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Leadership & Internet Marketing: A Personal Journey Continues

I continued my journey to earn my Executive Certificate in Internet Marketing – the only university-recognized professional certificate program of its kind through a partnership between ASPE-ROI and Saint Louis University’s AACSB accredited John Cook School of Business – and attended a virtual session of Social Media Boot Camp, which took place via WebEx and was taught by Bobby McDonald (@bobbymcdonald), a social media strategist.

The course attracted four of us, and although it was smaller than average given that August is a big vacation month, it allowed extra time for engagement and interaction with each other and the instructor. A diverse group of professionals, we were not only able to connect from locations throughout the country –including Philadelphia, Denver, New York City, Charlotte and Raleigh –but able to bring unique perspectives to social media through completely different lenses. We represented different industries – a solutions provider of columns for chromatography scientists, a nonprofit association, a recruiting / philanthropy firm and a marketing consultancy.  We also have varied functions in our respected organizations from marketing and program administration to human resources and executive management.

Social Media Boot Camp – which focused on the big four networks of Twitter, Facebook, YouTube and LinkedIn, as well as touched on Google Plus and Pinterest – was four hours each afternoon over a period of four days.

The course covered both basic and advanced information about these social media platforms and revealed insights into the nuts and bolts of content marketing and blogging. The curriculum also touched on social media governance, management, measurement, how social media affects search engine optimization (SEO), social media best practices, tools of the trade and making the most of Google Analytics.

Key topics included:

  • Social media – An overview, debunking the myths and today’s social media revolution
  • Twitter – Its 13-year evolution, tools, list subscription, messaging and rules of engagement
  • Facebook – Privacy (which continues to be a top debate and concern among individuals and corporate America), business applications, contests, customer targeting, advertising and analytics
  • YouTube – Phenomenal growth as the second largest search engine and third most visited site on the Internet, the video craze, the platform, marketing strategy and measurement
  • LinkedIn – Timeline progression, platform, personal use, corporate pages, building connections, advertising and metrics
  • Google Plus – History, layout, profile, communities, events, user tips and tricks
  • Pinterest – A digital scrap board, online pin board, visual bookmarking and the “next big thing on the Internet,” demographics, business accounts, case studies

No social media marketing course would be complete without discussions around content marketing and blogging, so McDonald made sure to cover those hot topics in depth as well.

  • Content Marketing – The buzz, strategy development, keyword research, Search Engine Optimization (SEO), content creation, and performance measurement
  • Blogging  – A component of an integrated marketing mix, benefits, strategies and editorial calendars

Everyone left with new, real-world knowledge, a helpful list of resources and their individual social media marketing game plans of winning strategies and tactics to implement for the success of their companies and employers.

Learn more about the Executive Certificate in Internet marketing through ASPE-ROI and Saint Louis University.


Christina Motley is the CEO and president of Christina Motley, LLC, for which she delivers on-demand, targeted marketing strategies and tactics to a variety of clients and industries. A seasoned integrated marketing executive, award-winning content developer and published author, Christina’s focus is on building brand loyalty, fostering customer engagement and driving new business. You can connect with her on Twitter @christinamotley and on LinkedIn.  

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