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Confidently design and execute your organization’s social media strategy with battle-tested frameworks and best practices.

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Thoughtfully drive the rollout of strategic elements, like social content marketing, influencer campaigns, and accurate ROI tracking and iteration.

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Learn proven strategies from leading industry and academic experts.

Learn from Industry Practitioners

S.I. Newhouse School of Public Communications

Syracuse University's Newhouse School is one of the top communication schools in the world, preparing students to become leaders in a changing media landscape.

Hootsuite

With 18+ million customers, Hootsuite is the world's most widely used social media management platform. Hootsuite Academy has educated and certified hundreds of thousands of professionals, and students, on the best practices of using social media for business.

About the Program

The Advanced Social Media Strategy course (ASMS) is for managers, strategists, and leaders who want to gain a comprehensive understanding of how to build and scale social media in complex organizations. You’ll earn an academically recognized certification taught by industry experts and designed to advance your career.


The program was created by Syracuse University’s renowned S.I. Newhouse School of Public Communications in partnership with Hootsuite. You'll gain indispensable tools and advanced methodologies used by the world's best social brands.

Our alumni include leaders at brands such as Procter & Gamble, Safeway, Pfizer, Legg Mason, University of New Hampshire, and SAIT Polytechnic.

Who is this for?

Our alumni go on to own their organization’s social strategy and lead high-impact teams.

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Directors and VPs

Use social media to support core business goals, breaking down internal barriers and scaling initiatives across your global teams.

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Social Media Managers

Build core skills to help you plan, launch, and measure complex social media campaigns at enterprise organizations.

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Digital and Brand Strategists

Sharpen your social media strategy skills and learn leading-edge frameworks leveraged by high impact teams.

Course Outline

After completing this chapter, you’ll be able to: 

  • Articulate how social media can be used strategically
  • Identify essential research components to diagnose the proper strategy needed to execute a social media plan

After completing this chapter, students will be able to 

  • Articulate the difference between objectives, strategies, and tactics.

  • Understand how to develop sound strategies that support campaign objectives.

  • Connect objectives and strategies to the best-fit tactics.

After completing this chapter, students will be able to: 

  • Apply the POEM Model to social media planning, execution, and evaluation.

  • Differentiate between paid media, earned media, and owned media.

  • Apply converged media to social media planning.

After completing this chapter, students will be able to: 

  • Lead informed, strategic decision-making by integrating key AI insights into your social media planning.

  • Explain in detail the importance of content marketing for social media.

  • Use content clustering learn how to utilize AI to enhance search function and brand strategy

  • Develop a content creation strategy based on the importance of internet search, content marketing, and digital marketing.

  • Motivate employees, customers, and users to help tell your brand’s story on social media

After completing this chapter, students will be able to:

  • Categorize the different types of influencers in social media.

  • Articulate and apply influencer guidelines from the FTC.

  • Formulate a strategy to develop your own influencer guidelines

After completing this chapter, students will be able to

  • Articulate the benefits of social media listening and monitoring, and what these practices look like for a large-scale enterprise organization.

  • Formulate a scalable social media management strategy using social listening platforms.

  • Explain the main components of social media measurement and learn to develop your own evaluation program, using social management platforms and software

After completing this chapter, students will be able to

  • Identify concepts that are important to a social media crisis.

  • Use industry best practices to prevent a cyberattack.

  • Understand how analytics and modeling are used to anticipate and predict future customer behavior.

  • Become familiar with various social media management tools available to practitioners

After completing this chapter, students will be able to:

  • Budget for social media campaign execution.

  • Measure the success of a social media campaign.

  • Understand the components of social media measurement devised by AMEC.

  • See how B2B and B2C organizations map social media KPIs to marketing and business goals

Success Stories from Graduates

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The ASMS Certificate has helped me become a more well-rounded communications practitioner. I'm no longer talking from a theoretical point of view, but with hard facts supporting my recommendations.

Alex Malouf

Corporate Communications Manager

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Today, we're building out integrated plans that include social media strategy, so that colleagues have time to review, add input, and feel confident that our efforts are within regulations and results-oriented. ASMS helped me better understand how to strategically fit social into the strategic planning process.

Heather Bisset

Corporate Affairs Manager

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A social media strategy presents us with a guide on how to modernize and personalize the CMA. Using ASMS as a blueprint, we did an audit of our social channels, determined our maturity, and established a social media strategy that included employee advocacy and social campaigns.

Dominique Jolicoeur

Advisor, Digital Marketing

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Having the listening tools and knowledge is key to socially securing the brand. Our compliance department is more comfortable with the medium now that protocol, standards, and guidelines are established.

Courtney Fischbach

VP Social Media

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Hootsuite and Syracuse University are both renowned in their industries. With this higher education, I am confident that I can grow from manager to director of social media as I bring that much more to the table.

Jason Boucher

Social Media Manager

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I found the case studies particularly helpful. In the B2B space, I'm not necessarily thinking of how other businesses are marketing to customers, but they made me think outside of the box; that knowledge adds value to my partnerships across Bell.

Nick Nunes

Social Media and Search Manager

Frequently Asked Questions

The course is a one-time fee of $999 USD. Need to train your team? Email us for group discounts.

The course includes video lessons, interactive text-based learning, supplemental readings, quizzes, and a qualifying exam. You can view the course content at any time and can work at your own pace.

The ASMS certificate course takes around 20 hours from start to certification.

There is no homework and no assignments with the course. You will be evaluated through the final exam. However, we recommend that all students read all supplemental material provided in the course.

The ASMS certificate is accredited by Syracuse University’s S.I. Newhouse School of Public Communications. This is an accredited course. But the certificate cannot be used as regular course credit at Syracuse University’s S.I. Newhouse School of Public Communications.

The ASMS is for managers, strategists, and leaders who want to gain a comprehensive understanding of how to build and scale social media in complex organizations.

Many of our students use this training to step up and own their organization’s social strategy. Our alumni include leaders at brands such as Procter & Gamble, Safeway, Pfizer, Legg Mason, University of New Hampshire, and SAIT Polytechnic.

To earn your certificate, you need to pass the final exam with a score of 75% or higher. You’ll take a multiple choice exam. The exam is delivered online and takes 90 minutes to complete. If you fail the exam, you can study further and retake as many times as you need to pass.

No, the course is delivered online and can be completed at your own pace.

You have guaranteed access to the course materials for a year after purchase.

You may download the supplemental resources included in the resource folder for the course. All other content is only available within the ASMS learning platform.

The course is designed for experienced practitioners interested in developing the strategy skills they need to lead at enterprise organizations. Students should have a knowledge of marketing fundamentals before taking this course.

This course is open to everyone. You do not need to be a student at Syracuse University’s S.I. Newhouse School of Public Communications to enroll.

Successful graduates will receive a digital certificate. Your certificate can be posted on LinkedIn as a certification or qualification.