Social Media, Content and Influencer Marketing
Subject Overview
The third Digital Marketing group elective, covering the social media marketing ecosystem, platform-specific strategic marketing and engagement, content strategy and the influencer marketing ecosystem, and social media analytics and emerging immersive marketing formats. A 4-credit elective theory paper.
Unit-wise Syllabus
4 units — click WhatsApp below to get the full notes for each
Unit 1: Social media marketing ecosystem
Evolution of social media marketing, communication models, role of social networking platforms, digital communities and customer engagement, integrated social media marketing framework, user-generated content, social media ethics
Unit 2: Platform strategy and engagement
Strategic marketing through Facebook, Instagram, LinkedIn, YouTube and X, content planning and calendars, sponsored advertisements, audience targeting, social listening and online reputation management, engagement metrics
Unit 3: Content and influencer strategy
Digital storytelling, blogs/vlogs/podcasts as content tools, video content creation and YouTube optimization, influencer marketing ecosystem and creator economy, influencer identification and collaboration models, live streaming and webinars
Unit 4: Analytics and emerging formats
Social media analytics and dashboard interpretation, engagement metrics and ROI measurement, AI tools for content generation, social and live commerce, reels and short-video marketing, metaverse-based communication, ethical concerns in influencer marketing