Social Media Marketing: ROI

Course details

Proving ROI is one of the toughest challenges facing marketers. Stakeholders want quantitative and qualitative data that prove campaigns are working. This course aims to help users of social media prove its value, beyond vanity metrics such as likes or comments. You can learn the skills you need to measure and drive ROI from organic social media, without needing to spend a penny on advertising. Expert Michael Taylor covers the measurements that really matter—from conversation amplification to the word-of-mouth coefficient—and shows how to define and track them using tools such as Google Analytics. He then explains how to turn insight into action and drive continuous improvement for a business. Learn high-performing tactics for major platforms including Facebook, Instagram, Twitter, Reddit, and LinkedIn, and reverse-engineer emerging channels like TikTok. The skills you learn in this course will help you maximize your investment in social media.

Concepts

0. Introduction

01 - Driving ROI from social media

1. Measuring Social Media ROI

02 - Calculating conversation, amplification, and applause rates
03 - Tracking the economic value of micro and macro conversions
04 - Using URL parameters to track social media success
05 - Measuring word-of-mouth coefficient and dark social
06 - Marketing mix modeling for attributing social media ROI

2. Effective Social Media Strategy

07 - Arbitraging from earned media to owned media
08 - Building a memorable brand with distinctive assets
09 - Choosing the face of your company
10 - How to do topic and influencer research
11 - Document, don't create - Making social cost-effective
12 - Tools and tactics for automating social media campaigns
13 - The 4-1-1 rule and 90 10 ratio - Planning your editorial calendar

3. Creative Best Practices

14 - Anatomy of a social post - Hook, context, asset, comment
15 - Creative testing framework - Concept-theme-variant
16 - Adopting the conversational copywriting style for social
17 - Building authentic relationships - Social media etiquette
18 - Profile optimization - Increasing your conversion rate

4. Social Media Tactics by Channel

19 - Facebook performance improvement tactics
20 - Instagram performance improvement tactics
21 - Twitter performance improvement tactics
22 - Reddit performance improvement tactics
23 - LinkedIn performance improvement tactics
24 - Reverse-engineering tactics that work for any social platform

Conclusion

25 - Continue learning how to drive social media ROI