University of Colorado Boulder

Social Media Advertising

This course is part of Concepts, Strategies, and Analytics in Performance Marketing and Digital Advertising Specialization

Taught in English

Some content may not be translated

Chris J. Vargo

Instructor: Chris J. Vargo

33,597 already enrolled

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Course

Gain insight into a topic and learn the fundamentals

4.6

(297 reviews)

|

94%

Beginner level
No prior experience required
6 hours (approximately)
Flexible schedule
Learn at your own pace

What you'll learn

  • Identify social media advertising types that are likely to succeed

  • Understand the different types of social media ads

  • Implement effective social media targeting parameters to match desired audiences

  • Execute social media advertising campaigns

Details to know

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Assessments

6 quizzes

Course

Gain insight into a topic and learn the fundamentals

4.6

(297 reviews)

|

94%

Beginner level
No prior experience required
6 hours (approximately)
Flexible schedule
Learn at your own pace

See how employees at top companies are mastering in-demand skills

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Build your subject-matter expertise

This course is part of the Concepts, Strategies, and Analytics in Performance Marketing and Digital Advertising Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
  • Learn new concepts from industry experts
  • Gain a foundational understanding of a subject or tool
  • Develop job-relevant skills with hands-on projects
  • Earn a shareable career certificate
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There are 4 modules in this course

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.

What's included

5 readings3 quizzes

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.

What's included

6 videos2 quizzes

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.

What's included

4 videos1 quiz

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.

What's included

4 readings1 peer review

Instructor

Instructor ratings
4.8 (76 ratings)
Chris J. Vargo
University of Colorado Boulder
7 Courses63,516 learners

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4.6

297 reviews

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RB
5

Reviewed on Apr 24, 2021

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5

Reviewed on Aug 10, 2020

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5

Reviewed on Jun 4, 2020

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