Introduction to Social Media for Business Use

What is the course about?

This practical introductory course will help small-business owners and aspiring entrepreneurs understand how social media can support their marketing. You will explore how social media fits within wider digital marketing, compare common platforms, identify the audiences you want to reach, and consider which content formats and tools suit your business.

You will also learn basic approaches to planning, engagement and measurement, with an introduction to the role of paid promotion. The emphasis is on making informed, realistic choices and developing a manageable approach rather than trying to be everywhere at once. No previous marketing experience is required.

What will we cover?

• An introduction to digital marketing and the role of social media within the customer journey.
• Setting realistic social-media objectives for a small business.
• The purposes and characteristics of different social platforms, and how to select the most relevant ones.
• Understanding audiences through simple personas, customer insight and basic social listening.
• Developing content themes and selecting appropriate formats, tools and channels.
• Planning, creating and repurposing a manageable mix of content.
• Building engagement and responding appropriately to customers and communities.
• Basic considerations around accessibility, copyright and responsible publishing.
• Using data to assess what is working and inform future activity.
• An introductory overview of organic and paid social media, including what to consider before spending money on advertising.

What will I achieve?
By the end of this course you should be able to...

• Relate realistic social-media activity to a small business's marketing goals and customer journey.
• Select appropriate social platforms for a particular audience and purpose.
• Develop a simple audience persona and use it to identify relevant content themes.
• Plan a manageable mix of content formats using accessible creation and planning tools.
• Explain the basic purpose and features of paid social media and identify when it may be appropriate.
• Produce a simple one-page social-media campaign plan covering an objective, audience, message, content and measure.

What level is the course and do I need any particular skills?

This is a beginner-level course. You do not need previous marketing training or professional social-media experience.

You should be able to:

• Use a computer or smartphone and web browser confidently.
• Send and receive emails.
• Copy and paste text and use basic keyboard shortcuts.
• Upload and download files.
• Navigate websites and access at least one social-media platform.
• Take notes in a way that supports your preferred learning approach.

It will be useful to bring an existing small business, project or business idea to work with. You will not be required to publish material during the course.

How will I be taught, and will there be any work outside the class?

The course will combine tutor demonstrations, short discussions, relevant examples, practical individual activities and peer exchange. You will have opportunities to apply the learning to your own business or project and receive guidance from the tutor.

Resources and further learning opportunities will be signposted during the course. You may be encouraged to undertake a small amount of optional research, observation or planning between sessions.

Are there any other costs? Is there anything I need to bring?

No additional purchases are expected. Please bring details of a business, project or idea that you would like to use during the practical activities, together with any information you already have about its audiences or current social-media presence.

When I've finished, what course can I do next?

City Lit offers a variety of progression courses in this subject area. Please click here to view our Social media courses or click here to view our Design courses.

Disclaimer: Use of Third-Party Software
This course might require you to either use your own personal account or create an account for the purposes of this course. City Lit cannot accept any responsibility for any failings of the third party or provide technical support. Whilst using the software you will be responsible for abiding by the providers terms and conditions and maintaining your own work.