B2B130

Digital B2B Brand Building

Social, digital and B2B networking tactics are fundamental to any successful brand-building strategy. As B2B communicators are learning, this requires the creation and optimization of branded online content.

This course will teach you how to develop a digital footprint on social channels that target industry prospects and peers. You'll learn how to develop a social media plan that identifies the necessary touch points for B2B networking, the type of content and multimedia to start business conversations, and the communication etiquette specific to each channel.

We’ll also explore options for extending the online brand to mobile and digital apps. Using social media scheduling tools, you will learn how to time and publish posts to increase the influence of your B2B channels while increasing your stakeholder audience. We’ll also cover best practices from B2C social communities as well as social media optimization (SMO) tactics that promote content and nurture interest among B2B targets.

This course is available at the following time(s) and location(s):

Campus Session(s) Instructor(s) Cost Seats available  
Online - Natasha Netschay Davies $1260.00 30 Register

For online offerings, registration may close up to two business days before the course begins. Your course begins on the first date listed and ends six days after the last date listed. The interim dates/times are not your actual online class times.

What will I learn?

This course will cover the following:

  • Conducting an industry social media audit to gather competitor social intelligence, research stakeholder conversations, find industry B2B influencers, and differentiate your brand online
  • Creating a social media profile plan, selecting the right channels and the right objectives to build customer communities
  • Best practices for building branded social profiles using relevant creative and content specific to each social media channel
  • The role of a social business community manager, including when you need one
  • Distributing branded content onto social channels
  • Integrating branded social profiles into external B2B communications programs

How will I learn?

  • Online lectures
  • Online discussions
  • Online activities including social account configuration, optimization and design
  • Creating a social media channel calendar

How will I be evaluated?

  • Participation in online discussions 25%
  • Individual assignments / projects 75%

Learning materials

  • Online lectures and presentations
  • Online resources, articles and videos
  • Online tutorials
  • Handouts

Hardware and software requirements 

We deliver this course using SFU's online course management system, Canvas. You will receive course details and Canvas access instructions on the first day of the course. You can check if your browser is compatible with Canvas here.

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