Course curriculum

  • 1

    Welcome to Organic Social Media Marketing

    • Welcome!
    • Unit Structure
    • Your Workbook
    • Connect With Us
    • Let's do It! Choose Your Organisation
    • Let's Talk! Introducing you
    • Join the Revolution, and the Australian Marketing Institute SME Hub
  • 2

    Module #1 Organic Social Media Strategy

    • Module #1 Organic Social Media Marketing Strategy
    • 1.1 What is Organic Social Media Marketing?
    • 1.2 The Organic Social Media Marketing Opportunity
    • 1.3 Social Media Algorithms and The Importance of Content
    • 1.4 Similarities Between The Algorithms:
    • 1.5 Advantages and Disadvantages of Organic Social Media Marketing
    • 1.6 Identify your audience
    • 1.7 Content Topics
    • 1.8 Pillar Content Topics
    • 1.9 Content Formats
    • 1.10 Buyer Stages
    • 1.11 Let's talk! Eat or Be Eaten?
    • 1.12 Content Purpose
    • 1.13 Content Sources
    • 1.14 Channel Placements
    • 1.15 Frequency and Schedule
    • 1.16 Content Strategy Template and Example
    • Let’s Do It! What's your Strategy?
    • Let's Review
    • Module #1 Quiz
    • Module #1 Conclusion
  • 3

    Module #2 Organic Content Creation

    • Module #2 Organic Content Creation
    • 2.1 Introduction
    • 2.2 Created Content
    • 2.2.1 Engage Your Target Audience
    • 2.2.2 Outsource to Specialists
    • 2.2.3 Use Stock Photo and Video
    • 2.2.4 Design, Editing and Enhancement Software
    • 2.2.5 Internal and External Content Sources
    • 2.2.6 Let’s Do It! Creating Content
    • 2.3 Curated Content
    • 2.4 Co-created Content
    • 2.4.1 Influencer Campaigns
    • 2.4.2 User-generated Content
    • 2.5 Let’s Talk! Content Types
    • 2.6 Captions
    • 2.7 Feedback and Review
    • Let's Review
    • Module #2 Quiz
    • Module #2 Conclusion
  • 4

    Module #3 Maximising Efficiency and Engagement

    • Module #3 Maximising Efficiency and Engagement
    • 3.1 Introduction
    • 3.2 Bulk Content Production
    • 3.3 Project Management Tools
    • 3.4 Post Scheduling
    • 3.5 Social Media Management Tools
    • 3.6 Measurement and Reporting
    • 3.6.1 Understanding Social Media Metrics
    • 3.6.2 Developing Social Media Reports
    • 3.7 Let’s Talk! Your Efficiency Superpower
    • 3.8 Community Management
    • 3.8.1 Benefits of Community Management
    • 3.8.2 Community Management Best Practices
    • 3.8.3 Let’s Do It! They Said What?
    • 3.8.4 Social Listening
    • 3.9 Reciprocal Engagement
    • 3.10 Outbound Engagement
    • 3.11 Let’s Talk! How's Your Engagement?
    • Let's Review
    • Module #3 Quiz
    • Module #3 Conclusion
  • 5

    Module #4 Facebook

    • Module #4 Facebook
    • 4.1 Facebook Background
    • 4.2 Global Facebook Users
    • 4.3 Facebook Usage in Australia
    • 4.4 Let’s Talk! Favourite Facebook page
    • 4.5 The Facebook Acquisitions
    • 4.6 Facebook Placements
    • 4.7 Let’s Talk! Work or Play?
    • 4.8 The Facebook Algorithm
    • 4.9 Facebook Pages
    • 4.9.2 Setting Up Your Facebook Page
    • 4.9.3 Facebook Page Features
    • 4.9.4 Page Transparency
    • 4.9.5 Facebook Business Manager
    • 4.9.6 Maximising Engagement
    • 4.9.7 Organic Web Traffic Opportunities
    • 4.9.8 Facebook Automated Responses and Messenger Chatbots
    • 4.10 Facebook Groups
    • 4.11 Facebook Events
    • 4.12 Facebook Resources
    • 4.13 Native Tools
    • 4.14 Facebook Insights
    • Let's Review
    • Module #4 Quiz
    • Module #4 Conclusion
  • 6

    Module #5 Instagram

    • Module #5 Instagram
    • 5.1.1 Background to Instagram
    • 5.1.2 Instagram Placements
    • 5.1.3 Instagram Marketing Benefits
    • 5.1.4 Instagram Resources
    • 5.1.5 Let’s Talk! Favourite Instagram Profile
    • 5.2 Understanding The Instagram Algorithm
    • 5.2.1 Relationship
    • 5.2.6 Let’s Talk! Love it or hate it?
    • 5.3 Creating Great Instagram Content
    • 5.3.2 Maintain a Consistent Theme
    • 5.3.3 Share Content your Audience Values
    • 5.3.4 Design your Grids like a Magazine
    • 5.3.5 Let's Do It! Not Just Good ... Great Grid
    • 5.3.6 Spark an Emotional Reaction
    • 5.3.7 Post a High Volume of Content
    • 5.3.8 Stories Content
    • 5.3.9 Reels Content
    • 5.3.10 Instagram Video Content
    • 5.4 Your Instagram Strategy
    • 5.4.2 Planning Your Grid
    • 5.4.3 Sharing Reels and Instagram Videos to your Feed
    • 5.4.4 Curated Content
    • 5.4.5 Stories Strategy
    • 5.4.6 Organic Web Traffic Opportunities
    • 5.5 Setting up Your Instagram Profile
    • 5.5.2 Business Accounts Introduction
    • 5.5.3 Native Tools
    • 5.5.4 Instagram Profile Elements
    • 5.5.5 Profile Best Practices
    • 5.6 Maximising Engagement
    • 5.6.1 Hashtags and Places
    • 5.6.2 Photo Tags and @mentions
    • 5.6.3 Post Captions
    • 5.6.4 Let’s Talk! Caption length
    • 5.7 Attracting Profile Visitors and Increasing Followers
    • 5.7.1 Engagement
    • 5.7.2 Let's Do It! Get Engaged!
    • 5.7.3 Share For Share
    • 5.7.4 Encouraging User Generated Content (UGC)
    • 5.7.5 Competitions and Collaborations
    • 5.7.6 Promotion Off Instagram
    • 5.8 Instagram Insights
    • 5.8.1 Let’s Talk! Metrics and Insights
    • Let's Review
    • Module #5 Quiz
    • Module #5 Conclusion
  • 7

    Module #6 LinkedIn

    • Module #6 LinkedIn
    • 6.1 LinkedIn Audience
    • 6.2 LinkedIn Engagement
    • 6.3 Let’s Talk! How do you do LinkedIn?
    • 6.4 LinkedIn Benefits
    • 6.4.1 Organic Reach – Nathanial Bibby
    • 6.4.2 Thought Leadership
    • 6.4.3 The Value of LinkedIn
    • 6.4.4 LinkedIn Resources
    • 6.4.5 Native Tools
    • 6.5 Let's Do It! Introducing ... You
    • 6.6 Anatomy of the Channel
    • 6.6.1 How Content is Selected
    • 6.6.2 What Does The Algorithm Do?
    • 6.6.3 Content in your LinkedIn Feed
    • 6.6.4 LinkedIn Stories
    • 6.7 Let's Do it! Using Unfollow to Improve Your Feed
    • 6.8 Messaging, Groups, Search and Hashtags
    • 6.9 Let's Do It! #dreamjob
    • 6.10 Published Content Formats
    • 6.11 Anatomy of a Personal Profile
    • 6.11.1 Member Profiles
    • 6.11.2 Member Profiles vs Company Pages
    • 6.11.3 Profile Picture
    • 6.11.4 Write an Interesting Headline
    • 6.11.5 Background Image
    • 6.11.6 Name Pronunciation
    • 6.11.7 Personal Summary
    • 6.11.8 Rich Media
    • 6.11.9 Work experience section guidance
    • 6.11.10 Ask for Recommendations
    • 6.12 LinkedIn Premium Plans
    • 6.13 Grow your Network
    • 6.14 Maximising Engagement
    • 6.15 Let's Do It! Your Choice of Engagement
    • 6.16 Publish Content
    • 6.16.1 Purchase Funnel Case Study
    • 6.16.2 Posting Frequency – Nathanial Bibby
    • 6.16.3 Create Employee Advocacy
    • 6.17 Organic Web Traffic Opportunities
    • 6.18 Setting up Company Pages
    • 6.19 Let's Do It! Rate a Company Page
    • 6.20 Posting
    • 6.20.1 Create Employee Advocacy
    • 6.21 Set Up Groups
    • 6.22 Let's talk! Are You a Groupie?
    • 6.23 Analytics in LinkedIn
    • 6.23.1 Member Profile Analytics
    • 6.23.2 Company Page Analytics
    • 6.24 Let's Do It! Analyse Yourself!
    • Let's Review
    • Module #6 Quiz
    • Module #6 Conclusion
  • 8

    Module #7 Twitter

    • Module #7 Twitter
    • 7.1 Twitter Overview
    • 7.2 Key Considerations
    • 7.3 Twitter Resources
    • 7.4 Retweet and Quote Tweet
    • 7.5 Let’s Do It! Quote Tweet
    • 7.6 Case Study: Taco Bell
    • 7.7 Let's Talk! Who's Your Favourite?
    • 7.8 Content Formats
    • 7.9 Twitter Uses
    • 7.10 Let's Do It! Research a Topic
    • 7.11 Why Individuals and Organisations Use Twitter
    • 7.12 Twitter profiles
    • 7.13 Let’s Do It! I Will Follow You ...
    • 7.14 Marketing Opportunities
    • 7.15 Core Features
    • 7.16 Twitter Business Accounts
    • 7.17 Hashtags
    • 7.18 Let's Do It! I Will Follow You ... Again
    • 7.19 Twitter Video
    • 7.20 Twitter Lists
    • 7.21 Paid Marketing vs Organic Marketing
    • 7.22 Let's talk! Paid vs Organic Marketing
    • 7.23 Organic Marketing Opportunities
    • 7.24 Twitter Organic Strategy
    • 7.25 Tactics to Grow Your Audience
    • 7.26 Maximising engagement
    • 7.27 Let's Do It! Organic Implementation
    • 7.28 Native Tools
    • Let's Review
    • Module #7 Quiz
    • Module #7 Conclusion
  • 9

    Module #8 YouTube

    • Module #8 YouTube
    • 8.1 YouTube Introduction
    • 8.2 Hootsuite Academy's Intro to YouTube
    • 8.3 YouTube Premium
    • 8.4 YouTube by the Numbers
    • 8.5 Advantages for Organisations
    • 8.6 YouTube Resources
    • 8.7 Let's talk! Is YouTube your next step?
    • 8.8 Lights, Camera, Sound
    • 8.9 Creating Your YouTube Channel
    • 8.10 YouTube Business Account
    • 8.11 Uploading Video
    • 8.12 Playlists
    • 8.13 Native Tools
    • 8.14 Let's Do It! Post Your First Video
    • 8.15 Live Video
    • 8.16 360° Video
    • 8.17 Shorts
    • 8.18 ‘Recommended for you’ – The YouTube Algorithm
    • 8.19 Optimising YouTube Videos to Maximise Views
    • 8.20 YouTube integration with Google
    • 8.21 Growing your network
    • 8.22 Post regularly and consistently
    • 8.23 Let's Do It! Schedule Your Video Creation
    • 8.24 Maximising engagement
    • 8.25 Case Study Nick Nimmin: Customise Your Channel
    • 8.26 Nick Nimmin: Creating Playlists
    • 8.27 Encouraging engagement
    • 8.28 Video Production Stages
    • 8.29 Storyboard Template
    • 8.30 Recording With Your Phone
    • 8.31 Framing Guide
    • 8.32 Video Editing
    • 8.33 How to Use Canva Video
    • 8.34 Let's Do It! Trimming Videos in Canva
    • 8.35 How to Create Custom Youtube Thumbnails
    • 8.36 Most Popular Types of Videos on YouTube
    • 8.37 Creative Brief Template
    • 8.38 Organic Web Traffic Opportunities
    • 8.39 Problems with Growing your Channel
    • 8.40 The 4 Cs of Channel Growth
    • 8.41 How to Structure A Report
    • 8.42 Let's Talk! Setting YouTube Goals
    • 8.43 How to Use Analytics
    • 8.44 Insights and Reporting
    • 8.45 YouTube's Other Key Metrics
    • Let's Review
    • Module #8 Quiz
    • Module #8 Conclusion
  • 10

    Module #9 Niche Channels

    • Module #9
    • 9.1 Snapchat Overview and Features
    • 9.1.1 Channel Context
    • 9.1.2 The Snapchat Audience and Usage
    • 9.1.3 Snapchat Purpose
    • 9.1.4 Creating your Snapchat Account
    • 9.1.5 Core Features and Formats
    • 9.1.6 Snapchat Benefits
    • 9.1.7 Snapchat Resources
    • 9.1.8 Key Opportunities
    • 9.1.9 Snapchat Trends
    • 9.1.10 Let’s Talk! Snapchat Use
    • 9.1.11 Snapchat Organic Implementation
    • 9.1.12 Key Considerations
    • 9.1.13 Organic Tactics
    • 9.1.14 Maximising engagement
    • 9.1.15 Common Metrics
    • 9.2 WhatsApp Overview and Features
    • 9.2.1 Channel Context
    • 9.2.2 The WhatsApp Audience and Usage
    • 9.2.3 Personal use
    • 9.2.4 WhatsApp Resources
    • 9.2.5 WhatsApp Business Accounts
    • 9.2.6 Core Features and Formats
    • 9.2.7 WhatsApp Benefits
    • 9.2.8 Key Opportunities
    • 9.2.9 WhatsApp Implementation
    • 9.2.10 Let’s Talk! Chatting With Businesses
    • 9.2.11 Organic Tactics
    • 9.2.12 Organic Measurement Options
    • 9.3 Pinterest Overview and Features
    • 9.3.1 Channel Context
    • 9.3.2 The Pinterest Audience and Usage
    • 9.3.3 Channel Purpose
    • 9.3.4 How to Access Pinterest
    • 9.3.5 Core Features and Formats
    • 9.3.6 Pinterest Resources
    • 9.3.7 Let's Do It! Social Media Marketing Pins?
    • 9.3.8 Pinterest Benefits
    • 9.3.9 Organic Tatics
    • 9.3.10 Community Management
    • 9.3.11 Organic Measurement Options
    • 9.4 Messenger Overview and Features
    • 9.4.1 Channel Context
    • 9.4.2 Messenger Audience and Usage
    • 9.4.3 Channel Purpose
    • 9.4.4 How to Access Messenger
    • 9.4.5 Messenger Core Features and Formats
    • 9.4.6 Messenger Resources
    • 9.4.7 Messenger Benefits
    • 9.4.8 Organic Tactics
    • 9.4.9 Maximising engagement
    • 9.4.10 Organic Measurement Options
    • 9.5 WeChat Overview and Features
    • 9.5.1 Channel Context
    • 9.5.2 WeChat Audience and Usage
    • 9.5.3 Channel Purpose
    • 9.5.4 How to Access WeChat
    • 9.5.5 Core Features and Formats
    • 9.5.6 WeChat Benefits
    • 9.5.7 WeChat Trends
    • 9.5.8 WeChat Organic Implementation
    • 9.5.9 Organic Tactics
    • 9.5.10 Maximising engagement
    • 9.5.11 Organic Measurement Options
    • 9.6 TikTok
    • 9.6.1 Channel Context
    • 9.6.2 TikTok Audience and Usage
    • 9.6.3 Channel Purpose
    • 9.6.4 TikTok Resources
    • 9.6.5 Creating a Business Account
    • 9.6.6 Core Features and Formats
    • 9.6.7 How to Create Great TikToks
    • 9.6.8 Organic Tactics
    • 9.6.9 Organic Measurement Options
    • Let's Review
    • Module #9 Quiz
    • Module #9 Conclusion
    • NAT10904002 Plan, conduct and optimise organic social media marketing – Feedback
  • 11

    NAT10904002 Plan, conduct and optimise organic social media marketing – Assessment

    • Let's Assess - Assessment Task 1
    • Let's Assess - Assessment Task 2
    • NAT10904002 Plan, conduct and optimise organic social media marketing – Conclusion