Social Media Marketing Essentials Course

Course: SCSMM
  • Content
Entry / Job ready

The social media marketing course to take your social media campaigns to the next level.

Become a qualified social media expert with the mix of skills you need to confidently deliver a robust social strategy and measurable ROI.

There is a lot to consider when planning and implementing a brand or organisation's social media activity. It can be a little overwhelming to navigate. However, it doesn’t have to be. In this online course you’ll develop a in-depth understanding of all things social from developing a strategy, setting SMART objectives, understanding the difference between paid, earned and owned, all the way through to optimisations and reporting.

Whether you’re a B2B or B2C marketer, client-side or agency, stay connected with your customers and learn effective social media planning. You can complete ADMA's social media marketing course in one of two ways:

In-class: 1 day, 9am - 5pm.
Online: 8-10 hours of content, available for 6 months.

Learn to:

  • Understand social media and engagement
  • Develop a social media strategy with business-focused objectives
  • Understand social media listening
  • Understand influencers and how to use them effectively
  • Select the most appropriate social platforms
  • Deliver, measure and optimise your social media campaigns

What this social media marketing course covers:

Your in-class course covers:

  • How to plan social media and use social media marketing tactics to achieve measurable results
  • How to use both free and paid tools for monitoring content
  • Task scheduling and automation for different social media executions
  • How to measure performance and what to do with those results

Your online course covers:

Module 1: An introduction to social media and engagement

  • Understand what social media marketing is and how it has developed.
  • Understand the impact of social media on engagement for brands.
  • Learn the importance of agile planning.

Module 2: Developing a social media strategy

  • Understand the importance of a social media strategy.
  • Identify the types of social media campaigns.
  • Gain an introduction to the 8 steps of social strategy development.

Module 3: Setting objectives and KPIs

  • Learn how to set SMART objectives for social media.
  • Understand the different types of KPIs and how to use them for your social media activities.

Module 4: Social listening

  • Develop social listening to understand customer preferences and competitor actions.
  • Understand how to use the listening framework.

Module 5: Identifying influencers

  • Understand who your influencers are.
  • Learn how to select influencers.
  • Learn how to work with influencers.

Module 6: Selecting a social platform

  • Understand the difference between paid, earned, and owned media.
  • Identify the hidden costs of social media.

Module 7: Building a content strategy and implementing a plan

  • Learn to build a content plan.
  • Learn how to meet specific platform requirements.
  • Implementing a plan on Facebook, Twitter, Instagram and LinkedIn.

Module 8: Optimising your social media campaign

  • Understand how to measure and optimise your social media campaigns.
  • Understand how to calculate social media ROI.


2 one-hour exams.

Who should do this course:

  • Managers who plan and manage content and use social media channels like Facebook and Twitter for distribution as part of a campaign or wider communications strategy
  • Digital marketers that are responsible for the execution or planning of content in social channels
  • Creatives that need to understand what kind of content will be effective in different channels and help achieve campaign cut through
  • Account managers who help shape and execute multi-channel campaigns
  • Media Planners that want to understand how consumers interact with social platforms and how new technologies shape the user experience online
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