In this course students will be introduced into the world of online audience research through the use

of various tools such as buzz monitoring tools, keyword analysis tools, trending and insight tools.

Through the use of these online research tools the students will be introduced into understanding how

to not just look at the quantity, but the quality of the data they are collecting and how that applies

to efforts in social media marketing.

This course will cover different types of social media communities such as networking (Facebook,

LinkedIn), microblogging (Twitter), social news (Digg, Reddit, Mixx) & bookmarking (Delicious), geo-

location services (Foursquare, Gowalla, Facebook Places) and even brush on how mobile marketing

is also a factor of any social media strategy. By combining the research aspect with the knowledge

of what audiences are doing in different social media and online marketing channels, students can

create much more solid and successful social media strategies.

Research Analysts

Online Marketers

Social Media Strategists

Search Marketers

Communication Specialists

Marketing Professionals

Public Relations Specialists

Advertising Specialists & Executives

Students will also be introduced to the concept of the Social Media Technographs Ladder and how

this affects the creation, implementation and measurement of any social media strategy. Buszz

monitoring, trending and analytical tools will be demonstrated for effective use in doing both

research and informing strategy creation and implementation. Students will also learn that by using

the research data, trends, insights and key concepts discovered in the audience research they can

now set feasible and realistic goals to judge their social media strategy’s success by.

I. Introduction

II. Four Pillars of Social Media Marketing

III. Understanding the Types of Social Media Users & Social Communities

IV. Research Tools

V. Bringing It All Together