Equinet Academy
Develop and Optimise B2B & B2C Social Media Campaigns for Maximum Growth
Course Description
What is This Course About?
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 beginner 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.
Tools Covered
Inside your toolbox
Work with the same powerful tools the pros trust, practical, proven, and built to help you succeed from day one.
Target Audience
Made for the BOLD!
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.
Prerequisites
What You’ll Need to Get Started
Trainees should be proficient in written and spoken English and be comfortable using the internet, social media platforms, and basic digital tools. No prior professional experience in social media marketing is required, although general familiarity with platforms such as Facebook, Instagram, LinkedIn, TikTok, or YouTube will be helpful. Learners should have access to a laptop with a stable internet connection to participate fully in discussions and hands on activities during the course.
Course Highlights
What You’ll Learn
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
What You’ll Achieve
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
Skills Gained:
Social Media Channel Selection
Learn to evaluate and select the most effective social platforms for your brand and target audiences.
Customer Persona Development
Build detailed customer avatars that guide content creation, messaging, and campaign planning.
Social Media Strategy Planning
Develop a complete six-step SMM strategy using the Discover, Define, Develop, Deliver, Measure, Manage framework.
Funnel-Based Content Mapping
Align social content with funnel stages and select KPIs, channels, and formats for each step of the customer journey.
Social Media Research Techniques
Use free online research tools to identify audience behaviour, content opportunities, and competitive gaps.
Content Creation & Optimisation
Apply best practices in writing, visual design, and platform-based content optimisation.
Viral Storytelling & Engagement
Craft compelling narratives and techniques that increase shareability, reach, and engagement.
Multi-Platform Content Execution
Produce effective posts for Facebook, Instagram, TikTok, LinkedIn, YouTube, and more.
Social Media Analytics & Reporting
Analyse campaign performance, interpret insights, and report key metrics that show ROI.
Content Calendar & Scheduling
Plan, organise, and automate content rollouts using a structured calendar and scheduling tools.
Community Management Strategy
Manage audiences across engagement stages to foster relationships, loyalty, and advocacy.
Certification Track
Level up!
Get certified. Get noticed. Get ahead.
This course is part of the Certified Social Media Marketing Specialist (CSMMS) Programme and Certified Digital Marketing Strategist (CDMS) Programme v2.
Module 1: Social Media Marketing Strategy & Optimisation
Module 2: Meta Marketing (Facebook and Instagram)
Module 3: TikTok Marketing
Module 4: LinkedIn Sales and Marketing
Module 5: Advanced Social Media Management
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.
Course Code: TGS-2018503498
Course Support Period: 01 Jan 2019 – 24 Oct 2026
Course Code: TGS-2020505239
Course Support Period: 04 Aug 2020 – 03 Aug 2026
Course Outline
Inside the course
This WSQ Social Media Marketing Strategy & Optimisation course covers social media planning, content creation, platform optimisation, analytics, and community management. Learn to build funnel-based strategies, execute multi-platform campaigns, measure performance, and grow engaged B2B and B2C audiences.
The Fundamentals of Social Media (Discover)
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
- TikTok
- 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
Planning a Social Media Strategy (Define)
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
A Planned Approach to Developing Social Media Content (Develop)
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)
Amplify Social Media Content (Deliver)
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)
Social Media Analytics and Reporting (Measure)
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
Social Media Community Management (Manage)
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
Assessment Component
- Written Assessment – Case Study with Questions
- Individual Project Presentation
Trainers
Meet Your Educators
Trainer Bio
Walter Lim
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 Asia Awards 2017, 2018 and 2019, and judge of the Singapore Blog Awards (5 years). Walter also spoke at numerous local and international conferences on topics such as branding, public relations, and social media marketing.
Course Fee & Funding
Fund Your Brain Gain
Access funding opportunities and resources designed to fuel your learning goals.
Course Fee After Eligible SSG Subsidies:
From S$292.50 (inclusive of 9% GST) after SSG Subsidies
Full Course Fee (without funding)
S$975.00
incl. 9% GST
S$292.50
Nett Course Fee Payable
Including 9% GST
S$487.50
Nett Course Fee Payable
Including 9% GST
Course Schedule
Mark Your Calendar!
Discover course schedules crafted with you in mind, structured for balance, driven by your goals, ready for action.
| Learning Mode | Course Dates | Duration | Trainer |
|---|---|---|---|
| In-Person | 25, 26 Apr 2026 (Sat, Sun) | 9.00am - 6.00pm | |
| Online via Zoom | 14, 15 May 2026 (Thu, Fri) | 9.00am - 6.00pm | |
| In-Person | 09, 10 Jul 2026 (Thu, Fri) | 9.00am - 6.00pm | |
| In-Person | 29, 30 Aug 2026 (Sat, Sun) | 9.00am - 6.00pm | |
| In-Person | 10, 11 Sep 2026 (Thu, Fri) | 9.00am - 6.00pm | |
| In-Person | 12, 13 Nov 2026 (Thu, Fri) | 9.00am - 6.00pm |
Click on the course dates above to register online.
Frequently Asked Questions (FAQs)
The Need-to-Know Stuff, Fast
Everything you need to know about the course. Can’t find the answer you’re looking for? Please contact our friendly team.
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.
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
Word on the Street!
Experience matters, discover honest feedback and stories from learners who shaped their future with us.
“Before taking this online marketing course, I had a basic idea of posting on social media but no real strategy behind it. The course helped me understand how to position myself better, communicate my values clearly, and attract the right clients instead of just chasing numbers. After applying what I learned, I became more consistent, confident in my content, and saw better engagement and enquiries. It gave me structure and practical tools that I can continue using to grow my passion long-term.”
Course Taken:
WSQ Social Media Marketing Strategy & Optimisation, 2025
“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.”
Course Taken:
WSQ Social Media Marketing Strategy & Optimisation, 2025
“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.”
Course Taken:
WSQ Social Media Marketing Strategy & Optimisation, 2025
“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.”
Course Taken:
WSQ Social Media Marketing Strategy & Optimisation, 2025
“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.”
Course Taken:
WSQ Social Media Marketing Strategy & Optimisation, 2025
“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.”
Course Taken:
WSQ Social Media Marketing Strategy & Optimisation, 2025
“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.”
Course Taken:
WSQ Social Media Marketing Strategy & Optimisation, 2025
“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.”
Course Taken:
WSQ Social Media Marketing Strategy & Optimisation, 2025
“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.”
Course Taken:
WSQ Social Media Marketing Strategy & Optimisation, 2025
“The course provides comprehensive training that helped me understand social media channel activation and communicate in the same language as my customers.”
Course Taken:
WSQ Social Media Marketing Strategy & Optimisation, 2025
“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.”
Course Taken:
WSQ Social Media Marketing Strategy & Optimisation, 2025
“The course equipped the staff with valuable knowledge and skills, and they have gained even more insights to enhance their work.”
Course Taken:
WSQ Social Media Marketing Strategy & Optimisation, 2025
“This course has enhanced my capabilities and knowledge of Meta marketing and social media content creation. I have been exploring ways to use Meta to market my personal brand and expand my portfolio, and this course has been a great help.”
Course Taken:
WSQ Social Media Marketing Strategy & Optimisation, 2025
“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.”
Course Taken:
WSQ Social Media Marketing Strategy & Optimisation, 2025
“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.“
Course Taken:
WSQ Social Media Marketing Strategy & Optimisation, 2025
“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.”
Course Taken:
WSQ Social Media Marketing Strategy & Optimisation, 2025
“The course effectively filled my knowledge gaps and covered all key areas of organic social media marketing.”
Course Taken:
WSQ Social Media Marketing Strategy & Optimisation, 2025
“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.”
Course Taken:
WSQ Social Media Marketing Strategy & Optimisation, 2025
“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.”
Course Taken:
WSQ Social Media Marketing Strategy & Optimisation, 2025
“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.”
Course Taken:
WSQ Social Media Marketing Strategy & Optimisation, 2025
“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.”
Course Taken:
WSQ Social Media Marketing Strategy & Optimisation, 2025
“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.”
Course Taken:
WSQ Social Media Marketing Strategy & Optimisation, 2025
“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.”
Course Taken:
WSQ Social Media Marketing Strategy & Optimisation, 2025
“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.”
Course Taken:
WSQ Social Media Marketing Strategy & Optimisation, 2025
“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.”
Course Taken:
WSQ Social Media Marketing Strategy & Optimisation, 2025
“It is a useful, relevant, and informative course that has equipped me with practical digital skills to enhance my work and overall performance.”
Course Taken:
WSQ Social Media Marketing Strategy & Optimisation, 2025
“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.”
Course Taken:
WSQ Social Media Marketing Strategy & Optimisation, 2025
“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.”
Course Taken:
WSQ Social Media Marketing Strategy & Optimisation, 2025
“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.”
Course Taken:
WSQ Social Media Marketing Strategy & Optimisation, 2025
“The trainer explains concepts very clearly, and the course have taught me the fundamental and tactical skills needed for social media marketing.”
Course Taken:
WSQ Social Media Marketing Strategy & Optimisation, 2025
“It has equipped me with practical digital skills that enhance my work and overall performance. The course is useful, relevant, and highly informative.”
Course Taken:
WSQ Social Media Marketing Strategy & Optimisation, 2025
“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.”
Course Taken:
WSQ Social Media Marketing Strategy & Optimisation, 2025
“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.”
Course Taken:
WSQ Social Media Marketing Strategy & Optimisation, 2025
“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.”
Course Taken:
WSQ Social Media Marketing Strategy & Optimisation, 2025
“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.”
Course Taken:
WSQ Social Media Marketing Strategy & Optimisation, 2025
“As someone who used to work in communications (several years ago) and a personal social media user, this was a great refresher and training for new skills I didn’t use when I was still in the industry. I’ve also learned a lot of useful tips for my future personal business.”
Course Taken:
WSQ Social Media Marketing Strategy & Optimisation, 2025
“This course gives one the confident to manage your own social marketing strategy, understand the terminology and tactics used for digital marketing strategy, as well as how to analyse whether your strategy is effective. Would not hesitate to recommend this course to others. It is hard to find a training course that is willing to provide a refresher course and assistance even after the course has ended.”
Course Taken:
WSQ Social Media Marketing Strategy & Optimisation, 2025
Brochure Download
See What’s Inside: Get the Brochure
Explore the course outline, key topics, and learning outcomes you will gain from this training.
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