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Staying Competitive in 
Today’s Digital Workforce: 
Advanced Social Media Strategy Certification
The Story 81% 
Today’s widening digital skills gap impacts both 
businesses and employees. It has become more 
important than ever to empower professionals with 
social media education to provide value to business. 
The Advanced Social Media Strategy Certification 
(ASMS), created by Hootsuite and Syracuse University’s 
S.I. Newhouse School of Public Communications—two 
global leaders in digital communications—provides 
strategic social media skills to an evolving digital 
workforce. 
of ASMS participants surveyed say the 
ASMS Certification gave them strategic 
social media skills 
78% 
of ASMS participants surveyed directly 
applied ASMS Certification skills to their 
current professional role 
90% 
of ASMS participants surveyed found the 
ASMS Certification to be professionally 
valuable to further their career
The Challenge: 
Digital Skills Gap for an Evolving Workforce 
Businesses are experiencing a serious lack of candidates 
with technical competencies. 
85% 18% 
of companies have a corporate 
social media policy 
say that their employees’ knowledge of 
social media usage and policy is “good” 
or “very good” 
The State of Social Business, Altimeter Report, 2013 
As competitive companies scale their social media across the 
organization, a majority of their employees lack the technical skills to 
support strategic efforts.
The Solution: 
Advanced Social Media Strategy Certification 
In a recent survey of 43 countries, the most likely business solution to alleviate talent 
shortages was to train and develop existing staff to meet their business needs. 
The Advanced Social Media Strategy Certification (ASMS) combines industry knowledge 
gained from the world’s most widely used social relationship platform and the academic 
excellence from one of North America’s most prestigious communication schools. 
The course, taught by Newhouse Social Media Professor Dr. William J. Ward, is comprised 
of 15 self-paced, comprehensive lessons on social media strategy and covers the entire social 
media ecosystem.
To showcase the value of Advanced Social Media 
Strategy Certification, we spoke to four enrolled 
professionals to hear their insights.
Jason Boucher 
Social Media Manager at University of New Hampshire 
Once a student at the University of New Hampshire 
(UNH) and former President of Social Media Club New 
Hampshire, Jason Boucher now manages the growing 
social communities of students, prospects, and alumni for 
UNH. Jason first introduced the university to Hootsuite, 
eventually moving multiple teams online and becoming 
Hootsuite-certified through Hootsuite University. 
Recognizing an opportunity to further his professional skills, 
expand his career, and relay advanced strategy back to the 
university, Jason pursued ASMS Certification.
Jason Boucher 
Social Media Manager at University of New Hampshire 
Jason’s Top ASMS Takeaways: 
• Content Strategy: Jason learned how to turn a content calendar into a social media 
strategy for the university. 
• Improve the ROI of Social: He learned how to define individual departmental and 
organizational social goals to optimize how success is measured. 
• Enhance Career Growth: The certification enabled Jason to take a more senior look 
at his role and refine his career trajectory. 
“Hootsuite and Syracuse University are both world renowned. With this 
additional education, I’m confident that I can grow my position as I bring 
that much more to the table.” 
Jason Boucher, Social Media Manager at University of New Hampshire
Nick Nunes 
Social Media and Search Manager at Bell Canada 
Nick Nunes is a man of opportunity. Starting out at Bell 
Canada as a contractor, he was soon offered a permanent 
job as a Marketing Communications Manager, before 
eventually transitioning to his current role building Bell’s 
B2B social media strategy. As Social Media and Search 
Manager, he ensures messages from Bell Business are 
unified to support multiple business units. Working 
directly with more than 20 stakeholders and leaders who 
encourage him to grow his knowledge base, Nick took 
it upon himself to complete the ASMS Certification to 
enhance his career.
Nick Nunes 
Social Media and Search Manager at Bell Canada 
Nick’s Top ASMS Takeaways: 
• Strategic Communication Planning: Nick learned how to scale social across the 
organization, which is important as he connects with multiple departments. 
• ROI Reporting: He discovered how to measure the ROI of social messages to prove 
its worth to executives. 
• Case Studies: Through teachings from other organizations, Nick learned successful 
real world social media strategies to add more value to his business partnerships. 
“Hearing about how these organizations solved their challenges and 
capitalized on opportunities from the case studies provided me with many 
key takeaways and motivated me to think outside the box. That knowledge 
and motivation ultimately adds value to my partnerships across Bell.” 
Nick Nunes, Social Media and Search Manager, Bell Canada
Brenna White and Laura Arbuthnot 
Safeway Operations (Canada), Sobeys Inc. 
Two communications professionals at Safeway Operations 
(Canada) enrolled in ASMS Certification. Digital Marketing 
Specialist, Brenna White’s main enrolment goal was to 
educate colleagues, promote social to the executive team, 
and develop strategies for the future. Laura Arbuthnot, 
Digital Marketing Supervisor, wanted to streamline 
communications across the organization by advocating for 
social in every department.
Brenna White and Laura Arbuthnot 
Safeway Operations (Canada), Sobeys Inc. 
Brenna and Laura’s Top ASMS Takeaways: 
• Content Strategy & Curation Process: Both Brenna and Laura found the ideas and 
strategies useful for brainstorming new processes as they build a new content strategy 
from the ground up. 
• ROI Reporting: They gained added knowledge on how to prove the ROI of social to 
secure more buy-in from executive teams. 
• Improve Communication: Laura learned how invaluable social media and social 
relationship platforms are for collaborating and communicating among teams and 
organization-wide. 
“Safeway is such a large company under a massive transition into Sobeys. 
With that comes silos of information and communication is critical. The 
ASMS Certification shed light on some ways to advocate social across the 
organization and break down internal barriers.” 
Brenna White and Laura Arbuthnot, Safeway Operations (Canada), Sobeys Inc.
Social Media Education for 
Professionals and Businesses 
The Advanced Social Media Strategy Certification from Hootsuite and Newhouse School 
benefits businesses as more candidates and employees are armed with the social skills 
necessary in today’s competitive digital landscape. Professionals who want to increase 
their knowledge and meet career goals will be suitably empowered through social 
media education. 
Learn more at newhouse.hootsuite.com

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Staying Competitive in Today's Digital Workforce: Advanced Social Media Strategy Certification

  • 1. Staying Competitive in Today’s Digital Workforce: Advanced Social Media Strategy Certification
  • 2. The Story 81% Today’s widening digital skills gap impacts both businesses and employees. It has become more important than ever to empower professionals with social media education to provide value to business. The Advanced Social Media Strategy Certification (ASMS), created by Hootsuite and Syracuse University’s S.I. Newhouse School of Public Communications—two global leaders in digital communications—provides strategic social media skills to an evolving digital workforce. of ASMS participants surveyed say the ASMS Certification gave them strategic social media skills 78% of ASMS participants surveyed directly applied ASMS Certification skills to their current professional role 90% of ASMS participants surveyed found the ASMS Certification to be professionally valuable to further their career
  • 3. The Challenge: Digital Skills Gap for an Evolving Workforce Businesses are experiencing a serious lack of candidates with technical competencies. 85% 18% of companies have a corporate social media policy say that their employees’ knowledge of social media usage and policy is “good” or “very good” The State of Social Business, Altimeter Report, 2013 As competitive companies scale their social media across the organization, a majority of their employees lack the technical skills to support strategic efforts.
  • 4. The Solution: Advanced Social Media Strategy Certification In a recent survey of 43 countries, the most likely business solution to alleviate talent shortages was to train and develop existing staff to meet their business needs. The Advanced Social Media Strategy Certification (ASMS) combines industry knowledge gained from the world’s most widely used social relationship platform and the academic excellence from one of North America’s most prestigious communication schools. The course, taught by Newhouse Social Media Professor Dr. William J. Ward, is comprised of 15 self-paced, comprehensive lessons on social media strategy and covers the entire social media ecosystem.
  • 5. To showcase the value of Advanced Social Media Strategy Certification, we spoke to four enrolled professionals to hear their insights.
  • 6. Jason Boucher Social Media Manager at University of New Hampshire Once a student at the University of New Hampshire (UNH) and former President of Social Media Club New Hampshire, Jason Boucher now manages the growing social communities of students, prospects, and alumni for UNH. Jason first introduced the university to Hootsuite, eventually moving multiple teams online and becoming Hootsuite-certified through Hootsuite University. Recognizing an opportunity to further his professional skills, expand his career, and relay advanced strategy back to the university, Jason pursued ASMS Certification.
  • 7. Jason Boucher Social Media Manager at University of New Hampshire Jason’s Top ASMS Takeaways: • Content Strategy: Jason learned how to turn a content calendar into a social media strategy for the university. • Improve the ROI of Social: He learned how to define individual departmental and organizational social goals to optimize how success is measured. • Enhance Career Growth: The certification enabled Jason to take a more senior look at his role and refine his career trajectory. “Hootsuite and Syracuse University are both world renowned. With this additional education, I’m confident that I can grow my position as I bring that much more to the table.” Jason Boucher, Social Media Manager at University of New Hampshire
  • 8. Nick Nunes Social Media and Search Manager at Bell Canada Nick Nunes is a man of opportunity. Starting out at Bell Canada as a contractor, he was soon offered a permanent job as a Marketing Communications Manager, before eventually transitioning to his current role building Bell’s B2B social media strategy. As Social Media and Search Manager, he ensures messages from Bell Business are unified to support multiple business units. Working directly with more than 20 stakeholders and leaders who encourage him to grow his knowledge base, Nick took it upon himself to complete the ASMS Certification to enhance his career.
  • 9. Nick Nunes Social Media and Search Manager at Bell Canada Nick’s Top ASMS Takeaways: • Strategic Communication Planning: Nick learned how to scale social across the organization, which is important as he connects with multiple departments. • ROI Reporting: He discovered how to measure the ROI of social messages to prove its worth to executives. • Case Studies: Through teachings from other organizations, Nick learned successful real world social media strategies to add more value to his business partnerships. “Hearing about how these organizations solved their challenges and capitalized on opportunities from the case studies provided me with many key takeaways and motivated me to think outside the box. That knowledge and motivation ultimately adds value to my partnerships across Bell.” Nick Nunes, Social Media and Search Manager, Bell Canada
  • 10. Brenna White and Laura Arbuthnot Safeway Operations (Canada), Sobeys Inc. Two communications professionals at Safeway Operations (Canada) enrolled in ASMS Certification. Digital Marketing Specialist, Brenna White’s main enrolment goal was to educate colleagues, promote social to the executive team, and develop strategies for the future. Laura Arbuthnot, Digital Marketing Supervisor, wanted to streamline communications across the organization by advocating for social in every department.
  • 11. Brenna White and Laura Arbuthnot Safeway Operations (Canada), Sobeys Inc. Brenna and Laura’s Top ASMS Takeaways: • Content Strategy & Curation Process: Both Brenna and Laura found the ideas and strategies useful for brainstorming new processes as they build a new content strategy from the ground up. • ROI Reporting: They gained added knowledge on how to prove the ROI of social to secure more buy-in from executive teams. • Improve Communication: Laura learned how invaluable social media and social relationship platforms are for collaborating and communicating among teams and organization-wide. “Safeway is such a large company under a massive transition into Sobeys. With that comes silos of information and communication is critical. The ASMS Certification shed light on some ways to advocate social across the organization and break down internal barriers.” Brenna White and Laura Arbuthnot, Safeway Operations (Canada), Sobeys Inc.
  • 12. Social Media Education for Professionals and Businesses The Advanced Social Media Strategy Certification from Hootsuite and Newhouse School benefits businesses as more candidates and employees are armed with the social skills necessary in today’s competitive digital landscape. Professionals who want to increase their knowledge and meet career goals will be suitably empowered through social media education. Learn more at newhouse.hootsuite.com