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From Likes to Leads: Interact with Customers Online
  • Level Foundation
  • Duration 27 hours
  • Course by Google
  • Offered by

About

From Likes to Leads: Interact with Customers Online is the third of seven courses in the Google Digital Marketing & E-commerce Certificate. This course will help you develop social media marketing strategies. Social media is a key digital marketing channel for many businesses because of the large number of people who use social platforms to socialize, interact with businesses, and share content. No digital marketing strategy is complete without an online brand presence where customers can engage with a brand. In this course you'll explore social media platforms and identify which platform is the most appropriate for specific business needs. You'll learn how to create content for social media using graphic design principles for marketers and learn how to manage a social media presence. In addition you'll set goals and success metrics for social media ads. Google employees who currently work in the field will guide you, providing hands-on activities and examples that simulate common digital marketing and e-commerce tasks while showing you some of the best tools and resources used on the job. Learners who complete the seven courses in this program will be equipped to apply for entry-level jobs in digital marketing and e-commerce. No previous experience is necessary. By the end of this course, you will be able to do the following: - Identify the five core pillars of social media marketing: strategy, planning and publishing, listening and engagement, analytics and reporting, and advertising - Determine how to choose social media platforms for a campaign - Understand how to boost engagement on social media - Learn how to write, design, and repurpose engaging content for social media - Recognize how to use the data gathered from social media analytics as a decision-making tool - Learn best practices for presenting a social media report - Achieve specific marketing goals through the use of paid social media

Modules

Getting started with the course

    • 1 Videos
    • 2 Readings
Show info about module content

1 Videos

  • Introduction to Course 3

2 Readings

  • Course 3 overview
  • Helpful resources to get started

Understanding social media marketing

    • 6 Videos
    • 1 Plugin
    • 1 Assignment
Show info about module content

1 Assignment

  • Test your knowledge: Understand social media marketing

6 Videos

  • Welcome to module 1
  • The benefits of social media marketing
  • Cindy - A day in the life of a product marketing manager
  • The five core pillars of social media marketing
  • Earned, owned, and paid social media
  • The social media marketing funnel

Review: Introduction to from likes to leads: Interact with customers online

    • 1 Videos
    • 1 Readings
    • 1 Quiz
Show info about module content

1 Videos

  • Wrap-up

1 Readings

  • Glossary terms from module 1

1 Quiz

  • Module 1 challenge

Determine your social media marketing strategy

    • 4 Videos
    • 3 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Create brand positioning statements

4 Videos

  • Welcome to module 2
  • Define the goals of your social media strategy
  • Identify your social media target audience
  • Choose social media platforms for your campaign

3 Readings

  • Popular social media platforms
  • Set up a professional social media profile
  • Build your brand identity on social media

Offer content variety

    • 2 Videos
    • 2 Readings
    • 1 Quiz
Show info about module content

2 Videos

  • Types of content on social media
  • Anna - Use earned, owned, and paid media in social media marketing campaigns

2 Readings

  • How to acquire earned media
  • Case study: How Name Glo acquires earned media

1 Quiz

  • Test your knowledge: Social media marketing strategies

Plan when to publish

    • 2 Videos
    • 5 Readings
    • 2 Assignment
Show info about module content

2 Assignment

  • Activity: Create a social media calendar
  • Test your knowledge: Plan and publish content

2 Videos

  • Determine the frequency and timing of posts
  • Use a social media calendar

5 Readings

  • Real-time marketing
  • Create a social media calendar
  • Activity Exemplar: Create a social media calendar
  • Social media management tools
  • Compose and publish posts using Hootsuite

Review: Social media strategy, planning, and publishing

    • 1 Videos
    • 1 Readings
    • 1 Quiz
Show info about module content

1 Videos

  • Wrap-up

1 Readings

  • Glossary terms from module 2

1 Quiz

  • Module 2 challenge

Social listening

    • 3 Videos
    • 3 Readings
    • 1 Quiz
    • 1 Assignment
Show info about module content

1 Assignment

  • Test your knowledge: Social listening

3 Videos

  • Welcome to module 3
  • The importance of social listening
  • Social listening strategies

3 Readings

  • Case study: How EatMoveRest improves content with social listening
  • Popular social listening tools
  • Activity Exemplar: Use social listening to gain insights

1 Quiz

  • Activity: Use social listening to gain insights

Engagement on social media

    • 4 Videos
    • 4 Readings
    • 2 Quiz
Show info about module content

4 Videos

  • Social media engagement
  • How to use YouTube to grow your audience
  • Camille - Respond to social media comments
  • Increase your followers on Twitter

4 Readings

  • Respond to social media users
  • Activity Exemplar: Respond to customer comments
  • Influencer marketing
  • Social marketing on mobile

2 Quiz

  • Activity: Respond to customer comments
  • Test your knowledge: Engage customers

Composing engaging content

    • 4 Videos
    • 4 Readings
    • 2 Assignment
Show info about module content

2 Assignment

  • Activity: Design a social media post
  • Test your knowledge: Compose engaging content

4 Videos

  • Write for social media
  • Develop your brand voice on social media
  • Repurpose content on social media
  • Catherine - Engage a social media audience through storytelling

4 Readings

  • Case study: How BLK & Bold found its brand voice
  • Design engaging content for social media
  • Make social media posts accessible
  • What is Canva?

Review: Listening and engagement on social media

    • 1 Videos
    • 1 Readings
    • 1 Quiz
Show info about module content

1 Videos

  • Wrap-up

1 Readings

  • Glossary terms from module 3

1 Quiz

  • Module 3 challenge

Social media analytics

    • 5 Videos
    • 3 Readings
    • 2 Assignment
Show info about module content

2 Assignment

  • Activity: Analyze social media performance
  • Test your knowledge: Social media analytics

5 Videos

  • Welcome to module 4
  • Understand social media analytics
  • Metrics to track with social media analytics
  • Use social media data to drive marketing strategy
  • Jon - How data and social media analytics informs decision-making and strategy

3 Readings

  • Popular social media analytics tools
  • Social testing
  • Activity Exemplar: Analyze social media performance

Social media marketing reporting

    • 2 Videos
    • 2 Readings
    • 2 Quiz
Show info about module content

2 Videos

  • Understand social media reports
  • Present a social media report

2 Readings

  • Social media reports
  • Activity Exemplar: Report on social media performance

2 Quiz

  • Activity: Report on social media performance
  • Test your knowledge: Social media marketing reports and presentations

Review: Social media analytics and reporting

    • 1 Videos
    • 1 Readings
    • 1 Quiz
Show info about module content

1 Videos

  • Wrap-up

1 Readings

  • Glossary terms from module 4

1 Quiz

  • Module 4 challenge

The value of paid ads on social media

    • 3 Videos
    • 1 Plugin
    • 1 Assignment
Show info about module content

1 Assignment

  • Test your knowledge: Paid ads on social media

3 Videos

  • Welcome to module 5
  • Benefits of paid social media
  • Integrate paid social media into your strategy

Target your social advertising

    • 2 Videos
    • 4 Readings
    • 1 Quiz
    • 1 Assignment
Show info about module content

1 Assignment

  • Test your knowledge: Target your social advertising

2 Videos

  • Develop a paid social media strategy
  • Remarketing on social media

4 Readings

  • Ad formats on social media
  • Choose social media platforms for your ads
  • Create an effective call to action in your social ad
  • Activity Exemplar: Develop a social media ad campaign

1 Quiz

  • Activity: Develop a social media ad campaign

Managing a social advertising budget

    • 3 Videos
    • 1 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Test your knowledge: Manage a social advertising budget

3 Videos

  • Components of a paid social media budget
  • The cost of advertising on social media
  • Sabrina - Conflict resolution and responding to criticism

1 Readings

  • Social media ad bidding

Review: Paid social media

    • 1 Videos
    • 1 Readings
    • 1 Quiz
Show info about module content

1 Videos

  • Wrap-up

1 Readings

  • Glossary terms from module 5

1 Quiz

  • Module 5 challenge

Course review: From likes to leads: Interact with customers online

    • 1 Videos
    • 3 Readings
Show info about module content

1 Videos

  • Course wrap-up

3 Readings

  • Reflect and connect with your peers
  • Course 3 glossary
  • Get started on Course 4

Auto Summary

"From Likes to Leads: Interact with Customers Online" is a foundational course in the Google Digital Marketing & E-commerce Certificate series, focusing on social media marketing strategies. Taught by Google experts, the course covers content creation, platform selection, engagement techniques, analytics, and advertising. Ideal for beginners, it spans 1620 minutes and offers various subscription plans, preparing learners for entry-level digital marketing roles.

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