Page Text: After completing this chapter, you’ll be able to:
Articulate how social media can be used strategically
Identify essential research components to diagnose the proper strategy needed to execute a social media plan
Chapter 2: Plan
After completing this chapter, students will be able to
Articulate the difference between objectives, strategies, and tactics.
Understand how to develop sound strategies that support campaign objectives.
Connect objectives and strategies to the best-fit tactics.
Chapter 3: The POEM Model and Converged Media
After completing this chapter, students will be able to:
Apply the POEM Model to social media planning, execution, and evaluation.
Differentiate between paid media, earned media, and owned media.
Apply converged media to social media planning.
Chapter 4: Content Creation
After completing this chapter, students will be able to:
Lead informed, strategic decision-making by integrating key AI insights into your social media planning.
Explain in detail the importance of content marketing for social media.
Use content clustering learn how to utilize AI to enhance search function and brand strategy
Develop a content creation strategy based on the importance of internet search, content marketing, and digital marketing.
Motivate employees, customers, and users to help tell your brand’s story on social media
Chapter 5: Influencers and Advocates
After completing this chapter, students will be able to:
Categorize the different types of influencers in social media.
Articulate and apply influencer guidelines from the FTC.
Formulate a strategy to develop your own influencer guidelines
Chapter 6: Social Media Management
After completing this chapter, students will be able to
Articulate the benefits of social media listening and monitoring, and what these practices look like for a large-scale enterprise organization.
Formulate a scalable social media management strategy using social listening platforms.
Explain the main components of social media measurement and learn to develop your own evaluation program, using social management platforms and software
Chapter 7: Social Media Governance
After completing this chapter, students will be able to
Identify concepts that are important to a social media crisis.
Use industry best practices to prevent a cyberattack.
Understand how analytics and modeling are used to anticipate and predict future customer behavior.
Become familiar with various social media management tools available to practitioners
Chapter 8: Implementation and Measurement [Chapter Forthcoming]
After completing this chapter, students will be able to:
Budget for social media campaign execution.
Measure the success of a social media campaign.
Understand the components of social media measurement devised by AMEC.
See how B2B and B2C organizations map social media KPIs to marketing and business goals
Success Stories from Graduates
The ASMS Certificate has helped me become a more well-rounded communications practitioner. I'm no longer talking from a theoretical point of view, but with hard facts supporting my recommendations.
Alex Malouf
Corporate Communications Manager
Today, we're building out integrated plans that include social media strategy, so that colleagues have time to review, add input, and feel confident that our efforts are within regulations and results-oriented. ASMS helped me better understand how to strategically fit social into the strategic planning process.
Heather Bisset
Corporate Affairs Manager
A social media strategy presents us with a guide on how to modernize and personalize the CMA. Using ASMS as a blueprint, we did an audit of our social channels, determined our maturity, and established a social media strategy that included employee advocacy and social campaigns.
Dominique Jolicoeur
Advisor, Digital Marketing
Having the listening tools and knowledge is key to socially securing the brand. Our compliance department is more comfortable with the medium now that protocol, standards, and guidelines are established.
Courtney Fischbach
VP Social Media
Hootsuite and Syracuse University are both renowned in their industries. With this higher education, I am confident that I can grow from manager to director of social media as I bring that much more to the table.
Jason Boucher
Social Media Manager
I found the case studies particularly helpful. In the B2B space, I'm not necessarily thinking of how other businesses are marketing to customers, but they made me think outside of the box; that knowledge adds value to my partnerships across Bell.
Nick Nunes
Social Media and Search Manager
Frequently Asked Questions
How much does the certification exam cost?
The course is a one-time fee of $999 USD. Need to train your team? Email us for group discounts.
What is the course format?
The course includes video lessons, interactive text-based learning, supplemental readings, quizzes, and a qualifying exam. You can view the course content at any time and can work at your own pace.
How long does the course take to complete?
The ASMS certificate course takes around 20 hours from start to certification.
Is there homework to complete?
There is no homework and no assignments with the course. You will be evaluated through the final exam. However, we recommend that all students read all supplemental material provided in the course.
Does this certification count towards a degree or other post secondary accreditation?
The ASMS certificate is accredited by Syracuse University’s S.I. Newhouse School of Public Communications. This is an accredited course. But the certificate cannot be used as regular course credit at Syracuse University’s S.I. Newhouse School of Public Communications.
How will taking this course benefit my career?
The ASMS is for managers, strategists, and leaders who want to gain a comprehensive understanding of how to build and scale social media in complex organizations.
Many of our students use this training to step up and own their organization’s social strategy. Our alumni include leaders at brands such as Procter & Gamble, Safeway, Pfizer, Legg Mason, University of New Hampshire, and SAIT Polytechnic.
What happens if I fail the exam?
To earn your certificate, you need to pass the final exam with a score of 75% or higher. You’ll take a multiple choice exam. The exam is delivered online and takes 90 minutes to complete. If you fail the exam, you can study further and retake as many times as you need to pass.
Are there any physical classes or seminars to attend for this seminar?
No, the course is delivered online and can be completed at your own pace.
How long will I have access to the course material?
You have guaranteed access to the course materials for a year after purchase.
Can I download the course materials?
You may download the supplemental resources included in the resource folder for the course. All other content is only available within the ASMS learning platform.
How difficult is the course material?
The course is designed for experienced practitioners interested in developing the strategy skills they need to lead at enterprise organizations. Students should have a knowledge of marketing fundamentals before taking this course.
Can I enroll independently?
This course is open to everyone. You do not need to be a student at Syracuse University’s S.I. Newhouse School of Public Communications to enroll.
Do I get a digital or printed certificate?
Successful graduates will receive a digital certificate. Your certificate can be posted on LinkedIn as a certification or qualification.