TOPIC 1 The figure of the Social Strategist • What is a Social Media Strategist? • Functions and responsibilities • Organisation of a social media department • Regulations and legality 2.0 • The work process
TOPIC 2 Design and execution of the strategy • Analysis of the situation: Benchmark and monitoring • Positioning of the brand with respect to the market • Definition of a strategy: objectives, channels, actions and resources
TOPIC 3 Content strategy • What is a content strategy? • Key factors to consider • How to create a content strategy: Storytelling • Ways to develop storytelling • Use of keywords • Content dashboard
TOPIC 4 Segmentation and measurement • The famous ROI • What is measured on social media: IOR • What KPI’s are and how they are measured • Create a KPI Dashboard (scorecard) • Measurement tools • How to create a measurement report • Choose the right social channels for each strategy
TOPIC 5 Social Ads • Native Advertising • Native advertisting vs. Social advertising • Methods of payment • Strategic possibilities of social ads • Bid strategy • Remarketing with social ads • Measurement and analysis • Facebook Ads and Instagram Ads • Linkedin Ads • Twitter Ads • Snapchat Ads Glossary of basic terminology