S CIAL

MEDIA
MARKETING
SHORT COURSE 12 WEEKS
INTRODUCTION

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Contents For Social Media Marketing

Social Media Marketing

Module 1 /ŶƚƌŽĚƵĐƚŝŽŶƚŽ^ŽĐŝĂůDĞĚŝĂ

Module 2 dŚĞsĂůƵĞŽĨ^ŽĐŝĂůDĞĚŝĂĂŶĚƚŚĞ
/ŵƉŽƌƚĂŶĐĞŽĨŽŶƚĞŶƚ

Module 3 /ŶƚƌŽĚƵĐƚŝŽŶƚŽ^ŽĐŝĂůDĞĚŝĂŚĂŶŶĞůƐ
;WĂƌƚϭͿ

Module 4 /ŶƚƌŽĚƵĐƚŝŽŶƚŽ^ŽĐŝĂůDĞĚŝĂŚĂŶŶĞůƐ;WĂƌƚϮͿ

Module 5 Doing business in different parts of the world

Module 6 The Digital Marketing Funnel

Module 7 Monitoring Customer Search Behaviour

Module 8 KŶůŝŶĞZĞƐĞĂƌĐŚĂŶĚZĞŵĂƌŬĞƚŝŶŐ

Module 9 ^ĞĂƌĐŚŶŐŝŶĞKƉƚŝŵŝƐĂƚŝŽŶʹWĂƌƚϭ

Module 10 ^ĞĂƌĐŚŶŐŝŶĞKƉƚŝŵŝƐĂƚŝŽŶʹWĂƌƚϮ

Module 11 Social Media Monitoring

Module 12 Return on Investment for Digital Marketing

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1. Word of Welcome

Welcome to the Social Media Marketing course. Social media management is

a fun, yet complex role and requires in-depth understanding of audiences and
the objectives behind posting content. While having active social media pages
is the first step to creating an online presence, many marketers are missing the opportunity to really target customers
and turn ‘likes’ into sales. The social media environment is thirsty for content and if not properly managed could
become stale and forgotten very quickly. Marketers operating in this space require specialised tools, automated
reporting and a plan that ties up with the digital marketing strategy and objectives.

Knowing how to set up your social media platforms and which tools to use when will enable you to manage content
and measure results of your social media strategy effectively. This course is ideal for those who want to take their
knowledge of social media marketing to the next level. By doing this course you will be able to set-up, manage,
measure and control your social media strategy.

We welcome you as you start your social media marketing journey. You are about to explore the value of social media
marketing and the different channels you can use to reach specific audiences. You will develop an understanding of
the importance of content and the relationship social media should have with your website. You will also be
introduced to tools for managing and measuring your social media activities and will gain an understanding of the
importance of integrating your online channels with your offline communication and channels. At the end of this
course you will have a very good understanding of the six main social media platforms: Facebook, Instagram, LinkedIn,
Twitter, YouTube and Google+.

2. A Word from Wendy Monkley - Head Tutor

While you study this course, you will be supported by your head tutor Wendy Monkley, an
industry leader and trainer extraordinaire. Wendy will be your ‘go-to’ person, facilitating
online discussions with your fellow students in your group, as well as, being available for
individual queries and help if you need it. She’ll also be the one carefully marking your
assignments. For any content- or course-related questions, you can contact Wendy on:
wendym@imm.co.za

Wendy is a professional communicator who’s passionate about building businesses,

brands and people. She is the interface between people, between companies, and between companies and
consumers. She establishes processes to allow for ease-of-communication, knowledge -sharing and business
optimisation, and she designs campaigns to effectively advertise brands, services and products. Backed by a
master’s Degree in Business Administration (MBA), she has extensive experience and expertise across the
marketing, communication and advertising spectrum, including: Digital Marketing, Brand Positioning, Customer
Service Management & Communication, Public Relations, Marketing Strategy & Planning, Copywriting, Website
Design & Development and Content & Social Media Management. Wendy is truly a business and brand architect,
building companies and developing people one step at a time.

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3. How to Use This Guide

Social Media Marketing is designed to give you an overall understanding of six well known social media platforms. It
introduces you to most of the key concepts and tools relating to these platforms.

At the end of each module you will find some self-assessment questions which should be used for self-evaluation.

The following are the icons that appear in this study guide:

Indicates learning outcomes

Indicates additional reading to be undertaken

Indicates a short summary of topics covered in

each module

Indicates self-evaluation questions

4. Prescribed Learning Material

The Social Media Marketing course is the only compulsory material to successfully complete this course.

5. Assessment

The learning assessment comprises two online assessments.

The two online assessments for Social Media Marketing collectively constitutes 100% of your final mark. No
examination is required for this program, but to be successful a pass rate of 50% is required per assessment.
You will complete your first assessment after Module 6 and your second assessment after Module 12.

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6. CHE Specifications

In terms of the CHE, this is a short course and as such, no credits are awarded towards a qualification.

7. Student Support at Your Finger Tips

You are registered for this short course on a distance learning basis and you are expected to work on your
own most of the time. However, this does not mean that you are completely on your own. Please use the
available IMM Graduate School Student Support resources to help you during your studies.
• Contact the short course administrator for clarity when you need it and ask them to explain administration
related issues issues which you may find confusing or challenging:
shortcourses@immsc.co.za. Don’t leave your admin queries too late. You can also contact your head tutor
for any course content related queries.
• All communication with you will be managed on our learning management system called iCampus.
• A video recording pertaining to your short course is available for you to view. The recording will introduce
you to your head tutor and you will be given an overview of the course content, what to expect on this
exciting journey and you will be given details related to your assignments where applicable.
• Group Forums / discussions– join group forums, to post questions and engage with fellow students.
• Your course content may contain additional reading and links to videos, all of this may enhance your learning
experience.

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 8. Specific Learning Outcomes
There are many specific learning outcomes for this course, as indicated per module in the table below.

Module Description Specific learning outcomes

Social Media Marketing
Module 1 Introduction to • Understand key terminology used in social media marketing.
Social Media • Discuss the three types of social media.
• Define ‘social media’, including organic and paid-media.
• Understand why audiences use social media.
• Explain how social media can support other digital media.
Module 2 The Value of • Understand what makes people follow or unfollow a brand.
Social Media • Explain why content marketing is important.
and the • Discuss the key steps for producing and managing content.
Importance of • Understand the benefits and limitations of social media content.
Content • Explain how insights from social media listening platforms can be used to increase
social media engagement.
Module 3 Introduction • Describe the different social media channels that organisations can use.
to social media • Explain how marketers can use a range of social media channels to support their
channels marketing activities.
(Part 1) • Understand the different audiences that are attracted to Facebook, LinkedIn and
Twitter.
• Explain with examples the benefits and limitations of organisations utilising Facebook,
LinkedIn and Twitter social media channels.
Module 4 Introduction to • Understand the different audiences that are attracted to Instagram, Snapchat,
Social Media Pinterest, YouTube and Google+.
Channels • Explain with examples the benefits and limitations of organisations utilising
(Part 2) Instagram, Snapchat, Pinterest, YouTube and Google+ social media channels.
Module 5 Social Media, • Explain how social media can increase traffic to the company website.
its relationship • Understand how the 6Cs of customer motivation framework can provide clarity
with your when building or refining a website
Website and its • Understand the role that landing pages and micro sites play in social media.
Link to SEO • Discuss the relevance of SEO for social media and website content.
Module 6 Planning for • Explain the SOSTAC® model for social media planning.
Social Media • Create a content marketing plan.
Campaigns • Create a customer engagement plan.
• Understand the importance of mapping customer touchpoints.
• Propose an outline social media plan utilising a relevant framework.
• Explain how organic and paid social media can work together to deliver campaign
goals.
• Describe at least four tools that can be used to help manage social media activities.
Module 7 Measuring • Explain how insights from social media listening and monitoring platforms can be
Social Media used to increase social media engagements.
Activities • Explain the key metrics used to measure social media.
• Evaluate at least four tools that can be used to monitor social media activities

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 Module 8 Understanding • Explain how and when you would use paid social media vs. organic media.
Paid vs. Organic • Discuss some tactical ways that you could find out where your customers are on
Traffic social media.
• Explain why marketers are turning to paid social media campaigns.
• Discuss the differences between PPC and conventional marketing.
• Discuss six metrics you should be using to measure and understand your paid and
organic campaign’s success.
Module 9 Integrating • Compare traditional and digital media.
Your Online • Discuss the changing demands of consumers.
and Offline • Explain the importance of integrating online and offline channels.
Customer • Understand the importance of mapping a customer journey.
Journey • Discuss the roles different channels play in customer journeys.
Module 10 Facebook and • Know how to set up a Facebook and Instagram account.
Instagram – • Understand how to navigate your Facebook and Instagram account.
Setting Up and • Know how to set-up Facebook adverts using Facebook Ads Manager.
Managing Your • Extract data analytics and reports from your Facebook and Instagram account.
Account
Module 11 LinkedIn and • Know how to set up a LinkedIn and Twitter account.
Twitter – • Understand how to navigate your LinkedIn and Twitter account.
Setting Up and • Know how to set-up LinkedIn and Twitter adverts.
Managing Your • Extract data analytics and reports from your LinkedIn and Twitter account.
Account
Module 12 YouTube and • Know how to set up a YouTube and Google+ account.
Google+ – • Understand how to navigate your YouTube and Google+ account.
Setting Up and • Understand how to monetise your YouTube channel.
Managing Your • Understand how to advertise on others’ YouTube channels.
Account • Extract data analytics and reports from your YouTube and Google+ account.

9. Curriculum

This section addresses the overall content of the course. The Social Media Marketing course is divided into twelve
parts comprising a total of twelve modules. These twelve modules have been sub-divided to a twelve (12) week
learning experience.

Week 1 (Module 1)
• What is Social Media?
• Main Social Media Platforms
• Key Terminology in Social Media Marketing
• Generation Y and Generation Z
• Why Audiences Use Social Media
• Three Types of Social Media
• Three Key Uses of Social Media for Organisations
• Influencers
• Benefits of Social Media for Business
• Possible Limitations of Social Media for Busines
• When Brands Get Social Media Right
• When Social Media Campaigns Backfire
• Social Media and Email Marketing
• Social Media and Content Marketing
• Social Media and Search Engines
• Social Media and Digital Advertising.

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Week 2 (Module 2)

• Value of Social Media

• What Makes People Follow or Unfollow a Brand?
• Content Marketing
• How Content Marketing Supports Digital Media
• Online PR; Blogs, Podcasts, Video and Webinars
• Link Building
• Content Principles
• Key Steps for Producing and Managing Content
• Understanding the Customer
• Types of Content for Main Social Media Channels
• The Content Marketing Matrix
• Content Marketing Categories
• Benefits and Limitations of Social Media Content
• User Generated Content (UGC)
• Six Attributes of Great Content

Week 3 (Module 3)

• The Conversion Prism

• Introduction to Facebook
• Facebook Page Features
• Types of Posts Businesses Can Use to Engage with Users
• Using Facebook to Grow a Business
• Organic Facebook Post Reach
• Facebook Advertising
• Facebook Evaluation
• Introduction to LinkedIn
• LinkedIn Company Page Features
• Using LinkedIn to Grow a Business
• LinkedIn Advertising
• LinkedIn Evaluation
• Introduction to Twitter
• Twitter Page Features
• Using Twitter to Grow a Business
• Twitter Advertising
• Twitter Evaluation

Week 4 (Module 4)

• Introduction to Instagram
• Instagram Company Page Features
• Using Instagram to Grow a Business
• Instagram Evaluation
• Introduction to Snapchat
• Using Snapchat to Grow a Business
• Snapchat Advertising
• Snapchat Evaluation
• Introduction to YouTube
• Vloggers
• YouTube Advertising
• YouTube Evaluation
• Introduction to Pinterest
• Pinterest Evaluation

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• Introduction to Google+
• Google+ Evaluation
• International Social Media

Week 5 (Module 5)

• Developing Social Communities

• The 6Cs of Customer Motivation
• Manage Customer Expectations
• The Online Buying Process
• Social Media and SEO

Week 6 (Module 6)

• Introduction to Social Media Planning

• SOSTAC® Step 1 – Situation Analysis
• SOSTAC® Step 2 – Setting Social Media Objectives
• SOSTAC® Step 3 – Social Media Strategy
• SOSTAC® Step 4 – Social Media Tactics
• SOSTAC® Step 5 – Developing a Social Media Action Plan
• SOSTAC® Step 6 – Controlling Social Media Campaigns

Week 7 (Module 7)

• Measuring Social Media Activities

• Social Media Listening
• Why Does Social Media Listening Matter?
• What to Listen To
• What to Listen For
• How to Listen: Free Tools
• How to Listen: Paid Tools
• How Brands Can Use Social Media Listening
• What is Social Media Monitoring?
• Social Media Monitoring Tools

Week 8 (Module 8)

• Ideal Customers
• Paid vs. Organic Social Media
• Paid or Pay-per-click (PPC) Search Marketing
• Marketers Are Turning to Paid Social Media
• The Role of Organic vs. Paid Social Media
• The Six Most effective Social Media Metrics to Understand your Campaign’s Success.

Week 9 (Module 9)

• Comparison of Traditional and Digital Media

• Changing Consumer Demands
• Key Changes in Consumer Behaviour
• Consumer Attention Span Continues to Decrease
• Possible Offline Issues Overcome by Online Marketing
• Ways Offline Can Benefit Online Marketing
• Key Characteristics of Digital Consumers
• The Importance of Online Customer Experience
• Understanding Customer Journeys.

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Week 10 (Module 10)

• Facebook Overview
• Creating a Facebook Fan Page
• Creating Facebook Posts
• Managing Facebook Paid Adverts Through Ads Manager
• Top Facebook Fails
• Measuring Campaigns on Facebook
• Instagram Overview
• Setting up an Instagram Account for Your Business
• Setting up Instagram Adverts.

Week 11 (Module 11)

• LinkedIn Overview
• Creating a LinkedIn Business Page
• Creating LinkedIn Posts
• Creating LinkedIn Showcase Pages for Individual Products
• Creating LinkedIn Ads
• Managing and Measuring LinkedIn Ads
• Twitter Overview
• Creating a Twitter Business Page
• When Twitter Fails
• Creating Twitter Ads
• Measuring Twitter Ads

Week 12 (Module 12)

YouTube Overview
Creating a YouTube Channel
Creating YouTube Channel Art
How to use YouTube Ads on Your YouTube Channel
Managing YouTube Channels
Case Study: Successful Branding with YouTube
Measuring Success on YouTube
Google+ Overview
How to Set Up Your Google+ Account

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 10. Additional Reading

Week Module Additional reading (not compulsory)

1 Module 1 Read: Karr (2016) at: https://marketingtechblog.com/brief-history-social-media-

advertising/.

Refer to: Kaushik (2010).

Refer to: Chaffey & Ellis-Chadwick (2015).

Read: Barker (2016) at: http://www.socialmediaexaminer.com/5-benefits-of-working-

with-social-media-influencers/.

Read: Gray (n.d.) at: https://blog.kissmetrics.com/social-media-and-seo/.

Read: Integrate email marketing and social media strategy at: https://www.
campaignmonitor.com/blog/email-marketing/2016/05/integrate-email-marketing-
social-media-strategy/.

Read: How to successfully integrate email and social at: https://litmus.com/blog/how-

to-successfully-integrate-email-and-social-media.

2 Module 2 Refer to: Kaushik (2010.

Refer to: Chaffey & Ellis-Chadwick (2016).

Watch: https://www.youtube.com/watch?v=z7eQ8QsNTP0

Read: 10 Excellent examples of user generated content in marketing campaigns at:

https://econsultancy.com/blog/67547-10-excellent-examples-of-user-generated-
content-in-marketing-campaigns/

Refer to: www.gotomeeting.com.

Refer to: www.slideshare.net.

Watch: https://www.youtube.com/watch?v=314Vptu4F6U.

3 Module 3 Read: Shared the most on Facebook at: https://blog.kissmetrics.com/shared-the-most-

on-facebook/.

Read: Pros and cons of Facebook, Twitter and Instagram at: https://blog.hubspot.com/
marketing/pros-cons-facebook-twitter-instagram-social-media.

Read: New upcoming LinkedIn company page format at: http://www.business2community.

com/linkedin/new-upcoming-linkedin-company-page-format-means-brands-
01645324#vrg4gU9Bw3KzCtJ4.97.

Read: LinkedIn publishers beginners guide at: https://blog.hubspot.com/marketing/

linkedin-publishing-beginner-guide#sm.000hhjtaq19yuebb10ch7wramjp92.

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 Read: LinkedIn Marketing at: http://www.businessnewsdaily.com/7206-linkedin-
marketing-business.html.

Read: LinkedIn Digital Marketing Tools at: http://www.business2community.com/

linkedin/use-linkedin-digital-marketing-tool-01696890#o4VT8i6ixw7lG866.97.
Read: LinkedIn for business at: https://blog.hootsuite.com/linkedin-for-business/.

Read: 20 Powerful ways to grow your business at: http://www.inc.com/jeff-haden/20-

powerful-ways-to-use-twitter-to-grow-your-business.html.

Refer to: Kaushik (2010)

Refer to: Chaffey & Ellis-Chadwick (2016).

4 Module 4 Read: 5 Ways to use Snapchat for business at: http://www.socialmediaexaminer.com/5-

ways-to-use-snapchat-for-business/.

Read: Snapchat for business at: https://blog.hootsuite.com/snapchat-for-business-

guide/.

Read: Snapchat for B2B at: http://www.toprankblog.com/2016/07/snapchat-for-b2b/.

Refer to: entrepreneur.com at: https://www.entrepreneur.com/article/280789.

Read: Pinterest Ads at: https://blog.hootsuite.com/pinterest-ads/.

Refer to: Kaushik (2010).

Refer to: Chaffey & Ellis-Chadwick (2016)

5 Module 5 Read: What consumers want at: https://www.ted.com/talks/joseph_pine_on_what_

consumers_want.

Refer to: Kaushik (2010).

Refer to: Chaffey & Ellis-Chadwick (2016).

Watch: https://www.youtube.com/watch?v=fpToNL-JQvI

6 Module 6 Read: Competitor analysis in social media strategies at: http://www.smartinsights.

com/social-media-marketing/social-media-strategy/competitor-analysis-social-media-
strategies/.

Read: How to create buyer personal with social media data at: https://blog.hootsuite.
com/how-to-create-buyer-personas-with-social-media-data/.

Read: 5 Great examples of real-time social media marketing at: https://www.

socialmediatoday.com/content/5-great-examples-real-time-social-media-marketing.

Read: 5 best social media management tools at: https://blog.hootsuite.com/social-

media-guidelines/.

Read: 5 best social media management tools at: http://www.kurve.co.uk/blog/the-5-

best-social-media-management-tools.

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 Read: Top free social media management software packages at: http://blog.capterra.
com/top-free-social-media-management-software/.

Read: Best social media management tools at: http://www.jeffbullas.com/2016/03/01/17-

best-social-media-management-tools/.

Refer to: Kaushik (2010).

Refer to: Chaffey & Ellis-Chadwick (2015).

7 Module 7 Read: Social media analytics tools at: https://www.brandwatch.com/blog/social-me-

dia-analytics-tools/.

Read: Social media analytics tools at: https://blog.bufferapp.com/social-media-analyt-

ics-tools.

Read: The top 25 social media monitoring tools at: http://keyhole.co/blog/the-top-25-

social-media-monitoring-tools/.

Read: 69 free social media monitoring tools at: https://www.dreamgrow.

com/69-free-social-media-monitoring-tools/.

Refer to: Kaushik (2010).

Refer to: Chaffey & Ellis-Chadwick (2015).

8 Module 9 Read: 4 Detective Tricks to Find Your Customers in Social Media at: http://www.
convinceandconvert.com/social-media-strategy/4-detective-tricks-to-find-your-
customers-in-social-media/.

Read: Digital marketing paid social media vs organic social media at: http://www.
yellowspidermedia.com/blog/2017/3/27/digital-marketing-paid-social-media-vs-
organic-social-media.

Read: Understanding the role of organic vs. paid social media at: http://www.
smartinsights.com/social-media-marketing/social-media-strategy/understanding-role-
organic-paid-social-media/.

Read: Paid vs organic social media at: https://www.business.com/articles/sarah-patrick-

paid-vs-organic-social-media.

Read: Six most effective social media metrics to understand your campaigns success at:
https://www.forbes.com/sites/forbesagencycouncil/2017/07/14/the-six-most-effective-
social-media-metrics-to-understand-your-campaigns-success/#2b4f67d564cb.

Refer to: Kaushik (2010).

Refer to: Chaffey & Ellis-Chadwick (2016).

9 Module 9 Read: The coming era of on demand marketing at: https://www.mckinsey.com/business-

functions/marketing-and-sales/our-insights/the-coming-era-of-on-demand-marketing.

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 Read: To succeed on social media you need an offline strategy at: http://www.
smartinsights.com/social-media-marketing/social-media-strategy/to-succeed-on-social-
media-you-need-an-offline-strategy/.

Refer to: Kaushik (2010).

Refer to: Chaffey & Ellis-Chadwick (2016).

10 Module 10 Read: The top ten Facebook ad mistakes at: http://briancartergroup.com

internetmarketing-strategy/the-top-10-facebook-ad-mistakes/.

Read: Facebook ads metrics at: http://www.jonloomer.com/2013/09/10/facebook-ads-

metrics/.

Watch: https://www.youtube.com/watch?v=FurCmCS_Uxc.

Refer to: Kaushik (2010).

Refer to: Chaffey & Ellis-Chadwick (2016).

Watch: https://www.youtube.com/watch?v=BmWavcBfl5Y.

11 Module 11 Read: How to create a LinkedIn company page to promote your business at: http://www.
socialmediaexaminer.com/create-a-linkedin-company-page-to-promote-your-business/.

Read: How to set up Twitter Ads campaigns at: https://blog.hubspot.com/marketing/

how-to-set-up-twitter-ads-campaigns.

Read: Tailored Audiences at: https://business.twitter.com/en/help/campaign-setup/cam-

paign-targeting/tailored-audiences.html.

Refer to: Kaushik (2010).

Refer to: Chaffey & Ellis-Chadwick (2016).

Watch: https://www.youtube.com/watch?v=G4R1-Z5zmJk.
https://www.youtube.com/watch?v=Stjdznjbl3g.

12 Module 12 Read: Create a YouTube channel at: https://blog.bufferapp.com/create-a-youtube-

channel.

Read: How to use YouTube ads on your YouTube channel at: http://www.
socialmediaexaminer.com/how-to-use-youtube-ads-on-your-youtube-channel/.

Read: YouTube video performance at: http://www.socialmediaexaminer.com/youtube-

video-performance/.

Read: What is google+ at: https://www.lifewire.com/what-is-google-definition-1616721.

Read: How to set up your google account at: http://www.authormedia.com/how-to-set-

up-your-google-account/.

Refer to: Kaushik (2010).

Refer to: Chaffey & Ellis-Chadwick (2016).

Watch: https://www.youtube.com/watch?v=M7FIvfx5J10.

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10. References
Baer, J. (2010 “4 Detective Tricks to Find Your Customers in Social Media”. Available from: <http://www.
convinceandconvert.com/social-media-strategy/4-detective-tricks-to-find-your-customers-in-social-media/>.
[Accessed on 6 November 2017]
Baer, J. (2012) “53% of Americans Who Follow Brands in Social Are More Loyal To Those Brands”. Available from:
<http://www.convinceandconvert.com/social-media-research/53-percent-of-americans-who-follow-brands-in-
social-are-more-loyal-to-those-brands/>. [Accessed on 31 January 2017]
Barker, S. (2016) “5 Benefits of Working with Social Media Influencers”. Available from: <https://www.
socialmediaexaminer.com/5-benefits-of-working-with-social-media-influencers/>. [Accessed on 1 November 2017]
Bateman, S. & Chaffey, D. (2016) “Content Marketing Strategy Guide”. Available from: <http://www.smartinsights. com/
guides/content-marketing-strategy-guide/>. [Accessed on 31 January 2017]
Bermant, D. (2013) “To succeed on social media, you need an offline strategy”. Available from: <https://www.
smartinsights.com/social-media-marketing/social-media-strategy/to-succeed-on-social-media-you-need-an-offline-
strategy/>. [Accessed on 6 November 2017]
Blake, K. (2016) “The 2016 LinkedIn Stats You Should Know - Updated!” Available from: <https://www.linkedin.com/
pulse/2016-linkedin-stats-you-should-know-updated-katy-elle-blake>. [Accessed on 31 January 2017]
Bosomworth, D. (2014) “The Content Marketing Matrix”. Available from: <http://www.smartinsights.com/content-
management/content-marketing-strategy/the-content-marketing-matrix-new-infographic/>. [Accessed on 31
January 2017]
Buckle, C. (2016) “Top 10 Reasons for Using Social Media among Facebookers”. Available from:<https://www.
globalwebindex.net/blog/top-10-reasons-for-using-social-media>. [Accessed on 1 November 2017]
Bughin, J. (2015) “Getting a Sharper Picture of Social Media’s Influence”. Available from: <https://www.mckinsey.
com/business-functions/marketing-and-sales/our-insights/getting-a-sharper-picture-of-social-medias-influence>.
[Accessed on 31 January 2017]
Cairns, I. (2016) “Making customer service even better on Twitter”. Available from: < <https://blog.twitter.com/
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Carr, H., Dangerfield, P., Harris, K., Matkov, L. & Pettit, E. (n.d.) “Internet and Technology Use”. Available from: <http://
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Carter, B. (2017) “The Top 10 Facebook Ad Mistakes in 2017”. Available from: <http://briancartergroup.com/internet-
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Chaffey, C. & Smith, P.R. (2013) Emarketing Excellence: Planning and Optimising your Digital Marketing. 4th ed.
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Chaffey, C. & Smith, P.R. (2017) Digital Marketing Excellence: Planning, Optimising and Integrating Online Marketing. 5th
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Chaffey, D. & Ellis-Chadwick, F. (2016) Digital Marketing: Strategy, Implementation and Practice. 6th ed. Prentice Hall.
Chaffey, D. (2012) “Examples of Integrating Social Media and Email Marketing”. Available at: <http://www.
smartinsights.com/social-media-marketing/social-media-strategy/integrating-social-media-marketing>. [Accessed on
31 January 2017]
Chaffey, D. (2015) “Content Marketing Planning Framework”. Available from: <http://www.smartinsights.com/
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content-marketing-planning-template/>. [Accessed on 31 January 2017]
CIPR. (2013) Social Media Best Practice Guide. Available from: <https://www.cipr.co.uk/sites/default/files/CIPR%20
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