal 220 minutes

Case study: How EatMoveRest improves content with social listening20 minutes
Popular social listening tools20 minutes
Activity Exemplar: Use social listening to gain insights10 minutes
Respond to social media users20 minutes
Activity Exemplar: Respond to customer comments10 minutes
Influencer marketing20 minutes
Social marketing on mobile20 minutes
Case study: How BLK & Bold found its brand voice20 minutes
Design engaging content for social media20 minutes
Make social media posts accessible20 minutes
What is Canva?20 minutes
Glossary terms from module 320 minutes

4 quizzesTotal 120 minutes

Module 3 challenge 50 minutes
Activity: Use social listening to gain insights30 minutes
Activity: Respond to customer comments30 minutes
Test your knowledge: Engage customers10 minutes

3 assignmentsTotal 204 minutes

Test your knowledge: Social listening10 minutes
Activity: Design a social media post180 minutes
Test your knowledge: Compose engaging content14 minutes

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

8 videosTotal 31 minutes

Welcome to module 4 1 minutePreview module
Understand social media analytics4 minutes
Metrics to track with social media analytics 5 minutes
Use social media data to drive marketing strategy 4 minutes
Jon - How data and social media analytics informs decision-making and strategy2 minutes
Understand social media reports5 minutes
Present a social media report4 minutes
Wrap-up 2 minutes

6 readingsTotal 100 minutes

Popular social media analytics tools20 minutes
Social testing20 minutes
Activity Exemplar: Analyze social media performance10 minutes
Social media reports20 minutes
Activity Exemplar: Report on social media performance10 minutes
Glossary terms from module 420 minutes

3 quizzesTotal 90 minutes

Module 4 challenge 50 minutes
Activity: Report on social media performance30 minutes
Test your knowledge: Social media marketing reports and presentations10 minutes

2 assignmentsTotal 40 minutes

Activity: Analyze social media performance30 minutes
Test your knowledge: Social media analytics10 minutes

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

10 videosTotal 36 minutes

Welcome to module 5 1 minutePreview module
Benefits of paid social media3 minutes
Integrate paid social media into your strategy4 minutes
Develop a paid social media strategy 5 minutes
Remarketing on social media 4 minutes
Components of a paid social media budget 3 minutes
The cost of advertising on social media 4 minutes
Sabrina - Conflict resolution and responding to criticism4 minutes
Wrap-up 2 minutes
Course wrap-up 3 minutes

9 readingsTotal 140 minutes

Ad formats on social media20 minutes
Choose social media platforms for your ads20 minutes
Create an effective call to action in your social ad10 minutes
Activity Exemplar: Develop a social media ad campaign10 minutes
Social media ad bidding20 minutes
Glossary terms from module 520 minutes
Reflect and connect with your peers10 minutes
Course 3 glossary20 minutes
Get started on Course 410 minutes

2 quizzesTotal 80 minutes

Module 5 challenge 50 minutes
Activity: Develop a social media ad campaign30 minutes

3 assignmentsTotal 30 minutes

Test your knowledge: Paid ads on social media10 minutes
Test your knowledge: Target your social advertising10 minutes
Test your knowledge: Manage a social advertising budget10 minutes

1 pluginTotal 30 minutes

Identify: Social media strategy30 minutes

Instructor

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Google Career Certificates

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Reviewed on Oct 4, 2022

Liked the specificity in approach to ensuring that you get the right contenct in front of your target audience. The course provided different ways to attain potential clients and keep them.

Reviewed on Jun 13, 2023

The likes and leads: Interact with Customers course helps to learn the customer point of view of social media related topics. How to deal with them. Thankyou!

Reviewed on Jan 29, 2024

A comprehensive platform offering diverse, high-quality courses and A top-notch learning experience, combining Google's expertise with engaging content and practical applications

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