WSQ Social Media Marketing Course
How to Create Sustainable B2B & B2C Social Media Marketing Campaigns

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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
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
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
- 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
- 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
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
- 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)
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)
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 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 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.
Testimonials
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
Pok Hsiu Mei, Angela
Sherry T
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
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)
FAQs
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.
WSQ Social Media Marketing Course
How to Create Sustainable B2B & B2C Social Media Marketing Campaigns
Up to 70% subsidies; reserve your seat today
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