DMA: Data and Marketing Association
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Social Media Marketing

The Social Media Marketing module teaches you how to create and profit from blogs, micro-blogs, podcasts, social bookmarking, online videos, and photos. The social media marketing course will help develop your social media strategy for Facebook, Twitter, YouTube, while setting reasonable goals and expectations.

Any Place, Any Time


Social media is an up-and-coming channel in direct marketing. Learn how to create and profit from blogs, microblogs, podcasts, social bookmarking, online videos, and photos. Develop your own social media strategy for Facebook, Twitter, YouTube and more. You'll come away knowing how to develop an integrated social media marketing strategy, including nine critical points in the use of social media.


  • Getting Started: The right approach to building a social media strategy
  • Content: Where's the Beef?
  • Engagement: Monitor, Measure, Tweak
  • Social media marketing options
  • Other Important Things to Keep in Mind when Creating a Social Strategy

About The Instructor

Tarek Abousalem
A father, a husband, a digital enthusiast. With 10+ yrs of digital marketing experience, Tarek Abousalem has worked, and consulted, with start-ups and fortun... Read More »

Course Pricing

  • dollar Member - $99
  • dollar Non-Member - $149
See DMA Member Benefits »

Course Duration

  • 90 min

Getting Started: The right approach to building a social media strategy

  • Defining social media
  • A look at the social media landscape
  • Communcation Basics
  • Social Media Strategy
    • Defining your mission
    • Social Media SMART Goals
    • KPIs
    • Setting priorities
    • Stakeholders
  • Social Media Tools
    • Collaboration tools – free and paid
    • Case Study: Air Asia

What is Content Marketing?

  • What is content marketing?
    • Defining content marketing
    • Content marketing & Social media
    • Content marketing framework
  • Content Types & Ideas
    • Owned, paid, earned and co-created content
    • Creating content and the ideation process
      • Old content
      • curation
      • Long-form vs. Short-form
  • Creating Content
    • Distribution channels
    • Publishing
    • Advertising on social media
    • Facebook audiences: Ad types and targeting
  • Social Listening
    • What is social listening
    • 3 steps of listening
    • How to listen
    • Listening tips
    • Listening tools
    • Case Study: Oreo

What is Engagement

  • Engagement
    • Defining engagement
    • Engagement workflow
  • Influencers
    • Engagement Influencers
    • Quality vs. quantity
    • Find/research influencers
  • Monitor and Measure Social Media
    • Monitor: Channels
    • Types of metrics
    • Superficial & actionable metrics
    • Measuring the ROI of social media
    • Tweaking
  • Cost
    • Never buy fans or followers
    • Tools
    • Case Study: Susan Sarandon and NYC City Council
    • Case Study: Lipton

Other Important Things to Consider

  • Case Study: Charity Water
  • Policy, Government and Responsibility
    • Social media policy and governance
    • Social Responsibility
    • Case Study: Social Swipe
  • Do’s and Dont’s
  • Keeping up with the Latest Trends

Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches.

  • “I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.”
  • “I’ll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.”

I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I’ll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.

Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: “Trained staff to improve results!” This is a win/win.

Want to do even more with this topic? Join our Mobile & Digital Community and participate in knowledge sharing, best practice development, leadership building and networking with DMA members from across the globe. Please note, you must be a DMA member to participate in this group.
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