Key Takeaways

• What is social media listening & how does it work?
• The difference between social media listening and social media monitoring
• Social listening tactics including sentiment scoring and coding your customer conversations
• Tools and targeting strategies for marketing success

Key Takeaways

• Discuss how to embrace flexibility in the creative process
• Identify how to leverage data to influence content 
• Discuss how to embrace AI in the creative process
• Explore how to leverage less traditional resources to find inspiration 
• Share tools marketers can use throughout the creative process

Meet Your Instructors

Alison Battisby

Alison Battisby is a social media expert and trainer who has worked with brands and agencies across numerous business sectors since 2008.

Alison launched Avocado Social in 2014 with the sole aim of empowering businesses to effectively manage their own brand’s social media and enable them to connect with customers. Alison is an accredited Facebook trainer based in London, UK, and has worked globally with a wide range of growing enterprises and big brands.

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Martin Waxman

Martin writes a popular Digital Marketing Trends newsletter, conducts AI research and leads digital and AI training workshops. Martin is also president of a consultancy and a member of the Institute for Public Relations Digital Media Research Center.

He regularly speaks at events across North America. Martin received the Institute for Public Relations Best Master’s Thesis Award in 2019, entitled “My BFF is a Chatbot” and the 2024 Thought Leader award from the Canadian Public Relations Society.

What You’ll Learn

• Discover the latest social media statistics and user data for 2025
• Learn about new platform features and what this could mean for your brand
• Understand the latest algorithm changes and how this will impact your content strategy
• Explore best-in-class examples of brands innovating in social media and learn how to adopt key principles to engage your audience

Course Content

• AI-Powered Social Media Marketing
• Short Form Video Content
• Authenticity Over Perfection
• Microinfluencers
• Collaborative Advertising
• Niche Platforms
• Broadcast Channels
• Social Media Search
• Social Media Safety
• Augmented Reality Goes Mainstream

Meet Your Instructor

Alison Battisby

Social Media Trainer and Founder of Avocado Social

Alison Battisby is a social media expert and trainer who has worked with brands and agencies across numerous business sectors since 2008.

Alison launched Avocado Social in 2014 with the sole aim of empowering businesses to effectively manage their own brand’s social media and enable them to connect with customers. Alison is an accredited Facebook trainer based in London, UK, and has worked globally with a wide range of growing enterprises and big brands.

What You’ll Learn

• Develop and implement an effective marketing plan for your small business
• Understand how a conversion funnel works and apply it for e-commerce
• Leverage social media platforms to strengthen your marketing campaign
• Identify the best social media influencers to benefit your marketing
• Apply SEO and keyword research to improve website visibility and traffic
• Interpret search analytics to recognize successful marketing resources
• Utilize content marketing as a promotional strategy

What You’ll Learn

• How social media can be used to better engage a nonprofit’s audience
• Key questions nonprofits should consider as they become involved in social media
• Strengths and weaknesses of Facebook, LinkedIn, Twitter, YouTube, Pinterest and other social media platforms
• Costs involved in social media
• Importance of establishing social media policies for your nonprofit
• Measurement of social media effectiveness in communicating messages and in fundraising
• Tools and techniques for successful social media use by a nonprofit

Course Overview

Using social media in marketing is practically a requirement in today’s highly connected digital world. But it can be confusing and complex to dive into social media marketing without some foundation in the basics. This course focuses on teaching the principles, best practices, and strategies for incorporating social media into a marketing plan.

The first module teaches the various ways that social media can be used for marketing, including defining a clear brand voice, improving reputation, and engaging with customers.

Skill Level: Beginner

What You’ll Learn

• Define social media, name several platforms, and explain the benefits and drawbacks of using each platform
• Create a content marketing plan that addresses audience, tone, relevance, frequency, and quality of content
• List the spheres of reputation according to the Harris Poll and explain how social media can be used to manage each sphere of an organization’s reputation
• Describe why and how a company should monitor social media
• Explain various strategies for engaging with audiences via social media, and the aims of each form of engagement
• Set social media marketing objectives that correlate to specific sales and growth goals
• Describe how to integrate social media with mobile, email, and a hub website, and describe the advantages of doing so
• Demonstrate the difference between organic and paid reach, and list the factors that influence reach on various social media platforms
• Explain how to reach influencers and name at least two relevant influencers in the learner’s industry
• Quantify the time and human capital that will be devoted to the learner’s social media marketing campaign based on his or her organization’s size

Skills You’ll Gain

Social Media Management Social Media Trends Marketing Attribution

What You’ll Learn

• Learn how to create an effective social media strategy.
• Identify the key social media marketing trends and how to adapt your content to suit the platform changes.
• Understand how to structure and launch effective social media campaigns that deliver results.
• Discover a range of social media measurement tools for tracking ROI.
• Define and track the KPIs most relevant to your campaign.
• Learn how to put together an effective social media marketing report.

10 Modules

Meet Your Instructor

Alison Battisby

Social Media Trainer and Founder of Avocado Social

Alison Battisby is a social media expert and trainer who has worked with brands and agencies across numerous business sectors since 2008. Alison launched Avocado Social in 2014 to empower businesses to effectively manage their brand’s social media and enable them to connect with customers. Alison is an accredited Facebook trainer based in London, UK, and has worked globally with many growing enterprises and big brands.

This is an introductory course for users of all levels and experience. However, attendees who work at an agency or brand and are interested in running influencer campaigns may get the most out of this content.

Key Takeaways

• Understand the basic workflow / steps of an influencer marketing campaign from start to finish
• Know how to create an effective creator brief
• Understand the top platforms that creators are publishing on – and the nuances between them
• Empathize with creators’ POV re: the partnership process
• Understand the current and emerging trends in the world of influencer marketing 
• Achieve a basic understanding of measuring a campaign’s success and cite real world examples of successful / unsuccessful campaigns