Content Strategy and Platform Optimization

This unit focuses on producing, tailoring, and publishing content across social platforms while optimizing posts for reach, searchability, and conversions. Students will integrate social media with websites, press releases, advertising channels, and analytics tools to measure performance, diagnose campaign issues, and prepare for full campaign execution in the final unit.

Learning Objectives

• Analyze target-audience demographics and vertical-industry characteristics to select the most effective social networks and content formats for campaign goals
• Apply platform-specific optimization techniques (hashtags, metatags, URL shortening, embedding, and media best practices) to produce and publish optimized social media assets
• Demonstrate integration of social media with web and marketing systems by implementing tracking (e.g., UTM parameters), embedding posts, and using platform insights and Google Analytics to collect performance data
• Evaluate campaign performance using native dashboards, third-party analytics, podcast metrics, and lead-tracking methods; diagnose problems and recommend data-driven improvements while ensuring legal and ethical compliance