Leveraging Social Media for Brand Building

The proliferation of social media platforms and empowered consumers makes capturing the attention of your target audience challenging. Even the biggest brands struggle with using social media effectively to be relevant and authentic. It's no longer a question of whether social media plays a role in marketing; it’s about what role the modern marketer needs to play in developing the best social media strategy to drive marketing results, customer engagement, and overall business success.

This course provides strategic best practices that can be used across social marketing platforms, including Facebook, Instagram, TikTok, Pinterest, Twitter, and LinkedIn. Participants better understand how to use social media to improve target consumer engagement, enhance brand perception and affinity, and accelerate the “buyer’s journey.” Course participants will learn the essential components of a social media strategy and strategic content development plan. The course will help marketing professionals and teams assess the evolving role of social media in the marketing mix and customer journey to brand loyalty.

Course participants will leave with actionable concepts and tools they can immediately apply to real-world situations, including aligning social media strategy with the company’s customer experience and marketing plan goals. The course provides practical frameworks and models to understand and optimize social media strategy to enhance overall customer experience and build brand equity.

Learning Experience

This is a multi-media format course and is fully interactive. It provides real-world practitioner-led learning. Active course participation is required and includes knowledge checks, activities, assessments, and resources/tools.

Who is this Course For?

• Marketers at all levels, with a specific focus on those leading online marketing, social media, and digital strategy
• Marketing professionals and related roles that want to improve their understanding of social media strategy, how to use social media strategically as part of the modern marketing mix, or gain a better understanding of the social media opportunity for their brands

Learning Objectives

1. Understand social media’s impact on brand perception and customer experience
2. Learn how to leverage social media to enhance the customer journey
3. Understand how to strategically evaluate and select social media platforms to align with brand goals
4. Learn how to create both long-term and short-term customer impact with social media
5. Discover new ways to make investments in social media more effective and strategic

Find out what you will learn from instructor Mary Czarnecki in the video below.

Estimated Length of Completion

Approximately 90 minutes. This timing reflects the basic run time, but seat time varies by user and could be significantly longer.

Download the full benefits here