There are a few things I hope to achieve with this lecture. First, I want you to learn how to approach social media in the workplace in a way that you won't get fired for something you've posted. Then, I will introduce you to the power of employee advocacy, so if you are in a social media management position, you might be able to rally the people who work for the organization to help spread the word.

So, that brings us to the influencer's main value they offer and that is the engagement rate. They may have 10,000 or 20,000 followers, and maybe their average engagement rate is 15 percent, which is more than double the average you could expect for some platforms. So, if they have 20,000 followers, and their engagement rate is 15%, then you can expect nearly 3,000 unique accounts to like, comment, or share a post that is about your brand, product, service, or organization.

It's clear that influencers certainly have a place in social media strategies, now all you have to do is the work of building a strategy, developing relationships with influencers, creating contracts, designing creative and measuring your impact.

We've looked at social media advertising with a deep dive into the Facebook Ads Manager, but we can't finish this section of the semester without talking about the creative side of social media advertising.

There are some standard components of an ad you'll need to be familiar with when you start making advertising campaigns. Each platform will have nuances that a somewhat different but in general you will have a caption, headline, description, media and call to action and we'll cover each of those.

There are three levels to a Facebook ad.   

1. Ad Campaign Level 

2. Ad Set Level 

3. Ad level  

At the ad campaign level, you'll choose the buying type, the advertising objective. The next level is ad sets. This level is where you can start testing your audiences. You can build lookalike ad sets, retargeting ad sets, email list ad sets. Each campaign can have several ad sets. Finally, the last level is the ad level. This is where you import the actual creative for ads. You can use multiple headlines, multiple captions, and even multiple images ad the ad level.

This week we are doing a deep dive into Facebook advertising simply because it is one of the most robust platforms. Facebook also owns Instagram, so it's no surprise the Facebook Business manager is also where you'll create and manage your Instagram ads. To start, we're going to examine how to access the ads manager where we will be building ads.   

Terms you should know 

1. Business Manager 

2. Business Suite  

3. Ads Manager 

4. Facebook Creator Studio

One of the key assets we're giving our clients this semester is a follower persona. A persona is a fictional representation of the real people who engage with your client's social media platform. This is more commonly referred to as a buyer persona in marketing circles, I've just adjusted the title to clarify these are personas specifically for social media platforms.

In this lecture, we cover a variety of topics related to social media analytics. It serves as a primer for in-class discussions/workshops as we prepare to conduct an audit and research for our clients. 

In this lecture, we cover the basics of setting goals for our social media clients and how to conduct a SWOT analysis. 

This lecture covers the basics of social media jobs from the standard salary positions to contract opportunities. It also explores potential salaries and contract rates as well as common tasks and deliverables. 

Matt Gleason and Kristy Sturgill share ideas on what to do during a social media crisis.