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Go at your own pace
6 Sessions / 4 hours of work per session
Skill Level
Beginner
Topics
Micro-Influencers Networks, Personal attributes of a mciro-influencer, content that influences, Strategies of micro-influencers, generating oppotunites for micro-influence.
Open for Enrollment

Introduction to Micro-Influence for Creative Professionals

Starts in 7 days
You can also start immediately after joining!

Would you like to enroll?

Enrollment for this course has closed. But you can enroll in a future offering (please select)

Enrollment has closed

Go at your own pace
6 Sessions / 4 hours of work per session
Skill Level
Beginner
Topics
Micro-Influencers Networks, Personal attributes of a mciro-influencer, content that influences, Strategies of micro-influencers, generating oppotunites for micro-influence.
Course Description

Take your social media skills to the next level by learning the secrets to creating digital social capital on social media from successful Australian micro-influencers. Increasing your digital social capital will provide you with the opportunity for micro-influence. This course is an introduction to micro-influencer theory and provides a foundation for an understanding of the skills, knowledge and capabilities current micro-influences used to create and sustain micro-influence.

Getting the most from this micro-credential

The suite of six micro-credentials will give you all the knowledge and confidence you need to use a variety of digital tools, from the planning phase right through to analysing and reporting on a digital campaign.

Through participation in this course you will be able to:

- Write and implement a social media strategy to support your creative practice aims and objectives.

- Understand the fundamentals of micro-influencer theory.

- Use key communication tools to network effectively.

- Develop and maintain networks using social media.

- Establish and maintain relationships using social media.

- Evaluate which online networking sites are appropriate for you.

- Promote a crisp, clear digital representation of creative practice so others want to get to know you.

This micro-course provides a practical set of learning experiences developed to support your professional development as a creative practitioner and assist your career advancement.

This first micro-course will take through a set of worksheets that when compiled will be the beginning of a professional communication strategy for your creative practice. Having a clear, concise approach using the techniques taught in this micro-course will provide you with the skills to enhance your social capital and lead to opportunities for micro-influence. Your motivation and goals to become a micro-influencer will drive the direction of your strategy, for instance, a pottery may want to increase sales of their pottery, or a journalist may want to create a media hub on a particular niche and sell editorial/advertising space via their networks. Whatever your motivation, the opportunities are almost endless. It just takes a bit of planning.

Coursework

In session one we will ask you to set up a micro-influence portfolio. Your micro-influence portfolio is a compilation of materials that exemplifies your beliefs, skills, networks, content, endorsements and experiences. It will provide an insight into your professional social media personality and how others may perceive you on digital channels.

The process of putting together a portfolio itself will help you become a more effective micro-influencer. You will identify the skills you have gained through your various experiences and how they relate to the career you are pursuing.

Choosing the most relevant experiences and putting them in an easily understood format will help you better articulate your skills and experiences when communicating with your online networks.

The following sessions will build upon and develop your skills, knowledge and capabilities through worksheets that will take you through the steps of creating your micro-influence strategy. To complete the micro-course we will ask you to provide your micro-influencer portfolio, along with a summary and critical evaluation in the provided gallery where you can discuss your coursework with peers.

The emphasis is very much on helping you to use the knowledge and techniques to create real and tangible benefits that meet your aims and objectives.

With that in mind, the six micro-courses are based on:

Global best practice–incorporating concepts from a range of micro-influencers, commentators and leading practitioners, illustrated with examples.

Practical application–giving practical insights into developing and executing plans and campaigns which can be applied in your creative practice to improve your social media activity.


schedule

This course is in adaptive mode and is open for enrollment. Learn more about adaptive courses here.

Session 1: Welcome to the start of your Micro-influence journey (December 8, 2020)
This course introduces you to micro-influence and provides a foundational framework for the understanding of what makes a successful micro-influencer and is a model for how to develop your own successful micro-influencer presence. A nuance concept established integrating professional communication fundamentals, combined with the complex structure of social media platforms (SMP), and digital citizens’ capability to increase influence through sharing, publishing, and networking have contributed to the emergence of the micro social media influencer (micro-influencer) (Senft, 2013). Micro-influence is a phenomenon that is a multidimensional concept comprising conscious and subconscious behaviours, personality attributes, personal motivations, and outside forces. This course uses a theoretical model of micro-influence that introduces five interrelated fundamental dimensions of micro-SMI: personal attributes, content attributes, outcomes generated, strategy, and network characteristics. Based on the theoretical model and examples of micro-influence you will gain skills, knowledge and capabilities to create an initial foundation and strategy for social media influence which matches your interests and skill levels.
8 lessons
1. Welcome_to_Micro-Influence
2. Digital Transformation Video 2019. Produced by Equalman Studios.
3. Micro-influence_portfolio__1_.pdf
4. What_is_micro-influence_
5. Micro-influence model
6. Introduction_to_the_micro-influencer_model
7. The_landscape
8. Session__1__Micro-influencer_introduction_ebook__2_.pdf
Session 2: Micro-influencer networks (December 15, 2020)
Welcome to session two of Micro-Influence in Creative Industries. This dimension focuses on the network (followers and who the individual is following) of a micro-influencer. The size of a network cannot be solely relied on as a datapoint to identify micro-influence, rather the quality and structure of those in the network also need to be considered. Three sub-dimensions of the network characteristics dimension include: network size, quality and structure. Photo Credit: StockSnap
5 lessons
1. Micro-influence_Networks_Introduction
2. Networks
3. Strategy Step #1 Micro-Influence_Plan
4. Strategy Step #2: Micro-Influence Networks
5. Session__2_Networks ebook.pdf
Session 3: Personal Attributes Of The Micro-influencer (December 22, 2020)
This dimension conceptualises the skills, knowledge, and abilities of individuals beyond niche content knowledge and gained from experience. These characteristics make the micro-SMI a unique individual and are defined in five sub-dimensions: perception, identity, reciprocity, entrepreneurship, and motivation. Quantification of personal attributes is precarious as we try to articulate how a micro-SMI perceives themselves and how others perceive them. It is also important to consider the ambiguity of social cues on SMP compared to interacting in person. Additionally, Duffy (2016) identifies problematic constructs of gender and class subjectivities, as traditional stereotypes of celebrity endure. Farrugia (2018, p. 511) also argues that micro-SMI contribute to the formation of valorised and de-valorised youth subjectivities in relation to the new economy’s ‘immaterial economies’, as the commercialisation of youthfulness promotes heteronormative standards. The dimension considers other questions such as what motivates the micro-SMI to invest large amounts of time in self-education and labour to build and maintain their influence. The interview data also supported the fact that Micro-SMI are also aware of the need to implement strategies for ensuring personal well-being and to protect their mental health.
5 lessons
1. Personal_Attributes
2. Personal_Attributes
3. Science Of Persuasion
4. Strategy Step #3: Your Digital Toolkit
5. Session #3 Personal attributes of a micro-influencer ebook
Session 4: Content That Influences (December 29, 2020)
Individuals have become 'produsers' a term introduced by Bruns (2008) to describe social media users who share and co-create user-generated content therefore increasing visibility on their chosen topic. This dimension highlights substantial large communication changes for in the way information and knowledge is disseminated, and contains three sub-dimensions: visibility, topic, and relevance. Photo Credit StockSnap
4 lessons
1. Session__4_Content_that_influences
2. Strategy_Step__4_Action_Plan
3. Session_4_video_2
4. Session__4__Content_that_influences__1_.pdf
Session 5: Strategies Of Micro-influencers (January 5, 2021)
With limited formal education available, research found that micro-influencers use a combination of innate and/or acquired skills gained from curiosity, experience and experimentation. For example Mark admitted that he does not have a strategy. In contrast, Mel, Katrina, Matthew, and Sam are motivated by business or branding objectives and were analytical and structured when managing their SMP identity. Two subdimensions of the strategy dimension are engagement and commercial strategy. It is interesting to note that not all participants were financially motivated.
4 lessons
1. Session_5_Strategy_
2. Step__5_Strategy_Measure
3. session_5_video_2
4. Session__5_Being_strategy__1_.pdf
Session 6: Generating Opportunities For Micro-influence (January 12, 2021)
This dimension considers the value a micro-SMI has within their digital networks as they increase their social capital. Usually classified using quantifiable data models such as number of followers, click- through rates, etc., this model considers network sentiment for added rigour . Micro-SMI who are focused on commercial gain and incentives use data to contribute to business proposals for marketers. Three sub-dimensions of the outcomes generated dimension include: inspire action, generate public debate, and endorsements as a form of social capital.
6 lessons
1. Session_6_Generating_opporutnity
2. Step__6_continuous_improvement_opporuitnity
3. Embracing Continuous Improvement
4. Session__6_Generating_Opportunities_For_Micro-influence.pdf
5. Session__6_Video_2
6. A digital profile checklist
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Learning Outcomes

Below you will find an overview of the Learning Outcomes you will achieve as you complete this course.

Instructors & Guests
What You Need to Take This Course

You will need to have a

Competent ability with Windows and an operational knowledge of the common social media platforms such as Facebook, Twitter, LinkedIn and Instagram for personal use.



You should be aware of the risks and ensure that any risk of damage or detriment is minimised.

You are responsible for the content you publish from your social media platform.

You should not:

• Post material that is, or might be construed as threatening, harassing, bullying, discriminatory or disparaging towards another student or employee of Social Media Mastery.

• Use or disclose any confidential information or personal information obtained during your study at Social Media Mastery.

Additional Information

The express purpose of this micro-course is to narrow the knowledge gap and identify opportunities in academic scholarship and education, and more generally, on the use of SMP as communication tools. In the Australian Digital Inclusion Index (2018) the authors acknowledge the growing gap in digital literacy and stated that, “digital inclusion is now fundamental to full participation in our economic and social life and an ever-increasing number of essential and community services and other communications are going digital (p. 03).” By understanding and learning from those who have led the way as micro-influence we can then start to offer structured programs for the inclusion of all, regardless of circumstance (Dezuanni et al., 2019).

Delivered over six modules, to be completed within six weeks (with a maximum course duration of four months) the course covers everything you'll need to know; from understanding content marketing's effects; to social network strategy and implementation; and measuring and reporting based on the results of your efforts.

As an intensive course, you'll gain a firm understanding of the Australian social media scene and be prepared to put your learnings into immediate use in the business, corporate or creative world. Data is a key player in the scope of social media marketing and knowing how to compile and analyse the information available to you will enhance your value to the job market.On completion of this micro-course you will have created a fully customised social media and digital marketing strategy and templates that you can immediately implement to achieve your career or business goals. You will have gained the new social media skills that will help you to progress your career or take a new career path with confidence backed by your training. You can present new capabilities to employers in the latest social media technologies to put you ahead of colleagues and competitors.

Any articles, templates, or information provided in this micro-course are for reference only. While we strive to keep the information up to date and correct, we make no representations or warranties of any kind, express or implied, about the completeness, accuracy, reliability, suitability, or availability with respect to the website or the information, articles, templates, or related graphics contained on the website. Any reliance you place on such information is therefore strictly at your own risk.

Support

During your course there may be times when you will need some support. This is all part of your learning process and learning how to self-manage is the key to success. The reason for this is that we are training you to be independent learners ready for the creative professional environment where this trait is highly regarded. Being able to self-manage is also a good employability skill. If during the course you need support you can do one of the following:

1. Talk to a class buddy to see if they can help

2. Use Google to research the problem online

3. Go onto Youtube to research if there is a video solution to your problem