WSQ-accredited courses are eligible for SkillsFuture subsidies.

Develop and Optimise B2B & B2C Social Media Campaigns for Maximum Growth

Course Description

6-Step Social Media Marketing Strategy Process
6-Step Social Media Marketing Strategy Process

Social media has evolved far beyond its initial conception. From blogs and forums to tech giants like Facebook and TikTok, social media has come to dominate our cultural landscape.

The question is, how do you truly leverage the power of social media?

Suitable for beginning to intermediate level social media users, the course covers both the Art and Science of Social Media Marketing. This engaging, intensive and interactive 2-day Social Media Marketing workshop will equip you with all the frameworks, concepts and tools needed to succeed in social media.

Peppered with practical international and local case studies, role-playing scenarios, demonstrations, and hands-on activities, course participants will learn how to create, grow, and measure the effectiveness of their Social Media Marketing campaigns.

Target Audience

VPs and Marketing directors, PR directors, Marcom directors, social media managers, community managers, bloggers, digital marketing executives, PR executives, account managers, account executives, and beginners who need to use social media to attract customers and prospects, cultivate leads, deepen customer relationships, increase brand awareness, improve public perception and drive sales.

Course Highlights

In this Social Media Marketing course, trainees will learn how to:

  • Assess need for Social Media and select the right social media marketing channels
  • Develop a social media marketing plan comprising the six-steps of Discover, Define, Develop, Deliver, Measure and Manage
  • Craft an in-depth customer persona, and use it as a base for social media content creation
  • Map out their social media marketing goals on a digital marketing funnel, and identify the right KPIs, social media channels and content types for each stage of their customer’s buying journey
  • Access practical and free online research tools to sharpen their targeting and precision in social media content creation
  • Tap on free content tools and techniques to optimise their social media campaigns for both search engines and social media platforms
  • Deploy viral storytelling strategies to improve the shareability of their social media content
  • Implement the best practices in writing blogs and crafting posts for Facebook, Instagram and LinkedIn
  • Establish and monitor the right social media performance and advertising ROI metrics to determine campaign performance and success
  • Plan and sustain their social media content calendars and activities through developing a content calendar and deploying scheduling tools
  • Manage day-to-day social media activities to grow their online communities, engage members, sustain relationships, and foster brand loyalty and advocacy

Course Objectives

By the end of the class, trainees will be able to:

  • Select the right mix of social media platforms for an organisation to engage clearly defined audiences to achieve a set of marketing objectives
  • Implement research methods through the use of social media tools to discover social media opportunities and identify any gaps
  • Plan a comprehensive social media strategy involving the building of a customer avatar and matching of social media marketing goals to customer objectives
  • Propose the most effective social media campaign activities for each channel, based on the best practices in content creation and management
  • Evaluate and determine the most suitable social media content types, styles and modes of delivery across the different social media platforms
  • Demonstrate ability to interpret social media marketing results and navigate social media analytics tools
  • Design and implement a social media Community Management Plan to deal with audiences at the different stages of brand engagement

Certification

A SkillsFuture WSQ Statement of Attainment (SOA) – Content Strategy under the Skills Framework TSC and Certification of Completion by Equinet Academy will be awarded to candidates who have demonstrated competency in the WSQ Social Media Marketing Strategy & Optimisation course assessment and achieved at least 75% attendance.

*This course is accredited by SkillsFuture Singapore under the WSQ Skills Framework Content Strategy

Course Code: TGS-2018503498
Course Support Period: 01 Jan 2019 – 24 Oct 2026

The Fundamentals of Social Media (Discover)

Instructor-led | Mode of Delivery (Lecture & Illustration, Class Discussion)

Introduction to social media marketing

  • What is social media marketing
  • Trainees to introduce themselves and goals in SMM

How to optimise your social media profiles/ feeds

  • Facebook
  • Instagram
  • TikTok
  • LinkedIn
  • YouTube

How to choose the right social media channels

  • Audience Profiles
  • Trends in Media Usage
  • Tone and Style
  • Visuals (Images & Videos)
  • Copywriting
  • Frequency and Timing

Instructor-led | Mode of Delivery (Lecture & Illustration, Demonstration & Practical Application)

Create Customer Avatar

  • Demographics
  • Psychographics
  • Purchase Patterns
  • Pain Points
  • Online Behaviours

Research Tools to discover opportunities

  • Google Trends
  • Ubersuggest
  • Keywordtool.io
  • Answer The Public
  • BuzzSumo
  • Social Animal
  • Trends24.in
  • Google Alerts
  • Forums (eg BoardReader)

Set SMART Social Media Marketing Goals

  • Conduct social media audit
  • Research competitors
  • Establish goals: Awareness, Consideration, Conversion or Loyalty
  • Map four stages into a campaign
  • Build a Social Media Content Matrix

Instructor-led | Mode of Delivery (Demonstration & Practical Application, Class Discussion)

Social Media Content Strategies

  • Tips and Tricks
  • How Tos
  • Day-in-the-Life
  • Walkthroughs (Event, Product, Service)
  • Unboxing
  • Customer Stories
  • Polls, Stickers, and Questions / Answers
  • Tools (e.g. Canva, Crello, InVideo)

Social Media Content Framework

  • 8 Hooks of Social Ads
  • 3 Part Ad Copywriting (Molly Pittman)
  • AB Hook Formula
  • GREAT Formula (videos)
  • 4 Rs Framework
  • Four Blocks Framework (video series)
  • Optimising Videos
  • Optimising Images

Social Media Content & Resource Planning

  • Social Media Content Mix
  • Content Calendar – What To Include
  • Incorporating Content/ Campaign Themes
  • Social Media Scheduling Tools (eg Hootsuite, Buffer, Later)

Instructor-led | Mode of Delivery (Demonstration & Practical Application, Class Discussion)

How to Create Contagious Content

  • Social Currency
  • Triggers
  • Emotions
  • Practical Value
  • Public Visibility
  • Storytelling
  • Newsjacking / Trendjacking

Working with Influencers

  • How to Choose the Right Influencer
  • Levels of Influence
  • Evaluating Influence (eg HypeAuditor, Social Blade)
  • ABCC of choosing right influencers

Social Media Advertising

  • Boosting Posts (Facebook, Instagram, LinkedIn, YouTube)
  • Brief walkthrough of various social ad tools (key features)

Instructor-led | Mode of Delivery (Demonstration & Practical Application, Class Discussion)

How to Measure Social Media Performance

  • 4 Stages of Social Media Performance Metrics
  • 4 Stages of Social Advertising & ROI Metrics
  • Social Media Ad Benchmarks
  • Facebook Insights Walkthrough
  • Facebook Ads Manager Walkthrough

Instructor-led | Mode of Delivery (Demonstration & Practical Application, Class Discussion)

Social Media Engagement Ladder

  • Awareness: How to Grow Your Followers / Fans
  • Consideration: How to Deepen Engagement
  • Conversion: How to Drive Leads & Sales
  • Loyalty: How to Build SuperFans / Lifetime Customers

5-Step Plan to Managing Negative Feedback

  • Familiarise with the FEARS framework for managing online crises
  • Craft a suitable plan to respond to negative feedback
  • Written Assessment – Case Study with Questions
  • Individual Project Presentation

Founder of digital marketing agency Cooler Insights, Walter has 29 years of leadership experience in online and offline marketing, public relations, campaign and events marketing, and strategic planning. Director and Chief Content Strategist at Cooler Insights, he was a council member of the Media Literacy Council for five terms (2016 to 2023), juror of Mumbrella…

Course Fees & Fundings

Course Fee:
S$975.00 (inclusive of 9% GST)

Course Fee After Eligible SSG Subsidies:
From S$292.50 (inclusive of 9% GST) after SSG Subsidies

Check your eligible grant amount and nett payable course fees when you apply now.

SkillsFuture Mid-Career Enhanced Subsidy (MCES)

Eligible for Singapore Citizens, aged 40 years old and above

Nett course fee payable (including 9% GST): S$292.50

Course fees after subsidies can be further offset by SkillsFuture Credit and are also UTAP claimable.


SkillsFuture Baseline Funding

Eligible for 21 years old and above, and a

  • Singaporean Citizen; or
  • Permanent Resident; or
  • Long Term Visitor Pass Plus (LTVP+) Holder

Nett course fee payable (including 9% GST): S$487.50

Course fees can be further offset by SkillsFuture Credit and are also UTAP claimable for Singapore Citizens aged 25 and above. Singapore Citizens aged 21 to 31 may also offset fees with the Post Secondary Education Account Funds.

SkillsFuture Enhanced Training Support for SMEs (ETSS)

Eligible for SME Company-Sponsored, 21 years old and above, and a

  • Singapore Citizen; or
  • Permanent Resident; or
  • Long-Term Visitor Pass Plus (LTVP+) Holder

Nett course fee payable (including 9% GST): S$292.50

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

SkillsFuture Baseline Funding

Eligible Non-SME Company-Sponsored, 21 years old and above, and a

  • Singaporean Citizen; or
  • Permanent Resident; or
  • Long Term Visitor Pass Plus (LTVP+) Holder

Nett course fee payable (including 9% GST): S$487.50

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)


SkillsFuture Mid-Career Enhanced Subsidy (MCES)

Eligible for Non-SME Company-Sponsored, Singapore Citizens, aged 40 years old and above

Nett course fee payable (including 9% GST): S$292.50

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)


Course Schedule

Frequently Asked Questions (FAQs)

The WSQ Social Media Marketing Strategy & Optimisation course covers the fundamental concepts of social media marketing and how to quickly get started marketing your business on social media.

The Advanced Social Media Management Course goes into more detail covering more advanced concepts of social media marketing and management. You may contact us should you have any specific questions.

Trainees should be proficient in web surfing and be able to write and converse in English.

For in-person training, do bring along a laptop. You also have the option to loan a laptop from us for the duration of the course. You may also want to bring along a jacket in case the room gets cold.

For online classes, do ensure you have a functional laptop and have Zoom installed prior to class. For more details, you may read the Online-based Classroom Learner Guide.

As there will be WSQ assessments conducted in this course, you are required to bring along your NRIC or any form of photo identification for ID verification purposes.

Yes, you may contact your trainer after the course. There are other post-training support channels such as the Equinet Academy Insider Community where you may network with like-minded individuals and industry experts and live Ask Me Anything sessions where you may seek advice from a subject matter expert.

Testimonials

Emma Clough

“Equinet provides concise, relevant courses delivered in a friendly and engaging manner. If you manage your own social media or do not know where to begin, this is a great course to help you grow and improve. It is full of tips for whatever stage of your social media journey you are at.”

Emma Clough

“I highly recommend this course to digital marketers looking to build a strong foundation in social media marketing, especially when working with agencies and clients. I’ve been able to apply these social media platforms and tools in real-life projects and now have a much better understanding of social media strategies, frameworks, and other key concepts relevant to my workplace.”

Yude Soh

I attended the Social Media Marketing course and learned so much—it truly opened my eyes to new possibilities. The training was detailed and up-to-date, and Walter shared numerous case studies, imparting his vast knowledge and expertise. He’s a very experienced trainer, and I gained a lot from his insights.

Kristin Quek

It fills up my knowledge gaps and covers all areas in organic social media marketing. The course provided comprehensive insights that have enhanced my understanding of social media strategies.

Shi Sheng Wei

“The Social Media Marketing course has allowed me to expand my knowledge of the respective social media platforms and to utilise the functions within each platform to its fullest capacity.

Walter is an amazing teacher and has patiently guided the class along the past 2 days with his knowledge and as a subject expert.”

Amanda Liu

It helps me better understand the use of social media and how to boost our outreach to target consumers. The course provided valuable insights into enhancing engagement and strategy.”

 

Derek Ong

“While the course is focused on B2C, it also provided valuable insights into social media marketing for B2B. I gained a better understanding of each social media platform’s algorithm and how to use various resources and tools to identify keywords for creating stronger, more relevant content for the target audience.”

Sabrina Chan

“This course was very useful and helped me learn many practical tips about social media marketing. The trainer was excellent and made the learning experience engaging and effective.”

Meenakshi

“The course effectively filled my knowledge gaps and covered all key areas of organic social media marketing.”

Lim Wen Hui Jane

“The course is well-crafted and equips participants with practical know-how. It has broadened my perspective on the world of social media and provided me with a strong understanding of its relevance and impact.”

Michael Heath Yeo

“The course provides comprehensive training that helped me understand social media channel activation and communicate in the same language as my customers.”

Grace Chee Yen Ling

“The courses and knowledge provided are very in-depth. I feel more equipped to manage social media marketing now and more confident to dive into the world of social media marketing.”

Chionch Chen Shaan Zachery

“I like that there is minimal fluff, with plenty of straight-to-the-point tips that help us hit the ground running. The trainer keeps the class engaging with humour, sharp wit, and powerful knowledge sharing.

Shamen Yee

“Because of the knowledge shared and the skills imparted, I am now able to develop better strategies using the latest tools and technologies to improve my work output. The course has also helped me reorganise my marketing strategies and create a proper structure to reach the market effectively.”

Hwee Lin

“The trainer explains concepts very clearly, and the course have taught me the fundamental and tactical skills needed for social media marketing.”

Vincy Tan Wei Qing

“I can’t wait to apply the knowledge and skills I have gained to my career. I really appreciated the resources shared during the class, which have definitely expanded my knowledge of marketing.”

Jewel

“The course is good and up to date. I learnt about social media marketing in depth and how it benefits the company. The detailed explanations were clear, precise, and very helpful in providing advice for work.”

Qiao Yang

“The learning materials and topics covered are extremely in-depth. The knowledge I have acquired will enable me to build a stronger social media presence, and I have gained a deeper understanding of social media marketing.”

Joycelyn Lim

“The course equipped the staff with valuable knowledge and skills, and they have gained even more insights to enhance their work.”

Jocelyn Tan
Seah Wei Ling

“I highly recommend this course—it’s one of the best investments I’ve made in my digital marketing journey. The trainer’s teaching style is clear, approachable, and always grounded in current industry practices. The course was a game-changer for my career, packed with practical strategies, real-world case studies, and hands-on assignments that gave me the confidence to run campaigns. This course provided me with a solid foundation in both strategy and execution.”

Seah Wei Ling

“I now know of more social media options. The trainer has a very friendly and helpful personality, engaging the class with his extensive professional and life experiences. He shared tips to overcome challenges generously, helping us better understand the theories.”

Camerlin Tan

“The courses provided practical, up-to-date strategies that I could immediately apply to my work. I have gained hands-on skills in optimising social media strategies and driving results.

Yu Wei

“The course has been very helpful, with many tools and resources generously shared by the trainer. I have gained a better understanding of social media marketing analytics, costs, and strategies that can be updated and optimised. It is also valuable for my future business plans.”

Shahirah

As a communications executive, my role involves crafting strategic, sensitive, and impactful messaging across digital platforms. This course is directly relevant to my responsibilities and has equipped me with practical skills to enhance my organisation’s online presence and outreach efforts.

Letazia

“The course helped me enhance the strategy and management of social media pages to effectively share and promote nursing-related events, initiatives, and job awareness.”

Vu Cong Thanh

“The training provided is highly practical, industry-relevant, and aligned with current digital marketing trends. It offers practical tools and insights on social media that are up to date and easy to apply.”

Shirlee Ng

“It is a useful, relevant, and informative course that has equipped me with practical digital skills to enhance my work and overall performance.”

Sharon Tan

“The curriculum is practical, up-to-date, and focused on real-world applications. It equipped me with strategies and frameworks that can be directly applied to my work. The course also enhanced my understanding of the customer journey, content planning, and provided additional tools and tips that go beyond social media.”

Anna Ng

“It has helped me understand how to manage my brand’s social media more effectively and provided me with relevant knowledge and skills in social media.”

Ethel Chan

“The course made me more aware of my goals and areas for improvement. Although I have just completed it, I believe it will be highly useful for my career and personal growth.”

Nurin

“The course have helped me understand ads better and analyse posts more effectively to create better content and improve engagement, ultimately helping me attract more marrow donors to join the registry.”

Nurshahidah Binte Yazid

“It has helped me understand how to manage my brand’s social media more effectively, while providing relevant knowledge and skills to improve my social media strategies.”

Ethel Chan

“It equipped me with practical strategies and frameworks that can be directly applied to my work. The course enhanced my understanding of the customer journey and content planning, allowing us to better align digital campaigns with business objectives. It also introduced additional tools and tips, providing an in-depth understanding of the entire customer journey beyond just social media.”

Anna Ng Hui Sze

“It has equipped me with practical digital skills that enhance my work and overall performance. The course is useful, relevant, and highly informative.

Wan Ying

“Learning at Equinet Academy equipped me with practical digital marketing skills that improved our social media performance, ad targeting, and engagement. These strategies directly supported our goals of increasing brand awareness, driving traffic, and boosting sales, making a strong impact on our overall digital growth.”

 

Chriscilia

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