Getting to grips with Facebook marketing - 2020

INTRODUCTION

KEY OUTCOMES

Upon completion of this course you will have total confidence in your organic post strategy as well as a firm grasp of the requirements for ‘paid for’ activity. You will fully understand the advertising dashboards both as a tool for paid reach and as a robust data source for audience insights.

DETAILED BREAKDOWN

Bedding down your digital strategy and where Facebook fits into that landscape.

• The Cube Method© and how to clarify your goals and outcomes
• Understanding your organisation’s needs in terms of social media policies and guidelines and the part Facebook activity plays in this
• Evaluating your current position and where you want to get to

Under the hood: Understanding the various dashboards and analytics tools available to a page administrator

• Audience Insights
• Facebook Page Insights
• Adverts Manager

Facebook Content Strategy: Using the morning’s insights to establish good content practices for your audience

• Examples of brand updates; the good, the bad and the ugly
• Video vs Graphics
• Community crisis management
• Facebook Groups; how to use them and when they are useful

Measuring success and tying your Facebook activity back into your wider digital media strategy

• Power Editor
• Google Analytics
• Benchmarking and evaluating success markers