Social Media Marketing Strategy Certificate
Harness the power of social media for your business or organization
- Learn how to develop a social media marketing campaign
- Improve your organization’s social media presence
- Understand best practices in social media marketing
- Power up your career with a leadership development e-module and customized career enrichment options.
Hear from program grads
About the field
Join the social media marketing revolution
Social media marketing refers to the process of gaining website traffic or attention through social media sites.Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. This form of marketing is driven by word-of-mouth, meaning it results in earned media rather than paid media.
Social media has become a platform that is easily accessible to anyone with internet access. Increased communication for organizations fosters brand awareness and often, improved customer service. Additionally, social media serves as a relatively inexpensive platform for organizations to implement marketing campaigns. Read more on Mashable.com.
Who should participate in the Social Media Marketing Strategy Certificate?
- Marketing professionals on all levels
- Mid-level managers at small to mid-sized companies
- Sales professionals
- Small business owners
Lisa Ford is a director of digital marketing at Capital One focusing on Capital One Bank. From defining social media strategy to championing new social-centric products like Refer-a-Friend and Ratings & Reviews, she is tasked with engaging customers and prospective customers online. Lisa’s responsibilities include managing the IT prioritization for the website, directing the digital strategy and execution of large scale marketing campaigns and rolling out new products and features that enhance the banking experience. After graduating from the University of Delaware with a dual bachelor’s degree in management and marketing in 2000, she started her career at the News Journal/delawareonline.com while working as the online manager. In 2006, she completed her MBA graduate degree from the University of Delaware and became director of marketing for a software firm, Managing Editor Inc. She joined ING DIRECT USA (now Capital One) in 2007 and co-managed the direct bank’s social media launch in 2009. She is committed to discovering innovative ways to develop deep and memorable relationships with customers. Lisa’s leadership and influence extends beyond digital marketing space. She volunteers her time on boards and committees throughout the year, including the Kalmar Nyckel Foundation, Meals on Wheels, UD’s Horn Program in Entrepreneurship and Wilmington Flower Day.
Meredith Chapman is director of digital communications at the University of Delaware, overseeing social media as well as regional media relations. Chapman began her career in television as a reporter and producer at WHYY-TV, a Philadelphia-based PBS affiliate. She then translated her journalism skills to public relations and went to work on Capitol Hill as a communication manager in the U.S. House of Representatives–expanding into the online and social media sphere. After six years in news and politics, Meredith ended up back at the University of Delaware, where she had earned a bachelor’s degree in communication and geography, and is currently pursuing her master’s degree in educational technology. Since starting her current position at UD in 2010, Chapman has revolutionized social media on campus, creating the UD Social Media Guide, portal, content submission system, primary and secondary account structure as well as policies for engaging in social media. She has been nationally recognized for her social media accomplishment and was named a top Social Media Professional for 2011 by PR News.
“There is tremendous potential to leverage social media for nearly every business. But social media and all the tools and platforms can be very overwhelming, so the certificate will allow participants to learn about all these options and to identify what will work best to meet the needs of their audience and goals of their organization.
“This certificate will delve into strategic communications and planning, to focus on how social media and mobile can be vital pieces of your marketing efforts.
“Being an early adopter of social media, I have had the chance to work with politicians, nonprofits and large institutions and corporations to advise how to best build and use social media. While no two organizations are alike, the same basic framework can be applied across each to determine how to leverage mobile assets and develop a social presence that will be effective for both the business and the consumer.”
Holly Norton is a communications professional who specializes in digital strategy and social media production, analysis and marketing. Throughout her 15-year career at Gannett, Holly worked in the sports department as a copy editor and writer, launched Spark, a successful entertainment weekly focused on Delaware young professionals, and led the newsroom in social media development and strategy as the community engagement editor. As The News Journal and Delawareonline brand transitioned into a paid content business model, Holly designed and implemented a social media strategy for reporters and editors, a crisis and brand reputation management protocol and acted as a liaison between the marketplace and The News Journal staff. Holly has been recognized by Gannett corporate as a leading manager, recipient of Chairman’s Award, Individual Excellence Award, as well as received multiple Delaware Press Association awards for column writing and editing. She is also a University of Delaware alumnus, class of 1998.
Mathieu Plourde is an educational technologist with IT Academic Technology Services at the University of Delaware. He holds a bachelor’s degree in graphic design (2000) and an M.B.A. (2006), both acquired at Université Laval, Quebec City, Canada. He is now pursuing an Ed.D. in educational leadership at the University of Delaware, and taught a class on social networking for educators in 2012. His multidisciplinary background (graphic, web and instructional design, IT, marketing, e-commerce, management, communication, education, etc.) gives him a unique view of teaching, learning, and user support. He is also a social media strategist and an open education advocate.
Many businesses and organizations are already using social media and mobile applications to promote their products and programs, but are they using them to their full potential?
Organizations need to know how to use social media effectively to improve their brand and to create a market presence. The Social Media Marketing Strategy Certificate will teach participants how to establish an organizational brand in the social media and digital environment and how to create an integrated social media strategy.
- Learn how to develop a social media marketing campaign
- Improve your organization’s social media presence
- Understand best practices in mobile marketing
Module One: Digital Landscape
- How to establish your brand online and determine the right platforms.
- Technology literacy
- Analysis of social platforms and their primary uses.
- Meet the client (Virtual session)
- Presentation of company for class project.
Module Two: Social Strategy
- Content plan
- Best practices for how to engage audience with rich, fresh and relevant content.
- Digital storytelling
- How to use multimedia to capture your audience.
- Managing audience
- Customer service via social media.
- Crisis and reputation management
- Best practices in crisis management.
- Action driven campaigns
- How to launch a product, campaign or initiative by using social media to drive action.
- Social leverage (Virtual session)
- How to identify and target key influencers on social platforms.
Module Three: Capstone
- ROI: Metrics matter
- Evaluating the results of a content strategy.
- Mobile applications and integration
- Value of mobile and knowing how your content is viewed.
- Going global (Virtual session)
- Focus on how to evaluate and launch social media on an international scale.
- Legal considerations
- Navigating terms and conditions set forth by platforms.
- Presentation of social media strategy
- Combining the tools taught in the program to present a comprehensive strategy for the client, including platforms, audience analysis, content calendar, management and social media marketing campaigns.
The cost of this certificate program is $2,195, due at the time of registration.
This program is offered in a combined in-classroom and online format, including classroom sessions taking place at the University of Delaware Downtown Center as well as live, interactive virtual class meetings taking place via the Internet. Adobe Connect will be used for the program’s virtual meetings. Technology requirements are:
- Access to a computer with a high-speed (broadband) Internet connection
- Audio headset with microphone
- Adobe Connect, a web conferences/meeting platform that works on virtually any device. A link will be sent to participants prior to the first virtual session. Click here for details on Adobe Connect.
There are no formal prerequisites for enrolling in this program, however, the course covers intermediate to advanced-level concepts and strategies involved in managing social media platforms and optimizing an organization’s social media presence. Overall setup and basic management of social media accounts is not covered.
Fall 2015 Schedule (subject to change)
Tuesday, September 15, 2015, 6 – 9:15 p.m.
Tuesday, September 22, 2015, 6 – 9:15 p.m.
Tuesday, September 29, 2015, 6 – 9:15 p.m.
Tuesday, October 06, 2015, 6 – 9:15 p.m.
Tuesday, October 13, 2015, 6 – 8 p.m. (virtual meeting)
Tuesday, October 20, 2015, 6 – 9:15 p.m.
Tuesday, October 27, 2015, 6 – 9:15 p.m.
Tuesday, November 3, 2015, 6 – 9:15 p.m.
Tuesday, November 10, 2015, 6 – 8 p.m. (virtual meeting)
Tuesday, November 17, 2015, 6 – 9:15 p.m.
Tuesday, November 24, 2015, 6 – 8 p.m. (virtual meeting)
Tuesday, December 1, 2015, 6 – 9:15 p.m.
Tuesday, December 8, 2015, 6 – 9:15 p.m.
Tuesday, December 15, 2015, 6 – 9:15 p.m.
Tuesday, December 22, 2015, 6 – 9:15 p.m.
This program can be completed in four months.
Early bird discount
UD alumni and student discount
A 15% discount available to graduates of UD undergraduate and graduate degrees, UD certificate programs and Professional and Continuing Studies noncredit programs; as well as current matriculated UD students (part-time or full-time). To apply discount, call 302-831-7600.
A 15% discount available to active members of the military as well as veterans. Please provide appropriate ID when registering. To apply discount, call 302-831-7600 or 1-866-820-0238.
Enroll two or more individuals from one business or organization in a noncredit professional development program and benefit from a 15% reduction in the total cost of registration. Individuals must register at the same time. To apply discount, call 302-831-7600.
Receive a 10% discount if you register and pay in full at or before the Certificate Information Session.
Business association membership discount
Are you (or your employer) a member of a business association, like the Delaware State Chamber of Commerce? View the list of partner discounts.
Continuing Education Scholarships
Partial funding for a limited number of qualified applicants with financial need. Transcript and proof of income required. For details, contact Debbie Farris, firstname.lastname@example.org or 302-831-2743. Download the application with instructions.
Economic Competitiveness for Delawareans Scholarship
Applicant must be a high school graduate, a currently unemployed Delaware resident collecting unemployment insurance, and financially able to pay half of program cost. Download further details with application.
Delaware Workforce Investment Board
Individual Training Account (ITA) grants for continuing education noncredit courses. Applicants may be dislocated workers, unemployed because of layoffs or because their employer went out of business, or may be employed with income below Family Income Guideline thresholds. Learn more by speaking with a case manager at a Delaware Department of Labor One Stop Service Center. After grant approval, contact the UD noncredit registrar at 302-831-7600.
Governor’s Education Grant
The Governor’s Education Grant provides up to $2,000 to qualified individuals. For details or to apply, visit the Governor’s Education Grant for Working Adults or the Governor’s Education Grant for Unemployed Adults. For details, contact Debbie Farris at email@example.com or 302-831-2743.
A credit card payment plan is available for this program, with a $50 payment plan fee added to the cost of the certificate program. Specific terms such as the required number of scheduled payments varies by program. For details call 302-831-7600 or write to firstname.lastname@example.org.
Private loans may be an option to pay for noncredit programs, for example, obtaining a loan from your bank or credit union. One option may be the Sallie Mae Smart Option Student Loan (select University of Delaware Noncredit, code 00143198 from the drop-down menu). To speak with a UD ACCESS advisor about loan options call 302-831-2743 to make a phone or in-person appointment.
Taxpayers who pay qualified tuition and related expenses to an eligible educational institution may be able to claim tax credits or deductions on their federal income tax. Call 302-831-1138 for a “Confirmation of Tuition” letter, which can be provided by the University of Delaware noncredit registrar. Please note the registrar’s office does not supply a Form 1098-T, as the Confirmation of Tuition represents accepted documentation.