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Measure and Optimize Social Media Marketing Campaigns

Approx. 8 hours to complete

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Course Summary

Learn how to measure and optimize your social media marketing campaigns with this course. Discover lesser-known tactics and strategies to improve your results.

Key Learning Points

Use social listening to understand your audience
Optimize your social media profiles for better engagement
Create and measure effective social media campaigns

Learning Outcomes

Understand how to use social listening to improve your campaigns
Create and optimize social media profiles for maximum engagement
Develop effective social media campaigns with measurable results

Prerequisites or good to have knowledge before taking this course

Basic knowledge of social media platforms
Access to social media analytics tools

Course Difficulty Level

Intermediate

Course Format

Online
Self-paced
Video lectures

Similar Courses

Social Media Marketing: Top Tips for Growing Your Followers & Going Viral
Marketing Analytics: Data Tools and Techniques
Digital Marketing

Related Education Paths

Notable People in This Field

Neil Patel
Mari Smith

Related Books

Description

This course provides you with the skills to optimize your social media marketing efforts. Learn to evaluate and interpret the results of your advertising campaigns. Learn how to assess advertising effectiveness through lift studies and optimize your campaigns with split testing. Understand how advertising effectiveness is measured across platforms and devices, learn how to evaluate the ROI of your marketing, and master how to communicate your social media marketing results to others in the company.

By the end of this course, you will be able to: • Analyze dashboards and evaluate ROI from your social media marketing efforts • Understand different techniques used to optimize marketing campaigns, such as attribution and marketing mix models • Implement an A/B test to optimize your campaign • Present and communicate the results of your campaign to a team This course is for people who want to learn how to analyze their campaign marketing results, optimize their campaigns, and effectively communicate findings to their teams. Learners don't need marketing experience but should have basic internet navigation skills and be eager to participate and connect on social media. Having a Facebook or Instagram account helps, and ideally, learners have already completed the four previous courses in this program. This course will be followed by the Facebook Social Media Marketing Capstone course, the final course of this certification, in which learners will take the Digital Marketing Associate Certification Exam and complete a Capstone project to receive their Facebook Social Media Marketing Professional Certificate.

Knowledge

Understand different techniques used to optimize marketing campaigns, such as attribution and marketing mix models
Implement an A/B test to optimize your campaign
Analyze dashboards and evaluate the ROI from your social media marketing efforts
Present and communicate the results of your campaign to a team

Outline

Evaluate Your Marketing Results Against Goals
Introduction to the Facebook Social Media Marketing Professional Certificate
Measure and Optimize Social Media Marketing Campaigns Course Introduction
Introduction to Anke Audenaert
Careers in Digital Marketing
Evaluate Your Marketing Results Against Goals Overview
Align metrics with common marketing goals
Data and Reports to Evaluate Performance
Understanding ROAS and ROI
Understanding Cost per Result
Understanding Customer Lifetime Value
ROAS and ROI Example
Cost per Result Example
Customer Lifetime Value Example
Evaluate Your Marketing Results Against Goals Conclusion
Measure and Optimize Social Media Marketing Campaigns Course Syllabus
How to Be Successful in This Course
Professional Certificate Job Search Resources Overview
User Interface Note: Professional Certificate Content
Community Guidelines
Reporting in Facebook Ads Manager Overview
Terms and Formulas
ROAS & ROI Practice Quiz
Cost Per Result Practice Quiz
LTV Practice Quiz
Evaluate Your Marketing Results Against Goals Quiz

Measure Your Advertising Effectiveness
Measure Your Advertising Effectiveness Overview
What Are Experiments?
Using Experiments to Measure Advertising Effectiveness
Experiments to Measure Ad Effectiveness on Facebook
Creating a Brand Survey Test and a Holdout Test
Interpreting the Results of Brand Surveys and Holdout Tests
Measure Your Advertising Effectiveness Conclusion
Understanding the Facebook Pixel, SDK and Offline Conversions
Data and Privacy in Online Advertising
Introduction to Advertising Effectiveness Measurements Practice Quiz
Measure Your Advertising Effectiveness Quiz

Optimize Your Ad Campaigns
Optimize Your Ad Campaigns with A/B Testing Overview
Set Up an A/B Test
Interpret Results of an A/B Test
Measuring Across Channels with Media Mix Models
Measuring Across Channels with Attribution
Challenges When Measuring Across Channels
Optimize Your Ad Campaigns Conclusion
Summary of Attribution Models
Optimize within a Campaign with A/B Testing Practice Quiz
Optimize Your Ad Campaigns Quiz

Communicate Your Marketing Results
Presenting Your Campaign Results
Presenting Your Campaign Results (Applied)
Telling a Clear Story With Data
Communicating in a Presentation
Example: MFreshFlowers
Communicate Your Marketing Results Conclusion
Congratulations!
Template for a Presentation
Telling Your Full Campaign Story Practice Quiz
Communicate Your Marketing Results Quiz

Summary of User Reviews

Learn how to measure and optimize your social media marketing campaigns with this comprehensive course on Coursera.

Key Aspect Users Liked About This Course

Many users found the course to be highly informative and practical, with a focus on real-world examples and case studies.

Pros from User Reviews

In-depth coverage of key social media metrics and analytics tools
Clear and engaging instructional videos and materials
Practical assignments that help reinforce learning
Expert instructors with years of experience in social media marketing

Cons from User Reviews

Some users felt that the course could have been more interactive or hands-on
A few users found the pace of the course to be too slow or too fast for their liking
Some users felt that the course was too basic and didn't provide enough advanced techniques or strategies

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