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NEW! Social Media Marketing Certification

In this workshop, you’ll understand how to use social media marketing to achieve your marketing goals by attracting new prospects, deepening relationships with existing customers, enhancing your brand, and increasing profitable revenues.

NOTE: You must register for a conference package that includes Pre-Conference to attend.

Exclusive Sponsor:

Two-day Instructor:
Heidi Cohen, President,
Riverside Marketing Strategies

Day 1 - Saturday, October 9

Part 1: Developing a Social Media Strategy to Maximize Consumer Engagement
Time: 10:00 AM – 12:30 PM
Successful marketing starts with a well thought out plan. This section will cover the theory and underpinnings of social media to enable students to create an effective social media marketing strategy that will help accomplish marketing and business goals.


  • Understand the theory behind social media and the business rationale for using it
  • Build a comprehensive social media marketing strategy
  • Integrate social media efforts into online and offline marketing strategies to maximize engagement
  • Develop success metrics to assess social media marketing effectiveness


Part 2: Fueling the Social Media Engine with Marketing Content
Time: 2:00 PM – 4:30 PM
In general, social media platforms either create content or disperse your message. This section guides students through the various types of social media that can be used to achieve marketing objectives. Among the specific topics covered are social media networks, blogs, photographs, videos, podcasts, slide presentations, e-books, and user comments/reviews.


  • Identify appropriate social media platforms for specific offerings and/or goals
  • Understand how to adapt marketing messages to meet requirements of social media formats
  • Integrate social media content into overall marketing plan to extend reach, support product sales, and aid search marketing
  • Be able to engage prospects, customers, and fans with topics of relevance
  • Ensure consistency with brand and/or product across social media platforms

Day 2 -Sunday, October 10

Part 3: Extending Your Marketing Reach by Distributing Your Message Through Social Media Channels
Time: 9:00 AM – 10:00 AM
This section will cover the various ways that social media acts as a conduit to distribute content. Among the formats that will be covered are microblogging (Twitter), social bookmarking, widgets, mobile apps, and social media press releases.


  • Understand the strengths and weaknesses of different social media channels
  • Distribute social media content across online channels to maximize marketing impact
  • Use social media channels to provide additional entry points to your offering


Part 4: Developing a Social Media Marketing Content Strategy
Time: 10:00 AM – 11:30 AM
Content drives social media. Since marketing-speak content doesn’t work on social media, this section will cover how to develop a content strategy for social media marketing to ensure that it attracts prospects and supports the sales process. As part of the process, social media content and its distribution need to be integrated into the overall marketing plan.


  • Create content appropriate to different social media marketing formats
  • Present a consistent message across social media content offerings that are aligned with product and brand
  • Provide content that attracts and engages consumers
  • Determine topics of relevance to audience, not just broadcasting your message


Part 5: Managing Social Media Marketing and Integrating it into an Overall Business Plan
Time: 1:00 PM – 3:00 PM
While often handled by the marketing department, a social media marketing strategy can often affect a broad cross-section of an organization. This section will cover a range of topics to enable marketers to handle the challenges that social media presents. Among these are social media policy development, employee involvement, and reputation monitoring.


  • Develop a corporate-wide social media policy to support and encourage employee participation
  • Create a reputation monitoring effort to respond to critical issues as they arise
  • Understand the implications of social media involvement
  • Involve a diverse group of employees in social media efforts