Social Media Marketing: The Full Monty

  • Available Now: On-demand
  • Duration: 12 hours
  • Number of classes: 12
  • Cost: $595 | You Pay: $595
Register now
PRO member? Log in to update your rate »
Already registered? Access your course »

Designed for marketers who are seeking more from their social media efforts, MarketingProfs University's Social Media Marketing: The Full Monty will give you hands-on strategies (and tactics!) to make the most of your search marketing efforts.

You'll learn to integrate social media with other key areas of business, such as PR, customer service, and advertising, using the most effective techniques from today's top social media experts.

During these 12 classes, you'll explore the corporate vs. the personal brand approach to communicating with customers, learn to build community around your brand and products, prove your social ROI with real metrics and analytics, and much more!

How does it work?

Social Media Marketing: The Full Monty includes 12 classes (each 60 minutes long). All classes are recorded and available online, anytime, on your computer or mobile device. Watch them at your convenience for 12 months.

For each class, you'll have access to the class lecture (streaming media), as well as several support materials: the slide deck (PDF), the audio track (MP3, so you can listen to the lectures on other devices), a transcript (PDF), and a "cheat sheet" (PDF). Once you view all of the classes, you can download a Certificate of Completion (PDF).

As part of the course, you can also take part in our course-exclusive Facebook group to network and share your questions and insights with fellow MPU students, staff, and instructors.

Social Media Marketing: The Full Monty includes these 12 classes:


Seven Ways to Revive Your Marketing Strategy With Social Media

Connie Bensen—Global Inbound Marketing Strategy at Dell, Inc.

Social media has greatly changed the way people find and interact with companies, on both personal and professional levels. Have you revised your marketing strategy to accommodate these changes? This class will demonstrate the power of social engagement and will outline content marketing best practices. You'll hear success stories that will inspire you to take steps to integrate social media marketing into your larger business strategy.

You will learn:

  • New perspectives on augmenting traditional marketing strategies
  • Creative ways in which companies are using social media
  • Seven ways in which social media marketing can impact your business

The Business Value of Social Customer Service

Jeffrey L. Cohen—Social Strategist and Managing Editor of

Customer service associates interact with customers at a level that no other employee does. So much so, that some employees are encouraged to limit the time spent on solving issues in an effort to respond to every user. But what if more time was spent on serving customers, instead of getting them off the phone? The overall user experience would improve, with happier customers affecting the bottom line in positive ways. This class will show you how to achieve real, tangible business change by implementing social customer service.

You will learn:

  • How to get started in social customer service
  • How investing in social customer service saves money and increases sales
  • How best-in-class companies execute their social customer service programs

Stop, Collaborate, and Listen: How to Respond on Social Media When a Crisis Hits

Lauren Fernandez—Social Media Manager, Landry's, Inc.

You're pretty savvy when it comes to running social media for brands or clients. You engage, respond quickly, and understand how to implement social media strategy across all platforms. You even incorporate sales tactics and can show the bottom line to your C-suite. But what happens when a crisis hits? Are your social channels as prepared as your traditional channels? This class will show you how to create and implement a social media crisis communications plan.

You will learn:

  • How to be prepared before a crisis hits
  • How to create a social media crisis communications plan and incorporate it into your traditional plan
  • To acknowledge, respond, and act—the three steps involved in all social crisis
  • How to deal with the aftermath, from the customer to the C-suite

Adapt and Succeed: Thriving in a World of Social PR

Kevin Dugan, APR—Director of Content Strategy, Magnetic Content Studios

With rapid-fire changes occurring across content, technology, and media and with shiny terms such as "news jacking" and "real-time marketing" distracting us, it can be tough to see public relations (PR) opportunities. The key is understanding the subtleties between social media and PR. What's similar? What's different? Where do they complement each other? This class will shine a light on the subtleties and map the mix of PR and social media required to succeed.

You will learn:

  • How content marketing, social media, and PR work together
  • How social data can improve PR efforts
  • How blogger outreach and media relations are similar yet different
  • Steps to ensuring an integrated PR strategy

Navigating the Nuances of Corporate Brand vs. Personal Brand Social Behavior

Christine Perkett—CEO, PerkettPR

As Twitter moves from a fun, personal social community to a major communications tool for business, many are struggling with what kind of behavior works best for each entity. Should you have a corporate-only account? Should your CEO tweet? Are your employees savvy enough to manage your corporate brand in a social atmosphere? This class will address those questions as well as how employees can manage a personal brand footprint and still uphold employers' expectations.

You will learn:

  • How to build—or encourage employees to build—a personal brand social entity while still upholding and supporting your corporate brand
  • The differences in successful personal brand behavior vs. corporate brand behavior
  • Why it’s important to encourage and support both

Six Rules for Creating a Social Content Strategy That Sizzles

Carmen Hill—Chief Content Mixologist, Babcock & Jenkins

How many times have you gotten to the middle of a complicated recipe and realized you don't have all the necessary ingredients? Or that your Thai massaman curry calls for chopped cashews, and one of your guests is allergic to nuts? The same messy dilemma can wreak havoc on your content strategy. By following the same rules a smart chef does, we can avoid last-minute chaos and create a multicourse content plan that supports strategic business objectives.

You will learn:

  • How to create a content menu that aligns with audience tastes
  • Practical tips for planning, measuring, and serving up content people crave
  • Easy ways to fold social media content into your editorial mix

Social Media ROI: How to Quantify the Value and Impact of Social Media for Business

Angie Schottmuller—Director of Interactive Strategic Planning and Optimization, Three Deep Marketing

Quantifying the value of social media can be a daunting task, but it's not impossible. Unclear objectives, numerous metrics, and the growing types of social media add confusion. It's time to ground your social media initiatives with a strategic plan that makes measurement clear and easy. The practical methodology, powerful case studies, and a toolbox of sample ROI formulas in this class will equip you to the justify use of social media for driving business results.

You will learn:

  • To align social media efforts with business objectives
  • To identify and prioritize meaningful social media metrics
  • How to calculate tangible value and ROI for social media tactics

Supporting Sales With Guided Community Conversation

Teresa Basich—Community Manager, AutoDesk

These days, people often think of community management as a soft yet inexplicably necessary part of business—if they even know what community management is. Despite its reputation, community management that thoughtfully and strategically guides customer conversations can be a valuable tool that supports your organization's sales goals. This class will provide best practices, tips, and effective methods for creating and guiding online conversation that translates into sales.

You will learn:

  • How to develop creative and effective conversation prompts that encourage purchasing behavior
  • How to gracefully connect prospective customers with brand advocates to help answer questions and influence brand adoption and loyalty
  • Tips for using social and sales data to inform shifts in conversation style, topics, and channels

Give the People What They Want: Harnessing a Community for Fun and Profit

Kellye Crane—Founder, Solo PR Pro

ON-DEMAND: View at your convenience at the MPU Campus »

Whether you call it a community, a tribe, or a gaggle of like-minded folks, the human urge to connect is a strong one. Communities are nothing new, but the opportunities to create and capitalize on them have been turbocharged by the Internet and social media. Although it's well known that communities can be built around a product or retailer, they can also be built around a service. This class will show you how to build a community that's a fount of business and revenue.

You will learn:

  • How to find a community waiting to be unleashed
  • Sociologists' discoveries on how to motivate your community
  • 10 secrets to building a successful community—one brick at a time

Six Strategies for Enhanced Social Engagement

Andrew Caravella—Vice President of Marketing, Sprout Social

ON-DEMAND: View at your convenience at the MPU Campus »

Social media presents brands with unprecedented opportunities for visibility, accessibility, efficiency, and growth. In return, fans, followers, and customers expect responsiveness, care, and profound levels of engagement. How do you best balance the needs of your brand with the expectations of your audience? In this class, we'll explore ways to efficiently and effectively plan, implement, and measure social engagement for your brand.

You will learn:

  • How to align social goals to greater business objectives
  • Ways to understand your audience and communicate appropriately
  • Ideas for relevant and participatory content that boosts engagement

A Road Map to Keep You From Stepping in Social Media Poo!

Nick Choy—Public Affairs NCOIC, Joint Force Headquarters, Oregon Military Department

ON-DEMAND: View at your convenience at the MPU Campus »

As Hollywood celebrities are continuously finding out, the path to social media nirvana is paved with potholes and dangerous curves. For those of us in corporate America, important rules keep us from harming our brand or driving away our core audience. And for government organizations, there are even more guidelines and policies of which we need to be aware. This class will provide a road map of social media best practices to keep your organization on the right track.

You will learn:

  • Some of the basic no-no's of social media, including a few government "insider" horror stories
  • How to implement, distribute, and enforce social media guidelines and policies for your company or organization
  • Oversight and monitoring of best practices and what to do when things go bad

Maximum Monitoring (Minimum Effort): Developing a Smart Social Media Listening Plan

Courtney Seiter—Community Manager, RavenTools

ON-DEMAND: View at your convenience at the MPU Campus »

Social media only looks easy. With new platforms sprouting every day and constant ROI demands, it's, "every brand for itself," as you develop your strategy, goals, and metrics. But there's one simple element that often gets overlooked: listening. This class will show you how to set up a social media monitoring system with quality listening posts so you can gain meaningful product and marketing insights, nurture relationships, and find hidden opportunities.

You will learn:

  • Tools and strategies to set up a low-effort social media monitoring system
  • How monitoring can lead to marketing insights, new content ideas, and stronger brand advocates
  • How to measure and report your monitoring efforts

As a Social Media Marketing: The Full Monty student, you'll also receive these free course materials:

  1. MarketingProfs How-To Guide: Big Data and Social Advertising: Finding the Sweet Spot (a $49 value)
  2. PRO Seminar: How to Create a Monster Fan Base (a $129 value)
  3. PRO Seminar: How to Effectively Engage Your Customers on Facebook (a $129 value)
  4. PRO Seminar: Five Tools for Creating a Social Media Plan and Forecasting Its Impact (a $129 value)
  5. Take 10 Video Tutorial: Using Social Media to Get More Out of Your Tradeshow Investment (a $10 value)
  6. Take 10 Video Tutorial: How to Integrate Social Media Into Your Marketing Strategy (a $10 value)
  7. Take 10 Video Tutorial: How to Build a Socially Savvy Brand (a $10 value)

Andrew Caravella

As vice president of marketing at Sprout Social, a leading social media management and engagement platform, Andrew Caravella leads a rock star team that creates and delivers relevant, engaging ...

Angie Schottmuller

Angie Schottmuller is an inbound marketing thought leader skilled at optimizing content for search, social, mobile, and conversion. She currently leads strategic planning and optimization for Three Deep Marketing, ...

Carmen Hill

Carmen Hill is chief content mixologist at Babcock & Jenkins, winner of the Content Marketing Institute's 2012 Orange Award for Midsized Content Marketing Agency of the Year. With nearly ...

Christine Perkett

Christine Perkett is the CEO of PerkettPR and a marketing and brand advisor to companies worldwide. Traackr named her one of the Top 25 Authorities Moving PR ...

Connie Bensen

Connie Bensen has over a decade of experience in corporate marketing and branding, specializing in community management, content marketing, social analytics, and SEO. She has ...

Courtney Seiter

Courtney Seiter is the community manager for RavenTools, where she gets to talk with smart Internet marketers all day on every imaginable social media channel. She has ...

Jeffrey L. Cohen

Jeffrey L. Cohen is a social strategist and the managing editor of He is also the co-author of The B2B Social Media Book (Wiley, ...

Kellye Crane

Kellye Crane is the founder of Solo PR Pro, the leading resource for those working as independent PR consultants—and those who'd like to be. Kellye is a ...

Kevin Dugan

As director of content strategy at Magnetic Content Studios, a division of Empower MediaMarketing, Kevin helps brands determine which story they should tell and how they should tell ...

Lauren Fernandez

Lauren Fernandez is the social media manager at Landry's, Inc., the owner/operator of more than 400 properties and more than 40 brands worldwide, including Morton's The Steakhouse, McCormick ...

Nick Choy

Nick Choy is a full-time Public Affairs noncommissioned officer in charge (NCOIC) with more than two decades of experience in corporate marketing, public relations, and military public affairs. ...

Teresa Basich

Teresa Basich is the content & editorial manager at HTC. She has worked in marketing, community management, and digital content development and management for nearly ...


Thanks MPU! This course was packed with incredible value. I learned so much—and I am applying as much as I can, and learning more as I go. In my book, that's the true test of a learning experience.

Suzanne D. Pollock

“Social Media Marketing: The Full Monty packs an incredible amount of content into 15 short classes. The scope and variety of social media experts MarketingProfs assembled for this course is unparalleled. Best educational time investment I've made this year!”

Jennifer Birmingham

This is an excellent introduction to social strategy ,offering lots of ideas and examples. Hard to walk away without something new to try.

Marina Fortunata