Class SOMED24.

Occupational roles Occupational role 1: Community manager Occupational role 2: Digital communicator in social media Occupational role 3: Social media manager Occupational role 4: Social marketing manager/Paid Social Specialist The graduate has knowledge of... - The business value of digital communication, marketing, PR and sales in digital channels - Common analytics tools for campaigns in digital channels, and digital communication tools and how they work in social media - How companies can work with marketing automation and an ecosystem for omnichannel marketing - Market, web and social media analytics - Digital campaigns: how they are planned, produced, optimized and followed up - Advertising in digital channels: how it is planned, set up, optimized, converted and followed up - Different forms of communication in digital media (text, image, video) - Influencing an audience to change or reinforce a behavior that drives profitable customer action - Project methods and agile projects in digital channels - Crisis management for internal and external crises in social media - How a brand builds its audience in order to drive profitable customer action - How a company, based on analysis and set KPIs, can strengthen its presence in digital channels The graduate has the skills to... - Plan, create and set up digital campaigns intended for social media - Export statistics from digital channels and write reports on social media presence - Plan and design text and image ads for social media - Formulate a marketing plan for communication in digital channels - Communicate visually, verbally and in writing in Swedish and English in digital channels - Conduct marketing communication in digital channels on behalf of a company, based on the company's tone of voice - Interpret market, web and social media analytics and use tools to calculate the financial return on advertising and campaigns in digital channels - Measure the effect of CRM and customer loyalty work - Measure and analyze digital activities linked to offline activities, compile, export and interpret quantitative data, and create a report on activities and ongoing work in a company's digital channels, by identifying the target group and understanding in which specifically adapted channels, forums or other sources the brand is mentioned or communicated - Build and maintain online communities - Understand which type of content, adapted to the brand and its target group, creates proactive and reactive communication opportunities The graduate has the competence to... - Be responsible for a company's or organization's digital communication and for how digital channels can be used to reinforce a developed message - Contribute specialized expertise in communication in digital channels to a work group and to a company or organization - Based on analyses, give recommendations for improving a company's digital presence in both Swedish and English, and share insights from the analysis with a creative team - Evaluate and analyze a company's presence in digital channels in order to develop, strengthen and measure the company's visibility in digital channels - Evaluate the customer journey and suggest improvements for a better customer experience and loyalty - Continuously communicate results and development issues regarding digital channels with a company's management - Build and maintain online communities - Keep up to date and independently follow developments in the field for their own professional development