The Social Media Landscape

1. Introduction to the Program

2. Introduction to Marketing

• Social media landscape overview

• Introduction to traditional, digital & social media marketing

3. Social Media for Business

• Social media for business, for non-profits, business accounts 

4. Social Media Landscape Overview

• Categories, Facebook history, Meta apps & services

Social Media Platforms Overview

1. Social Media Platforms Part I

• Facebook (connections, media)

• YouTube (video)

• WhatsApp & Messenger (messaging)

• WeChat (messaging, transactions)

• Instagram (images, stories)

• LinkedIn (connections)

2. Social Media Platforms Part II

• TikTok (short video)

• Snapchat (messaging)

• Twitter (conversation)

• Pinterest (images)

• Connect on niche interests on niche social platforms

Goals and Planning for Success

1. How to Set Your Marketing Goals

• Establishing SMART marketing goals

2. Define What Success Will Look Like

• Setting KPIs for your marketing goals

Understand Your Audience

1. Define Your Target Audience

• Defining your target audience & why is it needed

2. Understand Your Customer's Journey

• Mapping your customer's journey, it's need & examples

Choose Your Social Media Channels

1. Choose Your Social Media Platforms

• Mapping your audience & choosing the right platform

2. Social Media Policies

• Creating and managing social media policies

• Managing your blog & LinkedIn profile

Introduction to Social Media Advertising

1. Introduction to the Program

2. Why, When and Where to Advertise

• Organic posts vs. paid ads on Facebook and Instagram

• Ad formats on different popular social media platforms

3. Components of Social Media Ads

• Components (target audience, copy, creative, CTA & landing page), anatomy & evaluating effectiveness of an ad

Creating Effective Ads on Social Media 

1. Designing and Writing Effective Ads

• Sourcing and creating ad visuals, writing copy, tools for creative & copy

2. Collaborating with Others Effectively

• Collaborating with internal & external teams, and working with creative briefs

Data, Privacy and Policies on Social Media 

1. The Role of Data in Social Media Advertising

• Data-based advertising, data collection, formats & storing

2. Data Protection and Regulation

• Government regulations: GDPR, CCPA & COPPA, industry self-regulations & company data policies

Getting Started with Advertising on Facebook and Instagram

1. First Steps to Advertising on Facebook

• Case study, type of ads directly from Facebook Business Page, ad objectives for business goals

2. First Steps to Advertising on Instagram

• Case study, ads directly from Instagram Business Account, stories ads, creative tips

First Steps in Ads Manager

1. Course Introductory Materials

2. Introduction to Ads Manager

• Meta advertising tools, placements, auction

3. Understanding Campaign Structure and First Steps in Ads Manager

• Campaign structure, account set-up, navigation

Determine your Campaign Objective and Budget

1. Find the Campaign Objective that Matches Your business Goal

• Available campaign objectives and budget, special advertising category, and examples

2. Set Your Campaign Budget

• Campaign budget setting, bid strategies, and A/B testing in Ads Manager

Select Your Audience, Platforms and Schedule

1. Creating an Audience in Ads Manager

• 3 types of audiences - core, custom, & lookalike

• Targeting options for core audiences, introduction to Meta Pixel

2. Choose the Placements and Schedule for Your Ad in Ads Manager

• Available ad placements, optimization & spending controls, audience reach estimate, and scheduling in Ads Manager

Create Your Ads and Evaluate Your Campaign Results

1. How to Create Your Ads in Ads Manager

• Available ad formats & ad policies in Ads Manager, edit and troubleshoot campaigns

2. Monitor and Understand Your Campaign Results

• Campaign performance, analyzing results, and key metrics for different campaign objective

Evaluating Your Marketing Results Against Goals

1. Welcome to Optimizing Your Marketing

2. Evaluate Metrics Against Your Marketing Goals

• Align metrics with goals, data and reports to evaluate performance, reporting in Ads Manager

3. Measuring Marketing Outcomes

• Understanding ROAS, ROI, cost per result, CLV, additional terms and formulas

4. Practice Marketing Outcomes Calculations

• ROAS, ROI, cost per result, CLV examples

Optimizing Your Ad Campaigns

1. Optimize within a Campaign with A/B Testing

   • Set up an A/B Test & interpret results

2. Optimize Advertising Across Channels

   • Measuring across channels with media mix models & attribution

Measure Your Advertisement Effectiveness

1. Introduction to Advertisement Effectiveness Measurements

• Using experiments to measure advertising effectiveness

2. Measuring Advertisement Effectiveness on Facebook

• Creating & interpreting results of brand surveys and holdout tests on Facebook

• Understanding Pixel, SDK, offline conversions, data & privacy

Communicate Your Marketing Results

1. Telling Your Full Campaign Story

   • Presenting your campaign results, with example & template

2. Presenting with Data

• Telling a clear story with data, communicating in a presentation

Program Capstone Course Overview

1. Welcome to Facebook Social Media Marketing Capstone Course

2. Facebook Certification Exam Overview

Program Capstone Project

1. Tell the Story of Your Social Media Marketing Campaign

• Prepare for your presentation

Take the Digital Marketing Associate Certification Exam

1. Meta Digital Marketing Associate Certification Exam

• Practice exams, preparation resources, study app

• Associate certification exam verification

2. Career Support and Congratulations!