From Likes to Leads: Interact with Customers Online
Keep adding new skills with 10,000+ programs for $239 (usually $399). Save now.
From Likes to Leads: Interact with Customers Online
This course is part of Google Digital Marketing & E-commerce Professional Certificate
330,650 already enrolled
Included with
Ask Coursera
4,020 reviews
4,020 reviews
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
- Digital Advertising
- Drive Engagement
- Advertising Campaigns
- Social Media Management
- Content Scheduling
- Advertising
- Paid media
- Brand Management
- Driving engagement
- Social Media Marketing
- Customer Engagement
- Branding
- Marketing Analytics
- Content Creation
- Digital Media Strategy
- Social Media Campaigns
- Content Performance Analysis
- Social Media Strategy
- Brand Awareness
- Social Media Content
Details to know
See how employees at top companies are mastering in-demand skills
Build your Marketing expertise
- Learn new concepts from industry experts
- Gain a foundational understanding of a subject or tool
- Develop job-relevant skills with hands-on projects
- Earn a shareable career certificate from Google
There are 5 modules in this course
From Likes to Leads: Interact with Customers Online is the third of eight 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 eight 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 readings2 assignments1 plugin
8 videos•Total 30 minutes
- Introduction to Course 3 •3 minutes
- Welcome to module 1•1 minute
- The benefits of social media marketing•5 minutes
- Cindy - A day in the life of a product marketing manager•2 minutes
- The five core pillars of social media marketing•7 minutes
- Earned, owned, and paid social media•4 minutes
- The social media marketing funnel •6 minutes
- Wrap-up •2 minutes
3 readings•Total 18 minutes
- Course 3 overview•8 minutes
- Helpful resources to get started•8 minutes
- Glossary terms from module 1•2 minutes
2 assignments•Total 60 minutes
- Module 1 challenge •50 minutes
- Test your knowledge: Understand social media marketing•10 minutes
1 plugin•Total 30 minutes
- Identify: The core pillars of social media marketing•30 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 readings5 assignments
9 videos•Total 36 minutes
- Welcome to module 2•1 minute
- 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 •5 minutes
- Types of content on social media•6 minutes
- Anna - Use earned, owned, and paid media in social media marketing campaigns•4 minutes
- Determine the frequency and timing of posts•5 minutes
- Use a social media calendar •4 minutes
- Wrap-up•2 minutes
11 readings•Total 70 minutes
- Popular social media platforms•8 minutes
- Set up a professional social media profile•8 minutes
- Build your brand identity on social media•8 minutes
- How to acquire earned media•4 minutes
- Case study: How Name Glo acquires earned media•8 minutes
- Real-time marketing•8 minutes
- Create a social media calendar•8 minutes
- Activity Exemplar: Create a social media calendar•4 minutes
- Social media management tools•8 minutes
- Compose and publish posts using Hootsuite •4 minutes
- Glossary terms from module 2•2 minutes
5 assignments•Total 123 minutes
- Module 2 challenge •50 minutes
- Create brand positioning statements•21 minutes
- Test your knowledge: Social media marketing strategies•12 minutes
- Activity: Create a social media calendar•30 minutes
- Test your knowledge: Plan and publish content•10 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 readings7 assignments
12 videos•Total 49 minutes
- Welcome to module 3•2 minutes
- The importance of social listening •4 minutes
- Social listening strategies•5 minutes
- Social media engagement •5 minutes
- How to use YouTube to grow your audience•3 minutes
- Camille - Respond to social media comments•4 minutes
- Increase your followers on Twitter•5 minutes
- Write for social media•5 minutes
- Develop your brand voice on social media •5 minutes
- Repurpose content on social media •5 minutes
- Catherine - Engage a social media audience through storytelling•4 minutes
- Wrap-up •2 minutes
12 readings•Total 94 minutes
- Case study: How EatMoveRest improves content with social listening•20 minutes
- Popular social listening tools•8 minutes
- Activity Exemplar: Use social listening to gain insights•4 minutes
- Respond to social media users•8 minutes
- Activity Exemplar: Respond to customer comments•4 minutes
- Influencer marketing•8 minutes
- Social marketing on mobile•8 minutes
- Case study: How BLK & Bold found its brand voice•8 minutes
- Design engaging content for social media•8 minutes
- Make social media posts accessible•8 minutes
- What is Canva?•8 minutes
- Glossary terms from module 3•2 minutes
7 assignments•Total 324 minutes
- Module 3 challenge •50 minutes
- Activity: Use social listening to gain insights•30 minutes
- Test your knowledge: Social listening•10 minutes
- Activity: Respond to customer comments•30 minutes
- Test your knowledge: Engage customers•10 minutes
- Activity: Design a social media post•180 minutes
- Test your knowledge: Compose engaging content•14 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 readings5 assignments
8 videos•Total 31 minutes
- Welcome to module 4 •2 minutes
- Understand social media analytics•5 minutes
- Metrics to track with social media analytics •6 minutes
- Use social media data to drive marketing strategy •4 minutes
- Jon - How data and social media analytics informs decision-making and strategy•2 minutes
- Understand social media reports•6 minutes
- Present a social media report•4 minutes
- Wrap-up •2 minutes
6 readings•Total 34 minutes
- Popular social media analytics tools•8 minutes
- Social testing•8 minutes
- Activity Exemplar: Analyze social media performance•4 minutes
- Social media reports•8 minutes
- Activity Exemplar: Report on social media performance•4 minutes
- Glossary terms from module 4•2 minutes
5 assignments•Total 130 minutes
- Module 4 challenge •50 minutes
- Activity: Analyze social media performance•30 minutes
- Test your knowledge: Social media analytics•10 minutes
- Activity: Report on social media performance•30 minutes
- Test your knowledge: Social media marketing reports and presentations•10 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 readings5 assignments1 plugin
10 videos•Total 37 minutes
- Welcome to module 5 •1 minute
- Benefits of paid social media•4 minutes
- Integrate paid social media into your strategy•4 minutes
- Develop a paid social media strategy •5 minutes
- Remarketing on social media •5 minutes
- Components of a paid social media budget •4 minutes
- The cost of advertising on social media •4 minutes
- Sabrina - Conflict resolution and responding to criticism•4 minutes
- Wrap-up •2 minutes
- Course wrap-up •3 minutes
9 readings•Total 44 minutes
- Ad formats on social media•8 minutes
- Choose social media platforms for your ads•8 minutes
- Create an effective call to action in your social ad•4 minutes
- Activity Exemplar: Develop a social media ad campaign•4 minutes
- Social media ad bidding•8 minutes
- Glossary terms from module 5•2 minutes
- Reflect and connect with your peers•4 minutes
- Course 3 glossary•2 minutes
- Get started on Course 4•4 minutes
5 assignments•Total 110 minutes
- Module 5 challenge •50 minutes
- Test your knowledge: Paid ads on social media•10 minutes
- Activity: Develop a social media ad campaign•30 minutes
- Test your knowledge: Target your social advertising•10 minutes
- Test your knowledge: Manage a social advertising budget•10 minutes
1 plugin•Total 30 minutes
- Identify: Social media strategy•30 minutes
Earn a career certificate
Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.
Instructor
Explore more from Marketing
- Status: Free Trial
Course
- Status: Free Trial
Course
- Status: Free Trial
Course
- Status: Free Trial
Course
Why people choose Coursera for their career
Learner reviews
- 5 stars
83.64%
- 4 stars
12.69%
- 3 stars
2.46%
- 2 stars
0.44%
- 1 star
0.74%
Showing 3 of 4020
Reviewed on Dec 16, 2024
Cindy is just the best instructor ever! I thoroughly enjoyed this course. I understood every concept with ease. And it was fun and engaging. Wish she taught all the courses on here:)
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 Aug 9, 2024
Feels a little outdated. Tik tok is barely even mentioned. Nice to learn the terms and processes though. I think overall the information is useful, but I do not know for how long.
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.
More questions
Financial aid available,