SMM strategy - free course from Skillbox, training, Date: December 5, 2023.

Determining the goals and objectives of the brand presence on social networks

Learn how social networks can solve business problems and what place they occupy in the marketing funnel. Get acquainted with the concept of SMM strategy and understand in what cases a brand needs it. You will analyze the structure of an SMM strategy and the algorithm for its creation. You will understand how to use a brief to collect business data necessary to develop a strategy.

Analysis of competitors, market and current brand position
Take the first steps in creating an SMM strategy: learn to collect information about competitors and use it wisely. You will analyze the work of foreign colleagues and global trends in order to integrate effective approaches into your promotion. Get acquainted with SMM analytics services and master methods of quantitative and qualitative analysis. Learn to conduct express analysis when deadlines are pressing. Based on the collected data, you will be able to understand which SMM methods and techniques are suitable for you, and which definitely should not be used in your strategy.

Selection of social platforms for different brands
Study the features of the social networks VKontakte, Odnoklassniki, Facebook, Instagram, TikTok and Twitter. Determine what tasks can be solved using each social network. You will understand who your target audience is and be able to interact with them. You will learn how to distribute types of content between different social networks - where it is better to publish image and product content, and where it is entertaining and engaging. Learn to choose the right social networks and methods of working on them to create an effective SMM strategy.

Brand content strategy development
You will understand how to choose a company’s communication strategy on social networks. Get acquainted with the concept of “brand archetype” and find out what role it plays in SMM strategy. You will figure out how to create the tone of voice of a brand and adapt it for different social networks. Learn to analyze visual trends and use them in your strategy, even if you don't have a designer nearby. You will be able to promote different types of content and evaluate the effectiveness of promotion using various KPIs.

Development of a visual brand style
Learn to work with a brand book and guidelines to develop a unique visual concept for the brand. Learn what a project moodboard is and how to create one. You will be able to manage a team of designers and distribute tasks competently.

Selecting Additional Tools for Your Social Media Presence Strategy
Find out in what cases it is beneficial for a brand to work with opinion leaders and bloggers. You will understand how to choose influencers to solve business problems as part of an SMM strategy. Get acquainted with the features of instant messengers, audio social networks and YouTube. Learn how to use them in strategy. Learn to work with stickers, gifts, cards and other special social media tools.

Media planning and performance evaluation
Master paid promotion tools. Learn to competently combine advertising platforms and create a media mix. Get acquainted with the key performance indicators of an SMM strategy and learn how to analyze them. You will understand in which cases it is worth reviewing your SMM strategy and changing it significantly.

Bonus module “Neuro-SMM”
Explore how SMM mechanisms affect the human brain. You will understand the principles of operation of different areas of the brain - the neocortex, limbic system and reptilian brain. You will learn how to use these principles when working with an SMM strategy.

How to defend your strategy
Learn to create a reasoned and convincing SMM strategy. You will learn how to correctly visualize and present it to the customer.

Graduation project
You will develop your own promotion strategy for a real brand on Facebook, Instagram, TikTok, Twitter, VKontakte and Odnoklassniki. To do this, you will work through all the stages of creating an SMM strategy that you went through in the course: analyze the business, its tasks and competitors; choose suitable promotion channels and methods of working with them; study the target audience and develop a content strategy; think about special projects and other additional tools that you will use in your SMM strategy.