Social Media Marketing and Customer Engagement

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Course Dates

STARTS ON

TBD

Course Duration

DURATION

9 weeks, online
5–7 hours per week

Course Duration

Go Beyond Social Media Engagement to Ignite Revenue

Social media should be top of the list of your sales tools. Engagement, clicks, likes, pins and posts are just waiting to be monetised, but you need a social media strategy to transform scrollers’ curiosity into revenue. Social Media Marketing and Customer Engagement from Imperial College Business School Executive Education is an online certificate programme that teaches you to improve business performance and sales through every connection you make on social media.

Why Now?
With 36 million Facebook users in the UK generating £1.27 billion in revenue and the UK pool of active social media users expanding by 2.3 million since 2020, your organisation needs to take social media seriously as an instrument of business growth. According to HootSuite reports, among digital users aged 16—64, a whooping 98 per cent engaged with social media in the past month.

Who Should Attend?

This hands-on certificate programme offers a comprehensive curriculum to expand your knowledge of social media marketing. The benefits are clear: HubSpot reports that 89 per cent of consumers buy from brands they follow on social media, and 67 per cent of marketers say social media generates leads. Mastering the skills in this programme will be particularly relevant for the following:

Early-Career to Mid-Level Marketing and Digital Marketing Professionals looking to improve social media marketing and customer engagement strategy to convert leads into sales. Ideal for marketers who want to achieve the following:

  • Learn tools and techniques to increase consumer engagement.
  • Measure and analyse the impact of social media campaigns and customer engagement on sales.
  • Leverage paid and organic engagements across social media channels for better business outcomes.
  • Convert qualitative data into actionable information.
  • Build your brand and business through increased customer participation with organic and paid media.

Social Media/Customer Engagement Managers seeking to improve their social media strategies and engage more customers. Ideal for managers seeking to focus on:

  • Leveraging the right social media channels for business goals.
  • Strategies to scale customer reach and engagement in social media for better business outcomes.
  • Increasing customer participation/engagement with organic and paid media to build your brand and business.
  • Understanding social listening to convert qualitative data into actionable outcomes.
  • Why Take the Social Media Marketing and Customer Engagement Programme?

    The innovative thinking at Imperial College London has made the school a worldwide leader in the fusion of business, technology and an entrepreneurial mindset. The Social Media Marketing and Customer Engagement programme blends the academic and the applicable, providing hands-on tools and best practices to turn engagement with your social media content into revenue and return customers. You’ll learn skills that enable you to:

    • Connect with customers on their favorite social media channels.
    • Optimise your social media marketing efforts with paid and organic media.
    • Measure the effectiveness of your social media marketing campaigns.
    • Identify emerging platforms and changes in user behavior with search insight tools.
    • Transform passive attention and non-purchasing engagement into sales.
    • Be intentional in how you use social media as a sales tool.
    • Scale your social media efforts for business impact.

    Key Takeaways

    At the end of this 9-week online programme, you will be able to:

    • Select the most appropriate social media platform for a given point in the user journey for different demographics, geographic locations and uses.
    • Maintain, manage and make decisions for paid and organic media campaigns.
    • Expand customer engagement and participation in high- and low-involvement contexts, using a variety of methods.
    • Explore strategies for turning attention and engagement into sales.
    • Use social media monitoring and search insight tools to predict important emerging platforms and changes in user behaviour.

    Program Modules

    Module 1:

    Introduction

    Acclimatise to the learning platform, make introductions and prepare for upcoming sessions.

    Module 2:

    Online Customer Engagement I (2 weeks)

    In this first section dedicated to translating customer engagement into sales, you’ll identify examples of good and bad profits, create a plan to improve your net promoter score, expand customer participation, improve brand transparency, evaluate the impact of a social media campaign and learn to classify people as influencers, advocates or both.

    Module 3:

    Online Customer Engagement II (2 weeks)

    In this second engagement section, you’ll increase your organisation's customer engagement by creating memorable messaging, identifying communication strategies used in different ads and evaluating challenges or barriers for turning engagement into sales.

    Module 4:

    Social Media Marketing I – Paid and Organic (2 weeks)

    In the first of two sections focused on using social media as a business tool, you’ll identify appropriate and inappropriate uses of social media marketing, channels and measures, suggest appropriate content for different social media channels, analyse different aspects of social media campaigns, apply social media policy as a preventative measure and make campaign improvements by reading different social media campaign measures.

    Module 5:

    Social Media Marketing II – Platforms (2 weeks)

    In the final module, you’ll identify appropriate uses for different social media platforms by selecting the most widely adopted platforms for different locations and demographics, identifying different social media platforms and formats for content, comparing messenger platforms, evaluating a platform’s success using different metrics and predicting important emerging platforms and changes in user behaviour using different tools.

    Module 1:

    Introduction

    Acclimatise to the learning platform, make introductions and prepare for upcoming sessions.

    Module 4:

    Social Media Marketing I – Paid and Organic (2 weeks)

    In the first of two sections focused on using social media as a business tool, you’ll identify appropriate and inappropriate uses of social media marketing, channels and measures, suggest appropriate content for different social media channels, analyse different aspects of social media campaigns, apply social media policy as a preventative measure and make campaign improvements by reading different social media campaign measures.

    Module 2:

    Online Customer Engagement I (2 weeks)

    In this first section dedicated to translating customer engagement into sales, you’ll identify examples of good and bad profits, create a plan to improve your net promoter score, expand customer participation, improve brand transparency, evaluate the impact of a social media campaign and learn to classify people as influencers, advocates or both.

    Module 5:

    Social Media Marketing II – Platforms (2 weeks)

    In the final module, you’ll identify appropriate uses for different social media platforms by selecting the most widely adopted platforms for different locations and demographics, identifying different social media platforms and formats for content, comparing messenger platforms, evaluating a platform’s success using different metrics and predicting important emerging platforms and changes in user behaviour using different tools.

    Module 3:

    Online Customer Engagement II (2 weeks)

    In this second engagement section, you’ll increase your organisation's customer engagement by creating memorable messaging, identifying communication strategies used in different ads and evaluating challenges or barriers for turning engagement into sales.

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    Programme Experience

    Decorative image relating to orientation

    Orientation

    Decorative image relating to reflection assignments

    Reflection assignments

    Decorative image relating to video lectures

    Video lectures

    Decorative image relating to practical tools

    Practical tools

    Decorative image relating to interactive activities

    Interactive activities

    Decorative image relating to a continious programme access

    Continuous programme access

    Tapping the Social Media Habit

    Social media users are not passive scrollers. They represent a huge market actively seeking your organisation's content, products and services. HubSpot reports that social media users are 71 per cent more likely to make a purchase based on social media referrals, and more than 60 per cent of Gen Zers follow brands they like on social media. The trackable habits of social media users serve as your organisation's satnav, locating where to spend your media, marketing and advertising budget.

    19

    Number of times each month UK Facebook users click on an ad

    SOURCE: HootSuite

    2:25

    Average amount of time each day spent on social media

    SOURCE: HootSuite

    Programme Faculty

    Profile picture of programme faculty, ANDREAS EISINGERICH, OMAR MERLO and DANIEL ROWLES.

    Andreas Eisingerich

    Imperial College London, Professor of Marketing, Head of the Analytics, Marketing and Operations Department, Co-Academic Programme Director of the MSc Strategic Marketing programme online

    Best known for his work on customer–brand relationships and service research, Dr Eisengerich is co-author of Brand Admiration: Building a Business People Love. His research centres on the elevating benefit of brands, effective use of cognitive behavioural therapy (CBT) and gamification in the context of mobile health (mHealth) solutions,... More info

    Faculty Member Omar Merlo

    Omar Merlo

    Imperial College Business School, Associate Dean and Academic Director of the MSc Strategic Marketing programmes, Assistant Professor

    Dr. Merlo’s main teaching, research, and consulting interests are in the areas of strategic marketing, services and relationship management, customer engagement, and customer management. His awards have included a European Union Award for Excellence and a Fellowship from the Swiss Research Fund... More info

    Faculty Member Daniel Rowles

    Daniel Rowles

    Imperial College Business School Lecturer, Director of Imperial Digital Transformation Strategy Programme, CEO of Target Internet Ltd.

    With more than 25 years of experience in digital marketing and digital transformation on both the client side and agency side, Rowles is a Fellow of the Chartered Institute of Marketing and has helped organisations of all types and sizes to use digital marketing effectively, working with clients such as BBC,... More info

    Certificate

    Certificate

    Upon completion of the programme, participants will be awarded a verified digital certificate by Imperial College Business School Executive Education.

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    Apply Now

    Early registrations are encouraged. Seats fill up quickly!