Social Media Marketing

It's a jungle out there. The world of social media is large, complex, with lots of separate paths, some of which interconnect with others, and some of which can lead straight to a river full of snakes and crocodiles.

Of course, that's an exaggeration, but that's what many of us see when we try to understand and utilize social media. Social Media Marketing is a six-week course whose purpose is to show you who the main players are in the social media jungle, how they differ from one another, and how to utilize them to your advantage. You will also learn why a social media presence is a necessary component of your marketing strategy.

Which social media should you use? How should you use them? Should everyone use them in the same ways? Those are the kinds of questions that are addressed in the course by showing examples of successful social media marketing, and sharing practical advice from experts in the field.

Applicable Job Roles: social media specialist, digital content producer, blogger, writer, content manager, writer, web developer, webmaster, project manager

Week 1 - Welcome to the new normal
  • Who are the real players in social media?
  • How social media platforms interconnect
  • Choosing the right social media identity
Week 2 - A conversation about conversation
  • How social media marketing is different from other marketing
  • It's not your product, it's your brand
  • How to know which social media application(s) will work best for you
Week 3 - Going up?
  • Why you need an elevator pitch, and how to craft it
  • Go offline to bring people to your social media pages
  • How to determine the kind of content your audience wants
Week 4 - Social media marketing = sharing
  • What sharing means in social media marketing, and why it's important
  • Increase your audience potential through SMO - social media optimization
  • Social media management tools
Week 5 - If only we could measure social media success ...
  • How to track and measure your social media’s effectiveness
  • How to determine when, where and how often to publish social media content
  • When to consider using paid advertising in social media
Week 6 - Failure is an option, but don't choose it
  • How to guarantee social media marketing failure
  • Turning negative feedback into teaching moments
  • Use your audience to help you avoid failure
A working knowledge of the basics of setting up and using one or more social media sites is highly desirable, but not required, since the course is concerned with the marketing aspect of social media. You should have a basic understanding of the techniques of writing for the web. Having completed a course such as Web Content Writing (B123) or Blog and Article Writing (B119) would be helpful, but also not required.
Browser and Internet connection

No book is required for this class.
Suggested Book Likeable Social Media
Suggested Book The New Rules of Marketing and PR

Additional information:

Your place in the course is confirmed by your payment. Introductory courses are intended for students with no experience in the subject matter and are seeking beginner level training.

Refund Policy: Please read our Terms and Refund Policy before registering for this course.

Additional Cost: Book and software might be required for the course. Read the Requirements and Book section for more information. Course fee does not include the book and software cost .

How eClasses Work:Instructors post lectures (text-based, no video or audio), reading selections, and hands-on assignments once a week in the online classroom. Students can discuss the assignments with the instructor and amongst themselves in the classroom area. This format has no set meeting time, which allows students to attend class at a time most convenient to them, yet still provides logically organized communication between class participants. Students can apply for the completion certificate after finishing the class.


Price: $200.00
WITI Price: $140.00
Course No.: B324
Instructor Dave White
CEUs 3
Duration 6 weeks
Cost 40
Open Courses:

Sorry, no other session is scheduled for this course. You can add this course to your wish list and we will notify you when other sessions are scheduled.

Instructor's Profile:
InstructorDave White has been developing and designing websites since 1998, and has been managing social media for two of them – a non-profit professional association and a music-related commercial site – since 2005. He is a blogger and feature writer for, and a Featured Contributor for Yahoo! Arts and Entertainment. He has earned the eClasses Web Technologies certification and is the instructor for the eClasses Blog and Article Writing course. Prior to concentrating on writing and managing web content, he was a broadcast journalist.
Before you register for this class, please read the Outline, Prerequisites, Requirements, Books, and Refund Policy sections carefully.


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