Keystone College of Business and Technology

Unit Structure

Module #1 Organic Social Media Marketing Strategy

1.1 What is Organic Social Media Marketing?

1.2 The Organic Social Media Marketing Opportunity

1.3 Social Media Algorithms and The Importance of Content

1.4 Similarities Between The Algorithms:

1.5 Advantages and Disadvantages of Organic Social Media Marketing

1.6 Identify your audience

1.7 Content Topics

1.8 Pillar Content Topics

1.9 Content Formats

1.10 Audience/Buyer Stages

1.11 Let's talk! Eat or Be Eaten?

1.12 Content Purpose

1.13 Content Sources

1.14 Platform Placements

1.15 Frequency and Schedule

1.16 Content Strategy Template and Example

1.17 Let’s Do It! What's your Strategy?

Let's Review

Module #1 Quiz

Module #1 Conclusion

Unit Structure

Module #2 Organic Content Creation

2.1 Introduction

2.2 Created Content

2.2.1 Engage Your Target Audience

2.2.2 Outsource to Specialists

2.2.3 Use Stock Photo and Video

2.2.4 Design, Editing and Enhancement Software

2.2.5 Internal and External Content Sources

2.2.6 Let’s Do It! Creating Content

2.3 Curated Content

2.4 Co-created Content

2.4.1 Influencer & Content Creator Campaigns

2.4.2 User-generated Content

2.5 Let’s Talk! Content Types

2.6 Captions

2.7 Feedback and Review

Let's Review

Module #2 Quiz

Module #2 Conclusion

Unit Structure

Module #3 Maximising Efficiency and Engagement

3.1 Introduction

3.2 Bulk Content Production

3.3 Project Management Tools

3.4 Post Scheduling

3.4.1 Let’s Talk! Scheduling and Optimisation Strategy

3.5 Social Media Management Tools

3.6 Measurement and Reporting

3.6.1 Understanding Social Media Metrics

3.6.2 Developing Social Media Reports

3.6.3 Measuring Effectiveness

3.7 Let’s Talk! Your Superpower

3.8 Community Management

3.8.1 Benefits of Community Management

3.8.2 Community Management Best Practices

3.8.3 Let’s Do It! They Said What?

3.8.4 Social Listening

3.9 Reciprocal Engagement

3.10 Outbound Engagement

3.11 Let’s Talk! How's Your Engagement?

Let's Review

Module #3 Quiz

Module #3 Conclusion

Unit Structure

Module #4 Facebook

4.1 Facebook Background

4.2 Global Facebook Users

4.2.1 Let's Talk! Your Facebook Organic Strategy

4.3 Facebook Usage

4.4 Let’s Talk! Favourite Facebook page

4.5 The Facebook Acquisitions and Rebranding to Meta

4.6 Facebook Placements

4.7 Let’s Talk! Work or Play?

4.8 The Facebook Algorithm

4.9 Facebook Pages

4.9.1 Profiles and Pages

4.9.2 Setting Up Your Facebook Page

4.9.3 Facebook Page Features

4.9.4 Page Transparency

4.9.5 Meta Business Suite

4.9.6 Maximising Engagement

4.9.7 Organic Web Traffic Opportunities

4.9.8 Facebook Automated Responses and Messenger Chatbots

4.10 Facebook Groups

4.11 Facebook Events

4.12 Facebook Resources

4.13 Native Tools

4.14 Meta Insights

Let's Review

Module #4 Quiz

Module #4 Conclusion

Unit Structure

Module #5 Instagram

5.1 Introduction to Instagram

5.1.1 Background to Instagram

5.1.2 Instagram Placements

5.1.3 Instagram Marketing Benefits

5.1.4 Instagram Resources

5.1.5 Let’s Talk! Favourite Instagram Profile

5.2 Understanding The Instagram Algorithm

5.2.1 Understanding the Instagram Algorithm

5.2.2 Other Factors

5.2.3 The Explore Page Algorithm

5.2.4 Let's talk! Love it or hate it?

5.3 Creating Great Instagram Content

5.3.1 Focus on Engagement

5.3.2 Maintain a Consistent Theme

5.3.3 Share Content your Audience Values

5.3.4 Design your Grids like a Magazine

5.3.5 Let's Do It! Not Just Good ... Great Grid

5.3.6 Spark an Emotional Reaction

5.3.7 Post a High Volume of Content

5.3.8 Stories Content

5.3.9 Reels Content

5.3.10 Instagram Video Content

5.4 Your Instagram Strategy

5.4.1 Content Strategy

5.4.2 Planning Your Grid

5.4.3 Sharing Reels and Instagram Videos to your Feed

5.4.4 Curated Content

5.4.5 Stories Strategy

5.4.6 Organic Web Traffic Opportunities

5.5 Setting up Your Instagram Profile

5.5.1 Introduction to Instagram Profiles

5.5.2 Business Accounts Introduction

5.5.3 Native Tools

5.5.4 Instagram Profile Elements

5.5.5 Profile Best Practices

5.6 Maximising Engagement

Social SEO, Hashtags and Places

5.6.2 Photo Tags and @mentions

5.6.3 Post Captions

5.6.4 Let’s Talk! Caption length

5.7 Attracting Profile Visitors and Increasing Followers

5.7.1 Engagement

5.7.2 Let's Do It! Get Engaged!

5.7.3 Share For Share

5.7.4 Encouraging User Generated Content (UGC)

5.7.5 Competitions and Collaborations

5.7.6 Promotion Off Instagram

5.8 Instagram Insights and Meta Business Suite Insights

5.8.1 Let’s Talk! Metrics and Insights

Let's Review

Module #5 Quiz

Module #5 Conclusion

Unit Structure

Module #6 LinkedIn

6.1 LinkedIn Background

6.2 LinkedIn Engagement

6.3 Let’s Talk! How do you do LinkedIn?

6.4 LinkedIn Benefits

6.4.1 Organic Growth Reach

6.4.2 Thought Leadership

6.4.3 Why every business needs to be on LinkedIn

6.4.4 LinkedIn Resources

6.4.5 Native Tools

6.5 Let's Do It! Introducing ... You

6.6 Anatomy of the Platform

6.6.1 How Content is Selected

6.6.2 What Does The Algorithm Do?

6.6.3 Content in your LinkedIn Feed

6.7 Let's Do it! Using Unfollow to Improve Your Feed

6.8 Messaging, Groups, Search and Hashtags

6.9 Let's Do It! #dreamjob

6.10 Published Content Formats

6.11 Anatomy of a Personal Profile

6.11.1 Member Profiles

6.11.2 Personal Profiles vs Company Pages

6.11.3 Profile Picture

6.11.4 Write an Interesting Headline

6.11.5 Background Image

6.11.6 Name Pronunciation

6.11.7 Personal Summary and Profile Cover Story

6.11.8 Rich Media

6.11.9 Work experience section guidance

6.11.10 Ask for Recommendations

6.12 LinkedIn Premium Plans

6.13 Grow your Network

6.14 Maximising Engagement

6.15 Let's Do It! Your Choice of Engagement

6.16 Publish Content

6.16.1 Purchase Funnel Case Study

6.16.2 Posting Frequency

6.17 Organic Web Traffic Opportunities

6.18 Setting up Company Pages

6.19 Let's Do It! Rate a Company Page

6.20 Posting

6.20.1 Create Employee Advocacy

6.21 Set Up Groups

6.22 Let's talk! Are You a Groupie?

6.23 Analytics in LinkedIn

6.23.1 Member Profile Analytics

6.23.2 Company Page Analytics

6.24 Let's Do It! Analyse Yourself!

Let's Review

Module #6 Quiz

Module #6 Conclusion

Unit Structure

Module #7 TikTok

7.1 TikTok

7.2 Platform Context

7.3 TikTok Audience and Usage

7.4 Platform Purpose

7.5 TikTok Resources

7.6 Creating a Business Account

7.7 Core Features and Formats

7.8 How to Create Great TikToks

7.8.1 Organic Tactics

7.9 Organic Measurement

7.10 Let’s Talk! TikTok Content Audit

7.11 AI Tools for TikTok Marketing

7.12 Case Study: Duolingo on TikTok

7.13 Let’s Do It! Create a TikTok Content Plan

Let's Review

Module #7 Quiz

Module #7 Conclusion

NAT10904002 Plan, conduct and optimise organic social media marketing – Feedback

Unit Structure

Module #8 YouTube

8.1 YouTube Introduction

8.2 YouTube’s History and Purpose

8.3 YouTube Premium

8.4 YouTube by the Numbers

8.5 Advantages for Organisations

8.6 YouTube Resources

8.7 Let's talk! Is YouTube your next step?

8.8 Lights, Camera, Sound

8.9 Creator Studio and Channel Set Up

8.9.1 Video: Creator Studio and Channel Setup

8.10 YouTube Business Account

8.11 Uploading Video

8.12 Playlists

8.13 Native Tools

8.14 Let's Do It! Post Your First Video

8.15 Live Video

8.16 360° Video

8.17 Shorts

8.18 ‘Recommended for you’ – The YouTube Algorithm

8.19 YouTube integration with Google

8.20 Video: YouTube Core Features

8.21 Growing your network

8.22 Post regularly and consistently

8.23 Let's Do It! Schedule Your Video Creation

8.24 Maximising engagement

8.25 YouTube Content Strategy

8.25.1 Video: YouTube Content Strategy

8.26 Video Production Stages

8.27 Storyboard Template

8.28 Recording With Your Phone

8.29 Framing Guide

8.30 Video Editing

8.31 How to use Canva Video

8.32 Let's do it! Trimming Videos in Canva

8.33 How to Create Custom YouTube Thumbnails

8.34 End Screens

8.35 Encouraging engagement

8.36 Creating and Uploading Videos on YouTube

8.36.1 Creating and Uploading Videos

8.37 Creative Brief Template

8.38 Organic Web Traffic Opportunities

8.39 Problems with Growing Your Channel

8.40 The 4 Cs of Channel Growth

8.41 Insights and Reporting

8.42 YouTube's Other Key Metrics

8.43 How to Structure A Report

8.44 Let's talk! Setting YouTube Goals

8.45 Video: YouTube Analytics and Reporting

Let's Review

Module #8 Quiz

Module #8 Conclusion

Unit Structure

Module #9 Niche Platforms

9.1 X Overview

9.1.2 Key Considerations

9.1.3 X Resources

9.1.4 Repost and Quote post

9.1.5 Let's do it! Quote post

9.1.6 Case Study: Taco Bell

9.1.7 Let's talk! Who's your favourite?

9.1.8 Content Formats

9.1.9 X Uses

9.1.10 Let's do it! Research a Topic

9.1.11 Why Individuals and Organisations Use X

9.1.12 X profiles

9.1.13 Let's do it! I Will Follow You…

9.1.14 Marketing Opportunities

9.1.15 Core Features

9.1.16 X Business Accounts

9.1.17 Hashtags

9.1.18 Let's do it! I Will Follow You ... Again

9.1.19 X Video

9.1.20 X Lists

9.1.21 Paid Marketing vs Organic Marketing

9.1.22 Let's talk! Paid vs Organic Marketing

9.1.23 Organic Marketing Opportunities

9.1.24 X Organic Strategy

9.1.25 Tactics to Grow Your Audience

9.1.26 Maximising engagement

9.1.27 Let's do it! Organic Implementation

9.1.28 Native Tools

9.2 Snapchat Overview and Features

9.2.1 Platform Context

9.2.2 The Snapchat Audience and Usage

9.2.3 Snapchat Purpose

9.2.4 Creating your Snapchat Account

9.2.5 Core Features and Formats

9.2.6 Snapchat Benefits

9.2.7 Snapchat Resources

9.2.8 Key Opportunities

9.2.9 Snapchat Trends

9.2.10 Let’s Talk! Snapchat Use.

9.2.11 Snapchat Organic Implementation

9.2.12 Key Considerations

9.2.13 Organic Tactics

9.2.14 Maximising engagement

9.2.15 Common metrics

9.3 WhatsApp Overview and Features

9.3.1 Platform Context

9.3.2 The WhatsApp Audience and Usage

9.3.3 Personal use

9.3.4 WhatsApp Resources

9.3.5 WhatsApp business accounts

9.3.6 Core Features and Formats

9.3.7 WhatsApp Benefits

9.3.8 Key Opportunities

9.3.9 WhatsApp Implementation, Key Considerations

9.3.10 Let’s Talk!

9.3.11 Organic Tactics

9.3.12 Organic Measurement Options

9.4 Pinterest Overview and Features

9.4.1 Platform Context

9.4.2 The Pinterest Audience and Usage

9.4.3 Platform Purpose

9.4.4 How to Access Pinterest

9.4.5 Core Features and Formats

9.4.6 Pinterest Resources

9.4.7 Let's do it! Social Media Marketing Pins?

9.4.8 Pinterest Benefits

9.4.9 Organic Tactics

9.4.10 Community Management

9.4.11 Organic Measurement Options

9.5 Messenger Overview and Features

9.5.1 Platform Context

9.5.2 Messenger Audience and Usage

9.5.3 Platform Purpose

9.5.4 How to Access Messenger

9.5.5 Messenger Core Features and Formats

9.5.6 Messenger Resources

9.5.7 Messenger Benefits

9.5.8 Organic Tactics

9.5.9 Maximising engagement

9.5.10 Organic Measurement

9.6 WeChat Overview and Features

9.6.1 Platform Context

9.6.2 WeChat Audience and Usage

9.6.3 Platform Purpose

9.6.4 How to Access WeChat

9.6.5 Core Features and Formats

9.6.6 WeChat Benefits

9.6.7 WeChat Trends

9.6.8 WeChat Organic Implementation

9.6.9 Organic Tactics

9.6.10 Maximising engagement

Let's Review

Module #9 Quiz

Module #9 Conclusion