Social Media Marketing: Strategy, Advertising, and Community Management

Sales and Marketing October 25, 2025
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Introduction

This comprehensive course provides the strategic framework for leveraging social media beyond simple posting, focusing on **Strategy, Advertising, and Community Management**. Participants will learn how to select the right platforms, develop high-impact content, design targeted paid social campaigns, and manage online communities effectively. The curriculum emphasizes the crucial balance between authentic organic engagement and sophisticated performance advertising, all while maintaining brand reputation and managing digital risk. Mastery of this integrated approach is essential for converting social media presence into a powerful, measurable driver of sales, loyalty, and brand advocacy.

Objectives

Upon completion of this course, participants will be able to:

  • Develop a platform-specific **Social Media Strategy** that aligns with overall marketing and business goals.
  • Master the planning, execution, and optimization of highly targeted **Paid Social Advertising** campaigns.
  • Design an engaging **Content Strategy** that maximizes organic reach across key platforms (e.g., Reels, LinkedIn).
  • Implement best practices for proactive **Community Management**, moderation, and customer service on social media.
  • Utilize social listening tools to identify trends, gauge sentiment, and manage reputation risk in real-time.
  • Measure the ROI of social media activities, differentiating between vanity metrics and financial outcomes (CPA, ROAS).
  • Develop clear **Social Media Governance** policies, including employee advocacy and crisis response protocols.
  • Apply advanced audience targeting and segmentation techniques for maximizing paid campaign effectiveness.

Target Audience

  • Social Media Managers and Coordinators
  • Digital Marketing Strategists and Directors
  • Brand Managers and Communications Specialists
  • E-commerce and Performance Marketing Analysts
  • Small Business Owners relying on social media for growth

Methodology

  • Hands-on Workshop: Designing a Full-Funnel Paid Social Campaign Structure and Targeting Plan
  • Group Social Media Strategy and Content Audit Workshop (Platform Selection)
  • Individual Exercise: Calculating CPA and ROAS for a Sample Paid Social Data Set
  • Role-Playing Scenario: Responding to a High-Volume Customer Complaint Thread and De-escalation
  • Discussions on Algorithm Changes, Data Privacy, and the Future of Social Commerce

Personal Impact

  • Mastery of the strategic, content, and advertising dimensions of social media.
  • Enhanced ability to manage and optimize complex, high-budget paid social campaigns for ROI.
  • Increased confidence in managing online communities and mitigating reputation risk.
  • Development of expertise in data-driven social media performance measurement.
  • Acquisition of a unified perspective across organic content and paid promotion.

Organizational Impact

  • More profitable and measurable marketing spend through optimized paid social advertising.
  • Higher customer loyalty, engagement, and advocacy due to professional community management.
  • Increased brand reach and relevance through strategically aligned content and platform selection.
  • Reduced organizational risk and faster response to digital crises through clear governance.
  • A unified social media presence that directly drives sales, leads, and customer service efficiency.

Course Outline

Unit 1: Social Media Strategy and Planning

Alignment and Goals
  • Defining the role of social media in the overall marketing and customer journey.
  • Conducting a comprehensive social media audit and competitive analysis.
  • Developing a clear **Platform Prioritization** strategy based on audience and business goals.
  • Setting SMART objectives for social media (e.g., awareness, lead generation, customer support deflection).
  • Mastering the creation of a cross-platform content and editorial calendar.

    • Unit 2: Paid Social Advertising Mastery

    Targeting and ROI
    • Mastering the structure and features of major **Paid Social Platforms** (e.g., Meta Ads Manager, LinkedIn Ads).
    • Developing advanced audience targeting (custom, lookalike, retargeting) and segmentation techniques.
    • Strategies for creating high-converting ad creative, ad copy, and calls-to-action.
    • Measuring the financial performance of campaigns: **CPA, ROAS**, and conversion tracking.
    • Techniques for continuous A/B testing and optimization of ad campaigns for scalability.

      • Unit 3: Content and Organic Growth

      Engagement and Reach
      • Analyzing platform algorithms (e.g., TikTok, Instagram Reels, LinkedIn) for maximum organic reach.
      • Developing content strategies for high-engagement formats (short-form video, carousels, live sessions).
      • Strategies for encouraging and utilizing **User-Generated Content (UGC)** and employee advocacy.
      • Mastering techniques for compelling copywriting, hashtag strategy, and visual design on social.
      • The role of influencer partnerships in boosting organic reach and authenticity.

        • Unit 4: Community and Reputation Management

        Response and Risk
        • Implementing best practices for proactive **Community Management** and moderation.
        • Protocols for utilizing social media for customer service and complaint resolution (deflection).
        • Mastering the use of **Social Listening Tools** to track brand mentions, sentiment, and emerging issues.
        • Developing a clear **Social Media Crisis Response Protocol** and governance policies.
        • Strategies for handling trolls, misinformation, and toxic commentary ethically and effectively.

          • Unit 5: Measurement, Governance, and Future Trends

          Metrics and Control
          • Differentiating between vanity metrics (likes, followers) and business outcome metrics (sales, leads).
          • Setting up and utilizing native platform analytics and third-party tools for performance reporting.
          • Developing a clear **Social Media Governance** manual (brand voice, approval process, policy).
          • Ethical considerations in data privacy, targeted advertising, and content moderation.
          • Evaluating the strategic potential of emerging platforms and social commerce trends.

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