Understand the platforms and advertising opportunities

• Learn about the real benefits of social media for organisations
• Why social media advertising is now mainstream and what it can achieve
• Assess your organisation's social media maturity stage
• Evaluate the choices, benefits and challenges across the major social media platforms including Facebook, Instagram, Twitter and LinkedIn
• Heads-up on who’s using the specialist platforms and review the relevance for your organisation (e.g. Reddit, SlideShare, Snapchat, Pinterest, TikTok)

The mechanics of social media advertising

• Discover why message strategies are key to target the right audiences
• Learn about the budget options, how and when and why you are charged
• Bidding options from CPC, CPM and Cost Per Action; what’s allowed and where
• Identify the key components in creating content for social media advertising
• Understand the purpose of A/B testing for ads and other content
• Discover more about the mainstream platforms including Facebook, Instagram, Twitter and LinkedIn
• Explore specialist platforms including Pinterest, Reddit and SlideShare to assess if they are right for your brand

Choosing relevant targeting and audience options

• Learn about audience selection and which customers to target and how
• Assess the demographic, psychographic and webographic factors to create the ideal customer type
• How to target age, gender, location, role, behaviours, interests and more
• Learn where to access demographic data from third party sources

Management, integration and action!

• How to integrate your paid and non-paid campaigns across all platforms and channels
• Ensure consistency with your creative and brand tone of voice
• Evaluation of free and paid-for monitoring and measurement tools
• Setting budgets and KPIs: how to define success
• Managing campaigns and monitoring the results
• Create your 30-day action plan to move your social media advertising to the next level