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9 SMART Social Media Marketing Goals For You to Set in 2022

Social media matters for brand success. But it’s not enough to simply have a social presence; instead, businesses need social media marketing goals that help them attain specific outcomes in the short-term and keep users engaged over time.

Statistics tell the tale of social impact: 77 percent of social media marketers say that their efforts have been somewhat to very effective in 2022, 79 percent of companies are buying ad space on Facebook and the same number plan to keep investing in Twitter Spaces.

Ready to take your social media marketing to the next level? Here are nine goals to help your brand get noticed.

Social Media Marketing Goals for 2022

While you don’t need to meet every social media marketing goal listed to succeed, these objectives offer a solid starting point for a measurable marketing increase.

Goal 1: Increasing brand awareness

Goal 2: Driving website traffic

Goal 3 Getting more leads

Goal 4: Boosting user engagement

Goal 5: Improving customer service

Goal 6: Enhancing brand reputation

Goal 7: Creating more conversations

Goal 8: Understanding your customers

Goal 9: Tracking your mentions

Goal 1: Increasing Brand Awareness

Increasing brand awareness is all about getting the message out to potential customers. In practice, this means more than just posting content to social media — it’s about posting content to social media sites where it will be seen by your target audience.

Potential KPIs and metrics:

Total number of social channel followers
How many users are interacting with your content daily/weekly/monthly
Volume of shares, mentions, and retweets

Goal 2: Driving Website Traffic

Getting more traffic to your website from social media sources can help boost lead generation and sales conversion. Here, social analytics tools are useful for measuring key social metrics and how many unique visitors are viewing your site.

Potential KPIs and metrics:

Number of visitors referred from social media sites
Percentage of overall traffic from social media
Bounce rate of social traffic (how many users visit but don’t stay)

Goal 3: Getting More Leads

More leads mean more opportunities for sales. And while getting leads is typically part of the larger sales funnel process, social media offers a way to start collecting basic lead information.

Potential KPIs and metrics:

Contact information such as email addresses provided by customers
Downloads of content assets from social media links
Participation in social media events such as polls or contests

Goal 4: Boosting User Engagement

User engagement with your social posts is measured by actions such as comments, likes, and shares, and helps give a sense of how well your social media marketing is working to drive user interest.

Potential KPIs and metrics:

Post engagement rate — how many users interact with a post
Share rate — how many users choose to share your content
Time-based engagement — how many users share your content over a specific time period

Goal 5: Improving Customer Service

Customers come for the product or service but stay for your customer service. As a result, it’s worth evaluating your ability to ensure customer satisfaction via social channels.

Potential KPIs and metrics:

How quickly you respond to customer messages
The number of complaints or concerns received via social media
Overall satisfaction with your service, often measured using an email or social survey

Goal 6: Enhancing Brand Reputation

If customers don’t trust your brand, they won’t buy what you’re selling. And social media makes it easier than ever for customers to share exactly what they’re thinking — good or bad — about your brand, making effective reputation management critical.

Potential KPIs and metrics:

Mentions — how often is your brand mentioned in any social media posts?
Hashtags — what are people saying about your brand with relevant hashtags related to your product or service?
Sentiment — what is the overall user sentiment toward your brand? Good? Bad? Impartial?

Goal 7: Creating More Conversations

Social media is, well — social. This means it’s a place for conversation and interaction, and if your brand can get in on the action, so much the better for your sales.

Potential KPIs and metrics:

Number of users making posts on your Facebook page or in your Twitter chats
Number of daily active users on platforms such as Slack
Number of reviews for your products or services on social platforms

Goal 8: Understanding Your Customers

The more you know about your customers, the better. By understanding what they’re looking for, what they want to avoid, and how they want brands to treat them, your team can better tailor marketing and sales messages to your target audience.

Potential KPIs and metrics:

The kinds of posts do your customers comment on
Their most common pain points (from mentions and hashtags)
Their expectations in terms of brand response time and marketing content

Goal 9: Tracking Your Mentions

This goal expands mention monitoring from customers to the press: Where is your brand getting noticed by industry publications or thought leaders (or is it getting mentioned at all?)

Potential KPIs and metrics:

The number of users who saw your PR campaign
Questions about your product or service from industry leaders or journals
Coverage from social media influencers

Social Media SMART Goals

It’s always good to be smart, but when it comes to social media it’s even better to be SMART.

Jokes aside, SMART is a goal-setting acronym that makes it easier to meet intended targets. SMART stands for:

S — Specific

M — Measurable

A — Attainable

R — Relevant

T — Time-bound

If your goals meet SMART criteria, you’re more likely to see success. And when it comes to social media, SMART goals are essential to help brands master this medium.

Why? Because social media is constantly changing. From what consumers want to how they interact with brands to what they’re saying online, social media is never static. SMART goals give companies the ability to better manage the ever-evolving nature of social media discourse and the interaction between marketing impressions and overall reach.

If you’re feeling overwhelmed, don’t worry: We’ve got you covered with our SMART marketing goals template. Get it here.

Social Media SMART Goals Examples

Now, let’s take each of our nine social media marketing goals above and apply the SMART framework.

SMART Goal 1: Increasing Brand Awareness

Specific: We want to increase brand awareness by creating and posting new content twice per week.

Measurable: Our goal is a 5% increase in our total number of social media followers.

Attainable: Our followers increased by 2% last month when we began posting content more frequently.

Relevant: Increasing brand awareness will help drive more interest in our products and services.

Time-bound: One month.

SMART Goal 2: Driving Website Traffic

Specific: We want to drive more traffic to our website by increasing the number of referrals from social media sites.

Measurable: Our goal is a 10% increase in traffic from social media sites.

Attainable: Targeted content publishing last month saw a 3% increase in traffic from social sites.

Relevant: More website traffic means more users browsing our products and services.

Time-bound: Six months.

SMART Goal 3: Getting More Leads

Specific: We want to get more leads from social media sites by creating content that encourages users to share their contact information.

Measurable: Our goal is to generate 10 new leads per week.

Attainable: Previous efforts at engaging content have increased the total number of users subscribed to our newsletter.

Relevant: More leads means more opportunities to find prospective buyers.

Time-bound: Four weeks.

SMART Goal 4: Boosting User Engagement

Specific: We want to increase the number of users that interact with our social media posts by creating more compelling content.

Measurable: Our goal is 30 shares per week.

Attainable: Our last engagement campaign saw a measurable increase in post comments.

Relevant: Increased user engagement leads to more hashtags and mentions and in turn drives more website traffic.

Time-bound: Two months.

SMART Goal 5: Improving Customer Service

Specific: We want to improve social customer service by ensuring that customers receive timely and relevant answers to their questions.

Measurable: Our goal is to reduce customer waiting time for responses by 20%.

Attainable: Leveraging social media marketing apps helped us streamline the messaging process.

Relevant: Improved customer service means higher satisfaction and increased consumer loyalty.

Time-bound: Three weeks.

SMART Goal 6: Enhancing Brand Reputation

Specific: We want to enhance brand reputation by better understanding customer sentiment.

Measurable: Our goal is to increase positive brand mentions by 30%.

Attainable: Analysis of customer hashtags helped pinpoint key areas of frustration.

Relevant: Better brand reputation means increased customer trust and leads to more reliable conversion rates.

Time-bound: Four months.

SMART Goal 7: Creating More Conversations

Specific: We want to create more conversations by increasing our total number of followers on Facebook.

Measurable: Our goal is to boost the total number of Facebook followers by 5%.

Attainable: Efforts to engage our Twitter community resulted in a 10% boost to conversations over time.

Relevant: More conversations means more brand mentions — and potential referrals.

Time-bound: Two months.

SMART Goal 8: Understanding Your Customers

Specific: We want to gain a better understanding of customers to better align with their expectations by evaluating the types of posts they comment on.

Measurable: Our goal is to collect and analyze customer data to discover key trends.

Attainable: Evaluation of customer pain points provided insight into what they didn’t like about our social presence.

Relevant: Better knowledge of customer preferences helps tailor content to meet their needs.

Time-bound: One month.

SMART Goal 9: Tracking Your Mentions

Specific: We want to track the number of mentions by both journalists and influencers.

Measurable: Our goal is to increase the total number of press mentions by 25%.

Attainable: Previous PR efforts have led to increased press interest.

Relevant: Mentions in the press or by influencers can drive both social and website traffic.

Time-bound: During the length of the PR campaign.

Get SMART for Social Media Success

SMART social media marketing goals offer the dual benefit of short-term impact and long-term gain.

While it requires some legwork to ensure you’ve got a solid goal format, you can streamline the process with HubSpot’s SMART goal template — pair it with any of our nine social media goals to help your brand track key social metrics get noticed for all the right reasons.

Editor’s Note: This article was originally published in October 2016 and has been updated for comprehensiveness.


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The 12 Best Cover Letter Examples: What They Got Right

Fun is not something typically associated with writing a cover letter. However, with a few tweaks, writing one doesn’t have to be a burden.

The cover letter examples below demonstrate that it is possible to have a little fun with your job search — and maybe even make yourself a better candidate in the process.

It may be true that only 35% of recruiters admit that cover letters do not materially influence the hiring process for them, but that doesn’t mean yours has to contribute to that statistic. In fact, it might be that cover letters are deemed insignificant because so few of them stand out. Here’s an opportunity for you to exercise your creativity at the earliest stage of the recruitment process.

Personalization, after all, goes beyond replacing the title and company name in each letter you send to recruiters.

What’s on a cover letter?

Before you can get started writing your cover letter, there are a few components you must have.

Greeting: A simple, but pleasant greeting to address the recruiter or hiring manager.

Opener: Write a catchy introduction that explains why you’re interested in the role.

Summary of Skills/Qualifications: This is the heart of your cover letter. It outlines your relevant experience and why you’d be a great fit for the role. You can highlight special skills, experiences, professional achievements, or education to help make your case.

Closing: In this paragraph, provide a call-to-action by expressing interest in an interview. Provide your contact information and sign-off.

What does a cover letter look like?

In addition to showing off your skills and qualifications, cover letters give you the opportunity to present a clear, concise, and compelling writing sample that shows off your personality and ability to convey ideas. Check out our template below to see how you should organize the content of your cover letter.

What does that look like in practice, and how can you make your cover letter stand out? We found six examples from job seekers who decided to do things a bit differently.

By the way — We’re hiring.

Note: Some of these cover letters contain real company names and NSFW language that we’ve covered up.

Best Cover Letter Examples

Featured Resource: 5 Free Cover Letter Templates

Download our collection of 5 professional cover letter templates to help you summarize your professional journey and land your dream job – whether it’s at your first or fifth company.

1. The Cover Letter That Explains ‘Why,’ Not Just ‘How’

We’ve already covered the importance of addressing how you’ll best execute a certain role in your cover letter. But there’s another question you might want to answer: Why the heck do you want to work here?

The Muse, a career guidance site, says that it’s often best to lead with the why — especially if it makes a good story. We advise against blathering on and on, but a brief tale that illuminates your desire to work for that particular employer can really make you stand out.

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Here’s another instance of the power of personalization. The author of this cover letter clearly has a passion for this prospective employer — the Chicago Cubs — and if she’s lying about it, well, that probably would eventually be revealed in an interview.

Make sure your story is nonfiction and relatable according to each job. While we love a good tale of childhood baseball games, an introduction like this one probably wouldn’t be fitting in a cover letter for, say, a software company. But a story of how the hours you spent playing with DOS games as a kid led to your passion for coding? Sure, we’d find that fitting.

If you’re really passionate about a particular job opening, think about where that deep interest is rooted. Then, tell your hiring manager about it in a few sentences.

Why This Is A Great Cover Letter

This example demonstrates how effective personalization can be. The writer is passionate about the employer, drawing from her own childhood experience to communicate her enthusiasm.

2. The ‘We’re Meant for Each Other’ Cover Letter

This cover letter example is a special one because it was submitted to us here at HubSpot. What does the letter do well? It makes a connection with us before we’ve even met the letter’s author.

“Content Marketing Certified” indicates the applicant has taken the content marketing certification course in our HubSpot Academy (you can take the same course here). Our “records” indicate he/she did indeed give an interview with us before — and was a HubSpot customer.

The cover letter sang references to a relationship we didn’t even know we had with the candidate.

The letter ends with a charming pitch for why, despite him/her not getting hired previously, our interests complement each other this time around.

(Yes, the applicant was hired).

Why This Is A Great Cover Letter

This cover letter example does an excellent job of building rapport with the employer. Despite not getting hired for previous roles they applied for at HubSpot, the writer conveys exactly why they are right for this role.

3. The Cover Letter with H.E.A.R.T.

HubSpot has a lot of H.E.A.R.T. — Humble, Empathetic, Adaptable, Remarkable, Transparent. Our Culture Code is the foundation of the company’s culture, the driving force behind our mission to help millions grow better, and serves as the scaffolding for our hiring practices. Recruiters at HubSpot look for applicants that demonstrate how they embody the Culture Code and job description, paying extra attention to cover letters that are super custom to HubSpot.

In another HubSpot submission, a HubSpot applicant writes about how she found out about HubSpot, why she likes the company, and how her professional experience aligns with H.E.A.R.T.

 

Why This Is A Great Cover Letter

HubSpot’s recruiting team was impressed with her dedication to the company and how she went beyond what was asked for by linking her portfolio in her closing paragraph.

Short Cover Letter Examples

4. The Short-and-Sweet Cover Letter

In 2009, David Silverman penned an article for Harvard Business Review titled, “The Best Cover Letter I Ever Received.” That letter contained three complete sentences, as follows:

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One might argue that this particular letter is less than outstanding. It’s brief, to say the least, and the author doesn’t go into a ton of detail about what makes him or her qualified for the job in question. But that’s what Silverman likes about it — the fact that the applicant only included the pieces of information that would matter the most to the recipient.

“The writer of this letter took the time to think through what would be relevant to me,” writes Silverman. “Instead of scattering lots of facts in hopes that one was relevant, the candidate offered up an opinion as to which experiences I should focus on.”

When you apply for a job, start by determining two things:

Who might oversee the role — that’s often included in the description, under “reports to.” Address your letter to that individual.
Figure out what problems this role is meant to solve for that person. Then, concisely phrase in your cover letter how and why your experience can and will resolve those problems.

Why This Is A Great Cover Letter

The key to this standout cover letter is research — by looking into who you’ll be reporting to and learning more about that person’s leadership style, you’ll be better prepared to tailor your cover letter to focus on how you provide solutions for them.

5. The Short Story

Basha Coleman began her cover letter with a short story. The goal of this short story is two-fold:

Detail the experience she already has with the organization.
Stand out to the hiring team.

You’ll notice that her short story follows a typical narrative arc: It has a conflict/obstacle, a turning point, and a positive outcome, all created with a goal to emphasize a theme or point. In this case, Coleman is emphasizing her existing affinity with the brand and her triumphs within the program so that she can continue on her career path.

Why This Is A Great Cover Letter

Like the second example in our list, this cover letter does an excellent job of conveying the applicant’s existing affinity for the brand. If you are applying to a company you love, don’t be shy about showing it and explaining why.

6. The Bare Bones Cover Letter

In today’s job market, cover letters aren’t always necessary. Even though many recruiters won’t ask for or even read them, cover letters can still be effective and convey personality to a reader. Writing a strong cover letter can help you better convey your interest in the position and company.

This template from The Balance Careers puts together the essential components of a short cover letter: excitement about the position, your qualifications, and a call-to-action for the recruiter to follow up with you. Combining these central aspects in a well-written, compelling narrative will go a long way in convincing readers to hire you.

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Why This Is A Great Cover Letter

This letter is organized and concise. The inclusion of bullet points to highlight key skills and help the recruiter skim the document is a nice touch.

7. The Breezy Follow-Up

In this cover letter, Amanda Edens is following the instructions the hiring manager gave by forwarding an email with resume and writing samples attached.

Edens knows that the body of the email is prime real estate to get the hiring manager’s attention, but she also doesn’t want to overwhelm the recipient with too much information since a cover letter was not requested. This short cover letter is the result. You’ll notice that she uses casual and breezy language to convey personality and enthusiasm, and she keeps her paragraphs succinct.

Why This Is A Great Cover Letter

Not only does Amanda provide links to relevant writing samples that are live on the web, but she also closes with a strong final paragraph that:

Summarizes the expertise she has relevant to the posting
Emphasizes that she doesn’t want to simply get a job but rather help the organization accomplish their goals
The reader gets everything they need in an organized and thoughtful manner.

8. The Administrative Assistant Cover Letter

In this cover letter the candidate, Brenda, plays up her prior music industry experience to build a connection with Epic Music Group. If you have specific industry experience for the role you are applying for, be sure to highlight that.

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It’s clear that she’s passionate about not only the music industry, but Epic as a whole. She’s done so much research on the company that she knows what software programs they use, and happens to be proficient in it to help convey value to the hiring manager.

This example further illustrates the importance of research. Make sure you understand the culture of the company to which you’re applying before you send a completely unfiltered cover letter — if you don’t, there’s a good chance it’ll completely miss the mark.

Why This Is A Great Cover Letter

In just three short paragraphs, the applicant uses their company research to drive home why they are the perfect fit for the role — emphasizing industry experience as well as software knowledge specific to the company. All of this communicates that she’d be able to start with very few hiccups getting up to speed.

9. The Internship Cover Letter

Maybe you’re just getting started in your career and looking to land the right internship to gain experience in your field. In this case, you’ll need to highlight more of your educational background and transferable skills since you won’t have as much professional experience to highlight.

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The cover letter above is a great example of how to emphasize your skills and accomplishments when applying to internships or entry-level positions. A few things the applicant does well:

Highlights relevant extracurriculars and affinity networks. In this case, the applicant is applying to a business analyst position, so mentioning their involvement in a FinTech group makes sense.
Previous internships in relevant fields: Our applicant points out that they’ve previously interned as a Business Analyst at another firm. Pointing out that they’ve done the role previously will help make their case for fit.
Highlight other useful skills: This applicant is fluent in both English and German. If an international company or an organization needs bi-lingual support, knowing multiple languages is an asset.

Why This Is A Great Cover Letter

This cover letter example illustrates how you can leverage your education and background to get the gig even when you don’t have much working experience. Highlighting previous internships or experience in related fields can go a long way in convincing hiring managers you’re the perfect candidate for the role.

Creative Cover Letter Examples

10. The Brutally Honest Cover Letter

Then, there are the occasions when your future boss might appreciate honesty — in its purest form. Livestream CEO Jesse Hertzberg, by his own admission, is one of those people, which might be why he called this example “the best cover letter” (which he received while he was with Squarespace):

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As Hertzberg says in the blog post elaborating on this excerpt — it’s not appropriate for every job or company. But if you happen to be sure that the corporate culture of this prospective employer gets a kick out of a complete lack of filter, then there’s a chance that the hiring manager might appreciate your candor.

“Remember that I’m reading these all day long,” Hertzberg writes. “You need to quickly convince me I should keep reading. You need to stand out.”

Why This Is A Great Cover Letter

The applicant did their research on the company’s culture and executed this cover letter flawlessly. It’s funny and shows off the applicant’s personality all while demonstrating why they are a good fit for the role.

11. The Pivot Cover Letter

Making a career switch? Your cover letter can be an excellent opportunity for you to explain the reasoning behind your career change and how your transferable skills qualify you for the role.

In this cover letter example, the applicant is pivoting to a career in UX. Not only does she make the case for why she should be hired, she shows the recruiter by using a simple, but effective design scheme that shows off her skills. It’s clean but effective.

Since the role she is applying for is more visual, it’s important to both show and tell why you’re a good fit.

Why This Is A Great Cover Letter

This cover letter strikes the perfect balance between creativity and simplicity in design while putting the applicant’s career change into context. The copy is clean, with a creative font choice that isn’t distracting from the content, but still demonstrates the applicant’s knack for design.

12. The Graphic Design Cover Letter

When applying for more creative roles, the design of your cover letter can say just as much as the words on the page. Take the graphic designer letter example below.

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It’s got so much going for it:

Pop of color
Clean layout
Interesting fonts

In addition to the style elements, this example also doesn’t skimp on the key skills recruiters are looking for. Using metrics, the applicant demonstrates their value and why they would be a great fit.

Why This Is A Great Cover Letter

This cover letter thoroughly conveys the applicant’s skills and qualifications using a variety of visual elements and by emphasizing their greatest achievements.

Take Cover

We’d like to add another stage to the job search: experimentation.

In today’s competitive landscape, it’s so easy to feel defeated, less-than-good-enough, or like giving up your job search. But don’t let the process become so monotonous. Have fun discovering the qualitative data we’ve discussed here — then, have even more by getting creative with your cover letter composition.

We certainly can’t guarantee that every prospective employer will respond positively — or at all — to even the most unique, compelling cover letter. But the one that’s right for you will. That’s why it’s important not to copy these examples. That defeats the purpose of personalization.

Editor’s note: This post was originally published in October 2020 and has been updated for comprehensiveness.

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12 Best Social Media Marketing Courses to Take Online [Free & Paid]

Taking a social media marketing course will help you level-up your existing skills or jumpstart a career in marketing management. And this is a good time: According to the Bureau of Labor Statistics, a 10% rate of job growth is expected for marketing managers from 2020 to 2030.

To help you stand out from your competition in the hiring process, as well as feel entirely confident in your ability to perform in your social media role, you’ll want to take a social media course.

In this blog post, we’ll cover some of the best social media marketing courses that are available today.

1. Social Media Certification by HubSpot

Creator: HubSpot

Platform: HubSpot Academy

Price: Free

Skill Level: Intermediate

One-Sentence Summary: Learn how to create an inbound social media marketing strategy.

HubSpot’s social media certification course is a robust program designed to help you attract customers and partners, and build brand loyalty. Because social media is the key to inbound marketing, this course ties in the two concepts seamlessly.

The course is flexible enough so that you can work on it on your time. It covers essential topics such as measuring ROI, extending reach, social media content creation, and social listening. You might also select to take specific lessons within the HubSpot Academy course — for instance, this one on Social Media Advertising.

You’ll learn:

How to develop a social media marketing strategy to generate brand awareness for your business
How to use social media listening to find out what works best for your followers
How to extend your reach on social and leverage influencers to attract new audiences
How to get the most out of your social media investments

Recommended for:

Because this course immediately jumps into social media strategy, we recommend it for new social media marketing managers who’ve recently been promoted from a junior-level role. Some experience in social media is recommended.

2. Fundamentals of Digital Marketing by Google

Creator: Google

Platform: Google Digital Garage

Price: Free

Skill Level: Beginner

One-Sentence Summary: Better understand digital marketing basics across a wide variety of disciplines, including social media marketing.

Google’s digital marketing certification has over 300,000 students and includes two social media modules to jumpstart your social media marketing knowledge. It also provides digital marketing courses in mobile marketing, SEO, content marketing, and web optimization.

The courses explain paid and organic search and teach you how to develop search-engine-optimized web pages.

Learning how to optimize pages for search on a popular search engine (for free) sounds like a win-win. At the completion of the course, you’ll receive a digital certificate you can add to your LinkedIn profile and resume.

You’ll learn:

How to master a wide array of digital marketing basics, such as search optimization, content marketing, and local marketing
How to get started with social media if you’ve never done it before
How to set goals for your chosen social media platforms
How to create a sustainable long-term social strategy

Recommended for:

Because this course covers everything related to digital marketing, it’s recommended for true beginners who’ve never been in marketing before and who’d like to learn a bit of everything (including social media marketing).

3. PPC University by WordStream

Creator: WordStream

Platform: WordStream

Price: Free

Skill Level: Intermediate

One-Sentence Summary: Learn about social ads on the major platforms including Instagram, Facebook, YouTube, Snapchat, Tik Tok, and LinkedIn.

WordStream offers the necessary educational resources to develop a strong understanding of social media advertisements. This includes social media ads on a variety of platforms such as Instagram, Facebook, YouTube, Snapchat, Tik Tok, and LinkedIn.

There’s also information about why and how to advertise on social media, as well as education around best practices while advertising across these platforms.

Lastly, you’ll learn about social media ad metrics and social shopping — this way, you can effectively measure your success as well as reach your audience when and where they’re ready to make a purchase.

You’ll learn:

How to get started with pay-per-click marketing across a wide variety of platforms, including social media
How to create a social ad strategy for your preferred platform
Why you should invest in social media ads
How to measure your success with ad metrics

Recommended for:

We recommend this course for social media marketing managers who are interested in launching a paid ads strategy on social media. It’s also a great fit for you if you prefer to learn at your own pace by reading written guides (as opposed to watching videos).

4. Social Media Specialization by Northwestern University

Creator: Northwestern University

Platform: Coursera

Price: Free

Skill Level: Beginner

One-Sentence Summary: Learn everything you need to get started in social media marketing.

Coursera is a great educational resource for beginners and those who are new to the world of social media marketing. This course by Northwestern University teaches you the social strategies you need to expand your reach and grow your followers. It touches upon social listening and lead nurturing, which most other courses don’t touch upon. This is important because lead nurturing is often associated with email marketing, but it can also be done (and should be done) over social media.

You’ll learn:

What social media is
Why you need to create a social listening strategy
How to implement nurturing strategies in your social media marketing

Recommended for:

Because of its focus on lead nurturing and its foundational modules, we recommend this course for non-marketing professionals and early-stage founders who are interested in starting a social media strategy to grow their customer base.

5. Online Advertising & Social Media by the University of Maryland

Creator: University of Maryland

Platform: edX

Price: Free

Skill Level: Intermediate

One-Sentence Summary: Learn about online advertising, sentiment analysis, and social network analysis.

On edX, you can pick classes that suit your interests and save classes to refer to later. There is a variety of business topics you can take classes on. This course from the University of Maryland focuses on online advertising, and specifically on social media advertising.

Plus, it includes in instruction on data analysis so that you can make informed decisions when refining your social strategy over time.

You’ll learn:

Which platforms you can advertise on
How to measure the success of your campaigns
How to analyze your chosen social media networks
How to delve into Big Data for your social efforts

Recommended for:

We recommend this course for social media marketers who’d like to launch an advertising strategy. In addition, we recommend it for new social media analysts who need a strong foundation in social data analysis.

6. Social Media Marketing Course by Acadium

Creator: Acadium

Platform: Acadium

Price: Free

Skill Level: Beginner

One-Sentence Summary: Get a full understanding of social media marketing while developing real-world experience in an apprenticeship.

Acadium is an apprenticeship and mentorship program — there are a number of lessons within the social media marketing course that you can take before, after, or during your apprenticeship.

The courses offered cover an array of social media marketing topics, including how to set up profiles on your chosen platforms and how to save time as you scale your social media efforts.

You’ll learn:

How to get started with the most popular social media platforms, including Facebook, Twitter, and Instagram
How to publish posts
How to stand out from your competitors

Recommended for:

We recommend this course for true beginners who not only need a foundation of social media marketing in general, but also mentorship from Acadium’s group of mentors. Because it offers highly basic knowledge, we don’t recommend it for current marketers or social media managers.

7. Digital Marketing 101 by Boot Camp Institute

Creator: Boot Camp Institute

Platform: Boot Camp Digital

Price: $197/year or $97/month

Skill Level: Beginner

One-Sentence Summary: Learn about digital marketing and work through a comprehensive section on social media marketing and strategy.

Digital Marketing 101 by Boot Camp Institute is an impactful, video-led training that takes you on a deep dive into the basics of digital marketing and using it for social media. This is beginner-level training and can be completed in six hours.

Boot Camp’s clientele includes Nike, NASA, GE, and Georgia-Pacific, and the platform gives buyers unlimited one-year access once purchased. It provides a digital marketing template, ROI information, benchmarking, and a bonus-free digital tools course.

You’ll learn:

How to get started with digital marketing across a variety of mediums and channels
Why you should create a social media strategy
Which social media trends to keep an eye on

Recommended for:

Because of its generalist approach, we recommend it for non-marketing professionals who’d like to learn all digital marketing strategies, including social media marketing.

8. Fundamentals of Digital Marketing, Social Media, and E-Commerce by The Wharton School

Creator: The Wharton School, University of Pennsylvania

Platform: edX

Price: $585

Skill Level: Intermediate

One-Sentence Summary: Marketing course designed for business professionals.

Wharton’s course is considered an intermediate dive into the intersection of digital marketing, social media marketing, and ecommerce. It’s a self-paced, six-week class that requires three hours of your time each week.

This course is structured specifically for marketing professionals, small business owners, and consumers who want to know social media techniques. You’ll learn how to produce marketing campaigns that are effective for your business.

Note: This course is offered in live cohorts. You’ll need to wait for enrollment to open.

You’ll learn:

How to use demographics and behaviors to create a digital strategy
How to interact with customers and potential buyers across multiple channels
How to leverage tools and tactics to power-up your digital marketing
How to delve into new media platforms, including social media

Recommended for:

While this is a foundational course, we recommend it for experienced business professionals who’d like to expand their skill set to include marketing skills and tactics.

9. The Strategy of Content Marketing by University of California, Davis

Creator: University of California, Davis

Platform: Coursera

Price: Free

Skill Level: Intermediate

One-Sentence Summary: Learn about the power of integrating your content marketing and social media marketing strategies.

Social media marketing is a type of content marketing, and this course can help you weave both into a more comprehensive strategy. In this online class offered by the University of California, Davis, you’ll learn how to create a content marketing strategy and develop an understanding of the ecosystem surrounding that strategy. Ample time will also be spent working on strategic writing and framing.

The different types of content marketing will be reviewed, along with how they’re integral to social media marketing. There are five weeks worth of material paired with videos, exercises, readings, and quizzes.

You’ll learn:

What the content marketing ecosystem is
How to use the “7A Framework” to power-up your content
How to tailor your content to each phase of the buyer’s journey

Recommended for:

We recommend this course for social media marketers who’d like to approach social media marketing with a content-centric perspective.

10. Social Media Marketing Masterclass by Mark Timberlake and Philomena Timberlake

Creator: Mark Timberlake and Philomena Timberlake

Platform: Udemy

Price: $129.99 one-time fee or $16.58/mo

Skill Level: Beginner

One-Sentence Summary: Learn how to build a social media marketing strategy and schedule for your unique business.

Rather than a complete level one course in social media, this offering is a masterclass on the subject, uniquely centered around ethical digital marketing techniques.

You’ll learn how to set up a powerful marketing strategy and a schedule that aligns with accomplishing business goals.

You’ll also dive into how social media marketing integrates with your business, email marketing, and building an online community. This course can be completed in 20 hours, and gives you a certificate of completion at its end.

You’ll learn:

How to create actionable content on your website and social media
How to leverage social media communities to increase brand awareness
Which social media platforms you can use to market your business
How to use your phone for social media photography

Recommended for:

This masterclass doesn’t cover just social media marketing, but SEO and blogging. For that reason, we recommend it for new marketers who’d like to expand their skill set as they dive into their new role.

11. Social Media Marketing Foundations by Brian Honigman

Creator: Brian Honigman

Platform: LinkedIn Learning

Price: Free

Skill Level: Beginner

One-Sentence Summary: Learn the foundations of social media marketing, with a focus on audience targeting and business-to-customer interaction.

This foundational course by Brian Honigman, a marketing consultant, offers similar content to the other beginner-level courses on this list, with a special focus on interacting with customers through your business’ preferred social networks. It also includes instruction on using social media for sales and experimenting with your techniques.

You’ll learn:

What social media marketing is
How to use social media for customer interactions
How to attribute metrics to business results

Recommended for:

We recommend this course for marketing professionals, salespeople, and service professionals who want to take a customer-centric approach to your company’s social media strategy.

12. Social Media Marketing Professional Certificate by Meta

Creator: Meta (FKA Facebook)

Platform: Coursera

Price: Free

Skill Level: Beginner

One-Sentence Summary: Learn about social media marketing and advertising techniques from Meta.

Meta’s social media marketing certificate includes the essentials you need to jumpstart your social media marketing knowledge, with added coursework on advertising. It also offers a Meta-centric approach, so if you know you’d like to advertise on Facebook and Instagram, this is the right course for you.

You’ll learn:

How to create a social media management strategy
How to begin social media advertising on Meta’s platforms
How to measure the results from your efforts

Recommended for:

We recommend this course for professionals who want to get foundational knowledge in social media marketing and who know they’ll be investing into Meta’s social media platforms.

Find Your Ideal Social Media Marketing Course

Social media marketing can be extremely powerful when done right — and understanding how to apply the most effective and up-to-date strategies will help you stand out from other social media marketers and strategists so you can propel your career.

So, identity the right course for your experience level, budget, and goals — then get started learning.

Editor’s note: This post was originally published in November 2019 and has been updated for comprehensiveness.