Online Certificate in Social Media Marketing Working remotely is quickly shifting from a short-gap solution to a longer-term proposition for employees in all industries. Use this time to strengthen your technology and business with a Continuing Education Certificate from Long Island University’s School of Professional Studies.

5 Session Online Program

August 17-21, 2020

11 a.m. to 12:30 p.m.

Tuition: $499

Register:

webapps.liu.edu/cec/?q=social

DESCRIPTION: This class is for the

non-techie and will present a historical

and practical context within the field of

digital and social media marketing. It will develop ways of analyzing the relationship of new

interactive work to specific areas of industry. Subjects to be included are SMM automation,

benefits of each platform and future innovations in media, computers and the Internet-of-

Things, as well as study of the impact of new SMM technologies on multiple industries.

Instructor: Patrick Aievoli An associate professor in the LIU School of Visual Art, Communication & Design, Patrick Aievoli has helped launch several start-ups, written four books on interaction design along with speaking on UX around the country. He is involved in the new media arena and has consulted for some of the metro area’s largest new media companies being directly involved in the development of numerous new media projects for companies such as: Adobe, American Express • FleetBoston • IBMix, McGraw-Hill Health Professions • NBCUniversal • Verizon • TimeWarner/SONY • Tommy Hilfiger USA, etc.

LIU School of Professional Studies | 720 Northern Blvd., Brookville, NY 11548 | 516-299-2236

SPS@liu.edu

TOPICS

Best practices for Facebook, Instagram,

LinkedIn, Pinterest, Twitter, and TikTok.

Analyzing Demographics

Budgeting Ad Costs

Developing copy (text)

Selecting & Prepping Imagery

Selecting Specifications and Desired Effects

Establishing and Assessing ROI

Conducing Testing and Measuring Returns

Online Certificate in Social Media Marketing

LIU School of Professional Studies

Course Breakdown:

Class 1: Utilizing platforms like Google Analytics and SEM Rush students will be creating an

audit of their SMM initiatives and developing a SWOT (Strengths, Weaknesses, Threats and

Opportunities) chart. Previous results from existing Social Media Marketing efforts will help in

determining future initiatives. This will aid in understanding where your audience lives and

where your efforts are best spent.

Class 2: Content calendar creation. Students will devise a Content Calendar for their brand.

Students will develop proper copy and imagery for each content deployment.

Example: Twitter’s text limitations, Facebook’s user guidelines, Instagram’s size and timing

restrictions, TikTok’s trending choices, etc.

Class 3: Utilizing Social Media Marketing automation platforms such as Hootsuite,

SocialPilot, etc. students will deploy content and events to the selected SMM platforms

determined by the audit. This will help in structuring - time of day and ad recurrence

specifications for content deployment.

Class 4: Utilizing Google Analytics on their website students will be assess the response rate

back to their website and determine the ROI of each initiative based on Google Analytics

statistics. This will aid in re-targeting efforts. Example: Facebook Pixel.

Class 5: In a post-production review students will assess any corrections and revisions to

their initiatives. This will aid in determining future Content Calendar choices and overall

initiatives.

RECOMMENDED TEXT: “Likeable Social Media, Third Edition: How To Delight Your Customers, Create an

Irresistible Brand, & Be Generally Amazing On All Social Networks That Matter” (Kerpen, Dave)

LIU School of Professional Studies | 720 Northern Blvd., Brookville, NY 11548 | 516-299-2236

SPS@liu.edu