WSQ Social Media Marketing Course

How to Create Sustainable B2B & B2C Social Media Marketing Campaigns

Download Brochure Sign Up Now

Check your funding eligibility (up to 70% subsidies) and reserve your seat



Modes of Delivery:
In-Person or Online Classroom



Duration: 16 Hours (2 Days)



Accredited by SkillsFuture Singapore (WSQ)



3-Year Access to Course Resources



3-Year Access to E-Learning Videos



3-Year Refresher and Ask Me Anything Sessions

Corporate Clients

Be assured of the highest quality of training in the classroom.

Course Description

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 Tik Tok, 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.

Prerequisite

You are required to have basic computer navigational skills such as opening and closing, dragging and dropping, copying and pasting of files.

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 optimize 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:

Assess need for Social Media and select the right social media marketing channels
Create detailed customer avatar to determine most suitable social media content types, styles and modes of delivery
Choose right social media content objectives and construct social media content storyboard
Evaluate and consider suitable social media content storytelling tactics and tools
Plan and sketch content for one long-form and one short-form social media channel
Demonstrate ability to use Facebook Ads Manager to create Ads with the right marketing elements
Analyse and Interpret Social Media Analytics
Design and Develop Social Media Community Management Plan

Course Outline

This course comes with 3-year free access to the e-learning course videos.

Download the full course brochure here.

The Fundamentals of Social Media (Discover)

Instructor-Led | Lecture, Discussion, Q&As

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

Planning a Social Media Strategy (Define)

Instructor-led | Lecture, Case Study, Practice & Feedback, Demonstration and Modelling

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
TikTok Content Trends
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
Develop social media marketing funnel
Map four stages into a campaign
Build a Social Media Content Matrix

A Planned Approach to Developing Social Media Content (Develop)

Instructor-led | Lecture, Case Study, Practice & Feedback, Demonstration and Modelling, Discussion, Q&As

Social Media Content Strategies

Algorithm consideration for Facebook, Instagram, TikTok, LinkedIn, YouTube
4 pillars of Social Media Content
Best practices for content formats (reels/tiktoks, posts, stories, carousels, highlights)
Content ideas: Tips and Tricks, How Tos, Day-in-the-Life, Walkthroughs (Event, Product, Service), Polls, Stickers, and Questions/ Answers
Content Tools: including AI tools like ChatGPT, Copy.AI, Canva, CapCut, InVideo and many others

Social Media Content Framework

Optimising Videos
Optimising Images
Optimising Copy
8 Hooks of Social Ads
3 Part Ad Copywriting (Molly Pittman)
AB Hook Method
GREAT Formula (videos)
Four R Framework

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)

Instructor-led | Lecture, Case Study, Practice & Feedback, Demonstration and Modelling

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
The ABC2 Framework: Authenticity, Brand-fit, Community, Channels + Content Format
Evaluating Influence (eg HypeAuditor, Social Blade)
Best Practices in hiring influencer
Mechanics in influencer engagement

Social Media Advertising

Key features of social media ads (types of ad formats, cold, warm and hot audiences, campaign objectives, audiences, placements, etc)
Boosting Posts (Facebook, Instagram, LinkedIn, TikTok, YouTube)
Facebook Ads Manager, LinkedIn Campaign Manager, TikTok Ads Manager, YouTube Ads, Instagram Ads
Brief walkthrough of various social ad tools (key features)

Social Media Analytics and Reporting (Measure)

Instructor-led | Lecture, Case Study, Practice & Feedback, Demonstration and Modelling

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 and Instagram Insights Walkthrough (Meta Business Suite)
Facebook Ads Manager Walkthrough

Social Media Community Management (Manage)

Instructor-led | Lecture, Case Study, Practice & Feedback, Demonstration and Modelling

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

Individual Project Work
Case study (Written Assessment)

This module is part of the Certified Digital Marketing Strategist (CDMS) Programme, comprising of 6 core modules. Graduates of this module may wish to progress to the Advanced Social Media Marketing course module.

Certification

A SkillsFuture WSQ Statement of Attainment (SOA) – ICT-SNM-4004-1.1 Content Strategy under the National Infocomm Competency Framework (NICF) and Certification of Achievement by Equinet Academy will be awarded to trainees who have demonstrated competency in the NICF WSQ Social Media Marketing course assessment and achieved at least 75% attendance.

*This course is accredited by SkillsFuture Singapore under the WSQ Skills Framework ICT-SNM-4004-1.1 Content Strategy
Course Codes: TGS-2018503498 / TGS-2020505239

Course Support Period: 25 Oct 2018 – 24 Oct 2024 (In-person) / 04 Aug 2022 – 03 Aug 2024 (E-Learning)

Trainer

Walter Lim

Walter is the Founder and Chief Content Strategist of Cooler Insights, with over 72 clients and 4,800 trainees over 260+ workshops. His clients include MNCs and SMEs like Pan Pacific, Brother, Bosch, NTUC First Campus, SPH, and many others.

Gerald Chan

Gerald is the Regional Social Media Director at WarnerMedia. An active social media practitioner since 2009, he has increase social engagement by 15X, increase sales revenues by 5X, and spark Twitter trends in 5 markets. He also co-founded Geek Culture, Singapore’s biggest pop culture media site.

*Only one trainer will be facilitating per class.

Testimonials

“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, Safra National Service Association

“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.”

Pok Hsiu Mei, Angela

“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.”

Sherry T

“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

Why Learn at Equinet?

Get expert advice, learning resources, and post-training support for up to 3 years.



Complimentary Refresher

1 free refresher seat (re-sit the course online) within 3 years after the course.



Ask Me Anything Sessions

Unlimited complimentary 2-hour Ask Me Anything sessions with industry experts for up to 3 years.



Equinet Academy Insider

Be part of an exclusive support group where you can post questions, discuss, and get feedback from fellow learners and experts.



Course Resources

Get 3-year access to constantly updated Social Media Marketing course resources.



E-Learning Videos

Watch bite-sized lessons online to help you recap on what you have learnt, for up to 3 years.

Course Schedules

Unfamiliar with how online classes are run? Check out the online classroom learner’s guide.

Choose from online classroom and in-person (face-to-face) classroom learning.

In-Person Course Dates

Course Duration:
2 Days (9am - 6pm)

Course Schedules:
19, 20 Jan 2023 (Thu, Fri), 9am - 6pmLimited Seats
07, 08 Feb 2023 (Tue, Wed), 9am - 6pm
28 Feb, 1 Mar 2023 (Tue, Wed), 9am - 6pm Full House
30, 31 Mar 2023 (Thu, Fri), 9am - 6pmLimited Seats
20, 21 Apr 2023 (Thu, Fri), 9am - 6pm
11, 12 May 2023 (Thu, Fri), 9am - 6pm
25, 26 May 2023 (Thu, Fri), 9am - 6pm
27, 28 Jun 2023 (Tue, Wed), 9am - 6pm
20, 21 Jul 2023 (Thu, Fri), 9am - 6pm
03, 04 Aug 2023 (Thu, Fri), 9am - 6pm
07, 08 Sep 2023 (Thu, Fri), 9am - 6pm
26, 27 Sep 2023 (Tue, Wed), 9am - 6pm
19, 20 Oct 2023 (Thu, Fri), 9am - 6pm
31 Oct, 01 Nov 2023 (Tue, Wed), 9am - 6pm
23, 24 Nov 2023 (Thu, Fri), 9am - 6pm
14, 15 Dec 2023 (Thu, Fri), 9am - 6pm

(Click on the course dates above to register online)

Online Classroom Course Dates

Unfamiliar with how our online classes are run? Read the Online-Based Classroom Learner Guide before signing up for a class.

Course Duration:
2 Days (9am - 6pm)

Course Schedules:
21, 22 Mar 2023 (Tue, Wed), 9am - 6pm
15, 16 Jun 2023 (Thu, Fri), 9am - 6pm
17, 18 Aug 2023 (Thu, Fri), 9am - 6pm
30 Nov, 1 Dec 2023 (Thu, Fri), 9am - 6pm

(Click on the course dates above to register online)

Course Fees & Fundings

Course Fee:
S$959.04 (inclusive of 8% GST)

Course fee after eligible SSG Subsidies:

From S$337.44 (inclusive of 8% GST) after 70% SSG Subsidies

Self-Sponsored Individuals

SkillsFuture Mid-career Enhanced Subsidy (MCES) – 70% funding:
Eligible for Singapore Citizens aged 40 years and above

$959.04 $337.44 (inclusive of 8% GST of $71.04)
(Nett course fee payable after MCES funding) Course fees after subsidies can be further offset by SkillsFuture Credit.

Self-Sponsored Singapore Citizens and Singapore PRs – 50% Funding:
Singapore Citizens and Singapore PRs above 21 years old who do not qualify for MCES funding

$959.04 $515.04 (inclusive of 8% GST of $71.04)
(Nett course fee payable after SSG funding) Fees can be further offset by SkillsFuture Credit for Singapore Citizens aged 25 and above. Singapore Citizens aged 21 to 31 may also offset fees with the Post Secondary Education Account Funds.

Company Sponsored (SMEs):

Enhanced Training Support for SMEs (ETSS) – 70% funding:
Eligible for SME Company-sponsored Singapore Citizens and Singapore PRs

$959.04 $337.44 (inclusive of 8% GST of $71.04)
(Nett course fee payable after ETSS funding) Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

Company Sponsored (Non-SMEs)

SSG Non-SME Grant – 50% funding:
Eligible for Non-SME Company-sponsored Singapore Citizens and Singapore PRs who do not qualify for MCES funding

$959.04 $515.04 (inclusive of 8% GST of $71.04)
(Nett course fee payable after SSG funding) Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

SkillsFuture Mid-career Enhanced Subsidy (MCES) – 70% funding:
Eligible for Singapore Citizens aged 40 years and above

$959.04 $337.44 (inclusive of 8% GST of $71.04)
(Nett course fee payable after MCES funding) Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

Check eligible grant amount and nett payable course fees via the grant calculator.

FAQs

Questions? Check out the frequently asked questions below.

Do I have to prepare anything before attending the course?

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.

Are there any funding or government subsidies for this course?

You may be eligible for up to 70% SkillsFuture subsidies. If you wish to check your funding eligibility, you may complete step 1 of the course registration form to check your nett course fees payable after all available subsidies.

For more information on all available course funding/grants/subsidies, you may check out this FAQ page.

What is the difference between this course and the Advanced Social Media Marketing course?

The WSQ Social Media Marketing 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 Marketing Course goes into more detail covering more advanced concepts of social media marketing and management. You may go through and review both course outlines in detail and contact us should you have any specific questions on this.

If I have any questions after the course, can I consult the trainer?

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.

What is the difference between online classroom and in-person classroom learning modes?

Typically, in a traditional classroom, classes are conducted with 1 trainer to 20 – 24 learners in a cluster or classroom seating format. Group discussions, group presentations, lectures, peer-to-peer coaching are all conducted face-to-face (in-person).

In an online-based classroom, lessons will be delivered via a video conferencing software, Zoom. Lectures will be conducted via screensharing, while group discussions and group brainstorming will be conducted via “breakout” rooms (individual virtual rooms) to split up discussions into smaller groups. Both learning modes essentially offer the same course content and learning outcomes.

Read the Online-based Classroom Learner Guide for a more detailed comparison on both formats.

Can't I learn everything over the internet?

Our courses offer a very hands on approach so that you will be able to apply what you learn immediately. Moreover, our trainers are industry practitioners who will be able to answer your questions and offer expert advice in real time.

We also offer post-training support which includes 2-hour Ask Me Anything sessions with an industry expert for up to 3 years, an online refresher seat within 3 years post-training, access to an insider community, and 3-year access to up-to-date courseware via the learning management system.

Will there be video recordings of the session made available for reference after class?

Unfortunately, we are unable to provide video recordings of the class due to PDPA regulations (Personal Data Protection Act). However, all courseware and e-learning videos are accessible online via the learning management system for 3 years. You may also sign up for a complimentary online refresher course for up to 3 years post-training.

Are these short courses sufficient to achieve desirable learning outcomes?

Equinet Academy’s courses are meticulously designed to provide bite-sized yet comprehensive information that are highly relevant to the industry’s needs. Through a combination of individual project work, peer-to-peer interaction, and practice and feedback, trainees can immediately apply the concepts learnt in class to their real world projects.

If you feel that you have not met the learning objectives at the end of the course, you are always welcomed to re-sit the course online without any additional cost. You will also have full access to the courseware online which you may review during and after the course, and post-training support to address any challenges you may face along your learning journey through consultation with subject matter experts.

I'm still unsure whether this course can help me meet my objectives.

If you are unsure about your learning objectives, you may use the Course Selector Tool to get course recommendations tailored to your needs. If you are still unsure whether this course is suitable for you, please leave your contact details here. A course consultant will get in touch with you to recommend appropriate course(s) based on your learning objectives.

Still have unanswered questions? Check out the FAQs page or submit an enquiry.