Certified Social Media & Digital Marketing Expert

CSDE : Certified Social Media & Digital Marketing Expert

Section 1: Social Media Strategy

Social Media Overview

  • Current marketplace
  • Trends and latest developments
  • Basic principles behind using Social Media

Principles of Social Media

  • Reciprocity and Sharing of information
  • Conversations through Social Media - how to create a dialogue
  • Driving word of mouth
  • Cultivating relationships through Social Media
  • Delivering trust
  • Importance of honesty and integrity

Types of Social Media

  • Communication forums - including blogs, discussion groups, micro-blogs
  • Collaboration - including wikis, social bookmarking, social news
  • Multi-media sharing - including photos, videos, audio sharing
  • Reviews, comments and opinions across all sectors
  • Entertainment, including games, virtual worlds, game sharing

Audiences for Social Media

  • Demographics and statistics
  • Driving factors

Why Social Media Matters

  • Understanding how it affects brands and businesses
  • Understanding the network economy
  • Case studies - good and bad examples

Monitoring your brand's presence

  • Official and unofficial - what people are saying about your brand in the Social Media space
  • Basic analysis techniques and tools
  • Interpreting the results
  • Benchmarking practices


  • Ethics - the laws behind Social Media
  • Best practices

Creating a Social Media strategy for your brand

  • Informal discussion about objectives for your brand
  • Group exercise, including feedback


Following this section, you will understand:

  • The depth and breadth of social media and its drivers
  • What makes a media social and how it differs from the broadcast media model
  • The importance of trust, honesty and transparency
  • Social media demographics and how it relates to brand engagement
  • How other businesses, organisations and brands are using social media
  • How it can go wrong and how to react to problems when they arise
  • Best practices, ethics and legislation relating to social media
  • Basic techniques and tools for benchmarking your social media presence
  • The first steps in creating a social media strategy for your business or brand
  • Some of the latest services and trends

Section 2: Social Media Implementation

Introducing Facebook, LinkedIn, Twitter and YouTube

  • How do they fit into the bigger social media picture?
  • What differences are there between each tool?
  • What is each good for? (eg. SEO, traffic to your site, brand exposure, customer communication)
  • What are the benefits of using them for brands and business?
  • Measuring and monitoring

LinkedIn – it’s more than just a place for your CV

  • For individuals – setting up your account, optimising your profile, adding contacts, asking your network questions, adding applications.
  • For companies – introducing company pages and groups, finding potential suppliers, creating a community
  • Using LinkedIn for HR
  • Case studies and examples


  • Setting up your account and strategies around personal and corporate branding
  • Followers and following – how to find people, best practices in growing your followers
  • Tips on what to write and the tone to use
  • How to reply to tweets and contact followers privately
  • A look at hashtags and why they’re useful Using Twitter search
  • Case studies and examples

Facebook – how can businesses use this vast social network?

  • An overview of Facebook and how it’s used by individuals
  • Advertising opportunities – how Fabcebook adverts work, creating an advert, targeting, costs
  • How to set up groups and branded pages, and understanding the difference between each
  • What are ‘Likes’ and what do they indicate?
  • Apps? What are they and what should you be aware of?
  • Sharing content via Facebook
  • Adding social sharing buttons to your site
  • A look at Facebook Places and Facebook Deals
  • Case studies and examples

YouTube & Vimeo – the role of video in business

  • Overview of the website and how it works
  • Examples of business uses
  • How to add a YouTube video to your website or blog
  • Uploading a video
  • Introducing tags and why they're important
  • YouTube comments – how do they work, do’s and don’ts of moderation
  • A look at branded channels
  • Case studies and examples

Section 3: Digital Marketing

  • Digital Marketing Strategy
  • Search Engine Optimization
  • Online Advertising
  • Affiliate Marketing
  • Video Marketing
  • Data Analytics
  • Conversion Optimization
  • Case studies and examples


Following this training course, you will be able to:

  • Use the core functions of Facebook, LinkedIn, Twitter, YouTube and Video
  • Feel confident exploring social media websites in your own time
  • Understand how each social media tool examined can be used and benefit your business
  • Add and link to content such as videos and photos, to social media sites
  • Understand how Facebook, Twitter, LinkedIn and YouTube can work together
  • Assess good and bad social media best practices
  • Grow your relationships with clients, stakeholders and customers
  • Know options for advertising on Facebook, Twitter and LinkedIn
  • Feel confident about executing digital Marketing strategy and implementation


  • A passing score on the CSDE Examination.
  • Bachelor Degree in any field OR;
  • A minimum of one years experience in the area of sales, digital marketing and/or social media.
  • A Minimum of 30 hours of social media marketing approved training (Optional For those with a Degree).

Exam Format:

The CSDE (Certified Social Media and Digital Marketing Expert) examination is a 3-hour exam, approximately 80 questions multiple-choice examinations in addition to multiple direct essay questions. The exam is given in booklet form.

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