Social Media Marketing
Boost your content creation, creativity, and strategic thinking skills with Canada’s top social media marketing courses. Discover the art of crafting visually captivating and persuasive content that connects with your target audience, and learn how to measure the performance of your social campaigns.
Social media marketing is the practice of leveraging social platforms, such as Instagram, YouTube, Facebook, and TikTok, to build community around a brand while promoting its product and services. Social media marketing, through audience engagement and brand awareness, contributes to driving traffic, leads, and sales for a business.
Achieving success in social media marketing involves being adaptable to ever-changing trends and algorithms, while delving deep into user behaviour on multiple platforms. At its core, the purpose of social media marketing is building an engaged following around the brand–essential to fostering trust and loyalty.
Job opportunities in advertising, marketing, and public relations fields are set to grow between 2022 to 2031, with 73,000 new opportunities being added. To put this into perspective, there are just 67,200 job seekers available to fill these roles within this time period. According to the U.S. Bureau of Labor Statistics, overall employment opportunities for managers in the advertising, promotions, and marketing field is expected to increase 6 percent from 2022 to 2032. On average, there will be 34,000 new jobs added for roles in these fields.
There are a wide variety of options for an education in social media marketing. Programs range from degree programs with specialty streams in communications, public relations, and social media; diplomas in social media marketing with co-op placement opportunities; one-year certificate programs, as well as short courses and digital bootcamps.
Social media marketing course topics might cover: content strategy for social media, introduction to social media advertising, social media analytics, community and customer engagement, Facebook and Instagram marketing, social media ROI, graphic design for social media, as well as video production for the web and social media.
While salaries may start at the low end, there’s incredible growth opportunities for those committed to growing their career in the field. Average salaries for social media marketing professionals, according to Talent.com, start at $40,500 for entry-level roles, with more experienced individuals making up to $165,581.
Frequently Asked Questions (FAQs)
Do I need to go to school for social media marketing to get a job?
A formal degree isn’t always required to find work as a social media marketer. Many successful professionals in the field are self-taught and have gained their expertise through hands-on experience while staying on top of industry trends. This is because social media is a field where creativity, practical skill, and strategic thinking holds considerable weight.
Demonstrable skills in building an engaged community on various social channels that drive leads and sales can be equally, or more valuable than a degree.
That being said, most employers typically expect candidates to have a relevant undergraduate degree in communications, digital marketing, advertising, or public relations. The degree serves as validation that those new to the field have foundational understanding of important marketing concepts, positioning them for success in entry-level or junior roles.
What certifications can I get to boost my social media marketing profile?
There are a myriad of platforms offering social media marketing certifications, catering to gaining proficiency in a specialist area, or foundational skills for those just starting out.
Coursera, for example, offers a social media marketing professional certification from Meta. The program teaches students how to build a following and manage social media accounts, how to craft effective Instagram and Facebook ad campaigns in Meta Ads Manager, and how to assess the outcomes of social posts and ad campaigns.
HubSpot also runs a free social media marketing certification course, centering on social media strategy development. The course covers how to: extend your reach, measure ROI, and how to leverage social tools and technologies to amplify brand awareness.
Cornell University has also developed an online, three-month long social media marketing certificate program where students learn how to develop social media marketing campaigns, influencer marketing, and how to craft a distinctive brand voice. Successful completion in the program culminates in a final project where students can apply the knowledge gained throughout six core courses.
What are some career paths I can take in the social media marketing field?
While smaller companies and startups may often opt for generalist social media marketers, larger organizations are more likely to bring in specialized roles such as paid social media specialists and brand strategists. Paid social media specialists manage the budget and analysis of paid ad campaigns, while brand strategists craft brand guidelines and develop positioning and messaging.
Social media managers, on the other hand, are more generalist roles. They oversee and manage a company’s social media accounts, develop social strategy, create content for each channel, and handle community engagement. They also analyze social media metrics and optimize strategy.
Some social media marketers become community managers, which specialize in managing and building a brand’s online communities. It involves audience engagement, responding to comments, community advocacy, and also collecting feedback from potential customers.
Others may choose the career path of social media content creators, who craft shareable and engaging content. This role is also usually responsible for video production, caption writing, graphic design, and producing other kinds of multimedia content.
How much can I make in social media marketing?
According to Talent.com, social media marketers make an average of $60,000 annually. While entry-level positions start on the low end at $40,500, the field shows great growth potential, with seasoned social media marketing professionals earning up to $165,581 per year.
For average salaries of more specialist roles, Glassdoor reports that social media content creators earn $47,000 to $69,000; community managers make $49,000 to $74,000; paid social media specialists earn $51,000 to $70,000; while brand strategists pull in salaries from $66,000 to $103,000.
How do I become a successful social media marketer?
The first step for any aspiring social media marketer is to build a strong online presence. Your social media accounts can double as your portfolio, where potential employers can see the level of engagement your followers have with your posts, and assess the style of content you create. Through your accounts, you’ll also be able to gain hands-on experience, while demonstrating to employers your knowledge of social media concepts.
When posting content, remember that consistency is essential to successful social media marketing. Sticking to a schedule and posting regularly is important to building an engaged community, as it builds trust, loyalty, and keeps you top of mind with your follower base.
Finally, being passionate about continuous learning will keep you on the path of social media marketing success. Social media platforms and trends are always evolving, so successful marketers should stay informed on the latest updates and best practices by taking courses, attending webinars, conferences, and reading industry blogs.