WSQ Social Media Marketing Course

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.

• 1 GCE ‘O’ level or equivalent (≥ 21 years old); or
• NITEC/Higher NITEC (≥ 21 years old); or
• Mature candidates (≥ 30 years old with 8 years’ work experience); or
• Candidates with other qualifications will be considered on a case-by-case basis

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

Some knowledge of sales and marketing concepts will be useful, although not a requirement.

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

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

A SkillsFuture WSQ Statement of Attainment (SOA) under the Skills Framework TSC Media Platforms Management and Certificate of Achievement issued by @ASK Training and co-validated by Equinet Academy will be awarded to candidates who have demonstrated competency in the WSQ Social Media Marketing course assessment and achieved at least 75% course attendance.

Course Codes: TGS-2023020685 (@ASK Training)
Course Support Period: 01 Jun 2023 – 31 Jan 2025

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

Enhanced Training Support for SMEs (ETSS) – 90% Funding

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 8% GST): S$111.60

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

SkillsFuture Baseline Funding – 70% 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 8% GST): S$291.60

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

SkillsFuture Mid-Career Enhanced Subsidy (MCES) – 90% Funding

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

Nett course fee payable (including 8% GST): S$111.60

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

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.

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.

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.

You may be eligible for up to 90% SkillsFuture subsidies. For funding information, please see the course funding section on this page.