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Western Kentucky University


The WKU Elizabethtown-Fort Knox campus will be closed Saturday, January 24 due to inclement weather.

Market Motive - Social Media Marketing

Social Media Marketing (45 Hours)

Social Media is evolving fast. How can you keep up with all the options, platforms, and trends, much less know which ones are worth pursuing? Take your training to the next level with comprehensive Social Media Training and learn not only how to use each tool but how to decide which strategy is better for which type of campaign and what kind of business. Jennifer Cario and Greg Jarboe will give you everything you need to run your own highly successful social media campaign.

This course qualifies graduates for OMCP® Certification.

Recommended prerequisites: Fundamentals: Social Media Marketing


Sections Include:

Section 1: Introduction to Social Media: Creating a Social Media Strategy

As with every marketing effort, Social Media Marketing requires planning to make best use of your time and resources. It's an opportunity to take your marketing to your audience where they live, in a format that invites not only their attention, but their participation. This primer will sort out all the questions and introduce you to a number of social media options.


Section 2: Blogging For Business

In this multi-part series, Jennifer Cario covers every aspect of blogging you'll need. From personal blogs to small business blogs to corporate blogs, you'll know what to do, how to do it, and why it's worth doing. The series also includes tips on engaging the blogging community to get other bloggers talking to their audiences about your products and services.


Section 3: Video and YouTube

Greg explains how YouTube works and how to take advantage of it as a social media marketing tool. First, he shares some tips for increasing your reach with online video from production to promotion. Then, you'll get some insider tips for finding your opinion leaders, reaching the right audience, and achieving the elusive "viral" status.


Section 4: A Practical Guide to Social News Networking

Follow along with Jennifer as she teases out the subtleties of social news sites, dispels some myths, and gets you pointed in the right direction to take advantage of word of mouth. She provides a balanced look at positives and negatives of targeting social news users, including an in-depth look at what works and what doesn't based on real data.


Section 5: Microblogging and Twitter

In this section, Jennifer discusses not only the growing variety of micro-blogging tools available, but also strategies and case studies surrounding these versatile business tools. Learn what tools are available for managing your stream, how to find people interested in networking with you, and how to track the success of your message. See examples of the many ways businesses of all sizes are taking advantage of this new medium to provide superior customer service, build brand loyalty, and increase sales.


Section 6: Social Networking and Facebook

Facebook has grown into a marketing juggernaut, a general purpose social media site used by individuals and businesses alike to share status updates, links, photos, videos, and more. In this series, you'll learn how to best leverage Facebook's one billion members to find your customers, engage them in community, encourage relationships, build brand, and establish loyalty to your business.

Section 7: Finding and Communicating with Your Influencers

You've done all this great work getting your social media campaign in place. Now what? There's still one critical step in getting your product or service to be the talk of the town: getting it in front of the right people. In this module, Jennifer discusses the importance of influencers, and how to go about vetting and communicating with the people who can make the biggest impact for your company.


Section 8: Viral Marketing

In this extensive series Jennifer explains that while there is no magic formula for making your marketing message "go viral," there are some core principles that marketers can use to increase the odds of success. She breaks down the components of a good viral marketing campaign to help you ignite word-of-mouth marketing, shows you specific techniques to spread your message, and explains how to effectively convey the message you wish to spread. Additionally, you'll be walked through her personal checklist to enhance the viral potential of a message.


Section 9: LinkedIn

LinkedIn can have an enormous impact on the connections you build with other colleagues and go a long way toward pre-qualifying your stature in the business community. In this module, Jennifer shows you how to make the most of your account with features like recommendations, groups, events, questions and answers, and others to build awareness for you and your company.


Section 10: Online Reputation Management

In the offline world, if someone says something negative about your company or your product, it generally gets lost in a sea of consumer white noise and reaches relatively few people. On the Internet, however, bad press is aggregated into all other information about your company. In this module, Jennifer explains how to look for -- and address -- bad reviews and comments about your company, empowering you to take control of your online reputation.


At the conclusion of this course, you will receive a Certificate of Completion from WKU.

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 Last Modified 9/25/14