Social media job postings have exploded over 1,300% since 2010. Get the skills you need in 12 weeks at Miami Ad School’s Boot Camp for Social Media, starting April 3rd. Here’s a breakdown of the crucial skills you will learn.
SOCIAL 101: The Social Marketing Plan
You’ll discover today’s hottest platforms and which ones are most relevant to brands. You’ll also explore how mobile and social triggered a quantum leap in our collective media experience. You will learn how social media fits in when building a brand in today’s communication environment.
SOCIAL STRATEGY: Social Strategies That Work
It’s hard to keep pace with people’s behavior under the best of circumstances. Today’s brands are experienced across many channels and devices, which makes the endeavor harder still. Here you’ll learn to write a social brief that identifies the overarching brand message and how it manifests itself over different social channels.
LISTEN, ANALYZE & STRATEGIZE: The Art & Science of Ideas in Social Media
In a world where only the truly creative and innovative get noticed, social media efforts need to combine the strength of visual branding creativity with the power of analytics. You’ll go beyond the selfie, and even the hashtag, to craft ideas that engage. It’s not enough to just post on a schedule; you must build your brand’s “social DNA.” You must test content, pay attention to feedback and learn which key performance indicators—the vaunted KPIs—to use in measuring campaign effectiveness.
DECODE A SOCIAL CAMPAIGN
What works, what doesn’t and why? Understanding the building blocks of successful campaigns is just the starting point. It’s important to create an “architecture for participation,” to make media that inspires people to share and aligns the campaign story with community values. You will review examples of great social campaigns and identify what defines success in a social campaign. Explore content, timing, images, voice and the selection of the right networks to make social media history.
FUELING SOCIAL ENGAGEMENT THROUGH PAID MEDIA: Paid Media Best Practices
You’ve already established your brand across the social media platforms and have a decent fan base; why pay for media when you can get it for free? Because it can create momentum, increase ranking and establish relationships with endorsement partners that augment your visibility. Develop a media plan to promote a campaign with a budget.
If behavior is the driving engine of social media, influence is the fuel. Our ability to behave and feel like others is human; social media just amplifies it. What role does credibility play? How about trust and reach? You’ll learn to identify what builds influence and how to use it in your strategies.
SOCIAL MEDIA PUBLISHING AT SCALE
With the proliferation of social networks, understanding which platform is the right forum to bring to life your brand strategy has never been more critical. What are the best practices for social publishing? Creating thematic conversation calendars and curating relevant content extends the brand’s voice and tone in social media and helps define your brand’s social DNA. You’ll learn how to expand your reach and establish your place in the online landscape.
DESIGN A SOCIAL CAMPAIGNDefine the goals of the campaign, “listen” to what the competition is doing, write the key metrics, identify your audience, select the channels, pick the platforms, create an editorial calendar. Launch, optimize and be social.
SOCIALIZING THE BRAND EXPERIENCE: Content Strategies
To produce great content you’ll need to define your goals, plan ahead, evaluate your content production capabilities, content distribution channels, define audiences, schedule, publish and promote. A content calendar is your sanity’s best friend. With the mainstreaming of smartphones and tablets, social brand experiences are not limited to sitting in front of a computer. (Not that they ever really were.) Mobile interaction with brands is today’s normal and brings new opportunities through incentives or gamification—check-ins, photo sharing and augmented reality, for example. You’ll discuss various brand platforms and how to extend the brand experience through multiple screens and a variety of contexts.
THE FUTURE OF THE MEDIA LANDSCAPE
Media changes everyday with new apps, platforms and ways of sharing and connecting in the digital space. New devices like web-linked glasses and smartwatches as well as tablets and smartphones that are more sophisticated than ever, mean that the way we consume media is changing constantly. You’ll learn the future of geolocation, mobile commerce, augmented and virtual reality. Maybe we’ll even come up with the next big thing.
FINAL REVIEW AND BOOK
Social media students are required to present their body of work from the program to a leading social media expert. This final review is the pass/fail evaluation for the Boot Camp for Social Media.
AGENCY TOURS / PORTFOLIO REVIEWS
You’ll go door-to-door, visiting ad agencies and media firms to experience their philosophy and culture. You’ll gain insight into their social media and strategy operations. You will also meet the professionals who work there to network and for interview and critique sessions.
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