Social Media Marketing, Management and Strategy

Course overview

Social Media Marketing, Management and Strategy is a practical professional training course covering social media strategy, content creation, social media management, organic growth, paid advertising, influencer marketing, social listening, analytics and AI-powered marketing. Participants learn how to develop and execute effective social media campaigns across major platforms, create engaging content, manage online communities, analyse performance and use modern AI tools to improve marketing productivity and results.

The course covers major social media platforms, content strategy, audience research, social media management, organic growth, paid advertising, influencer marketing, analytics, social listening, community management and the use of AI tools for content creation, campaign planning and social media analytics.

Course objectives

• Understand the principles of modern social media marketing.
• Develop a comprehensive social media marketing strategy.
• Develop a practical social media marketing strategy for an organisation or business.
• Develop social media KPIs and performance reports.
• Plan and manage paid social media advertising campaigns.
• Manage organisational social media accounts professionally.
• Manage online communities and customer engagement.
• Monitor brand reputation and online conversations.
• Use social media analytics to improve campaigns.
• Apply social media security and crisis-management practices.

Who should attend

Course content

• Module 1: Introduction to Social Media Marketing Social media marketing concepts Evolution of social media Social media vs traditional marketing Social media in the customer journey B2B vs B2C social media Social media for government and NGOs Current soci
• Module 2: Social Media Strategy Setting marketing objectives Audience identification Competitor analysis Platform selection Brand positioning Content strategy Campaign planning Social media strategy framework Social media policy
• Module 3: Audience Research and Customer Personas Target audience identification Demographics Psychographics Customer needs Online behaviour Audience segmentation Customer personas Social listening Competitor audience analysis
• Module 4: Social Media Platforms Practical understanding of: Facebook Instagram LinkedIn X TikTok YouTube WhatsApp Pinterest Threads Participants learn how platform characteristics influence: Content Audience Engagement Advertising Algorithms Campaign
• Module 5: Social Media Content Strategy Content pillars Content formats Storytelling Educational content Promotional content User-generated content Video content Short-form video Images and graphics Carousels Infographics Live content Calls to action
• Module 6: AI for Social Media Marketing This should be an important differentiator for your course. Generative AI for social media AI-assisted content ideation AI copywriting AI caption generation AI content calendars AI image generation AI video creati
• Module 7: Social Media Content Creation Content planning Copywriting Visual design Video production Mobile content creation Reels and short-form video Captions Headlines CTAs Brand consistency Content repurposing Practical: Create a one-month social medi
• Module 8: Social Media Management Account management Publishing Scheduling Content calendars Social media management platforms Team collaboration Approval workflows Community management Comment management Direct messages Customer enquiries
• Module 9: Organic Social Media Growth Building followers Engagement strategies Community building Hashtags Trends Social algorithms Content consistency User-generated content Employee advocacy Partnerships Organic campaign strategies
• Module 10: Social Media Advertising Paid social media marketing Campaign objectives Ad formats Audience targeting Custom audiences Lookalike/similar audiences Budgeting Bidding Ad creatives Landing pages Campaign optimisation Conversion tracking
• Module 11: Social Media Campaign Management Campaign planning Campaign objectives Campaign messaging Creative development Audience targeting Budget allocation Campaign scheduling A/B testing Conversion optimisation Campaign reporting Practical: Design a
• Module 12: Influencer and Creator Marketing Influencer marketing Creator economy Identifying suitable influencers Micro vs macro influencers Influencer evaluation Campaign planning Influencer contracts Content collaboration Measuring influencer campaigns
• Module 13: Social Media Analytics and Reporting Social media KPIs Reach Impressions Engagement Engagement rate Followers Click-through rate Conversion rate Video performance Campaign ROI Social media dashboards Performance reporting Practical: Create a s
• Module 14: Social Listening, Reputation and Crisis Management Social listening Brand monitoring Sentiment analysis Customer feedback Online reputation Negative comments Complaints Crisis communication Misinformation Reputation management Response protocol
• odule 15: Social Media Strategy Project Participants develop a complete social media marketing plan covering: Business/organisation analysis Target audience Platform strategy Content pillars Content calendar Organic strategy Paid campaign AI integration

Frequently asked questions

Schedule & fees