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Learning Paths

Use social media to support a marketing campaign

Learn to review how different email types and targeting can be used to maximize the impact of a campaign

Module purpose

Social media are powerful in reaching, engaging and influencing audiences across the customer lifecycle.

Within the RACE planning framework, social media is placed under the Engage section since it excels as a customer communications tool and through the social amplification effect which can also encourage advocacy to new potential customers.

This module focuses on how to use social media for customer and campaign communications.

Our editorial calendar Excel template features several ways to ideate or think through the types of content you are looking to share against your goals.

We have a separate Social media marketing Learning Path which has more depth on how to Plan, Manage and Optimize social media.

Module structure

  • Objectives
  • What are social media marketing campaigns?
  • Why are social media marketing campaigns important?
  • Types of social sharing
  • Examples of social media posts
  • Paid social media update options
  • Other paid social options
  • Getting the sell-inform-entertain balance right
  • Creating an editorial post sharing schedule
  • Tracking the impact of your social posts
  • Test your understanding Summary

Learning objectives

  • Identify opportunities to use organic and paid social media to support your campaign goals
  • Create an editorial plan to structure social sharing through a campaign or ‘always-on’ activities

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This module is in the Social Media Marketing Learning Path

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Individual members get full access to this and 4 other Learning Paths.

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What are Learning Paths?

A modern training solution to help businesses grow through marketing

Learning Paths bring together all of the relevant training and associated resources into a single, customizable journey.

Whether it's specific, task-based skills or fully mastering a single discipline, Learning Paths provide the training your business needs to expand into new channels and improve the results of your current marketing activities.

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Learning Paths are divided into strategic and channel-based marketing modules, which help you align development needs with business objectives.

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Each Path is supported by our 20 comprehensive marketing toolkits, reducing outsourcing costs by expanding your in-house knowledge and expertise.

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Deliver real business results with our practical, ready-to-go templates. Instantly apply them to your own marketing activities to drive efficiency and track your results.

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