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Overview:

  • This course has been specifically designed for individuals who have an interest in understanding more about social media to further develop professional skills.
  • This might be suitable for individuals looking to start their own business, but is primarily designed for people looking to start or further a career within marketing or communications, and who feel that they need a better understanding of digital marketing aspects in order to facilitate this.
  • Participants do not require any previous experience in using social media in a business capacity, but a personal familiarity with social media sites such as Facebook, Twitter and Instagram would be desirable. This is a course built around social media for professional use, not an introduction to the basics of social media.

Course Details

Day 1 – Introduction to social media, the history of the industry, fundamental differences between platforms and how to set up successful presences on them

  • The origins of social media, how the industry has evolved, the differences between platforms and their audiences.
  • Discussion – The future of social media and the impact that it might have on society, and the way in which we communicate.
  • Activity – matching platforms to different pieces of content, discussion around suitability for different platforms.
  • Social media strategies and setting goals that are attainable. Looking at how military objective theory can be applied to a marketing focused strategy.
  • Hands on – creating and optimising profiles across Facebook, Instagram and Twitter.

Day 2 – Content theory, what makes great content, how to develop high quality visuals, and integrating it into a campaign plan

Introduction to the principles of content theory, what fundamentally drives engagement and interaction.

  • Activity – categorising examples of self-promotional, value-adding and interaction content.
  • The social media algorithms, how they function and what can be manipulated to suit personal requirements.
  • The theory behind engaging visual imagery and video, what helps content to stand out, and an introduction to the psychology of good image work.
  • Hands on – creating engaging visuals using free tools including Canva, Snapseed and Quik.
  • Activity – creating a detailed content plan, including images, for BAES courses.   

Day 3 – Review of first half of course, using social media to find employment, personal branding online

Review of content covered in first two days, how the content plan can be integrated into broader marketing goals and strategies

  • Agreeing on strategies to implement for BAES over the following weeks
  • Discussion - How social media can benefit individuals in finding employment. Considerations that should be given, rights and expectations surrounding privacy online
  • Using Twitter and Instagram as personal portfolios for skills and expertise
  • Hands on – LinkedIn:
    • Creating and optimising personal profile
    • Interacting and engaging with conversations on your feed
    • Finding and engaging with jobs, prospects and other useful contacts

Day 4 - Paid advertising: understanding audience targeting tools, campaign structure and implementation

Re-introduction to the concept of the marketing funnel as a key principle of social media marketing

  • The history and evolution of paid services on social media, and introduction to the Facebook Ads Manager platform
  • Hands on – the creation of different audience targeting groups and the value of them
  • The three stage process of ad creation and the key differences at each level
  • Activity – Creation of a new ad campaign utilising customised audiences
  • Split testing, A/B testing, and advanced ad campaign structuring
  • Overview of ad services and tools available on LinkedIn & Twitter  

Day 5 – Insights & analytics: what different statistics mean, the impact on strategy and how best to report it. Review of final material and campaign strategy exercise

  • The key insights and metrics used in social media, including reach; impressions; likes and engagements. The main differences between these and the value that can be attributed to each
  • Audience insights, what they can mean and how this information can be used to inform and develop strategy. This includes an introduction to free third-party tools and websites that provide additional insights
  • Review of activity carried out for BAES course promotion over the past month, including paid activity performance
  • Final activity – drawing on all course materials to plan and present a comprehensive three-month campaign and content plan for BAES, including content ideas, key performance indicators and measurable goals
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