Building a Brand on Social Media

Your brand speaks for your company and its products and/or services. In today’s online-focused world, it’s important that your brand has a definitive, consistent, and responsive presence.

Whether you’re looking to build a brand from scratch, or strengthen an existing brand, this course will help you build a brand using social media. We’ll cover how to build a social media strategy, identify social media platforms that fit your brand, craft strong messages that will engage your audience, and evaluate and revise your strategy.

After you complete this course, you will be able to:

• Define terms related to social media branding.
• Create a strategy for your social media brand.
• Describe various social media platforms and identify what platforms fit your brand.
• Communicate effectively over social media.
• Deal with negative feedback and criticism.
• Create a social media playbook to guide brand ambassadors.
• Evaluate your brand strength and revise your strategy.

Course Topics:

Session One: Course Overview

• Learning Objectives 

Session 2: Defining the Terms

• What is Branding?
• What’s in a Brand?
• What is Social Media?
• The Rise of Social Media
• What is Social Media Branding?

Session 3: Building Your Social Media Branding Strategy

• Key Ingredients for Your Branding Strategy
• What Do You Want the Brand to Say?
• What is the Brand Saying Now?
• How Will the Brand Come to Life?
• What Resources Will We Have?
• How Will We Evaluate Our Progress?

Session 4: Identifying Your Social Media Audience

• Building an Audience Profile

Session 5: The Key Social Media Platforms

• Choosing the Right Platform for Your Brand
• Making Connections
• Looking at the Options

Session 6: Creating Brand-Focused Messages

• What’s In a Message?
• Looking at the Messages, Part One
• Looking at the Messages, Part Two
• Looking at the Messages, Part Three
• Making Connections
• Dealing with Negative Feedback, Part One
• Dealing with Negative Feedback, Part Two
• Case Study: United Breaks Guitars… And Their Brand
• If You Break It, Then Fix It

Session 7: Building Customer Trust

• Making Connections

Session 8: Developing a Communication Strategy

• Developing Social Media Guidelines for Your Brand
• Making Connections
• Letting Others Speak For You
• Case Study: The Fiskateers
• Building Partnerships

Session 9: Reviewing and Revising

• Evaluation Tools
• Signs of Trouble
• Choosing a Course of Action