Digital Marketing: Social Media Management

Want to master the art and science of social media marketing? This course gives aspiring social media marketers, entrepreneurs, freelancers, and marketing professionals the highly sought-after skills to plan, create, and manage impactful social media campaigns that drive engagement and brand growth; critical capabilities for roles involving brand strategy, digital communications, campaign management, and content marketing.

After completing this course, you will be able to:

Design and execute a complete social media strategy aligned with business goals.
Create compelling text, image, and video content that resonates with target audiences.
Analyze performance metrics to optimize social media engagement and ROI.
Use scheduling and management tools to maintain brand consistency and efficiency.

Course Overview

During this course, you'll learn to plan, create, manage, and evaluate social media activities across platforms such as Facebook, Instagram, LinkedIn, X (Twitter), and TikTok.

You'll look at the core pillars of social media marketing—from planning and strategy to content creation, calendarization, and analytics. You'll explore how to design effective social media strategies and choose the right platforms for your audience. Plus, you'll learn valuable techniques for crafting high-performing posts, leveraging user-generated content (UGC), and optimizing visual storytelling to enhance engagement.

Throughout, you'll gain hands-on experience through guided labs and activities, including developing a social media strategy, creating engaging posts, building a content calendar, managing community interactions, and analyzing performance metrics using industry-standard tools. Then, in a final project, you'll apply your knowledge managing a brand's social media presence end-to-end—demonstrating your readiness for real-world marketing roles.

If you're looking to build a solid, demonstrable foundation in social media strategy, content creation, analytics, and community management, enroll today!

Prerequisites

This is a beginner-friendly course. No prior experience in marketing or social media is required. Basic familiarity with using popular social media platforms is helpful but not mandatory.

Related Professional Certificates

This course is part of the IBM Digital Marketing Professional Certificate and the IBM Social Media Marketing Specialization, two programs that are designed to prepare you for roles such as Social Media Manager, Digital Marketing Specialist, Content Strategist, and Brand Engagement Lead.

Course Syllabus

Module 0: Welcome
Course Introduction, Syllabus, and Grading Scheme
Module 1: Social Media Planning and Strategy
Fundamentals of Organic Social Media and Growth Hacking
The Social Media Planning Process and Platform Selection
Lab: Creating a Basic Social Media Plan
Module 2: Content Creation and Calendarization
Crafting Text, Image, and Video Content
Leveraging Stories and User-Generated Content (UGC)
Lab: Creating and Optimizing Social Media Content
Building and Managing a Social Media Calendar
Module 3: Social Media Management and Analytics
Community Management and Engagement Techniques
Understanding Social Media Metrics and Insights
Lab: Using Analytics and Management Tools Effectively
Module 4: Assessment and Final Project
Final Project: Social Media Management for a Brand
Final Quiz and Course Wrap-Up

Digital Marketing: Social Media Management

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