What tools and platforms are taught in the curriculum?

Digital marketing and e-commerce share many of the same tools. Learners will be able to gain knowledge in tools and platforms including Mailchimp, HubSpot, Hootsuite, Constant Contact, Canva, Shopify, Twitter, Google Ads, Google Analytics, Google Search Console, Google Sheets, Google Trends, and Google Spreadsheets.

What background is required?

No prior experience with design or specific tools is required. All you need is an interest in creating great user experiences for apps, websites, and physical products!

Do I need to take the course in a certain order?

We highly recommend completing the courses in the order presented because the content in each course builds on information learned from earlier lessons.

What will I get if I subscribe to this Certificate?

When you enroll in the course, you get access to all of the courses in the Certificate, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.

From Likes to Leads: Interact with Customers Online

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From Likes to Leads: Interact with Customers Online

This course is part of Google Digital Marketing & E-commerce Professional Certificate

Instructor: Google Career Certificates

334,078 already enrolled

Included with

5 modules

Gain insight into a topic and learn the fundamentals.

4,032 reviews

Beginner level

No prior experience required

Flexible schedule

2 weeks at 10 hours a week

Learn at your own pace

99%

Most learners liked this course

5 modules

Gain insight into a topic and learn the fundamentals.

4,032 reviews

Beginner level

No prior experience required

Flexible schedule

2 weeks at 10 hours a week

Learn at your own pace

99%

Most learners liked this course

What you'll learn

Define social media marketing and describe its purpose
Identify core pillars of social media marketing: strategy, planning and publishing, listening and engagement, analytics and reporting, advertising
Define the goals of a social media campaign
Write, design, and repurpose engaging content for social media

Skills you'll gain

Category: Marketing Analytics
Category: Content Scheduling
Category: Content Creation
Category: Digital Advertising
Category: Advertising Campaigns
Category: Customer Engagement
Category: Paid media
Category: Content Performance Analysis
Category: Social Media Campaigns
Category: Digital Media Strategy
Category: Advertising
Category: Brand Management
Category: Branding
Category: Social Media Marketing
Category: Social Media Management
Category: Drive Engagement
Category: Brand Awareness
Category: Social Media Content
Category: Social Media Strategy
Category: Driving engagement

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

24 assignments

Taught in English

Build your Marketing expertise

This course is part of the Google Digital Marketing & E-commerce Professional Certificate

When you enroll in this course, you'll also be enrolled in this Professional Certificate.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate from Google

There are 5 modules in this course

From Likes to Leads: Interact with Customers Online is the third of eight courses in the Google Digital Marketing & E-commerce Certificate. This course will help you develop social media marketing strategies. Social media is a key digital marketing channel for many businesses because of the large number of people who use social platforms to socialize, interact with businesses, and share content. No digital marketing strategy is complete without an online brand presence where customers can engage with a brand. In this course you’ll explore social media platforms and identify which platform is the most appropriate for specific business needs. You’ll learn how to create content for social media using graphic design principles for marketers and learn how to manage a social media presence. In addition you’ll set goals and success metrics for social media ads.

Google employees who currently work in the field will guide you, providing hands-on activities and examples that simulate common digital marketing and e-commerce tasks while showing you some of the best tools and resources used on the job. Learners who complete the eight courses in this program will be equipped to apply for entry-level jobs in digital marketing and e-commerce. No previous experience is necessary. By the end of this course, you will be able to do the following: - Identify the five core pillars of social media marketing: strategy, planning and publishing, listening and engagement, analytics and reporting, and advertising - Determine how to choose social media platforms for a campaign - Understand how to boost engagement on social media - Learn how to write, design, and repurpose engaging content for social media - Recognize how to use the data gathered from social media analytics as a decision-making tool - Learn best practices for presenting a social media report - Achieve specific marketing goals through the use of paid social media

You will study the importance of social media marketing in promoting a business or product. Next, you’ll explore common social media platforms used in digital marketing and how to choose the best platform for a campaign. Then, you’ll discover the five core pillars of social media marketing: strategy, planning and publishing, listening and engagement, analytics and reporting, and paid social media.

What's included

8 videos3 readings2 assignments1 plugin

8 videosTotal 30 minutes

Introduction to Course 3 3 minutes
Welcome to module 11 minute
The benefits of social media marketing5 minutes
Cindy - A day in the life of a product marketing manager2 minutes
The five core pillars of social media marketing7 minutes
Earned, owned, and paid social media4 minutes
The social media marketing funnel 6 minutes
Wrap-up 2 minutes

3 readingsTotal 18 minutes

Course 3 overview8 minutes
Helpful resources to get started8 minutes
Glossary terms from module 12 minutes

2 assignmentsTotal 60 minutes

Test your knowledge: Understand social media marketing10 minutes
Module 1 challenge 50 minutes

1 pluginTotal 30 minutes

Identify: The core pillars of social media marketing30 minutes

You will focus on the first two core pillars of social media marketing: strategy, and planning and publishing. You’ll also learn how to accomplish business goals with a social media marketing campaign and how to identify a target audience while building a brand identity on social media. Then, you’ll learn the differences between paid, owned, earned, and organic social media marketing. Then, you’ll determine how to publish content at the right time and with the right frequency.

What's included

9 videos11 readings5 assignments

9 videosTotal 36 minutes

Welcome to module 21 minute
Define the goals of your social media strategy 5 minutes
Identify your social media target audience 4 minutes
Choose social media platforms for your campaign 5 minutes
Types of content on social media6 minutes
Anna - Use earned, owned, and paid media in social media marketing campaigns4 minutes
Determine the frequency and timing of posts5 minutes
Use a social media calendar 4 minutes
Wrap-up2 minutes

11 readingsTotal 70 minutes

Popular social media platforms8 minutes
Set up a professional social media profile8 minutes
Build your brand identity on social media8 minutes
How to acquire earned media4 minutes
Case study: How Name Glo acquires earned media8 minutes
Real-time marketing8 minutes
Create a social media calendar8 minutes
Activity Exemplar: Create a social media calendar4 minutes
Social media management tools8 minutes
Compose and publish posts using Hootsuite 4 minutes
Glossary terms from module 22 minutes

5 assignmentsTotal 123 minutes

Create brand positioning statements21 minutes
Test your knowledge: Social media marketing strategies12 minutes
Activity: Create a social media calendar30 minutes
Test your knowledge: Plan and publish content10 minutes
Module 2 challenge 50 minutes

You will focus on the third core pillar of social media marketing: listening and engagement. You’ll learn the importance of social listening and how to use popular social listening tools. Then, you’ll explore ways to develop relationships with customers and build brand authority.

What's included

12 videos12 readings7 assignments

12 videosTotal 49 minutes

Welcome to module 32 minutes
The importance of social listening 4 minutes
Social listening strategies5 minutes
Social media engagement 5 minutes
How to use YouTube to grow your audience3 minutes
Camille - Respond to social media comments4 minutes
Increase your followers on Twitter5 minutes
Write for social media5 minutes
Develop your brand voice on social media 5 minutes
Repurpose content on social media 5 minutes
Catherine - Engage a social media audience through storytelling4 minutes
Wrap-up 2 minutes

12 readingsTotal 94 minutes

Case study: How EatMoveRest improves content with social listening20 minutes
Popular social listening tools8 minutes
Activity Exemplar: Use social listening to gain insights4 minutes
Respond to social media users8 minutes
Activity Exemplar: Respond to customer comments4 minutes
Influencer marketing8 minutes
Social marketing on mobile8 minutes
Case study: How BLK & Bold found its brand voice8 minutes
Design engaging content for social media8 minutes
Make social media posts accessible8 minutes
What is Canva?8 minutes
Glossary terms from module 32 minutes

7 assignmentsTotal 324 minutes

Activity: Use social listening to gain insights30 minutes
Test your knowledge: Social listening10 minutes
Activity: Respond to customer comments30 minutes
Test your knowledge: Engage customers10 minutes
Activity: Design a social media post180 minutes
Test your knowledge: Compose engaging content14 minutes
Module 3 challenge 50 minutes

You will focus on the fourth core pillar of social media marketing: analytics and reporting. You’ll explore the importance of social media analytics and describe different analytics segments. Next, you’ll learn about popular analytics tools and understand how to use the data gathered to make decisions and improvements. Then, you’ll examine the importance of social media reports and practice creating one.

What's included

8 videos6 readings5 assignments

8 videosTotal 31 minutes

Welcome to module 4 2 minutes
Understand social media analytics5 minutes
Metrics to track with social media analytics 6 minutes
Use social media data to drive marketing strategy 4 minutes
Jon - How data and social media analytics informs decision-making and strategy2 minutes
Understand social media reports6 minutes
Present a social media report4 minutes
Wrap-up 2 minutes

6 readingsTotal 34 minutes

Popular social media analytics tools8 minutes
Social testing8 minutes
Activity Exemplar: Analyze social media performance4 minutes
Social media reports8 minutes
Activity Exemplar: Report on social media performance4 minutes
Glossary terms from module 42 minutes

5 assignmentsTotal 130 minutes

Activity: Analyze social media performance30 minutes
Test your knowledge: Social media analytics10 minutes
Activity: Report on social media performance30 minutes
Test your knowledge: Social media marketing reports and presentations10 minutes
Module 4 challenge 50 minutes

You will focus on the fifth core pillar of social media marketing: paid social media. You’ll learn about the benefits of paid advertising on social media and how to choose the best platforms for your ads. You’ll also explore ad formats and content types for different social media platforms and measure the impact of an ad campaign on a social media platform. You’ll end the course by describing common types of social testing and how to run a social test.

What's included

10 videos9 readings5 assignments1 plugin

10 videosTotal 37 minutes

Welcome to module 5 1 minute
Benefits of paid social media4 minutes
Integrate paid social media into your strategy4 minutes
Develop a paid social media strategy 5 minutes
Remarketing on social media 5 minutes
Components of a paid social media budget 4 minutes
The cost of advertising on social media 4 minutes
Sabrina - Conflict resolution and responding to criticism4 minutes
Wrap-up 2 minutes
Course wrap-up 3 minutes

9 readingsTotal 44 minutes

Ad formats on social media8 minutes
Choose social media platforms for your ads8 minutes
Create an effective call to action in your social ad4 minutes
Activity Exemplar: Develop a social media ad campaign4 minutes
Social media ad bidding8 minutes
Glossary terms from module 52 minutes
Reflect and connect with your peers4 minutes
Course 3 glossary2 minutes
Get started on Course 44 minutes

5 assignmentsTotal 110 minutes

Test your knowledge: Paid ads on social media10 minutes
Activity: Develop a social media ad campaign30 minutes
Test your knowledge: Target your social advertising10 minutes
Test your knowledge: Manage a social advertising budget10 minutes
Module 5 challenge 50 minutes

1 pluginTotal 30 minutes

Identify: Social media strategy30 minutes

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Reviewed on Jul 19, 2023

The instructor was crisp with her explanation, therefore it did not feeling boring and I had the motivation to sit and study one week's worth of lesson within 2 hours a day!

Reviewed on Dec 12, 2022

Great course with unrivalled details and teaching presentation packaging. A must for any digital marketing professional; at any level. Thank you Google and Coursera teams.

Reviewed on Aug 9, 2024

Feels a little outdated. Tik tok is barely even mentioned. Nice to learn the terms and processes though. I think overall the information is useful, but I do not know for how long.

Frequently asked questions

Digital marketing is about connecting people and brands online. Digital marketing uses social media, display advertising, email, search engines, and other online channels to attract and engage customers, encourage them to make purchases, and build customer loyalty.

E-commerce refers to the trading of goods and services over the internet. E-commerce uses online platforms to buy and sell products and services, which includes designing an online store, crafting product listings, conducting market research, fulfilling orders, and analyzing store performance.

Digital marketing and e-commerce specialists perform a variety of tasks related to advertising and selling online. Different companies define these roles in various ways, but there is often overlap between them. Some common responsibilities include planning and creating ads and other content for websites, social media, and email; optimizing content for search engines; analyzing data to gain marketing insights; managing online stores; and creating and updating product listings.

During the pandemic, hiring for digital marketing and e-commerce related jobs boomed as more businesses moved online—between February and April 2020, e-commerce grew more than it had in the previous decade. Research shows that there were 40,000+ digital marketing and e-commerce job openings in the past 12 months in the U.S., and the number of available roles is projected to grow in the coming years. The rise of automation, machine learning, and new technologies in e-commerce and digital marketing means candidates will be expected to demonstrate knowledge in the use of digital technologies, which is currently a skills gap that leaves roles unfilled. People can prepare for jobs in these fields through this new entry-level Google Career Certificate.

By the end of this certificate, learners will be equipped with the skills required for the following entry-level roles, among others: Digital Marketing Coordinator, Marketing Assistant/Associate/Specialist, Marketing Manager, Search Engine Optimization Specialist / Analyst, Search Engine Marketing Specialist/Analyst, Paid Search Specialist, Content Specialist,Media Coordinator, Media Planner, Email Marketing Specialist, E-commerce Associate, and E-commerce Analyst.

You’ll learn these job-ready skills in our program through interactive content (discussion prompts, quizzes, and activities) in under six months, with less than 10 hours of flexible study a week. Along the way, you’ll work through a curriculum designed with input from top employers and industry leaders. You’ll even have the opportunity to complete a portfolio that you can share with potential employers to showcase your new skill set. After you’ve graduated from the program, you’ll have access to career resources and be connected directly with employers hiring for open entry-level roles in digital marketing and e-commerce.

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

From Likes to Leads: Interact with Customers Online

From Likes to Leads: Interact with Customers Online

What you'll learn

Skills you'll gain

Details to know

Build your Marketing expertise

There are 5 modules in this course

Introduction to from likes to leads: interact with customers online

What's included

Social media strategy, planning, and publishing

What's included

Listening and engagement on social media

What's included

Social media analytics and reporting

What's included

Paid social media

What's included

Earn a career certificate

Instructor

Offered by

Why people choose Coursera for their career

Felipe M.

Jennifer J.

Larry W.

Chaitanya A.

Learner reviews

Frequently asked questions

What are digital marketing and e-commerce?

What do digital marketing and e-commerce specialists do?

Why start a career in digital marketing and e-commerce?