Comprehensive training on Social media marketing for beginners and intermediate levels. The course aims to enable you to understand, experience and make use of social media as a marketing tool for a business.

1. SOCIAL MEDIA
MARKETING
A C O M P R E H E N S I V E C O U R S E O N S O C I A L
M E D I A M A R K E T I N G F O R B U S I N E S S ’ S

2. SOCIAL MEDIA
STRATEGY
CHAPTER 2

3. D I S C U S S I O N
What do you
want to achieve
with Social
media?
How do you plan
to execute it?

4. SOCIAL MEDIA STRATEGY
• One of the challenges of Social Media is the
time investment required to actually do social
media correctly and build a comprehensive
base that will work for you now and in the
future.
• Most companies just dive straight in and set up
any old profiles just because they think they
have to.
• Another big challenge your social media is the
vast number of platforms that exist in the
social media sphere.
• There's so many platforms in fact your business
could be on even if you would just look at the
major players and a couple of others.
You need to prepare a social media strategy document that specifies the basics of
your social media approach (the what’s, how’s, who’s, and when’s) to allow you to
identify clear objectives and whether they are even achievable.

5. FORMING YOUR STRATEGY
Set a Goal
Create your Social media
Plan
Choose your channel
Define your Objectives
1. Define your Objectives
What is it you would like to achieve using social media? Do you want
to build customer awareness, Promote new product, increase sales,
engage with customers, create a community?
2. Choose your channel
Which channel best suits your objective and which gets you connected
with your target audience?
3. Create your social media Plan
Define the rules on how you will engage on social media including , the
objective, channel selection, type of content , frequency and goals.
4. Set your Goals
You need to set clear goals or you just become busy and lose sight of
what you're trying to do social media.
if you don't have those clear goals or success criteria defined how do
you know that all the effort you and your team are putting into social
media is actually paid off.

6. Key considerations on Strategy
Understand who your Customer is and
where to find them online.
Example : My audience is comprised of women
aged 20 to 35, so the primary network I should
focus on are Facebook, and Instagram.
Create a mission statement for each of the
social profiles purpose , tying back to your
objectives.
Example: I will useTwitter for customer service
and in order to engage with the diaspora
community.
Set a Goal for each social profile and identify
benchmarks for success.
Example : I want to increase new follower
count on Facebook by 200 each month to
amplify my brand and drive traffic to my shop.
Develop a content strategy for each profile.
Example : I want to post 2 unique images on
Instagram , with customer testimony picture to
increase engagement and positive sentiment
around my brand.
Sample work sheet

7. According to a study by
GlobalWebIndex, the average
internet user has more than 5
social media accounts.
People go to these different
communities to share what’s on
their mind and converse with
like-minded people. Like a town
center, social media sites have
become the focal point for
online interaction.
CHOOSING YOUR CHANNEL

8. COMMON MISTAKES
1. No social media strategy or plan
2. Limited or no understanding of the audience
3. Insufficient dedicated resource
4. No business reporting metrics
5. No advertising strategy for sponsored activity
6. Each platform is treated the same
7. No integration with other channels