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Strategic Social Media: From Marketing to Social Change

Learn how to create impactful social media strategies that drive engagement, foster communities, and use digital platforms for real change.

(SM-MARKETING.AE1) / ISBN : 978-1-64459-711-8
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About This Course

Discover how to create engaging content, maximize impact, and measure ROI in this strategic social media marketing course.

Dive into personal branding, community engagement, mobile marketing & more. You’ll learn to bypass algorithms, expand your reach, and build up your brand awareness.

And then comes the last step: apply everything you learned to acquire new customers. Start mastering social media the right way.

Skills You’ll Get

  • Craft high-impact social media strategies that accelerate engagement and growth.
  • Master social media management to achieve exceptional results.
  • Create high-yielding social media campaigns that scale. 
  • Learn to track your campaign success to generate maximum impact.
  • Stand out as a thought leader in the industry with brand positioning tactics.
Download Course Outline

1

Introduction

  • Reference
2

The Foundational Principles of Behavior Change

  • Introduction
  • Bridging Communication Theories and Social Media Practices
  • Linear Communication Models to Transactional Processes
  • Marketing and Behavior Change Theory
  • Summary
  • References
3

Information Diffusion

  • Introduction
  • Diffusing Your Message
  • Web 1.0 to Web 2.0 Technology Structure
  • Transparency, Control, and Public Relations
  • Summary
  • References
4

Establishing Community

  • Introduction
  • Community Development Theory
  • Behavior Change and the Power of Social Networks
  • Brand Authenticity
  • Summary
  • References
5

Mobilizing Your Users

  • Introduction
  • Social Media Mobilization
  • The Power of User‐Generated Content
  • Offline Brand Advocacy
  • Summary
  • References
6

Social Media Uses

  • Introduction
  • Transforming Passive Audiences to Participatory Users
  • Predicting Social Media Use
  • Social Media User Profile
  • Summary
  • References
7

Active Within Structures

  • Introduction
  • Active Within Structures
  • The Role of Structure
  • Recognizing Constrained Active Choices
  • Summary
  • References
8

Social Media Messages for Engagement

  • Introduction
  • The Theory of Dialogic Communication
  • Social Media Engagement and Virtual Communities
  • The Dialogic Loop
  • Summary
  • References
9

Social Media for Personal Branding

  • Introduction
  • Personal Branding
  • Public/Private Identity
  • Omnichannel Personal Marketing
  • Summary
  • References
10

The Long Tail and Social Media Business Models

  • Introduction
  • Theory of the Long Tail
  • Developing a Business Model
  • One Business Model Doesn’t Fit All
  • Summary
  • References
11

Social Media Marketing Strategies

  • Introduction
  • Transitioning from Traditional Marketing
  • Applied Strategic Theory
  • Branded Social Experience
  • Summary
  • References
12

Mobile Marketing and e‐Commerce

  • Introduction
  • Mobile Digital Projections
  • Peer Influence and a Shared Social Journey
  • Generating Return Visits
  • Summary
  • References
13

Evaluating Social Media Marketing

  • Introduction
  • Current Social Media Marketing Measurements
  • Building on the Focus Group
  • Audience Reception Approach
  • Summary
  • References
14

Social Media for Social Behavior Change

  • Introduction
  • We First
  • Role of the User
  • Identification Through Social Behavior
  • Summary
  • References
15

Social Media and Health Campaigns

  • Introduction
  • Activation Theory of Information Exposure
  • Health Belief Model
  • Mobile Reach
  • Summary
  • References
16

Social Media and Civic Engagement

  • Introduction
  • Historical Shifts of Civic Engagement
  • Civic Engagement and the Individual Self
  • Technology and Political Communication
  • Summary
  • References
17

Communication for Development

  • Introduction
  • Exploring Communication for Development
  • Modernization, Dependency, and Participatory Approaches to Behavior Change
  • Opportunities and Challenges of Communication for Development Approaches
  • Summary
  • References
18

Social Media and Entertainment–Education

  • Introduction
  • Theoretical Underpinnings of Entertainment–Education
  • Entertainment–Education and Public Health
  • MARCH Model of Behavior Change
  • Summary
  • References
19

Social Media in a Post‐convergence Era

  • Introduction
  • The Culture of Convergence
  • Remediation Theory
  • Integrating Social Media in a Post‐convergence Era
  • Summary
  • References
20

Arguing for a General Framework for Social Media Scholarship

  • Introduction
  • The Six Paradigms of Communication Theory
  • A General Framework for Mass Media Scholarship
  • Key Intersections of Social Media Scholarship
  • Summary
  • References
21

The Future of Social Media

  • Introduction
  • The Future Social Media Landscape
  • Artificial Intelligence (AI)
  • Opportunities and Concerns
  • Conclusions in the Future Social Media Landscape
  • Summary
  • References

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To become a social media strategist, you’ll need to develop a strong understanding of strategy, analytics, and content. These skills are often built through hands-on experience and structured learning. Courses like uCertify’s are designed to guide you through each essential step.

Social media strategy is best learned through practical application. While many start by experimenting, structured courses like this one offer proven frameworks and expert insights you can apply immediately.

The best course will combine strategy, real-world case studies, and platform-specific tactics. Our Strategic Social Media course has been crafted to help learners build skills they can actually use in campaigns.

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