Mastering Social Media Strategy Course

Who It’s For
Subject matter experts, marketers, principals, and business developers at professional services firms of all sizes.

Course Overview
Social media is a critical tool for promoting the modern professional services firm — making the business more visible to more people more quickly than any other marketing platform. Yet most firms are approaching social media all wrong, or they aren’t using it all.

In this course, you will learn why social media matters, how to choose the most effective social media platforms for you and your audience, how to use these tools to research your market, and how to track and improve your results over time.

And we will teach you how to create the right social media strategy for your organization that works in concert with the rest of your marketing program to deliver greater exposure for your expertise. We’ll see you in class!

What You’ll Learn

  • 5 top reasons firms use social media
  • How to use social media to research your target audience and competitors
  • How to select the right social platforms for your business
  • How to set goals and track metrics in your social media strategy
  • Specific techniques you can use to build visibility and make the most of your social media team
  • 8 reasons your social media strategy may not be working — and what to do about it
  • How to create a powerful social media strategy that’s right for your organization



Meet the Instructors

Lee Frederiksen, PhD

Lee left a tenured professorship at Virginia Tech to pursue a career as a serial entrepreneur. Managing Partner and Research Director at Hinge, he is considered a leading authority on high-growth professional services marketing.

Liz Harr

A former technology firm CEO, Liz has been both a buyer and seller of professional services. A partner at Hinge and leader of its Technology and Consulting practices, she speaks and writes frequently on firm growth.

John TyremanJohn Tyreman

Hinge’s Research Manager, John has helped over 100 professional services firms collect data on their marketplace and turn it into valuable insights they use to better engage their audiences. He is also a social media expert who helps Hinge amplify its message.

Joe PopeJoe Pope

Joe is Hinge’s Business Development Manager. Like many people on our team, he brings deep social media expertise to his job — using social tools to connect with prospects and deepen our relationships.



Watch a sample segment:




Class 1: The Case for Social Media

Why Social Media
Content Promotion
Search Engine Optimization

Class 2: Research Your Target Audience

Common Target Audiences
What You Want to Learn from Your Target Audience
How to Research Your Target Audience
Researching Key Issues and Challenges

Class 3: Selection of Platforms

Selecting the Right Platform
LinkedIn for Professional Services
Creating Strong LinkedIn Profiles
Best Uses and Limitations
Example: Hinge’s LinkedIn Group
Advertising on LinkedIn
Twitter for Professional Services
Facebook for Professional Services
YouTube for Professional Services
Industry Associations and Private Networks
Other Notable Platforms

Class 4: Establishing Goals and Tracking Performance

Setting Your Social Media Goals
Measure Your Performance

Class 5: Implementation Tactics

Content Management
Structure and Procedures
Social Media Etiquette
Repurposing Content
Employee Advocacy
Social Media Automation
Outsourcing Social Media

Class 6: Troubleshooting

What You Observe When You’re Not Reaching Your Goals
Why You Aren’t Seeing Results

Additional Materials:
Social Media Functional Matrix