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Certified Digital Marketing Specialist - Social Media

Online Learning  |  Includes tutor support  |  1 year access

About this Product


The Certified Digital Marketing Specialist in Social Media Marketing program is suitable for individuals who are responsible for the planning, execution and management of social media campaigns.

Through dynamic lectures and case studies, social media experts will take you through the latest techniques for content creation and outreach across all of the core social networks, giving you a practical knowledge of how to create the best practice paid and organic social media campaigns yourself.

Program Structure

The Certified Digital Marketing Specialist in Social Media Marketing program focuses on the planning, implementation and measurement of your social media marketing strategy. The titles of the ten modules are:

  1. Social Research
  2. Content Creation
  3. Content Outreach
  4. Facebook
  5. Twitter
  6. LinkedIn
  7. Social Apps
  8. Social Video
  9. Marketing Automation
  10. Strategy & Planning

Target Audience

The Certified Digital Marketing Specialist in Social Media Marketing program is suitable for individuals who are responsible for the planning, execution and management of social media campaigns. Social media specialists, enthusiasts, executives or anyone who would like to enhance their digital marketing knowledge base in this area would excel on this course.

This program is suitable for any level of skill or experience and is designed to prepare you to engage specifically with social media marketing within an overall digital marketing domain.

Learning Outcomes

The Digital Marketing Institute’s panel of Subject Matter Experts has specifically structured the syllabus to focus on current trends and best practices in Social Media Marketing. As well as learning how to produce innovative and creative Social Media strategies, you will also learn how to leverage these strategies to gain a competitive advantage for both your business and your career.


Social Research

The Social Research module introduces you to key social media concepts and equips you with the research tools and techniques needed to discover everything you need to know about your audience, your competitors, and cultural and industry trends.

On completion of this module, you will be able to:

  • Understand the foundation principles of social media marketing.
  • Distinguish between traditional and social media marketing.
  • Understand the dimensions of audience research to define the needs, wants and goals of your audience.
  • Create a framework for identifying and analyzing your competitors.
  • Investigate the key components of cultural and trend research.
  • Analyze data and extract actionable insights to inform the creation of a social media marketing strategy.

Content Creation

The Content Creation module introduces the concept of engaging with and acquiring customers using the creation and sharing of content. This module equips you with the knowledge and skills to resource a content management function, to target your audience, to select your platform and make use of social listening and competitor analysis.

On completion of this module, you will be able to:

  • Plan a content creation strategy that targets and reaches the right audience, while meeting your business goals.
  • Create a variety of content types and formats that will deliver on your content marketing goals.
  • Identify best practice, optimal management and scheduling of your content.
  • Devise, execute and monitor your own content creation strategy.

Content Outreach

The Content Outreach module teaches you how to leverage content seeding and the various forms of content promotion. It covers audience profiling, blogging, influencer and word-of-mouth marketing and provides deep insights into resourcing and content analysis to help you to form a solid content outreach strategy.

On completion of this module, you will be able to:

  • Form a solid content outreach strategy by using deep insights into resourcing and content analysis.
  • Understand content seeding and the ways to use content effectively over multiple social platforms.
  • Apply content outreach tactics and concepts in order to gain reach for your target audience.
  • Analyze and measure the success and impact of your content.
  • Monitor the results of the publishing and promotion of content to improve and optimize your content outreach strategy.


The Facebook module focuses specifically on the platform's features that can be leveraged by digital marketers to develop a results oriented marketing strategy. Starting with Facebook Pages and publisher features, you learn how to plan campaigns, target audiences, advertise based on objectives and report on results.

On completion of this module, you will be able to:

  • Describe how Facebook works as a platform for community building, content marketing and brand promotion.
  • Create a Facebook page that expresses your identity, reaches your audience and engages with your audience through social interactions.
  • Identify and utilize the various Facebook platform features.
  • Plan and deliver a Facebook Advertising strategy, using the various advertising tools and formats.
  • Analyze and report on the performance of ads and ways to enhance their performance.


The Twitter module explores the platform’s features and advertisement formats that can be leveraged by digital marketers to grow their communities and strategies. You learn how to define an interesting editorial and social strategy, use Twitter advertising to run effective campaigns and leverage Twitter analytics tools to track and understand your Twitter campaign performance.

On completion of this module, you will be able to:

  • Recognize the value Twitter represents for businesses as a marketing and promotion platform.
  • Setup, customize and promote a Twitter account to build a profile for a business, brand, organization or personality.
  • Use Twitter Ads and specific formats to run campaigns and promote content aligned to your KPIs and marketing objectives.
  • Learn how to integrate Google Analytics with Twitter analytics and third party tools to analyze campaign performance for the next iteration.


The LinkedIn module teaches you how to operate the platform to build and develop professional connections with your target audience. You learn how to use LinkedIn-specific features and tools to set campaign objectives, run ad campaigns and use LinkedIn analytics to measure your success.

On completion of this module, you will be able to:

  • Recognize the importance of having a unified brand presence across company and personal LinkedIn accounts.
  • Use LinkedIn-specific features and tools to set campaign objectives.
  • Run ad campaigns that reach, nurture and acquire customers.
  • Use LinkedIn analytics tools to measure and report on your campaign success.

Social Apps

The Social Apps module provides critical insight into the leading app-based platforms; Instagram and Snapchat. Going beyond basic features and vanity metrics, you learn how to navigate each platform and uncover the features that can be leveraged to deliver real marketing results in unique, creative and interactive ways.

On completion of this module, you will be able to:

  • Navigate each platform's features and utilize them to run both organic and paid campaigns based upon strategic marketing goals and objectives.
  • Create fully optimized Instagram and Snapchat posts to maximize reach and engagement.
  • Manage Instagram and Snapchat accounts effectively, in accordance with best practice guidelines.
  • Run engaging Instagram and Snapchat campaigns using each platforms native advertising tools.
  • Analyze campaign performance through native and 3rd party analytics tools to measure success and inform your next campaign.

Social Video

The Social Video module introduces you to the concept of social video marketing and its growing importance for today's online consumers. Focusing on YouTube, you learn how to leverage the creative life cycle for audience development and advertising in order to build sustainable communities and generate leads with your videos.

On completion of this module, you will be able to:

  • Setup, optimize, customize, update, promote and manage a YouTube channel for your brand.
  • Recognize the various formats of social video that can be created.
  • Use enhancement features to improve your video content and extend viewing sessions in order to gain a dedicated fan base and brand advocates.
  • Make your video content searchable by targeting key demographics and new potential markets.
  • Develop your own YouTube advertising strategy in order to run cost-effective and successful campaigns.
  • Utilize YouTube’s analytics for monitoring your advertising strategy.

Marketing Automation

The Marketing Automation module aims to empower digital marketers to automate their marketing processes in the areas of lead management, lead generation, lead nurturing, sales enablement, social media marketing automation and customer evangelism.

On completion of this module, you will be able to:

  • Appreciate the capabilities of marketing automation software for scaling marketing processes and activities that are already successful.
  • Make an informed decision concerning the best marketing automation tool for your business and marketing goals.
  • Understand inbound/outbound marketing philosophies and the buyer’s journey, and how they can be applied to marketing automation.
  • Import and organize contacts from various channels to facilitate online tracking, lead scoring and segmentation.
  • Generate, nurture and communicate with leads through marketing automation software.
  • Analyze and measure the success of your efforts through daily, weekly and monthly reporting.

Strategy & Planning

The Strategy & Planning module teaches you how to devise an all-encompassing social media strategy using the PROPEL strategy model. You learn how planning, researching, setting objectives, preparation, execution and learning are the key components of a successful social strategy and for generating ROI.

On completion of this module, you will be able to:

  • Plan, research, and set objectives as the foundations for your social media strategy.
  • Prepare materials and assets to take action and implement strategy activities.
  • Implement your content, campaigns and activations in your strategy.
  • Report, analyze and measure the performance and impact of your strategy activities.
  • Apply changes to your strategy based on learned insight from the learn phrase of the PROPEL model.

Total price: £1560

Certified Digital Marketing Specialist - Social Media

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