2875 - Foundations in Digital Communications Strategy & Social Media in the Age of AI
Course Description
This course shows you how to interpret and navigate ongoing changes to search and social media and adopt a strategic approach to your digital communications management to achieve your business goals. By starting a written blog, vlog or podcast, learners will get first-hand experience setting a business objective, identifying their target audience, and publishing content to a weekly schedule. Modules will cover current applications, tools and best practices related to researching your topic and audience, using AI to plan your communications strategy, effective content distribution using the PESO model, and measuring your results with Google Analytics. Sessions include lectures, discussions, practical instruction, group projects and online analysis.
Learning Outcomes
- Take a strategic and ethical approach to digital communications management
- Integrate multimodal generative AI tools into your content planning and creation
- Craft content that demonstrates experience, expertise, authoritativeness and trustworthiness (or #EEAT- Google’s latest ranking factor)
- Apply advances in AI and search engine optimization (SEO) to build brand awareness
- Measure, evaluate and adjust your communications strategies and tactics
- Effective community management legal, ethical and privacy issues.
- Build relationships, communities, and a culture of trust.
This course may be applied towards the SCS Certificate(s) in
- Digital Strategy & Communications Management : Required Courses, Require Courses Option 2, Require Courses Option 3
- Marketing : Elective, electives option 1
- Marketing - Advanced : Main Courses
- Strategic Public Relations : Required Courses