Historical perspective. Work functions of the social media manager (SMM). Role of the SMM and those of related professions. Workplace requirements. Social media (trends, usefulness, risks, issues, challenges). Application of social media in traditional and online marketing initiatives. Most popular platforms. Exploration and analysis of the specificities of the different platforms. Emerging technologies. Professional work ethics. SMM ethics.
Basic rules of grammar. Syntax. Grammatical analysis. Proofreading techniques. Production and correction of advertising texts. Production and correction of promotional texts. Production and correction of public relations texts. IT tools.
Controllable variables (marketing mix, price, product, promotion, distribution, public relations). Uncontrollable variables (legal, economic and competitive, social, technological, ecological). Domestic and international markets. Market penetration strategies. Market analysis. Seeking information. Consumer's behavior.
Introduction to image processing software. Digitization and image capture technologies. Image editing. Image transfer. Color adjustment techniques. Photo editing and repair. Image manipulation techniques. Preparing images for printing. Image types depending on the media (print, web or other). Composite images.
Principles of written communication in a digital communication environment. Search for suitable and reliable reference sources (structuring of research, diversification of sources, identification of “false” sources, tools and resources on the web). Reading (efficient reading, tracking reading). Content strategy. Content planning. Information architecture. Communication of ideas and information in a concise and logical manner. Use of precise verbs, adequate terms, etc. Writing techniques (simplification of style, humanization of the subject, orientation of information, location of information). Optimization of the content according to the context (websites, social media, newsletters (emails), mobile applications). Techniques and writing effective content adapted to different platforms.
E-commerce models. Communication channels (social networks, Internet). Electronic marketing plan. Electronic marketing strategies (differentiation strategies, positioning strategies). Sources of marketing information (benchmarking, indicators). Characteristics of online consumers (importance of content, interaction to stand out, marketing cycles and target audience, funnel marketing). Internet advertising - trends and formats (loyalty techniques, affiliate and SEO programs). Challenges of the globalization of electronic marketing. Electronic payment and security issues. Technological needs. Relational marketing. Branding in electronic media. Visibility of a page or website. Traffic to a page or website. Retention of users of a page or website. Referencing of a page or a website. Copyright, trademark, patent, license and privacy regulations. Return on investment.
Introduction to a markup language (HTML). Writing an application. Tags. Introduction to a cascading style sheet language (CSS). Use of custom controls. Data integrity validation. Creation of client-server web applications. Update of existing applications.
Introduction of new ideas and initiatives. Online awareness strategy. Identification of appropriate blogs for posts. Building relationships with key influencers and ambassadors. Social media monitoring and surveillance (threats, potential opportunities, damage to online reputation). Use of video sharing sites (YouTube). Identification of websites and influencers online. Awareness activities for site editors, writers and other influential people. Development of strategic online partnerships. Paid placement, sponsorships, search engines and banner advertising.
Elements of an audio and video composition. Importing and organizing video sequences for editing. Production of compositions in various formats (information capsule, advertising video, webinar, 180 + 360 video). Capturing audio files of different formats. Editing audio files. Cleaning procedures for audio files. Audio effects. Creation of soundtracks. Introduction to video processing software. Non-linear video editing. Record live video. Creation of video sequences. Video effects and transitions. Soundtracks in a video project. Composition techniques in a video project. Animation and video sequences of different formats. Use of video sharing sites (YouTube, Vimeo).
Strategic management of the organization's presence on social media. Public relations plan (methods and techniques used to inform the public, methods and techniques used to promote branding, methods and techniques used to promote good relations). Benefits of a social media management system. Development of new avenues to reach customers. Opinion relay. Press relations. Newsletters. Creation of viral content. Moderation of discussion forums. Engagement and interaction with users. Management of negative comments and trolls. Public relations and customer service. Crisis management on media and social networks.
Search engine marketing campaigns: how to be in the right place at the right time? Keywords: the essentials of a successful strategy. Ranking of results by relevance on search engine results pages (SERP). Search Engine Optimization (SEO). Positioning. Search engine marketing (SEM). Natural referencing. Organic referencing. Search Engine Advertising (SEA). Search engine optimization (SEO): definition, structuring the content of a website, internal networking, determining keywords, SEO Black hat / White hat / Gray hat. Referencing a site. Adding a site in search engines, Optimization of page titles (Title tags), Optimization of meta descriptions. Optimization of image tags. Formulation of URLs of each page. Optimization of loading time. Integration of buttons for sharing your pages on social networks.
Search engine marketing. Distinction between SEO and SEM. Search engine research page (SERP). Visibility strategy. Category hierarchies (appropriate content, effective ranking). Keywords. Scope. Frequency. Costs. Reputation management. PPC (pay-per-click) advertising campaigns.
Search Engine Advertising (SEA). Ad positioning. Auction system. Return on investment (keywords, prices). Advantages (get visibility on a very popular query, get good visibility for a query quickly).
Planning digital marketing campaigns. Budget for digital marketing campaigns. Exploitation of digital marketing campaigns. Digital marketing strategy. Staff selection and analysis. Reputation management. Crisis management (Types of crises, analysis of potential crises, determination of actors and operational, preventive and curative approaches, development of a strategy (emergency plan), simulations and reflections in the face of crisis management). Customer service.
Digital data tracking systems. Measurement of digital data. Digital data collection. Analysis of digital data. Reporting of digital data. Results interpretation. Consumer's behavior. Effectiveness of advertising campaigns. Business opportunities. Optimization of marketing channels. Customer loyalty.
Monitoring of search engine marketing initiatives (tools, techniques, processes). Setting goals. Definition of performance indicators. Return on investment. Application of data analysis to consumer behavior. Customer loyalty (needs, values, forecast defection models). Customer relationship management software.
Main characteristics of a professional portfolio. Format and level expected. Labeling of items in a portfolio. Assessment of its strengths and weaknesses. Quality of a portfolio. Updating a portfolio. Copyright laws and ethics. Legal implications of the use of unauthorized documents. Transport or electronic shipment considerations. Personal promotion resources. Marketing perspectives of a portfolio. Adaptation of the portfolio according to the recipient. Assembly and development of a web portfolio and a traditional portfolio. Use of the portfolio for professional purposes (presentation, standing out, types of interlocutors, search for contracts).
Job search strategy. Job interview preparation. Interview simulation. Putting into practice and integrating the personal and professional skills necessary for the exercise of the profession of social media manager. Observation, communication and intervention skills. Interaction with colleagues and suppliers. Collaboration with the work team. Professional conduct in accordance with the ethics of the profession.
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