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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/social-media-advertising
课程评论：没有评论
课程名称：社交媒体广告 概述：社交媒体平台是数字广告的驱动力，因此社交媒体广告具有较高的性价比，几乎可以在任何预算下进行投放。社交媒体广告的定向选项十分复杂，可以围绕用户的行为（如点赞、发帖和点击）定制广告。本课程解析了小型企业如何利用Facebook、Instagram和Twitter进行广告投放。从基本的广告活动到高级技术，包括相似用户建模和受众重定向，本课程展示了在这三个主要社交媒体平台上如何有效地进行广告宣传。 教学大纲： 1. 阅读材料：社交媒体 本系列讲座提供了社交媒体广告的概述、历史和其在数字营销中的作用。讨论了社交媒体平台的演变及其对交流模型的影响，阐明了社交媒体广告的优缺点，强调其互动性、可追踪的指标以及可能面临的挑战，如负面内容管理和社交媒体疲劳。最后，提供了小型企业在社交媒体广告上开始的实用建议。 2. 视频讲座：Twitter与Facebook 在这一综合讲座系列中，学生将探索社交媒体平台（特别是Twitter和Facebook）广告的复杂性，包括社会化广告与搜索引擎广告的区别、广告类型、定向选项以及与推断数据和用户匿名性相关的挑战。讨论Twitter和Facebook广告的局限性，如广告相关性、定向挑战和垃圾广告的普遍性。学生还将分析广告效率，利用Twitter广告API和Facebook Pixel进行人口统计分析，全面理解社交媒体广告及其优化策略。 3. 视频讲座：Instagram 本讲座系列探讨了Instagram作为广告平台的力量和有效性， examining其独特功能、定向能力和性能指标。讨论了网红在营销中的作用及其发展的趋势，强调了Instagram内容中的美学和真实性的重要性。同时，将Instagram与Facebook和Twitter等其他社交媒体平台进行比较，并深入研究克服社交媒体购买意图不足的策略。最后，还讨论了有关赞助内容的法规以及Instagram作为媒介的沉浸性特点。 4. 期末项目 此项目为学生提供三个作业选项，以应用他们对社交媒体广告的知识。学生可以选择创建一份报告，识别受众画像及Facebook广告活动的相关定向参数，评估两个小型企业的Instagram广告活动成功潜力，或为一家美食熟食店制定Twitter广告策略。通过这些作业，学生将展示他们对定向参数、创意选项和评估社交媒体广告活动成功的关键指标的理解。
Name:Readings: Social Media
Description:This series of lectures provides an overview of social media advertising, its history, and its role in the digital marketing landscape. The lectures discuss the evolution of social media platforms and their impact on the communication model. They also explain the advantages and disadvantages of social media advertising, highlighting its interactive nature, trackable metrics, and potential challenges such as negative content moderation and social media burnout. The lectures touch on the future of social media, with a focus on the increasing role of augmented reality, virtual reality, and influencer marketing. Finally, practical tips for small businesses looking to get started on social media advertising are provided.
Name:Video Lecture: Twitter & Facebook
Description:In this comprehensive lecture series, students will explore the intricacies of advertising on social media platforms, particularly Twitter and Facebook. The lectures will cover the differences between social media and search engine advertising, ad types, targeting options, and challenges associated with inferenced data and user anonymity. We will also discuss the limitations of Twitter and Facebook advertising, such as ad relevance, targeting challenges, and spam prevalence. Furthermore, students will learn about the effectiveness of ads on both platforms, analyzing campaign data, and utilizing the Twitter Ads API and Facebook Pixel for demographic prospecting. By the end of this lecture series, students will have a comprehensive understanding of social media advertising and how to optimize their campaigns on both Twitter and Facebook.
Name:Video Lecture: Instagram
Description:In this lecture series, we will explore the power and effectiveness of Instagram as an advertising platform, examining its unique features, targeting capabilities, and performance metrics. We will discuss the role of influencers in marketing and the evolving landscape of influencer marketing, as well as the importance of aesthetics and authenticity in Instagram content. Additionally, we will compare Instagram to other social media platforms like Facebook and Twitter, and delve into strategies to overcome the lack of purchase intent on social media. Lastly, we will touch upon the regulations surrounding sponsored content and the immersive nature of Instagram as a medium.
Name:Final Project
Description:This project offers three assignment options for students to apply their knowledge of social media advertising on platforms such as Facebook, Instagram, and Twitter. Students will either create a report identifying an audience persona and relevant targeting parameters for a Facebook ad campaign, assess the potential success of an Instagram advertising campaign for two small businesses, or develop a Twitter ad strategy for a gourmet deli. Through these assignments, students will demonstrate their understanding of targeting parameters, creative options, and key metrics for evaluating the success of social media advertising campaigns.
Social media platforms are driven by digital advertising. As a result, social media advertising is affordable and can be purchased at almost any budget. Targeting options in social media advertising are also sophisticated. It is possible to tailor ads around a user’s behaviors (e.g., likes, posts and clicks). This course unpacks small business use cases of Facebook, Instagram and Twitter advertising. From basic campaigns, to advanced techniques including lookalike modeling and audience retargeting, this course shows how to effectively advertise on three major social media platforms.
