Social media is now widely considered an essential marketing tool for businesses of all shapes and sizes—and this trend shows no signs of stopping.
Today, the average marketing budget sets aside about 10% for social media. Some experts are saying that within just five years, that number will more than double to 25%.
Many business owners and marketing professionals have found themselves thrust into the role of social media manager, practically overnight. Others see a tremendous opportunity to shift their career focus to social, where there’s so much potential to reach and engage new customers.
Either way, without some degree of education, keeping on top of social media’s rapidly shifting landscape is next to impossible.
Here are just some of the top reasons social media training has become a “must-have” for business success.
Social Media Savvy Improves Your Campaign Targeting
Facebook, Twitter, LinkedIn, Snapchat, Vine, YouTube, Tumblr, Pinterest, and Instagram. These are just nine of the rapidly exploding number of social media platforms currently in use—some sources citing as many as 60 platforms now active across the globe.
How on earth does a business owner or marketing coordinator know which platforms to focus on for their online campaigns? Not to mention, each network has its own unique “codes of conduct”, user demographics, and content options for marketing and advertising.
Short, intensive social media training is ideal for working professionals who need to get a better handle on the fundamentals, including:
- the role social media should play within your overall digital marketing strategy
- which platforms your audience is using most
- how to use advertising on different social platforms
- the best kinds of creative content to deploy on different platforms
Social Media Training Teaches Tools for Juggling Multiple Accounts
Life would be simple if your business only needed to be active on one social media platform. But chances are, you need to engage your target audiences on two, three, or four channels —simultaneously.
In order to juggle social media tasks more effectively, most marketers rely heavily on tools like Hootsuite, Sprout Social, and Buffer. They pull your social accounts together onto a single dashboard, help you easily schedule and post content to each account, and even monitor feedback from fans.
Here’s a quick look at the Buffer dashboard, with multiple networks added, courtesy of Social Media Examiner:
Training programs walk participants through a range of management strategies, including tools like these, so marketers can engage on multiple platforms without missing a beat.
Data is King: Social Media Courses Help Demystify Analytics
Return on investment (ROI) is perhaps the most important key performance indicator for businesses and marketing teams. In a recent poll of marketing professionals, 60% said measuring the ROI of social campaigns was their number one headache.
When it comes to measurement, knowing where to find and how to interpret analytics is crucial. A crash course in social media marketing will guide students through the metrics provided by the social networks themselves, such as Facebook Insights and Twitter Analytics. Students become familiar with reports like this one from Facebook, which tracks likes, reach, and engagement, and compares results from week to week:
Social media courses typically offer an introduction to analytics, helping students learn how to access and interpret the data that matters most when it comes to ROI, including:
- likes, views, comments, and shares
- whether your audience is growing and if so, how quickly
- link clicks (driving traffic back to your website or a landing page)
- your response rate (to your community members)
Clarity on performance through data analysis makes it possible to improve your approach over time and justify your efforts to business partners or managers. This is, without question, a key ingredient of effective social campaigns.
Ready to take your digital marketing to the next level with a social media certification?
Take a look at the Social Media & Digital Marketing Certificate offered by Kompass Professional Development.