Learn With Facebook - Digital-Skills-Modules-Combined-04-24 PDF

Social Media
Marketing
Social Media
Marketing
We are excited to You’ll get hands-on experience
creating and managing a real In this workshop, you’ll learn:
welcome you to Facebook Page for a local small
business, organization, or nonprofit.
the Social Media You’ll also work with that The value of social media
Marketing workshop! organization to create a simple
marketing.
ad campaign and measure its How to help companies and

performance. Through a series organizations with social media
In this workshop, you of mini-challenges, you will build marketing.
will get introduced practical skills and knowledge while

How to use Facebook and
helping your community, and build
to the world of a foundation for a future in social
Instagram for social media
marketing.
digital marketing media marketing. At the end of
How to create and effectively
the workshop you’ll have work you
with Facebook and can use as a professional portfolio.
maintain Pages.
Instagram. You’ll also have the opportunity

to earn four micro-credentials
How to attract and engage users.
How to use Facebook and

that will certify your skills in social
Instagram ads and analyze their
media marketing on Facebook and effectiveness.
Instagram.
How to create and maintain
security.
2
Social Media
Marketing
Your Challenge That challenge might As you go through this workshop,
you will work with the organization
Help an organization in include recruiting to determine their needs, set goals
to meet these needs, create a Page,
your local community new members, and create different types of posts
(business, school, building awareness and ads on both Facebook and
Instagram.
church, or other in the community,
community group) advertising an event, You will also document your work
and use analytics to determine the
solve a business or increasing sales. success of your efforts against those
challenge with social overall goals.
media.
3
Social Media In each module, you will tackle one
Marketing The Workshop aspect of social media marketing.
You’ll ask and answer some guiding

This workshop is broken down questions as you learn about the
into four modules: topic.
Social Marketing Basics
You’ll then work through some
Marketing with Facebook Pages guiding activities designed to help
you think critically and analyze
Marketing with Facebook Ads examples.
Marketing with Instagram
Then you’ll take action through mini-
challenges—creating posts, creating
ads, analyzing reports—as you build
and manage your Facebook Page
and Instagram account.
Finally, when you’ve completed the

module and feel confident about the
skills you’ve built, you’ll submit your
work for a micro-credential (a digital
badge) that will certify your social
media marketing skills.
4
Module 1:
Social Media
Marketing Basics
Social Media
Marketing Learning Objectives Skills Aquired Challenge
Students will be able to Identifying and analyzing the social You will work with an organization
gather information about an media marketing needs of an in the community to identify
organization their social marketing needs and
organization and distill it into develop an initial Facebook Page
the essential elements needed Creating a Facebook Page, for the organization.
for social media marketing including privacy/security settings
platforms such as Facebook
Completing Page information—
and Instagram. about, profile, and cover photos
Understand basic social media Creating posts of different types—
marketing, especially with text, photo, and video
Facebook
Understand the social media

marketing needs of an
organization
Understand the elements of a

Facebook business Page
2-3
hour
Understand how to create a Page class duration
and create posts of different types
Understand security settings and

how they apply to a business
session
1 plus out-of-class
homework
6
Social Media
Marketing
We are thrilled you area than the community they are in,
such as a bank, public university, or
have chosen to learn chain of stores—they likely already
have their marketing needs covered!
about Social Media
Marketing Basics. This Once you have chosen the
organization, make sure they are
Digital Promise course willing and happy to have your help.
has only one thing you When you are going through this
course, you will be asked to interview
need to do to join: members of the organization, so
make sure someone is able to talk to
Please choose the you.
lucky organization If you’re not sure what organization

that is about to benefit to pick, you might try making a
list of all the community-based
from your new social organizations you have been part of
media marketing skills. or that your family and friends belong
to. Maybe your neighbor works at an
You can choose a nonprofit auto-shop that specializes in old cars
organization or a for-profit business, or your grandmother has just joined
as long as it is in your local a chorus for people over 50. Has an
community. There are many types amazing new restaurant opened in
of community organizations and your neighborhood?
businesses that you could choose—
perhaps a group you are already a This is your chance to learn a new
part of or a small organization in your skill while providing help to an
community such as a theater, church, organization or business you
school, medical clinic, women’s believe in.
shelter, donut shop, bookstore,
etc. Avoid larger organizations or
businesses that focus on a broader
Module 1 Lesson 1: Introduction to Social Media Marketing 7

Module 1: Lesson 1
Introduction to
Social Media
Marketing
Social Media
Marketing What is social media marketing
and why is it important today?
All organizations need good Why is it important? Because social
marketing. Social media is the fastest media marketing can help with four
way today to spread information. key things that all businesses need:
Put those two together and you have
social media marketing, one of the 1 Brand Awareness
most valuable skills employers are You can use social media to help
looking for. people learn about your business
and what services and products
On a personal level, some people like you offer.
to tweet and post on social media,
and some don’t. 2 Website Traffic
You can use social media to bring
But for an organization—whether people to your website.
for-profit, nonprofit, or community-
building—using social media is 3 Connect with your customers
essential. and audience
You can use social media to build
relationships with your audience
and potential customers.

4 Drive more sales
You can use social media to sell
your products and services.
Trying to promote an organization

without social media is like opening a
store without putting a sign out front.
People need to know you’re there!

Social Media
Marketing How do I understand the social media
marketing needs of an organization?
A public health clinic has different Understanding what those needs are
marketing needs than a new beauty is key to being successful in social
salon or a small Girl Scout troop. media marketing.
3 key marketing needs
Create Awareness Pique Interest Get Customers/Grow Sales

Let people know about about you Help people understand more Attract new customers to buy or
about you use your services
Help them discover you
What do you offer? Attract new members to join
Let them begin to engage with your group
your organization What is unique?
Attract donors to your cause
Help people engage with you
Who needs this? Who needs this? Who needs this?

Usually a new organization, a small Most organizations that are creating Most organizations need customers. While
organization, or one new to Facebook needs awareness usually also need to pique an they may not directly “sell” something, many
to create awareness of themselves—that audience’s interest in order to get them to want new members, donors, attendees at
is, they need to let people know they exist want to buy a product or try their services. their events, or volunteers. These all count as
and what their organization is about. But It is safe to say that most organizations have customers!
even established businesses have to spread this need.
awareness about themselves.

Social Media
Marketing How do I understand an
organization’s audience?
An organization or business usually When you purchase ads, you can
has a target audience—a set of reach people outside your network–
people that they believe will most but again, it won’t be just passers-by.
likely benefit from the product or Ads can be targeted to particular
service being provided. The more types of people who are likelier to
you know about that target audience, want whatever your organization is
the more you can target your social offering. You’ll learn more about how
media marketing to that set of to do this later.
people.
The best way to learn about your
One of the best things about using organization’s audience is to
Facebook for social media marketing ask! If you are a member of the
is the suite of tools it has to help you organization, it’s likely that you
really target a specific set of people. probably know something about who
This is not a flier on a telephone you want to target. But if you’re not,
pole that gets seen–or ignored–by it might be helpful to interview some
anyone who walks by. Posts to a of the leaders of the group to find out
Facebook Page or Instagram reach what they think. You can find some
the followers the organization has in suggestions for doing this in one of
its network, as well as some of the the guiding activities that follow.
people they are connected to if it
gets shared.

Social Media
Marketing Activity: Your Organization’s
Social Marketing Needs
Example 1: Car Wash
A local car wash just changed

owners and the new owners are
hoping it will be more successful
than it has been in the past. To help,
they’ve decided to not only improve
existing services but also add new
ones. They decided that they’ll be
offering a short-term buy-one-get-
one-free promotion to boost sales.
Discussion Question: Answer: Additional Questions:

What are this organization’s social All of the above. Because it’s under What is the difference between
marketing needs? Check all that new management, the car wash will “awareness” and “interest”?
apply. need to let people know that they How can the idea of “under new
are under new management (Create ownership” be used to get more
Create Awareness Awareness), are new and improved customers?
Pique Interest and offer new services (Pique What type of promotions can a
Get Customers Interest), and are inviting people to car wash offer to attract more
come check them out with a two- customers?
for-one offer (Get Customers).

Social Media
Marketing Activity: Your Organization’s
Social Marketing Needs
Example 2: Church Choir Group
The choir is starting to do more

performances in the community,
and they would like to make sure
they have a good audience at their
performances.
Discussion Question: Answer: Additional Questions:

What are this organization’s social This group needs all three. While What type of people generally
marketing needs? Check all that the community may already know enjoy choir concerts?
apply. about them, it may be that people How might you convince someone
don’t know that they are doing more to come to a choir concert for the
Create Awareness performances in different places. first time?
Pique Interest They need to let people know about Should they limit their audience to
Get Customers that (Create Awareness), let them members of the church, or is there
know that these performances will be a way to get even more people to
entertaining and fun (Pique Interest), come to the concerts?
and invite them to come (Get
Customers).

Social Media
Marketing Activity: Examples of Social Media
Marketing Using Facebook
Resources Many organizations have had market the organization you have for-profit businesses. As you
great success using social media chosen. learn about each, you will draw
https://nonprofits.fb.com/
story/my-hero/ marketing. A closer look at some Here are examples of social media comparisons to the organization you
of those stories will be a great marketing campaigns from three are working with.
https://nonprofits.fb.com/ inspiration in finding out how to help nonprofit organizations and two
story/mercy-corps/
Example 1: MY HERO Non profit
Goal: Discussion Questions:

Create awareness and pique interest by What is the overall mission of
sharing stories for people to engage with MY HERO?
Audience: What can you learn from their
Targeted specific audiences campaign lessons?
Key Campaign Lessons: What similarities do you see between
Create and share interesting content for MY HERO and the organization you
your audience to connect with and share have chosen to help with social media
with their friends marketing?
Example 2: Mercy Corps Non profit

Create awareness but with urgency What is the overall mission of
(earthquake response) and get Mercy Corps?
“customers,” who in this case are donors What role does “urgency” play in
Audience: their campaign?
Broad reach, including lookalike What similarities do you see between
audiences and custom audiences Mercy Corps and the organization you
Key Campaign Lessons: have chosen to help with social media
Create urgency, promote the posts that marketing?
perform best

Social Media
Marketing Activity: Examples of Social Media
Marketing Using Facebook
Resources Example 3: Keep a Child Alive Non profit
story/keep-a-child-alive/ Goal: Discussion Questions:
Use gala event to create awareness What is the overall mission of Keep
https://www.facebook. and get donors a Child Alive?
com/business/success/
cupcakin-bake-shop Audience: What did they do to build relationships
Existing followers, reached through with their users?
Facebook Live video, as well as What similarities do you see
Instagram posts between Keep a Child Alive and the
Key Campaign Lessons: organization you have chosen to help
Use a good hashtag, respond to with social media marketing?
questions, ask questions, share content
from other allies
Example 4. Cupcakin’ Bake Shop For profit

Grow business with local customers What is the overall business goal of
Cupcakin’ Bake Shop?
Audience:
Locals who live near the physical shop, How did they use their location to help
people already interested in flowers and their campaign?
weddings What similarities do you see between
Key Campaign Lessons: Cupcakin’ Bake Shop and the
Ads run in late afternoon performed organization you have chosen to help
best (good time for cupcakes). Use with social media marketing?
of ads, core, targeting, and lookalike
audiences were most effective

Module 1: Lesson 2
Create
Your Page
Social Media
Marketing What information do I need to create a
Facebook Page for my organization?
There are two main things you’ll kept separate from the business account. You can add those people
need to get started in creating a Page. Check with the business or when you create the Page or at any
Facebook Page: organization you’re working with later time.
to see if there is anyone else they
Create an Account would like to have access to the Basic Information
If you don’t already have a personal business Page and make sure those You will also need the basic
profile on Facebook, you’ll need to people also have personal accounts. information about the organization
create one to get started. But don’t Everyone who will serve as an admin you are working with, such as their
worry, it’s easy to set up, and all (who will monitor the account) on address, their mission, and the
your personal information will be the business Page will also need an correct spellings of the names of
the people who work there that they
wanted listed on the Page. If you are
missing some of this information, you
can still go forward, then go back and
add the rest later. However, make
sure that any information you do
include is ACCURATE.
Module 1 Lesson 2: Create Your Page 17

Social Media
Marketing What are the elements of a Page?
Resources Page name Short Description: because it will also appear in

Cover image or video This is a description of what your search results when people look
https://nonprofits.
fb.com/topic/create-a- Profile image organization does and/or sells. for you online.
page/?ref=nav-dropdown Make this a clear as possible
Call-to-action button
This is a smaller
image that you
can also use to
tell more about
your organization.
Often people use
a logo as their
profile image.
Most of the This is the large image You can add a button to the
time, the name that people see when they top of your Page to make
of the Page is come to your Page. If your it easy for people to take
the name of the organization is a church, specific actions, like to call
organization or the image might be of the you, send you a message, or
group. physical building, but it go to your website.
could also be an exciting
photo of a gospel choir
that has sung there. If your
organization is a food bank,
a photo of people receiving
the food could be very
moving. Whatever you
use, it should help people
understand what your
organization provides.

Social Media
Marketing What do I need to know
to manage the Page?
Resources Once you’ve created a Page, you’ll tabs later in this workshop.
need to publish relevant content and
https://nonprofits.
fb.com/topic/create-a- see if people are interested in your Messages
page/?ref=nav-dropdown posts.. Notifications
Insights
You’ll learn more about each of these Settings
Using Messenger for your Notifications let you With the Insights tab, you Settings gives you controls for
Page means that you can know when and how can monitor and track your Page and allows you to set
read messages, reply, people are interacting your posts—including post visibility, who sees your Page,
archive messages, and with your Page, from likes and shares—so that and who can make changes to
more. You can manage liking to commenting to you can make future your Page. You can also control
all of that from one place sending you a message. posts more effective. the apps that you use on your
on your page. This helps you know Page, set up your Page to create
when customers interact posts through email, and even
with your Page so that get suggested edits from the
you can respond in a customers who like your Page.
timely way.
Use the About section to display

information about your business,
such as your business address,
phone number, website, and more.
You can even display your services,
products, menus, price ranges, and
milestones for your business, such
as events or promotions.

Social Media
Marketing Mini Challenge: Create Your Page
This is the fun part! It’s time to

dive in and get started. As we’ve
suggested, gather your information
and your images from your group or
organization and use them to create
your Page. Feel free to experiment
and explore all that you can do with
your page. Get as familiar with it as
you can because the more you know
about it, the better you’ll do!
Go to your personal
Facebook Page, look for
the Create Page Link on
the left side menu, and
get started!

Module 1: Lesson 3
What About
Security?
Social Media
Marketing What security concerns are there?
Most organizations, whether Who can see your Page? Let’s look at this more in detail.
business, nonprofit, or groups, are What can visitors do on your Page? These are the ways you can control
usually looking to get a lot of people What can visitors say on your who can see your Page.
to visit their Pages. But it is important Page?
to consider a few security issues for
your organization:
You can limit your Page to certain

ages (over 21 if you are selling alcohol,
for example) or certain countries.
You can block certain words, including

When you create a post, you profanity, from posts on your Page.
can choose which people
can see it in their News Feed
by selecting your audience’s
interest, gender, age, and more.
You also have the option to
control who sees the post on
your Page’s Timeline by limiting
the audience by location and
language.
Module 1 Lesson 3: What About Security? 22

Social Media
Marketing What security concerns are there?
Let’s look at ways you can control While a little more advanced, you
what visitors can do on your Page. CAN also block certain words from
posts and comments—including
profanity and curse words.
You can allow visitors to directly post

photos and videos on your page, or you can
choose to review those posts before they
get published. Reviewing posts can keep
your page safe from random posts, but it
can also keep people from engaging with
you freely.
You can allow visitors to send you

messages directly via Messenger.
You can allow visitors and other Pages to

tag photos on your Page.

Social Media
Marketing Mini Challenge:
Set Your Security Settings
Your challenge for this lesson is to working with to make sure they don’t
make sure your security settings are have any restrictions you should
appropriately set for your Facebook know about.
Page.
So, go to your Facebook Page, click
While, in general, most of the default on “Settings,” and make any changes
settings will work just fine for your to the settings based on your
page, it is also a good idea to check company’s needs.
with the organization that you’re

Module 1: Lesson 4
Engage Your
Audience
Social Media
Marketing How do I promote the
Page and attract people?
So, you have a Facebook Page. What Post relevant content The more relevant the content, the
do you need to do to start getting The single most important thing more likely people will interact with
people to come to your Page? There you can do is to create relevant it. For example, if you’re a bakery,
are several things you can do to get posts. it may be relevant to post videos
started: of how to bake a moist cake or
decorate cupcakes.
1 Write Something...
Posting is easy. Just start typing

where it says “Write something…” Your
update can be about anything you
think supporters will be interested in,
like announcing an event or showing
photos of a project. All your posts are
visible on your organization’s Page and
may show up in News Feed for people
who’ve liked it.
2 User Post Features
Click the camera icon to add a photo

or video to your post. Click the face
icon to indicate what you’re doing or
how you’re feeling. Click the location
icon to add where you are, which is
helpful if you’re posting from different
locations or an event. Click the down
arrow next to Publish and select
Schedule to schedule your post for
later.
Module 1 Lesson 4: Engage Your Audience 26

Social Media
3 Insert Photos or Video
If you want to add photos or video to

your post, click Photo/Video. When
posting photos you have multiple
options, including uploading a single
photo or a series of photos across a
carousel.

Social Media
4 Publish Your Post
When you’re ready, just click publish.

Your post will be published to your
page timeline and distributed to Page
followers’ personal News Feeds.

Social Media
Invite people you know to like You want to invite people who interactions with your posts, creating
your page are inclined to like and interact exposure to new audiences. Invite
Building an audience on Facebook with what you’re posting. As those your friends, email contacts, and
starts with inviting the people you people engage with your posts, other community members and
already know to like your Page. their Facebook friends will see their organizations that can help spread
the word.
Invite your friends, email contacts,

and other community members and
organizations that can help spread
the word.
Promote your Page in other places And, of course, you can use ads
Give the people who visit your to help promote your Page and
website the opportunity to join you business, but more on that in later
on Facebook. You can start by modules.
adding a “Follow us on Facebook”
button to your site.
If you have an email list, a blog, or

accounts on other social media
platforms, be sure to link them to
your Facebook Page and remind
people that they can get updates
about your organization there.

Social Media
Marketing What are the key elements
of successful Pages?
There are many, many elements that An interesting “About” section
make a Page successful. Here are a Do as much as you can to give
few to think about: visitors information about what
your organization does. Make
Terrific cover image or video sure your descriptions are clear,
A great photo makes so much interesting, and even inspiring! For
difference. Spend some time example, if you’re doing something
thinking about and capturing a to help your community, say so—
good photo that you’ll use for your “The Hub of Detroit is a retail bike
cover. You’ll want this photo to shop that raises funds for the
communicate something about community projects of Back Alley
your business, and you want it to Bikes.” And don’t be shy about
be visually inviting. including an inspiring mission
statement as well: “Back Alley
Bikes’ mission is to provide cycling
education and services with a
focus on youth development,
sustainable practices, and
community access.”
Great photo! Conveys the idea of Purity

H2O in this single image.

Social Media
Marketing Activity: Pizza place rewrite
Pretend you are re-creating a Page The person who tried to build the Can you fix it?
for local pizza place. It’s known as a Page first just didn’t like that type of
high-energy, relaxed place—always a restaurant and made it sound like a Let’s rewrite it on the next page.
bit of a party. very classy, quiet place instead.

Social Media
Original Version: Your Version:
current status: consider this: status rewrite:
“On Tuesday, there will Karaoke is fun, but the

be a karaoke contest post is boring. Make this
from 7:00 to 9:00 p.m. status update snappier
The winner will receive a and more interesting.
coupon for an extra large
pizza.”
about section: consider this: about section rewrite:
Donna’s Pizza has been It’s got some information,

in business since 1985. but does it make you
The original owner, want to eat there?
Donna Tetrazini, has Rewrite the “about”
since retired, and the section in a more
restaurant is managed engaging way.
by her twin daughters,
Faith and Hope. Our
pizza is always excellent,
and our loyal customers
are always pleased.
Of course you probably
prefer the quiet of your
own home, but if you
don’t have time to cook,
you should come to
Donna’s Pizza.

Social Media
Original Version: Your Version:
profile picture: consider this: profile rewrite:
Is that really the most

interesting profile
picture? Describe what
you think the picture
should show.

Social Media
Marketing Mini Challenge: Learn more about
your organization and its audience
In this module, we talked about to better understand their mission, fun stories, ways they do things,
how understanding the goals of the audience, and goals. who their customers are, and who
organization in terms of what they the members are. The more you
want to do with their social media Arrange a meeting with someone understand, the more you’ll have
marketing can help you decide on who works at the organization you ideas for the kinds of posts and
the ways you can connect with your chose. It may be the owner of the updates you can do.
audience. Knowing more about business or a person in charge, but
your audience can help you target you’re looking for someone who can We’ve put together some sample
your messages and posts to the tell you about the organization and its interview questions for you to ask
people you want to see them. This mission. and feel free to add to them. And
will be even more important when don’t forget to take notes or, better
you are buying and targeting ads. In The goal of the meeting is to yet, record the interview in some way
this mini-challenge, you’ll work with understand as much as you can so you can come back to it later.
your group, organization, or business about the organization, including
Interview Questions
What is the mission of this Is your organization trying to attract a Are there regular events that happen
organization? specific type of person? (For example, every year, every month, or every
knitters, marine biologists, etc.) week?
Who works for this organization?
When was this organization started? Who attends, and are you trying to
Who uses this organization? attract more people? A new type of
(For example, customers, members, How has it grown and has the mission people? (For example, younger, older,
congregates, audience, students, changed since the early days? Muslim, mothers, athletes, people with
patients, parents, children, neighbors, What is going on right now with this diabetes, twins, reformed felons.)
refugees, homeless, dog owners, etc.) organization?
Are you looking for feedback from the
Who would you like to attract to the Is there an event on the calendar that people who use your organization, and
organization? (For example, more the public should know about? (For what decisions will you base on that
volunteers, more members, more example, a fundraiser, a film screening, feedback?
donors, etc.) a performance, a speech, a rally, a sale,
a deadline for something important)

Social Media
Engage your audience!
You’ll need to use this week to get 1 Create posts of different types
your page off the ground! You’ll work You’ll want to create different
on three things that you’ll need to types of posts, like photos and
begin to bring people to your page: videos. Have fun with these and
try different things to see what
people respond to!
2 Invite friends of the organization

to like your Page
Use Facebook to invite your
friends, email contacts, and
other community members
and organizations that can help
spread the word.
3 Promote your Page in other

places
Where you can, ask the
organization to promote the page
in other places. The simplest way
is to ask them to start to add
“follow us on Facebook” on their
other promotional materials.


Social Media
Marketing Get the Micro-credential
Congratulations! You have completed this module by:
Creating your Page
Setting your security appropriately
Creating different types of posts (video, photo, etc.)
Inviting others to like your company’s Page
Once you think you’re ready, you can With this micro-credential, you can We invite you to continue developing
submit your work for review to earn show employers and others that you your skills with the next module,
the Social Media Marketing Basics have demonstrated the basic skills Marketing with Facebook Pages.
Micro-credential. Your instructor will needed for a foundation in social
have instructions as to how to do media marketing with Facebook!
the submission.
36
Module 2:
Marketing with
Facebook Pages
Social Media
Students will gain a Create and use posts of different Now that you have a basic Page
fundamental knowledge types to engage an audience and for your organization, in this
build presence mini-challenge, you will use your
of social media marketing new Facebook Page to build
using Facebook. Monitor and respond to comments awareness of your organization
to build relationships and to connect to your audience.
Understand what it means to use
Facebook to promote a business Use Messenger to communicate
directly with users to build
Understand how to use Facebook relationships
Pages to build a presence for an
organization Use Page Insights to report on
Page information
Understand key strategies on how
to create content and posts that Use Page Insights to inform
engage audiences and develop ongoing content
engagement strategy
Understand how to use Facebook
comments and Messenger to build
a relationship with an audience
Understand how to use Page

Insights to report on likes, shares,
views, and other key information
about the organization’s Page.
4-6
hour
class duration
sessions
2 plus out-of-class
homework
2
Social Media
Marketing
In this module, you will You will have to be able to stand
back and look at the big picture,
learn how to market asking, “What does my organization
need, and who out there will meet
using Facebook that need?” At the same time, you
Pages. A lot of what must pay attention to the details, like
asking whether the joyful colors of a
you learn will apply particular photo are appropriate for
to Instagram as well, the tone you are trying to achieve for
your organization.
but there is also a
separate module for Perhaps most important, you will
learn how to use Facebook’s tools
Instagram that will for helping you track just how many
help you decide which people clicked on, shared, or bought
something based on what you
platform is best for posted. By the end of this module,
you’ll be ready to dive into the
your message. creative world of Facebook ads.
(Spoiler alert: the
answer is usually both.)
The big ideas in this
module are building
presence, creating
relationships, and
measuring the effect
of your marketing.
3
Module 2: Lesson 1
Introduction to
Marketing with
Facebook Pages
Social Media
Marketing How do I use my Page to spread
the word about my organization?
For small businesses, nonprofits, and You’ve already started to engage Over time you’ll use your Page
community organizations, Facebook your audience by creating different to build a strong presence for
can be one of the easiest and most types of posts that tell the story of your organization and to build a
popular ways to let people know they your group or business and that you relationship with your audience.
are there and to tell their stories. think will be of interest to visitors. These two things are the foundation
That’s step one. to marketing with Facebook Pages.
You’ll learn more about this in this
module.
Module 2 Lesson 1: Introduction to Marketing with Facebook Pages 5

Social Media
Marketing What does it mean to connect
and build relationships?
Social media is about being social— As people comment on your posts, You can also use Messenger to
that means connecting with people you can reply and make your own communicate directly with users.
and building relationships. Two good comments as well. This can spark You can invite people to message
ways to interact with your audience a conversation and engage even you with questions or you can
on your Page are through comments more people. respond to a comment someone
on your posts and directly through makes by using Messenger. Doing
Messenger. this creates more of a personal
connection for the user.
Module 2 Lesson 1: Introduction to Marketing with Facebook Pages 6

Module 2: Lesson 2
Build Your
Presence
Social Media
Marketing What strategies can I use
to engage the audience?
1 Offer Relevant, Interesting
Content
Offering your audience
interesting links to articles, other
videos, and events will keep them
coming back for more.
2 Pose Questions
A good question can generate
a lot of comments. Questions
get many more comments
than standard text-based posts.
Pose the question and ask
people to put their answer in the
comments.
Module 2 Lesson 2: Build Your Presence 8

Social Media
Marketing What makes an effective post?
There is no one formula for an

effective post. It will depend a lot on
An effective post: Asks for Engagement
A successful Facebook post has
your audience, your organization’s Has a Clear Goal a clear call to action. In other words,
mission and personality, and the The key to a successful Facebook it asks people to follow through in
goals you have for social media post is to start with a clear goal. What a specific way, using words such as
marketing. There are, however, do you want this post to do? Create “subscribe now,” “share your ideas,”
some things to keep in mind as you awareness? Encourage comments or “tell us what you think.” Think
create your posts. that build community? Get people about ways to connect people to you.
to share it? Get donations? If your Remember, the goal of engagement
post has a specific objective, it will on Facebook is primarily to build a
be much more effective. And that community and create an interactive
objective should be obvious. outlet of trust and sharing.
Has an Authentic Voice Isn’t Always Selling

People are your friends and fans Don’t make the mistake of making
because they like what you do. Your all your posts about selling or asking
voice should be true to your brand— your audience for something. Mix it
that is, to how you and your audience up with personal stories, interesting
really sound. If your audience is articles, and even humor. Post things
skaters, you should post like a skater, that you think your audience will
not a Wall Street CEO. enjoy and connect with.
Has Engaging Photos and Videos

We’ve said it before, posts with
photos and videos get more
attention. Use photos and videos that
tell stories of others who are working
with you, of events your organization
has, or of things real people are doing
at your organization. Images help
people connect.

Social Media
Marketing Activity:
Creating an Effective Post
Example 1
Discussion Question
What is the goal of this post?
You can choose one, two, or all three
of the options, then explain your
reasoning in a discussion
or in writing.
Create Awareness
Pique Interest
Get Customers
Answer
All of the above. Perhaps the primary
goal of this post is to get people to
donate (Get Customers), but by
adding information and a photo,
they are trying to pique the interest
of their community. They are also
using an educational message to
create awareness for the need for
getting students involved in scientific
industries.
Additional Questions
What does the “Donate” button
signal to you about the goal of the
post? What about this post will pique
someone’s interest?
Why does the post work to create
awareness about an event?
How might you do some of these
same things with a post for your
organization?

Social Media
Marketing Activity:
Creating an Effective Post
Example 2
Discussion Question
Identify at least 3 of the “5 things
that make an effective post” in
this post from Best Friends Animal
Society? What are they? How do
they make THIS post effective?
Additional Questions
What other things might they have
incorporated into this post?
How might you use these same
elements in your posts?

Social Media
Create Effective Posts
Your task this week is to create 5–7 Some things to remember:
posts that will engage your audience
and help you begin to grow your Use the scheduler to help schedule
community. your posts for the week.
Have a clear goal for each post.
Be authentic.
And, above all, have fun! Social

media is fun. Enjoy it!

Module 2: Lesson 3
Connect
and Build
Relationships
Social Media
Marketing How do comments help make
connections and build relationships?
Comments are a good way to know Just as you post regularly, you A few important DOs:
that you’ve piqued someone’s should also monitor your posts
interest. When someone comments, for comments. (You’ll know you Make sure your Page allows others
they’ve taken the time to engage have comments if you set your to post and comment on it.
with you. notifications to notify you when
someone comments.) Answer all comments, negative
Use a comment to start a and positive.
conversation. Once someone takes Do your best to respond to all
the time to comment, it’s more comments, even the negative ones. Answer questions promptly.
likely that you can engage them in It lets your fans know you care
a conversation and that they will about what they say. Have fun! Try to draw them into a
engage with your posts again. conversation with you!
Module 2 Lesson 3: Connect and Build Relationships 14

Social Media
Marketing How do I use Messenger to
connect and build relationships?
Messenger lets you and your users Messaging Survey recently showed
connect and talk to each other that messaging ranked second Using Messenger opens up a lot
instantly. out of nine possible modes of of possibilities:
communication with business, and
800 million Facebook users have that 53 percent of people are more
access to Messenger and use it to likely to shop with a business they Users can ask you questions.
send and receive messages instantly can message directly.
You can ask users questions
everyday. A Nielsen’s Facebook privately.
You can answer questions directly

and resolve problems.
You can follow up on a specific

comment that someone has made.
You can build more personal

one-on-one relationships with
2 billion 53% some of your users.
Messages are sent between people of people say they are more likely
and businesses every month, both to shop with a business they can
automated and people-initiated. message directly.
56%
of people would rather message
than call customer service.

Social Media
Marketing How do I use Messenger to
connect and build relationships?
Messenger lets you and your users
connect and talk to each other Using Messenger opens up a lot
instantly. of possibilities:
It may seem awkward at first to

message someone you don’t know, People can ask you questions.
but give it a try. You can ask people questions
privately.
You might be surprised by the
conversation you have and the You can answer questions directly
and resolve problems.
loyal fan you gain!
You can follow up on a specific
comment that someone has made.
You can build more personal one-

on-one relationships with people..

Social Media
Marketing How do I manage my messages?
Here are few things you need to do This will probably be what you do
take advantage of messaging on at first. But you can also set up
Facebook. instant replies for when you are not
available. You can personalize the
First, be sure to enable messaging instant replies, and you can have
on your Page. You can do that from different replies for different kinds of
Settings on your Page. questions.
Second, as with comments, you’ll There are many other interesting

want to monitor your messages features that make messaging easier,
and respond quickly. especially as the number of users
on your Page grows, but they’re too
Facebook has several ways for advanced to cover here. Just know
you to reply quickly to messages. that they exist under the Messaging
One way, of course, is just to reply tab on your Page and you can
manually when you get a message. explore them later.

Social Media
Marketing Activity:
Managing Your Messages
Let’s imagine your organization has Respond with a link to the Facebook Discussion Questions
set up a fundraising event. Details Page and let them know that all the
about time, place, what to bring, what correct information is there. How do you know when your time
to wear, and what will happen are on Answer: No—the person already took is being well-spent marketing
the Facebook Page. But the flier that the time to ask the question, and you on Facebook and when you are
was mailed out left off the address of want them to go to the event, so do spinning your wheels?
where it’s happening. not add another step for them. You
can provide the answer AND the link What are some ways you can
You are getting about 20 messages to the Page, but don’t make them maximize customer engagement
a day asking where it is. Which of the feel silly for not figuring this out on on your organization’s Facebook
following strategies should you use? their own. Remember with mobile Page?
users, Messenger is a separate app
Set up an automated response that, from Facebook.
regardless of the question, sends
them the address. Answer each message personally,
Answer: No—20 messages a day is providing not just the address, but
not enough to merit automation, and something nice about that particular
it will feel impersonal for those who person.
were asking about something other Answer: This would be great, but
than the address. maybe too time consuming if you
have more work to do on the Page,
Write a well-worded, friendly so it depends on your availability. It
response apologizing for the mistake is certainly a great opportunity to
in the flier and providing the address, engage more users and make them
then paste it into all of the messages feel personally connected to your
from people asking that question. organization.
Answer: Yes—even though you are
not personalizing each response,
you are providing what is needed,
and that will meet your members’
expectations.

Social Media
Building Relationships
In addition to posting often Use this opportunity to try different
throughout the week, your task is things—maybe post a photo as a
to start to build relationships with comment, maybe ask a question in
your audience. You’ll do this by a comment, maybe send someone a
monitoring your posts for comments link to another site via Messenger.
and, when when it’s appropriate
(like when they ask you a question), Also, use the week to get into the
send a private message. habit of monitoring your Page
regularly. You’ll want to be doing this
from here on out.

Module 2: Lesson 4
Measure
Your Efforts
Social Media
Marketing How can I measure how people interact
with my Page and posts?
Note: With Page Insights, you can learn Here is the information you can see Posts: Get metrics on individual
what posts people are engaging with Page Insights: posts
The Insights tab on your
Page does not show up with—or not engaging with—so Page views: See how many Page Page Likes: See how many people
until you have 25 Page likes. you can make informed decisions views you have liked your posts
about what content is having the Insights: Click here to view insight Videos: Get metrics on video views
most effect on your Page. These on your Page and to get the Page Followers: See who is
results will help you build your dashboard below following your Page
audience and get more people Actions on Page: See what actions Reach: Understand who you are
interacting with your organization people are taking on your Page reaching with your posts
through your Page. Followers: Get metrics on your
audience From the Dashboard you can dive
more deeply into the information.
Module 2 Lesson 4: Track Your Efforts 21

Social Media
Reach This will help you learn which posts
See how many people saw your get the most attention, allowing you
posts, as well as how many liked, to create more of the kinds of posts
shared, and commented on them. that people will interact with.

Social Media
Page Views and location. Use this information to
Discover how many people are target different audiences or tailor
viewing your Page and what sections the images and videos in your ads to
they’re looking at. Then, get details their interests.
on your audience by age, gender,

Social Media
Actions on Page This will help you adjust your Page to
See what actions people are taking encourage people to take the actions
on your Page—including whether you want.
they are going to your website or
clicking on your call-to-action button.

Social Media
Posts how many responded with clicks
See a breakdown of how each of and reactions, and the type of post
your Facebook Page posts have so you can quickly analyze what’s
performed over time. You’ll see how working best.
many people each post has reached,

Social Media
People Page and how they found it. This can
Understand your audience with help you create posts for the best
aggregate information including response.
age, gender, and location. You’ll also
see when people are looking at your

Social Media
Measure Your Efforts
As you’ve worked on this module, Your task is to look at the Insights tab Write a short reflection on what
you’ve spent some time creating for your Page to try to understand you’re seeing with your Insights
posts, monitoring those posts for what’s working and what’s not. tab at this point. Then use this
comments, and engaging your information to inform the posts and
audience via Messenger. Now it’s The next step is to try to analyze why interactions you’ll have on your Page
time to use Facebook’s tools to see certain posts got a lot of likes and over the next week.
how it’s all going. certain ones didn’t. What patterns do
you see? What might you try again?
What might you change?

Social Media
Creating relevant and engaging posts of different types to build

your presence
Measuring and monitoring the activity on your posts through

Page Insights
the Marketing with Facebook Pages have demonstrated the basic skills Marketing with Facebook Ads.
Micro-credential. Your instructor will needed to do some basic social
have instructions as to how to do media marketing with Facebook!
the submission.
28
Module 3:
Marketing with
Facebook Ads
Social Media
Students will learn to create Determine the right ad objective Create a simple ad campaign
Facebook Ads using Ads for a business’s goals for your organization that is in
line with their specific business
Manager Use tools to target specific goal(s). For example, this could be
audiences for an ad campaign creating awareness through an
Understand the basic process event, generating leads for new
needed to create an ad Set a specific budget and members, selling a product or
schedule for an ad campaign service, or boosting loyalty to the
Understand how to determine an organization.
objective for an ad campaign Produce ads of different types
(images, videos, slideshow,
Understand how to use Ads carousel, etc.)
Manager to target ads to specific
audiences Use tools to monitor, measure, and
edit an ad campaign to meet the
Understand how to set a budget campaign goals
and schedule for an ad campaign
Understand how to use Ads

Manager to create various types
of ads (image, video, slideshow,
carousel, etc.)
Understand how to use Ads

Manager to monitor and measure
6-8
the performance of an ad hour
campaign class duration
sessions
3 plus out-of-class
homework
2
Social Media
Marketing
The rise of social In this module, you will work with your
organization to create and run at
media has had a least two ad campaigns. Because the
process can be a little complicated,
dramatic effect we’ll take you through it step by step
on how people in the following six lessons:
communicate with WhyAds?

friends and how news Organic vs paid ads
is spread, but possibly The Basics

no industry has seen Overall process
more change than Choose Audience

than the advertising Target specific audiences
world. Ad Placement
When and where your ads are
Remember Nielsen ratings? That’s shown
where data is gathered on the
viewing habits of one or two million Budget and Schedule
people in order to understand Determine a good budget
what they are watching on TV, and
it’s used to determine the cost of Create Your Ad
television commercials. It used to Create beautiful, compelling ads
be best way to estimate what an
audience would do. Today, that data Manage and Measure Your Ads
is much more comprehensive and Ad performance
much more specific.
Remember, this is the fun part! This
The more you know how to appeal is the chance to get creative and
to specific demographics and how learn how to create compelling ads
to measure your ad’s effectiveness, that help your organization add
the better prepared you will be as a members, sell products or services,
social media marketer. Even if your have a successful event, or whatever
organization is nonprofit, advertising business goal you have!
is an excellent outreach tool.
3
Module 3: Lesson 1
Why Ads?
Social Media
Marketing Why should I buy ads on Facebook?
Resources 1 Advertising on Facebook This graph from Brian Carter’s Moz

is relatively inexpensive as article really says it all. In terms of
https://moz.com/
blog/1-dollar-per-day-on- compared to other channels. cost to reach a thousand people,
facebook-ads Facebook is far less expensive than
all other channels (online and offline):
Cost to reach 1000 people
Newspaper $32.00
Magazine $20.00
Radio $8.00
Cable TV $7.00
Google AdWords $2.75
LinkedIn Ads $0.75
Facebook Ads $0.25
Module 3 Lesson 1: Why Ads? 5

Social Media
2 Facebook’s tools for targeting

specific audiences are excellent.
Along with tons of different ad

types, like video ads, the level of
detail you can get with Facebook
targeting capabilities is vast.
Whether it be by demographics,
connections, age ranges,
languages, or locations, you
can dig pretty deep with these
targeting capabilities.

Social Media
3 Facebook’s tools for measuring

and reporting ads are excellent.
With Facebook advertising you

can clearly see what you have
spent and what results it has
provided. You can report on a
range of performance metrics
including the number of times
your ad was shown, the number
of clicks on your ad, and the cost
per click you received.

Social Media
Marketing What are best practices related
to advertising on Facebook?
There are 3 key things to remember 2 Target your audience specifically.
when thinking about advertising on Take the time to narrow your
Facebook: audience targeting to make sure
your ad will appear where the
1 Be clear about your business people you want to see it will be.
goals before you start.
Know the purpose of your 3 Rotate your ads regularly.
Facebook Ad before you decide To avoid ad fatigue, rotate your
on a budget. Understand whether Facebook ads regularly. “Ad
the aim is to increase for brand fatigue” is when people see your
awareness, conversions, video ad too many times, so they can
views, etc. Each action made by get bored and stop clicking.
your audience on your Facebook And, when people stop clicking,
ad costs money, so make sure running an ad can get expensive.
you are clear about your goals
before spending the money.

Module 3: Lesson 2
The Basics
Social Media
Marketing What do I need to start creating an ad?
Resources You will create your ads using Ads Your ad objective
Manager, which is easy to use. There Your target audience
https://www.facebook.
com/business/learn/ are five things you’ll need to have Where you want to place your ad
facebook-ads-basics thought about before you start Your budget and when you’d like
creating your ad: your ad to appear
Your content for the ad
Module 3 Lesson 2: The Basics 10

Social Media
Marketing How do I figure out my
ad objective?
Resources We’ve talked before about your
organization’s goals for marketing
https://www.
facebook.com/ on Facebook—are you looking to
create awareness, pique interest, or
get customers? How will this ad help
with those goals?
It is important that you choose the

right objective because your setting
in Ads Manager drives all of the other
choices you will make as you create
your ad.

Social Media
Marketing How do I figure out my
ad objective?
Resources Here is what your choices will look like: responses, and offer claims. You Lead Generation: Drive more sales
Brand Awareness: Increase can chose post, page, or event leads, such as email addresses,
com/business/ awareness for your brand by responses. from people interested in your
reaching people who are more App Installs: Get more people to brand or business.
likely to be interested in it. install your app. Conversions: Drive valuable actions
Reach: Show your ad to the Video Views: Get more people to on your website or app.
maximum number of people. view your video content. Catalog Sales: Create ads that
Traffic: Send more people to a Messages: Get more people automatically show products from
destination on or off Facebook. to have conversations with your product catalog based on
Engagement: Get more people to your business in Messenger to your target audience.
see and engage with your post or complete purchases, answer Store Visits: Get more people
page. Engagement can include questions, or offer support. nearby to visit your brick-and-
comments, shares, likes, event mortar locations.

Social Media
Marketing What do I need to know about my audience?
How do I target specific groups?
Facebook has great tools for Age: Is there an age range of You’ll learn more about this in
helping you target your ads to people you want to target? later lessons.
people who are most likely to Gender: Are you interested in
view your ads and take action. targeting men, women, or both?
Depending on the ad objective, you Location: Do you want to reach
will be guided through selecting folks in your community or in other
ways to target your ads. parts of the city, state, or country?
Demographics: Will you target
But it’s worth thinking ahead about people by education level, income,
a few things before you get started: or other information?

Social Media
Marketing What kind of budget do I need?
You’ll want to think about how much When you set a budget, it’s important You’ll learn more about this in
of a budget your organization has for to remember that this figure later lessons.
advertising on Facebook. represents the maximum amount
of money you want to spend. You
If you are new to Facebook ads, it’s can also set your budget to Daily or
a good idea to keep your budget low Lifetime:
and consider testing different things. Daily: A daily budget is the average
Fortunately, you can do this with a that you’ll spend every day.
pretty small budget—sometimes as Lifetime: A lifetime budget is the
low as $15. maximum that you’ll spend during
the lifetime of this advertising
campaign.

Social Media
Marketing What ad formats are available?
You’ll also want to think about what Image

your ad will look like before you get Use beautiful images to convey
started with the process of creating your message.
it. There are a variety of ad formats
you can use: Video
Tell your story with sight, sound,
and motion.
Carousel
Show multiple images or videos
in a single ad.
Slideshow
Create lightweight video ads
to connect with people across
connection speeds.
Collection
Tell a story with a single ad that
showcases what you are offering.
Canvas
Build a custom, fast-loading mobile
advertising experience to tell your
story beautifully.

Social Media
Marketing How will I manage and measure my ads?
Managing and measuring your ads is You’ll learn more about Ads Manager Ads Manager and Business Manager
an important part of what you’ll need and the Ads Manager App later in are more advanced tools and won’t
to do and Facebook has great tools this lesson. be covered in this workshop.
to help you do that.
Facebook Ads Manager

Quickly create, edit, and manage Facebook ads, all in one place.
This is the tool that works for most people and that you’ll learn
about a little later.
Facebook Ads Manager App

Monitor and control your ads from anywhere using your smartphone
or tablet. We’ll also give you an introduction to this tool a little later.
Facebook Business Manager

Allows businesses to securely share and control access to their
advertising accounts, Pages, and more. This is an advanced tool
and we won’t cover it in this module.

Social Media
Marketing Activity: Campaign Objectives
Resources The ad objective drives your entire Let’s consider some examples.
campaign on Facebook. As such,
com/business/success/ it’s important to think about your
teach-for-america organization’s business goals.
Example 1: Ad for Teach for America

Discussion Question: Additional Questions:
What do you think the ad objective What does the Learn More button
was for this ad? tell you about this ad and the
Conversions business goal?
Store Visits What elements of the ad are
Brand Awareness compelling and make you want to
Traffic learn more?
How might you use a Learn More
Answer: The ad objective was Brand button with your organization?
Awareness. The idea was to tell the
general public about this organization
and what they do.

Social Media
Example 2: Ad for Toms Shoes

Resources
com/business/success/ What do you think the ad objective What about the video ad is
toms was for this ad? compelling?
Conversions Why would this ad work for raising
Store Visits brand awareness? What do you
com/business/success/
quaker-canada Brand Awareness learn about their ad?
Traffic What function does the slogan
“We live for one, another” have in
Answer: This ad objective was Brand the ad?
Awareness. The idea was to have How might you use some of these
people be inspired by the mission of elements in your ads?
the company.
Example 3: Ad for Quaker Canada

What ad objective do you think was How does the 360-degree photo
chosen for this example? help tell a story about parenting?
Conversions How does the question posed on
Reach the ad help draw people in?
Brand Awareness In what way does this ad help build
Traffic brand awareness?
How might you use stories to
Answer: The ad objective was build your organization’s brand
Brand Awareness. Quaker wanted awareness?
to bring awareness to their
#StopCOMPAREnting campaign and
created video ads to draw parents
into the campaign.
Social Media
Example 4: Ad for the Canadian Diabetes Association

Resources
Discussion Questions:
com/business/success/ What do you think was the ad
canadian-diabetes- objective for this example?
association Conversions
Reach
Brand Awareness
Traffic
Answer: The ad objective was Reach.

The hope was to reach as many
people as possible to share the two-
minute test.
Additional Questions:
How did using a diabetes risk test
help engage and reach a lot of
people? Would you take it? Why?
How can a little education help
engage people?
Are there ways you can find to
help educate people about your
organization?

Social Media
Marketing Mini Challenge: Decide on
Your Ad Objective
As we said at the beginning of Look again at the description of each Discussion Questions
this lesson, choosing the right ad objective. Consider each one, talk What does “conversion” mean in
objective is key. The first thing you’ll with others in your organization, terms of my organization’s needs?
be asked to do when you create your and decide on the objective for your
ad is to pick an objective. first ad. What is the ultimate action they
want people to take?
So in this mini-challenge, you’ll need Write it down. You’ll need it later
to determine the objective of your when you begin to create your ad. Who is already aware of my
first ad. organization’s “brand”?
Who might benefit by knowing

more about my organization?
Do people know about my

organization and what we do?
How can I create an ad that helps

build that awareness?
Can I drive traffic to somewhere

specific like the website or an
event page?

Module 3: Lesson 3
Choose
Audience
Social Media
Marketing Who is my audience and
how do I find them?
Your people are here! More than Using what you know about your
a billion people use Facebook, customers, such as demographics
Instagram, and Audience Network and interests, you can connect
every day. With powerful audience with people similar to them. There
selection tools, you can target are three options for choosing your
the people who are right for your audience on Facebook:
business.
Core Audiences Custom Audiences Lookalike Audiences

Select your audience manually Upload your customer list to Use your customer information
based on characteristics, such as connect with your customers on to find people similar to them on
age and location. Facebook. Facebook.
Module 3 Lesson 3: Choose Audience 22

Social Media
Marketing How do I reach people
in my core audience?
Whether you’re a flower shop that demographics, location, interests, and
wants more local customers or an behaviors.
online electronics retailer looking for
people interested in your products, Facebook Ads Manager lets you do
you can target people based on their this in specific ways.
Location
Reach people in areas where you
want to do business. You might want
to target only people in our local
community. You can do that. You
might want to offer your services to
people all over your state or all over
the country. You can do that. You can
even create a radius around a store
to help create more walk-ins.

Social Media
Marketing How do I create a Core Audience?
Age and Gender

Consider the age range of the people
you are advertising to. Are you
targeting older men who need auto
repair services? Are you focusing
on women in their 40s who would
be interested in joining your group?
Think about the age range and
gender of the people who are most
likely to engage with you and choose
that range.
Language
Are you targeting Chinese speakers
for your organization? You can you
do that too!

Social Media
Marketing How do I create a Core Audience?
Detailed Targeting
A really interesting feature of
Facebook is the ability to target
groups by demographics (education,
relationship status, etc.) interests,
behaviors, and more. Here’s where
it really gets powerful. If you want to
tell parents about your daycare, you
can target only parents. If you want
folks interested in biking to see ads
for your bike repair shop, you can do
that! Take some time to explore this
feature—it’ll help you really target
your specific audience.
Connections
Connections allow you to choose
people who have liked your Page(s)
and posts, used your app, or gone
to your event. This feature is a good
way to reconnect with people who
have been with you before.

Social Media
Marketing What is a Custom Audience?
Custom Audiences help you find Using Ads Manager, you can build If your organization has email or other
your existing customers and lists of people who have visited your member lists, this can be a powerful
contacts on Facebook. Connecting website, used your app, or engaged way of reaching those people
with people on Facebook who with your posts before. directly! In general, however, this may
already know about your business be a feature to be used once you’ve
can help you build relationships and built up your online community.
drive sales.

Social Media
Marketing What is a Lookalike Audience?
Once your Page has been active for Lookalike Audiences helps you
a while, you may want to build your find people on Facebook who are
audience based on people who are similar to your existing customers
similar to your customers. or contacts. It’s a powerful tool that
uses the insights you’ve gained
from your Facebook marketing and
increases your chances of reaching
people who might be interested in
your business.

Social Media
Marketing Activity:
Target Audiences
Resources To take full advantage of Facebook’s Here are examples from four
targeting options, you’ll want to organization.
com/business/success/ spend time thinking about the
major-league-soccer demographics, interests, and
behaviors of your potential audience.
Example 1: Ad from Major League Soccer

What can you tell about the What elements of the ad were
demographics, location, interests, and tailored to their target audience?
behaviors that were considered when Why is language an important
this ad was created? element in this case? What does
MLS understand about their US
Answer: audience?
Goal: Raise brand awareness What other demographics,
Gender: Men and Women interests, or behaviors might you
Language: English and Spanish add here?
Speakers
Interests: Soccer, Fans of specific
MLS teams
Demographics: Parents of kids who
play soccer

Social Media
Marketing Activity:
Target Audiences
Resources Example 2: Ad from Sarasota Ford
com/business/success/ Discussion Question: Additional Questions:
sarasota-ford#u_0_h What can you tell about the What role did location have in this
demographics, location, interests, and ad? Why choose folks living near
behaviors that were considered when the dealership?
this ad was created? Why do you think they picked
Veterans and women to target?
Answer: Do you think that targeting people
Goal: Increase sales of services who were likely to purchase a car
and cars using specific promotions is limiting or do you think it was a
Gender: Ad 1 - Men and Women, good choice?
Ad 2 - Women Are there any similarities between
Age: Ad 1 - 30+, Ad 2 - 30+ your target audience and this
Location: Living near dealership target audience?
Interests: Ad 1 - veterans related
groups like Veteran of America,
Ad 2 - cars, specifically Fords
Demographics: Ad 1 - Veterans,
Ad 2 - Car owners
Behaviors: Likely to purchase a
new or used car

Social Media
Marketing Activity:
Target Audiences
Resources Example 3: Ad from Sheetz
sheetz What can you tell about the How does the target audience
demographics, location, interests, and of Sheetz match its goals?
behaviors that were considered when What other interests might have
this ad was created? been targeted?
How does location play a role
Answer: and why?
Goals: Increase store visits, Is there something in these ads
increase sales of food and that helps you think about your
beverages organization?
Gender: Men and women
Age: 25-44
Location: Living near stores
Interests: Fast food, fast casual
restaurants
Custom Audience: targeted
audience who liked their Page

Social Media
Marketing Activity:
Target Audiences
Resources Example 4: Ad from CMRF
story/cmrf-crumlin/ Discussion Question: Additional Questions:
What can you tell about the Why might a Custom Audience
demographics, location, interests, and be a good idea for this ad?
behaviors that were considered when What about this ad is compelling
this ad was created? to the CMRF’s target audience?
Are there any ideas in this ad
Answer: that you can apply to your
Goal: Fundraising organization?
Gender: 83% Women
Age: 25-45
Custom Audience: Mothers who
had been treated successfully in
Crumlin

Social Media
Marketing Mini Challenge: Think About
Your Target Audience
Using the ad objective you chose Discussion Questions:
earlier, use this form to think about location What have you noticed about
each of the ways you can target your the age and gender of most
audience. of the people involved in your
organization?
Don’t worry if it’s not too targeted age: What type of person would be very
at first, you can change and refine unlikely to join your organization?
your settings as you run your ad. Even if your organization wants
all types of people, what type of
Keep the form for later. You’ll want person is most interested?
to refer to it when you are creating gender: What would a young person
your ad. say was great about your
organization?
What would an older person say
is great about it?
language:
Are those different things?
demographic:
interests:
behaviors:

Module 3: Lesson 4
Ad Placement
Social Media
Marketing How do I get the widest reach for my ad?
With a few clicks, you can run More Places Running ads across platforms and
ads across Facebook, Instagram, You will be able to reach people on devices is easy. Just build your
and Audience Network. The ad their favorite apps and websites ad once, then select Facebook,
placement options (the places with ads across Facebook, Instagram, and Audience Network
where you can run ads) let you Instagram, and Audience Network. under Placements. No resizing or
grow your reach with precision. reformatting required.
Across Devices
You can show your ads on
whichever device your audience
happens to be using, with ad
placement options for mobile
or desktop.
Module 3 Lesson 4: Ad Placement 34

Social Media
Marketing How do ad placements work?
Through Ads Manager, you can more flexibility to get your more The available placements are:
choose to run your ads across and better results. The different
the Facebook family of apps and places your ads are shown are called Facebook
services. This gives the system “placements.” Feeds
Instant Articles
In-Stream Videos
Right Column
Suggested Videos
Marketplace
Instagram
Feed
Stories
Audience Network
Native, Banner, and Interstitial
In-Stream Videos
Rewarded Videos
Messenger
Home
Sponsored Messages
There are two approaches to using

placements: automatic and manual.
Most people will use the automatic
placement that allow Facebook to
optimize placements across the
system.

Social Media
Marketing Should I use Automatic Placements
or manually choose them myself?
Resources Facebook recommends using the The ad delivery system is designed Taking advantage of every
automatic placements option, which to get you the most results at the placement is the most efficient use
com/business/ basically tells our system to find lowest average cost overall—not of your budget.
help/965529646866485 the most relevant people and cost- the lowest average cost for each
effective results available across all of placement. It will look at placements You can also choose your
https://charlielawrance. these placements. on Facebook, Instagram, Audience placements manually, using the Edit
com/the-ultimate-
guide-to-facebook-ad- Network, and Messenger and choose Placements option. Generally, though,
placement/ the specific placements in each that doing this involves understanding
are the most relevant to your ad a lot about your audience and their
objectives, audience selections, and behaviors and is a more advanced
other settings. set of skills than we cover in this
workshop.

Module 3: Lesson 5
Budget and
Schedule
Social Media
Marketing How does the auction system work?
Resources Facebook uses an auction as a basis Overall, when showing ads, Facebook The ad that wins an auction and gets
for their ads system. The auction can tries to balance two things: shown is the one with the highest
com/business/ seem complicated, but it is important total value. Total value isn’t how
help/430291176997542 to have general sense of how it works 1 Help advertisers reach their much an advertiser is willing to pay
before you create an ad and set a prospective audiences to show their ad. It’s a combination
budget. of 3 major factors: the advertiser
2 Make sure Facebook users have bid, the estimated number of clicks
a positive experience or purchases (or other action)
the system estimates the ad will
To do this, they hold an auction that generate, and the quality and the
takes both things into account. That relevance of the ad to the person
way, advertisers are reaching people who will see it.
receptive to their ads and users are
seeing something they’re interested An auction takes place whenever a
in. The goal is to match the right ad to Facebook user is eligible to see an
the right person at the right time. This ad. The “participants” in an auction
is different from a traditional auction are ads targeted to an audience the
because the winner isn’t the ad with eligible person falls into. Billions of
the highest monetary bid, but the ad these auctions take place everyday.
that creates the most total value.
To learn more about how the auction
works, see Resources.
Module 3 Lesson 5: Budget and Schedule 38

Social Media
Marketing Should I use a Daily budget
or a Lifetime budget?
When you buy ads on Facebook, Daily Budget A daily budget gives you the most
there are two ways to set your Your ad runs until your maximum control, since you know exactly how
budget: budget is met each day, for a pre- much you’re spending each day. With
specified number of days. a lifetime budget, your spend will
vary from day to day. Both models
Lifetime Budget can be adjusted or terminated at any
Your ad runs continuously until a time, so as long as you’re keeping
maximum amount is reached, or a close eye, you don’t have to worry
the advertising end date arrives. about unexpected charges.

Social Media
Marketing How do I set my bid?
Once you’ve decided on how much Facebook will automatically suggest

you want to spend, the next step a bid amount based on your industry
is to determine your bid. This is the and audience. This is usually a
amount you’re willing to pay for reliable estimate, so if you don’t feel
deployment of your ad. like playing around with bids, you can
leave this as is.

Social Media
Marketing What happens when I
increase or lower my bid?
One thing to keep in mind is how Increasing the bid improves the odds Lowering the bid decreases the odds,
adjusting your bid amount will of your ad getting shown. You should AND it means you’re paying less
affect your ad performance. Don’t think about this if your ad isn’t getting per click. Lowering the bid might be
forget that you are competing with shown often enough to reach your smart if you’re reaching your daily
other advertisers who are trying to daily budget. budget a lot and want to spread
reach the same audience. The more your dollars further. Just be careful—
competition for the ad, the higher the bidding too low may drop views of
suggested bid. your ad altogether.

Social Media
Marketing Can I control the schedule
and delivery of my ad?
There are two things to pay attention Delivery Target cost: This tells Facebook
to as you think about scheduling There are two pacing options to bid with the goal of achieving
your ad: available for ad delivery: lowest an average cost per optimization
cost or target cost. The choice is event as close to your cost target
Schedule called “Bid Strategy,” and it’s made as possible. This strategy is only
You can choose to have your ad run in the “Budget & Schedule” section available when using the following
continuously. Your ad will be eligible at the ad set level when creating a objectives: Lead Generation, App
to start running after Facebook Facebook campaign. Installs, Conversions, or Catalog
reviews and approves it. The review Sales.
process typically takes up to 24 Lowest cost: This tells Facebook to
hours, although in some cases it may bid with the goal of getting you the
take longer. If you’ve scheduled your lowest possible cost per optimization
campaign to start immediately, it’ll event while also spending your entire
start running once it’s been reviewed. budget by the end of the day or your
ad set’s (or campaign’s) lifetime
You can also schedule your ad to (depending on its budget type—daily
start at a specific date and time for or lifetime). You can also set a “bid
a specific period of time. cap,” which tells us the maximum
amount we can bid in an auction.

Social Media
Budget and Schedule
Now is the moment to think about Lastly, you’ll want to think about
what your budget for this first ad the scheduling. For this workshop, budget:
will be. it will be best to start the ad run
immediately.
You’ll want to discuss an amount
with your contacts at the Write down your budget amount to
organization. Consider starting with enter later when you begin to create
something fairly low—maybe $15. your ad.
Also consider whether you want
to set a Lifetime Budget or a Daily
Budget.

Module 3: Lesson 6
Create
Your Ad
Social Media
Marketing How do I create single-image ads?
Whatever your business goals are, This basic format is the most popular Creating an image ad is similar to
a single-image ad on Facebook or format especially for organizations creating a simple Page post with
Instagram is a great way to increase that are new to Facebook and are still a photo. With Ads Manager, you’ll
awareness of who you are and what learning about what works and what upload a great photo and add
you do. doesn’t. engaging text.
An image in an ad gives you a clean,

simple format to use with an inspiring
visual and engaging copy.
Module 3 Lesson 6: Create Your Ad 45

Social Media
Marketing How do I create video ads?
Over 100 million hours of video are Instagram, and Audience Network
watched every day on Facebook— are designed to reflect the way
that’s more video than you could people actually consume video—
watch in 11,000 years. The video from bite-sized videos they watch
advertising options on Facebook, on the go, to longer video styles they
watch on the couch.
You’ll want to use video to make a

memorable human connection with
your viewers. Use it to tell stories,
to show how people are using your
products or services, to show the
impact of your work, and to help
people understand who you are as
an organization. You can build trust
and connections with your audience
this way.

Social Media
Marketing How do I create video ads?
Resources Creating a video ad is similar to To learn more about the best video quality,
posting a video to your Facebook acceptable formats, and aspect ratios, see
https://www.facebook. Resources.
com/business/ Page. Using Ads Manager, you’ll
upload a video and add engaging
text. You can also create a video ad
right from your Facebook Page by
publishing and boosting a post with
an image.

Social Media
Marketing How do I create carousel ads?
The carousel format allows you to used by any business to accomplish show several pictures of last year’s
showcase up to 10 images or videos a variety of advertising objectives. event. You can tell your company’s
within a single ad, each with its own When should you use carousel ads? story or visually explain how you have
link. With more creative space within This format is a good way to start made a difference for a client.
an ad, you can highlight different using more complex formats for your The key advantage to this format
products, showcase specific details ads. If you’re selling products, you is that you can put a call-to-action
about one product, service or can use them to show off several on each card of the carousel. This
promotion, or tell a story about your of your products at once, or show means you have the potential to get
brand that develops across each different views of the same product. multiple clicks from one ad!
carousel card. The ad format can be If you’re promoting an event, you can

Social Media
Marketing How do I create carousel ads?
Here are some ways to use the Highlight Different Features of a Explain a Process
carousel format: Single Product Walk people through how your
Use each carousel card to show business works step by step.
Show Multiple Products different product angles or details to
Give customers more options and better inform customers.
encourage them to purchase by
showing a different product on each Tell a Story
carousel card, with links to different Use images or videos in succession
landing pages. to illustrate a compelling narrative.
Creating a carousel ad is easy. You’ll

select up to 10 images or videos, add
text for each, and post them as a set.

Social Media
Marketing How do I create slideshow ads?
Slideshow ads give you the power of connection speed. You can create a
video, without the time and expense. slideshow ad in minutes and use it to
tell a story that develops over time.
Facebook slideshow ads are video- You can even create a slideshow ad
like ads that use motion, sound and out of stock images available in Ads
text to tell your story beautifully Manager or use an existing video.
across devices and on every

Social Media
Marketing How do I create slideshow ads?
You can think about using slideshow of carousel ads if you have a series Creating a slideshow ad is easy. You’ll
ads instead of video ads if you don’t of images that string together to tell select up to 10 images or a video and
already have a video. You can also a good story. automatically create a slideshow.
think about slideshow ads instead You can also add text, transitions,
and music.

Social Media
Marketing How do I create collection ads?
Collection is an ad format that makes A collection ad has a “lead” video

it easier for people to discover, or image, followed by four product
browse, and purchase products and images below. If someone taps on
services from their mobile device the ad, it opens up a broader catalog
in a visual and immersive way. With of up to 50 different products. Then if
collection, people who tap on your ad they tap on a specific product, they’ll
can browse more products or learn go to the advertiser’s website or app
more about the features of a specific to make the purchase.
product, in a fast-loading, full screen
experience, without leaving the
Facebook app.

Social Media
Marketing How do I create collection ads?
Creating a collection ad can be done

through Ads Manager. You’ll select
the photos you want to use and add
the URLs on your website that you
want each photo to go to.

Social Media
Marketing What is a Canvas and how
do I create ads with it?
Canvas is a powerful tool that allows The easiest and quickest way to There are three simple templates
you to build custom ads for various build a Canvas is with templates. You to choose from. Each template is
purposes. For the purposes of this can find Canvas templates in Ads optimized for a business goal:
workshop, we’ll describe how it works Manager or Power Editor. Canvas
and when to use it. A more advanced templates are perfect if you are new Sell products
discussion of it is out of the scope of to Canvas or have limited time to Shows features and benefits of your
this workshop. create your ads. products or services to inspire mobile
shopping from your online catalog.
Canvas is a fullscreen experience for
mobile devices. It can be used with Showcase your business
all Facebook ad formats—carousel, Drives awareness of your brand and
single image, single video, slideshow, educates people through Canvas
or collection. storytelling—a powerful way to
engage your audience.
Get new customers

Brings your landing page to Canvas,
and highlights the features and
benefits.

Social Media
Marketing What should I think about
as I design and create my ads?
Start With a Goal
Start by choosing a goal for your
ads, then tailor their style and format
around what you hope to achieve.
For example, you can increase
awareness of your brand by using
media that tells a story about the
people behind your products. Here,
Tio Gazpacho’s ad tells a story about
why he started the business.
Show People Using Your Product

Facebook ads often run in
someone’s News Feed or Instagram
feed, right next to posts from
their family and friends. To create
attention-grabbing ads that feel
like a familiar part of someone’s
social fabric, show images of people
benefiting from your product, instead
of just the product itself.

Social Media
Marketing What should I think about as
I design and create my ads?
Less (Text) is More
Too much text is distracting and can
lead to your ad being shown to fewer
people. Images that are uncluttered
by text have greater impact.
Focus Your Message Use High Resolution Images Play Around

Crop tightly around the important You don’t have to be a professional Be sure to play around with different
part of the image. If you’re trying to photographer to create great looking images and formats before you
fit too much information into a single ads. Just be sure to pay attention commit to a particular ad, and always
piece of media, consider using the to the size and quality of the media preview how your ad will look “in the
Carousel format to show off multiple files you’re working with. Find size wild” before you run it. You can do all
images within a single ad. recommendations for your particular of this over at Creative Hub. You can
If you’re running multiple ad sets advertising objective in the Facebook also create mock-ups, get feedback
within a single campaign, be sure Ads Guide. on your creative, and find inspiration
all your images have a consistent from other advertisers.
theme.
Social Media
to create good ads?
What makes a good ad? Good ads 1 Make it Visual 2 Make it Relevant
are ads that people interact with. The more visually appealing you Find ways to make sure your
Think about these 4 elements when make your ad the better. It will content and ads match the
you are creating your ads: be more likely to grab people’s interests of your audience.
attention, be shared, and be Remember, you are spending
remembered. The Facebook money when someone views or
algorithms also treat visual clicks on your ad (depending on
content more favorably and will the settings you use). If you’re
do better when the system is showing ads that aren’t relevant
choosing which ads “win” the to your target audience, you’re
auction to be shown to users. wasting your time and money
No matter what type of ad you and will likely not see success
create, your image needs to be with any kind of advertising.
visually appealing.

Social Media
to create good ads?
3 Give Them a Value Proposition Your value proposition should be 4 Give It a Clear Call to Action
A value proposition is the reason believable. For example, saying A beautiful and relevant ad is
a user clicks on your ad to learn you have the best massages great, but without a call to action
more about your product. How is in the city will not make people (CTA), your viewer might not
your product or service different come to your business’s Page, know what to do next. Add a
from any other? Why should the but maybe offering 20% off will— CTA like “Buy now and save X%,”
viewer click on your ad? something like, “Nashville loves or “Offer ends soon” and add a
a good massage! Come try ours sense of urgency to your viewer.
today and get 20% off your order Your CTA should encourage
with this coupon.” people to click on your ad now.

Social Media
Marketing Activity:
Creating Good, Effective Ads
Resources To get your creative juices flowing, each uses strategies for creating
look at a few examples of some good, creative ads.
com/business/success/ different ads. Look for ways in which
ever
Example 1: Ad and case study from Ever

What strategies do you think make What elements of this ad strike you
this a good, effective, creative ad? as effective?
What might you change to make it
Answer: better?
It’s Visual: This ad uses a carousel Are there strategies here that you
of cute photos showing a familiar can apply to your ads?
experience for so many of us!
It’s Relevant: It was targeted to
iPhone users, many of whom have
had storage and space problems
with their phones.
It’s Valuable: This ad is full of value.
Words like “Never see this again”
and “Free up space now” help
viewers understand how the app
can help them.
It Has a Clear Call to Action:
Viewers are invited to download
the app for free, and on each photo
in the carousel, you’re invited to
Use the App.

Social Media
Marketing Activity:
Resources Example 2: Ad and case study from Cupcakin’ Bake Shop
cupcakin-bake-shop What strategies do you think make What elements of this ad strike you
Answer: better?
It’s Visual: This ad uses beautiful, Are there strategies here that you
close up images of their cupcakes can apply to your ads?
to make them look delicious!
It’s Relevant: It was targeted at
people who lived within 5 miles
of the store, making sure that it
would be easy for them to come
in. After running ads for a bit, they
learned that running ads in the late
afternoon encouraged people to
stop in on their way home from
work for a great dessert!
It’s Valuable: This ad is full of value.
“Berkeley’s Best Cupcakes” and
the images clearly show what the
store offers. Great cupcakes!
Viewers are invited to “come
try” the cupcakes and because
they want to encourage visits to
their store, they include a “get
directions” button as well.

Social Media
Marketing Activity:
Resources Example 3: Ad and case study from Cheetos
cheetos What strategies do you think make What elements of this ad strike you
Answer: better?
It’s Visual: Fun video ad that Are there strategies here that you
uses Cheetos iconic mascot, can apply to your ads?
Chester Cheetah, and a team
of freestyle soccer stars called
Los Cheetahs. They travel to
many everyday locations such
as a laundromat and a bakery,
entertaining customers with a fun
and unexpected show.
It’s Relevant: The ad was targeted
at parents and younger soccer
fans who also like snacks.
It’s Valuable: The value in this ad is
in the “fun attitude” it promotes—
all associated with Cheetos!
Viewers are invited to join the
Cheetos Football Club.

Social Media
Marketing Activity:
Resources Example 4: Ad and case study from Nilla Wafers
nilla-wafers What strategies do you think make What elements of this ad strike you
Answer: better?
It’s Visual: Great photo ads Are there strategies here that you
featuring mouth-watering images can apply to your ads?
of Nilla Wafers used in a variety
of recipes, including strawberry
shortcake and banana pudding.
It’s Relevant: The ad was targeted
at moms 35-50 years old who
liked snacks and were bakers. The
objective of the campaign was to
remind their target audience that
Nilla Wafers are an easy, fun way to
make delicious snacks.
It’s Valuable: The ads provide great
ideas for simple, fun recipes to
make and share.
It Has a Clear Call to Action.
Because this was a brand
awareness campaign, viewers
were invited to “like” the Nilla Wafer
Page to get more recipes and fun.

Social Media
Create Your Ad
This mini-challenge has two parts. Part 2
Use Ads Manager to create your first
Part 1 ad campaign.
Prepare the creative for your ads.
You’ll want to prepare 2-3 ads to You will use all that you’ve prepared
run in this first campaign. Try to in this module to create your first
experiment with different ad formats real, running ad. Make sure you have
as much as you can. the following things ready before you
start:
Gather the photos and/or videos
(or go take a few if you need to!) Your ad objective
you want to use.
Information you will use to target
Write the copy you’ll use. Keep it as your audience (demographics, age,
short and engaging as you can— location, interests, behaviors)
just like you would in a post.
The amount of money you want to
Decide on your call to action. You’ll spend on the campaign
want to make sure you are asking
your audience to DO something The creative—photos, videos,
in response to your ad—Like your copy—for your ad
Page, go to your website, sign up
for an event, buy something. Ready? Let’s get started!

Social Media
Set Goals for Your Ad
Before you get started running your My Goals: Now have a discussion and write a
ad, it’s important to set some goals. brief paragraph describing what it is
Remember, setting goals will help action I want people to take you think makes people engage with
you measure how well you are doing. some ads but not others. Yes, the
Think about actions you want people simple answer is that some ads are
to take with your ad. Do you want more interesting to certain people,
them to link to your website, Like but a lot of ads get ignored because
your Page, buy something, sign up for there are so many. What kind of
an event? Think about the numbers emotion or attitude is going on in
of people you think you’d like to take number of those actions: a person’s head when they choose
that action. What about the people click on an ad in Facebook?
you want to reach?
It’s okay to keep your goals modest

target audiece:
until you learn more about what
works and what doesn’t with your
gender
audience.
location
age
amount of money to spend:

Module 3: Lesson 7
Manage and
Measure Your Ads
Social Media
Marketing What tools do I use to
manage and measure my ads?
Creating great ads on Facebook is You’ll use the same tools you use
just the beginning. You’ll also want to create your ad, to manage your
to measure the effectiveness, reach, ad—Facebook Ads Manager or the
and quality of your ads. Facebook ad Facebook Ads Manager App.
management tools give you several
ways to do this, based on how many
and what kinds of ads you’re running.
See what’s working and what’s not,
and experiment with different images
and headlines to gauge what gets the
best reaction. You can also create
and manage your ads right from your
phone, wherever you happen to be.
Module 3 Lesson 7: Manage and Track Your Ad 66

Social Media
Ads Manager
Use Ads Manager’s powerful features
to analyze results and make informed
changes to your ads and campaigns.
In Ads Manager you can:

Quickly duplicate your ads, ad sets,
and campaigns.
Edit all your ad settings, such as

targeting and budget, from one
place.
See all the metrics that matter to

you, right from one consolidated
view.
Customize your graphs and tables

to see the metrics most important
to you.

Social Media
Ads Manager App
With the Facebook Ads Manager app
for iOS and Android, you can monitor
current ads or create new ones from
anywhere.
Download the app for free on the

App Store or Google Play Store, and:
Create ads
Edit existing ads
Measure ad performance
Receive push notifications

Social Media
Marketing How do I use Ads Manager to measure ad
performance?
Ads Manager shows you how make more informed decisions
your advertising is helping you when building your campaigns and
achieve your business goals across ultimately improve your results.
Facebook, Instagram, and Audience Under the Account Overview tab,
Network. You can analyze your you can view a detailed summary of
campaign results and learn more all your advertising activity, learn how
about your audience, your product your campaigns are performing, and
sales, your campaign’s reach, and gain insights for future campaigns.
much more. With this data, you can
First, you can use the charts to

understand how your campaigns are
performing over time and analyze
trends. Hover over the charts to see
more information on your campaigns.

Social Media
performance?
You can customize the metrics you
want to see. There are four sections
with metrics you can adjust (such as
reach, impressions, amount spent, and
link clicks). To change the metric you
see in a section, click the icon next to
the metric name and choose a new
metric from the list.
You can compare your results between

two time periods to understand if your
ads performed better in one period
over another. Click on the date range
drop-down menu. Click Compare and
choose the dates that you want to
compare.

Social Media
performance?
If you want to see what group of
people are interacting with your ads
based on age and gender, select
Age & Gender, Age, or Gender.
To see the location of the people

viewing your ads, select Country,
Region, or DMA.

Social Media
performance?
You can also see what time of day
people are viewing your ads and the
corresponding ad spend.

Social Media
Marketing What data do I look at to
understand my ad performance?
Most of the time what data you Actions
should look at depends on your goal, For campaigns you run, you know
but there is a way to think about what action you want your audience
this overall. to take, like make a purchase on your
website (conversion).
In most cases, it is useful to think
about these four things: Make sure you are clear about
what action you want and use the
Actions Facebook reports to monitor that
Cost Per Action action.
Spend
Frequency There is a long list of actions that you
can monitor. In fact, the Facebook ad
reports provides dozens of options to
choose from. Choose the ones that
are appropriate for your ad.
Cost Per Action

The number of actions alone may
not provide enough information
about your ad performance. If one
ad generates 20 actions, is it more
successful than an ad that generates
15? Not if its costs you more money
to get those 20 actions.
For most actions, you can monitor

your costs in Ads Manager.

Social Media
Marketing What data do I look at to
understand my ad performance?
Spend Frequency
It’s often a good idea to combine Frequency is the average number of
the Cost Per Action metric with the times your audience sees your ad. It’s
spend. The spend will tell you if you related to reach and the number of
need to shift your budget from one impressions your ad has had.
ad or campaign to another. Or raise
or lower the spend of an effective or You might think that the more times
underperforming ad. they see your ad the better, but in
fact, there is a balance you have to
think about. You don’t want people to
see your ad so many times that they
ignore it completely, or worse, get
angry about seeing it so much.
In general, think about a frequency

score of 5.0–too much higher than
that might mean that you viewers are
getting ad fatigue.

Social Media
Marketing What is the difference between
Cost per Click and Cost per 1,000
Impressions?
On Facebook (and in the digital If your goal is to get people to take
marketing world in general), there are a certain action–such as getting
two ways to think about costs: people to click on your website–
you should select CPC. This is
Cost per Click (CPC) is the cost because Facebook will show your
for 1 click on your ad. ad to people who are more likely to
complete that action. If you want a
Cost per 1,000 Impressions (CPM) lot of people to view your ad, choose
is the cost for 1000 impressions/ CPM but keep in mind that your
views of your ad. ad may get shown to more people
overall, but not necessarily those
who will follow your link or “Like”
your Page.

Social Media
Marketing How do I monitor the amount that
I am actually paying for my ad?
When you want to see how much
you’re spending on your ads, you can
see an estimated daily spending limit
in Ads Manager. In the Billing section
of Ads Manager, you’ll find all your
final charges including the specific
ads you paid for and exactly what
you paid for, like running an ad for
awareness or getting people to click
your ad.

Social Media
Marketing How do I set a spending
limit on my account?
You can set an account spending It doesn’t reset automatically after
limit to ensure your ad account a certain amount of time, such as at
doesn’t spend more than you’re the end of the month. To continue
comfortable with. If you set an advertising after you’ve reached your
account spending limit, your ads will limit, you can reset, the amount spent
turn off when your limit is reached. toward your limit to $0.
An account spending limit is an You can create, change, reset or
overall limit on how much your ad remove a spending limit on your
account can spend over its lifetime. account at any time.

Social Media
Measure Your Ad Performance
This week, as your ad runs, use Ads Reflect and analyze your results, Write down this reflection. You’ll need
Manager or the Ads Manager App to perhaps with a partner or in a class it for the Micro-credential.
monitor ad performance. discussion. What surprised you?
What went well? What isn’t going so
Depending on your objective, you’ll well? What can you tweak or change
want to look at several things: that you think will help?
Did your ad generate the number
of link clicks to your website or Don’t worry if things didn’t go as well
signups for your event that you as you hoped. This is your first try.
were hoping for? Even the most experienced digital
What was the cost per click, marketers have to try, fail, and try
signup, etc.? again to learn what works and what
What have you spent so far on the doesn’t. Don’t be afraid to explore
ad campaign? and try new things!
What is the frequency that your ad
is being shown?
What else can you learn about
how your ad is doing with your
audience?

Social Media
Run and Measure a Second Ad
Now’s your chance to take what And then you’ll want to monitor your
you’ve learned from creating ad regularly to see how it’s doing.
and running your first ad and do
something different with a second Be creative. Try something different.
ad. Use the creative—images, videos, Who knows what you’ll learn when
etc.—that you created for other ads in you explore and try new things!
Lesson 6 to start another ad.
At the end, do another reflection
You’ll want to have the same things (with a partner or in class) about how
ready before you create your ad: this second ad performed and write
Your campaign objective it down. You’ll also use that reflection
Information you will use to target for the Micro-credential.
your audience (demographics, age,
location, interests, behaviors)
The amount of money you want to
spend on the campaign
The creative—photos, videos,
copy—for your ad

Social Media
Choosing your ad objective for your ad
Choosing your target audience for your ad
Setting a budget and schedule for your ad
Creating 2-3 ads of different types (image, video, carousel etc.)
Measuring and monitoring ad performance to learn what is working and

what is not
the Marketing with Facebook Ads have demonstrated the basic skills Marketing with Instagram.
Micro-credential. Your instructor will needed to run a basic ad campaign
have instructions as to how to do using Facebook!
the submission.
80
Module 4:
Marketing with
Instagram
Social Media
Marketing Learning Objectives Skills Acquired Challenge
Students will gain an Create and use Instagram posts In this challenge, you will select
understanding and the skills of different types to engage an another business goal for your
audience and build presence organization and create a simple
related to Marketing with ad campaign for Instagram to
Instagram. Use Instagram Insights to track address that goal.
profile information to inform an
Understand how to use Instagram ongoing engagement strategy
to promote a business
Create and produce ads using
Understand the similarities formats for Instagram (photo,
between Instagram and Facebook video, story, etc.)
for social media marketing
Use tools to monitor, measure,
Understand key strategies on how and edit an ad campaign to meet
to create content and posts that business goals
engage audiences
Understand how to use Instagram

Insights to measure performance
of posts, followers, and impressions
Understand how to create

effective ads for Instagram
Understand how to measure ad

4-6
performance in Ads Manager hour
class duration
sessions
2 plus out-of-class
homework
2
Social Media
Marketing
Like Facebook,
Instagram is a popular
way to stay in touch
with friends, but can
also be great for
marketing.
Instagram tends to be more about
images than text, though both are
used.
In the final module of this workshop,

you will be able to apply much of
what you have already learned as you
dive into creating content and ads for
Instagram.
A good general rule throughout is

to scroll through Instagram yourself
and develop your own ideas of
what you think makes one post or
advertisement more engaging than
another.
Ready to spread the word?
3
Module 4: Lesson 1
Getting Started
Social Media
Marketing How does an Instagram
business profile work?
Your Instagram business profile Though it is a lot like Facebook, It’s More Visual
is another good way to build your Instagram has some unique features Instagram is visual! At its core are
business presence and connect with that can be good for your business: images that tell people’s stories.
potential customers and users of Finding ways to use photos
your services or product. and visual to tell your group or
organization’s unique story is key to
marketing on Instagram.
Module 4 Lesson 1: Getting Started 5

Social Media
You Can Use Hashtags
Instagram uses hashtags to
categorize content. Users can search
using hashtags to find content they
are interested in. There are two types
of hashtags: branded hashtags and
community hashtags.
Community hashtags are general

hashtags like #travel, #fitness,
#cooking that are good for helping
find content related to those
hashtags. Using these type of
hashtags makes it easier for people
to find your posts and can help you
build your audience.
Branded hashtags are specific to

your group or company. They might
contain your brand name, product,
or a specific campaign. You can use
branded hashtags to get people to
spread the word about your brand
by using your branded hashtag. For
example, Hostel World created a
#MeetTheWorld campaign, in which
they invited people who stayed at
their hostels all over the world to post
pictures from their travels and use
the hashtag #MeetTheWorld.

Social Media
Resources: You Can Add Stories For example, you might think about
A fun feature of Instagram is Stories. ways to tell a “behind-the-scenes”
https://business.instagram.
com/blog/business- It is a way for people to share several story of your group. Or you might
instagram-stories “moments” of their daily lives, not just use it to show many different ways
the ones they post on their profile. people use your product.
As they share multiple photos and
videos, they appear in a slideshow
format: their story. Businesses can
also share stories with their followers.

Social Media
Marketing How do I get started?
Getting started on Instagram is

pretty straightforward.
Using your mobile device,

download and launch the app
from wherever you usually get
them (App Store, Google Play,
Windows Phone Store).
Sign up as the organization you
are working with. It’s best to log in
with your organization’s Facebook
account, but you can also use an
email address.
To set up a free business profile
for the organization you are
working with, go to Settings, then
scroll down to Switch to business
account. This will let you add
information like business hours,
location, and phone number—
coming up in the next part of
the lesson.

Social Media
Marketing What strategies can I use to market
my organization effectively on Instagram?
Don’t forget that, like Facebook, 1 Use Hashtags
Instagram is a SOCIAL media Hashtags help you get your posts
platform. You’ll want to do a lot out to a broader audience.
of the same things you do on
Facebook to build your presence To learn more about which
and build relationships with your community hashtags you might
audience. use, do a search for keywords
that are associated with your
Here are a few key strategies to business or organization. Using
think about as you begin to use these types of hashtags really
Instagram: helps people discover and
follow you.
And, be creative about coming up

with brand hashtags, especially if
you want to have your audience
use your brand hashtag on the
content they create.

Social Media
Marketing What strategies can I use to market
my organization effectively on Instagram?
2 Pay Attention to Your Profile 3 Post a Variety of Engaging
Your profile on Instagram Images
functions similarly to your Be creative and vary the types
Facebook Page, so pay attention of images and videos you post.
to it! Consider these tips: Consider these ideas:
Make sure your images and User-submitted photos

description gel with your Behind-the-scenes photos
brand’s vibe. of your workspace or events
Always include a link back to Sneak peeks of new products
your website. Short product demos or
Use your company logo tutorials
somewhere in your profile “Day in the life” shots to show
so users know it’s the official your personal side
profile for your company. Holiday-themed images and
Consider adding one brand- videos
specific hashtag to your
profile so users know it
“belongs” to you.
Include your physical location
if you have a local business.
Make sure your images and
other content are consistent
with your other social media
properties.

Social Media
Marketing Mini Challenge: Create Your
Instagram Business Account
If you haven’t already, now is the time
to create your business account on
Facebook. Then, just as you did with
Facebook, spend some time getting
to know Instagram. Do some hashtag
searches that are related to the work
your group does.

Module 4: Lesson 2
Creating
Content
Social Media
Marketing How is creating content the
same as on Facebook?
When you are marketing something Here are some ways to think about
on Instagram, of course you want creating content that will work for
your ad to be visually interesting both Instagram and Facebook:
and engaging. But that’s not enough.
It also has to accomplish something, 1 Create High-Quality, Simple
and that something must be Photos and Videos
connected to your overall business High-quality, visually appealing
goal. images are at the heart of
what users respond to on both
Facebook and Instagram have many Instagram and Facebook.
similarities, but Instagram is generally
more visual, more mobile, and faster. 2 Keep Text to a Minimum
Because Instagram is such a
On Facebook, we catch up with our visual medium, it’s a good idea
friends and look at articles or videos to keep your text to a minimum.
they share with us, and we may be A text-heavy post on Facebook
doing this on a mobile device or doesn’t translate too well on
computer. The Instagram user only Instagram.
uses a mobile device, and is looking
to discover new things. 3 Choose Images that Visually Go
with Your Group’s Brand and
Identity
You’ll want to make sure that all
of your photos and videos have
a cohesive feel to them—in other
words, they should feel, in general,
like they all “go” together. If you
do this, people who view your
content on both Facebook and
Instagram will start to associate
that feel with your organization
and will get more and more
familiar with it.
Module 4 Lesson 2: Creating Content 13

Social Media
Marketing How is creating content the
same as on Facebook?
4 Don’t Forget the Call to Action Don’t forget that if you’re posting
Just because Instagram is very some of the same content on
visual, don’t forget that you want both platforms, you’ll want to try
your audience to engage with to do the posts and run ads at
you and interact with you. All of different times of the day. And
your photos and images should you might consider developing
include some way that people several images for the same ad or
can go to your website, Like your post that you can rotate across
post, share it, or take some other both platforms. These kinds of
kind of action. strategies help ensure that users
engage with your content, rather
than ignore it because they’ve
seen it before.

Social Media
Marketing What makes content good?
Good content on Instagram is simply 1 Have a Distinct Visual Presence

good creative. And it follows the Include your logo, an element that
same three creative principles you’d really shows off something about
apply to any marketing channel. your company, a brand color, or
even a product you’re known
for to make your ads distinct
and easily recognizable for the
community.
2 Be a Storyteller
Tell a story that supports your
business goal. Whether you want
to raise awareness or increase
sales of a specific product, make
sure the imagery and copy align
with your main goal.
3 Put Thought into Your Creative

Campaigns need to be well-
crafted to stand out. This
doesn’t mean you need to build
additional content for Instagram.
It just means you need to put
as much love and care into the
ads to inspire as you do in your
business. Ensure the quality of
your content is reflective of the
quality of your business.

Social Media
Marketing How do I create engaging
images and videos?
Resources Sharing quality content on Instagram Utilize Other Platforms
doesn’t have to be difficult. In fact, Borrow photos or videos from your
com/business/ there are a few tricks you can try to other platforms like your Facebook
create professional quality photos Page, website, or other marketing
and videos. materials.
Take Quality Photos Switch It Up

To take quality photos using your Experiment with different
mobile phone, make sure you have backgrounds to change the tone
good lighting. Place your subject and feel of a shot. Mix colorful
near natural light, like a window backdrops, contact paper, or fabric
or door frame. Or, add external to add dimension and depth to
lighting with a lamp, iPhone product shots.
flashlight, or inexpensive lighting kit
you can purchase online. Have Fun With It
Can’t decide on one shot? With
Enhance Your Photos Carousel Ads, you can share up
Use other apps to enhance to five photos and/or videos in
your photos and videos. Use one ad. Just make sure the first
Layout to lend your shots a more frame is eye-catching so people
editorial style. Use Hyperlapse scroll through. You can also take
to give viewers a quick view into a panoramic photo and crop it
the behind the scenes. Or use into multiple, single shots for a
Boomerang for a fun spin on an cool effect.
otherwise still photo. You can also
experiment with new Instagram
Stories to create content in a low-
tech, authentic way and show off
real, behind-the-scenes moments.

Social Media
Marketing What information can I get about my posts,
followers, impressions, and stories?
You can use Instagram Insights to Posts Stories
view information about your posts. Likes Impressions: Total number of times
It’s as easy as going to your profile Comments your story was seen
and tapping. From there you can Saved: The number of unique Reach: Number of unique
view: accounts that saved your post accounts who saw your story
Impressions: Total number of times Replies: Number of times people
Overall Metrics your post was seen sent messages through the Send
Impressions: Total number of times Reach: Number of unique Message option on your story
your posts and stories were viewed accounts who saw your post Exits: The number of times
Reach: Number of unique Engagement: Includes the total someone swiped from one of your
accounts who viewed your posts number of unique Instagram stories to someone else’s story, or
and stories accounts that liked, commented returned to their Feed
Website Clicks: The number of on, or saved your post
clicks to links you’ve included in Video Views: The total number of
your business profile description times your video was viewed
Profile Views: The number of
unique accounts who’ve visited
your business profile
You’ll also see some insights about

your followers, including gender, age,
and location information.

Social Media
Marketing Activity: Tell a Good Story
Resources: People talk a lot about how you need It doesn’t have to start with “Once glance that makes you want to know
to “tell a story” when you are trying upon a time...” nor do you need a where this idea is going, will make
com/business/ads- to engage someone’s interest. What wedding at the end. But some sense your message as appealing as any
guide/traffic/instagram- does that mean? of cause-and-effect, a feeling at first good story.
carousel/?toggle0=Photo
Example 1: Carousel Ad for Jasper’s Market
Look at this post from Jasper’s Market, which uses text and three photos in the form
of a carousel ad. Notice the main text asks users to appreciate that they have kitchen How do the photos work together
items—not just food—available. to tell a story?
How do the photos communicate
that they have more than food
available?
What is appealing about these
photos?
What other elements tell you about
Jasper’s Market?

Social Media
Example 2: Carousel Ad for Bentley

Resources:
com/ads/creativehub/ What “story” is being told in this
post?
What is the most effective aspect
of this ad?
What questions about Bentley do
you have after the ad is finished?
Is there anything you think could
have been done better to make the
ad more effective?

Social Media
Example 3: Ad for Sonic Drive-In

Resources:
com/ads/creativehub/ What is this ad trying to show?
gallery/1293117720713163/ How does the speed of the images
help or hurt the ad?
What elements of the image
composition make the ad
compelling?
How would you describe the
overall tone of this ad?
How might you use something
similar for your organization?

Social Media
Resources: Example 4: Video Ad for Stranger Things from Netflix

com/ads/creativehub/ Discussion Questions:
How does this video ad grab your
attention?
What information was not
communicated?
The ad ends with a shot that
shows several different Netflix
shows. How does that link to the
beginning of the ad?
How might you use something
similar for your organization?

Social Media
Create Instagram Posts
For this lesson, your challenge is to
think about and create 3-5 posts
specifically for Instagram.
Keep in mind some of the tips about

taking quality photos, using features
like hashtags and Stories to build
your audience, and telling a “story”
about your organization through the
images and videos you post.

Module 4: Lesson 3
Creating and
Measuring Ads
Social Media
Marketing How do I create ads for Instagram?
Instagram uses the same powerful in Ads Manager and have it shown on 1 Create a Business Page & Profile
advertising tools as Facebook. That both Facebook and Instagram at the You must have a Facebook Page
way, you can set up, run, and track same time. to run ads and an Instagram
campaigns the same way you do business profile. Since you
with Facebook ads. In fact, as you’ve As a reminder, though, here’s a quick already have that, you’re good
already learned, you can create an ad review on how to create and run ads: to go!
2 Set Up Ad
Select your ad objective, target
audience, and ad format within
Ads Manager..
3 Determine Budget
Decide how long your ads will
run and what budget you’re
comfortable with spending.
4 Publish
When your ads are ready to go,
hit Publish. You’ll get a notification
when your ads are approved and
ready to run.
Module 4 Lesson 3: Creating and Tracking Ads 24

Social Media
Marketing What should I think about before
I create an Instagram Ad?
Based on your research and Some photogenic things associated
interviews with people from the with your organization are...
organization you are working with, The physical building/grounds
here are some things to think about they use?
before you create your ad. The people who work there?
A product or line of products
Is the organization promoting... they sell?
A specific, one-time event? An event they are producing?
A recurring event? (i.e. performance, charity event,
A new product? An existing product demonstration)
product?
Is the organization hoping to get

more...
Volunteers?
Likes, comments, posts, shares?
Donations?
Paying customers? Store visitors?

Social Media
Marketing Which ad formats do I use for Instagram?
Most of the ad formats that you can

use for Facebook are also available
for Instagram. The formats that work
best are the ones that emphasize the
visuals.

Social Media
Marketing Which ad formats do I use for Instagram?
As a reminder, here are the ad

formats available for Instagram:
Single Image
An ad with one single image.
Single Video
An ad with one single video.
Carousel
Ads with two or more scrollable
images or videos
Slideshow
Ads that are looping videos with
10 images each and music.
Story Ads
Ads that show up between
people’s stories on Instagram.
You can do single image or
single video story ads.

Social Media
Marketing Can I create ads from within Instagram?
You can use any one of your When logged in using your business The Promote button lets you
Instagram posts to promote as an ad. profile, just click the Promote button experiment with different types of
It’s one of the easiest ways to create on the screen. You’ll be prompted posts and ads to understand what
an ad. to choose your ad objective. Then engages your audience the most.
you’ll choose your call to action, your
target audience, your budget, and the
amount of time you want to run the
ad. It’s that easy!

Social Media
Marketing How do I measure Instagram
ad performance?
Just like with Facebook, you’ll Network. You can analyze your Under the Account Overview tab,
measure ad performance in Ads campaign results and learn more you can view a detailed summary of
Manager. about your audience, your product all your advertising activity, learn how
sales, your campaign’s reach, and your campaigns are performing, and
Ads Manager shows you how much more. With this data, you can gain insights for future campaigns.
your advertising is helping you make more informed decisions
achieve your business goals across when building your campaigns and
Facebook, Instagram, and Audience ultimately improve your results.
First, you can use the charts to

understand how your campaigns are
performing over time and analyze
trends. Hover over the charts to see
more information on your campaigns.

Social Media
ad performance?
You can customize the metrics you
want to see. There are four sections
with metrics you can adjust (such as
reach, impressions, amount spent, and
link clicks). To change the metric you
see in a section, click the icon next to
the metric name and choose a new
metric from the list.
You can compare your results between

two time periods to understand if your
ads performed better in one period
over another. Click on the date range
dropdown menu. Click Compare and
choose the dates that you want to
compare.

Social Media
ad performance?
If you want to see what group of
people are interacting with your ads
based on age and gender, select
Age & Gender, Age, or Gender.
To see the location of the people

viewing your ads, select Country,
Region, or DMA.

Social Media
ad performance?
You can also see what time of day
people are viewing your ads and the
corresponding ad spend.

Social Media
Marketing Activity: Instagram Ads
Resources:
We’ve talked about the several kinds Let’s look at some examples of
https://business.instagram.
com/success/hutch/ of ad formats that you can use on different formats and ways that you
Instagram. can use the format to create an
effective ad.
Example 1: Story Ad
Here’s an ad from Hutch, an interior Discussion Questions:

design app. The ad was designed to What are the elements of the
drive new downloads and installs of story ad?
their app. How are they able to give users a
good idea of what it will be like to
use the app?
Why is this ad appealing?
What other ways can you think
about using story ads?
How might you use a story ad with
your organization?

Social Media
Resources:
https://business. Example 2: Video Ad

instagram.com/success/
woodford-reserve/ Here’s a video ad from Woodford Discussion Questions:
Reserve. The goal of the ad was to What are the elements of the video
increase brand awareness, especially that help show off the brand and
at the Kentucky Derby. product?
Why do you think video works in
this case, instead of just a photo?
Notice the hashtag
#kentuckyderby. Why did they
include that hashtag?
Why is the ad appealing?
Can you think of ways they could
have done a less “professional”
video to show off their brand and
product?
What ways might you use video
ads for your group?

Social Media
Resources:
https://business.instagram. Example 3: Carousel Ad

com/success/levis/
Look at this story about the Discussion Questions:
#LiveInLevis campaign whose How did Levis use carousel ads to
objective was to raise brand attract viewers?
awareness with its Mexican audience. What about the ads was
compelling?
The text includes hashtags and
tagging (@chiaraferragni). Why?
How does that help build reach?
How might you use text and
hashtags with your organization?
How might you use carousel ads
with your organization?

Social Media
Create Your Ad
This mini-challenge has two parts. Part 2
Don’t forget you’ll still need to have
Part 1 the following things ready before
Prepare the creative for your you start:
Instagram ad. This should be very Your campaign objective
similar to what you did for your
Facebook ads, but try to spend some Information you will use to target
time thinking about ways to create your audience (demographics, age,
something for Instagram. Think about location, interests, behaviors)
mobile. Think about telling a story.
Think about trying something you The amount of money you want to
didn’t try in your Facebook ads. spend on the campaign
The creative—photos, videos,

copy—for your ad

Social Media
Measure Ad Performance
As your ad runs, use Ads Manager Reflect and analyze your results, Write down this reflection. You’ll need
or the Ads Manager App to measure perhaps with a partner or in a class it for the Micro-credential.
and monitor your ad. discussion. What surprised you?
What went well? What isn’t going so
Depending on your ad objective, well? What can you tweak or change
you’ll want to look at several things: that you think will help?
Did your ad generate the number
of clicks, Likes, links to your
website, signups for your event
that you were hoping for?
What was the cost per click, Like,
signup, etc?
What have you spent so far on the
ad campaign?
What is the frequency that your ad
is being shown?
What else can you learn about
how your ad is doing with your
audience?

Social Media
Creating an Instagram business profile
Creating 3-5 posts of different types to use on Instagram
Creating and running an ad specific to Instagram
Measuring and monitoring your ad to learn what is working and

what is not
Once you think you’re ready, you With this micro-credential, you can Congratulations on completing all
can submit your work for review to show employers and others that you four modules in our Social Media
earn the Marketing with Instagram have demonstrated the basic skills Marketing series!
Micro-credential. Your instructor will needed to market using Instagram
have instructions as to how to do the and run an ad campaign using
submission. Instagram!
38

Learn With Facebook - Digital-Skills-Modules-Combined-04-24 PDF

Hochgeladen von

Dokumentinformationen

Originaltitel

Copyright

Verfügbare Formate

Dieses Dokument teilen

Dokument teilen oder einbetten

Freigabeoptionen

Stufen Sie dieses Dokument als nützlich ein?

Sind diese Inhalte unangemessen?

Copyright:

Verfügbare Formate

Learn With Facebook - Digital-Skills-Modules-Combined-04-24 PDF

Hochgeladen von

Copyright:

Verfügbare Formate

Social Media

ad campaign and measure its How to help companies and

will get introduced practical skills and knowledge while

Instagram. You’ll also have the opportunity

How to use Facebook and

You’ll ask and answer some guiding

Finally, when you’ve completed the

Understand the social media

Understand the elements of a

Understand security settings and

lucky organization If you’re not sure what organization

Module 1 Lesson 1: Introduction to Social Media Marketing 7

Trying to promote an organization

Module 1 Lesson 1: Introduction to Social Media Marketing 9

3 key marketing needs

Create Awareness Pique Interest Get Customers/Grow Sales

Who needs this? Who needs this? Who needs this?

Module 1 Lesson 1: Introduction to Social Media Marketing 10

Module 1 Lesson 1: Introduction to Social Media Marketing 11

A local car wash just changed

Discussion Question: Answer: Additional Questions:

Module 1 Lesson 1: Introduction to Social Media Marketing 12

The choir is starting to do more

Discussion Question: Answer: Additional Questions:

Module 1 Lesson 1: Introduction to Social Media Marketing 13

Example 1: MY HERO Non profit

Goal: Discussion Questions:

Example 2: Mercy Corps Non profit

Goal: Discussion Questions:

Module 1 Lesson 1: Introduction to Social Media Marketing 14

Example 4. Cupcakin’ Bake Shop For profit

Goal: Discussion Questions:

Module 1 Lesson 1: Introduction to Social Media Marketing 15

Module 1 Lesson 2: Create Your Page 17

Resources Page name Short Description: because it will also appear in

Module 1 Lesson 2: Create Your Page 18

Use the About section to display

Module 1 Lesson 2: Create Your Page 19

This is the fun part! It’s time to

Module 1 Lesson 2: Create Your Page 20

You can limit your Page to certain

You can block certain words, including

Module 1 Lesson 3: What About Security? 22

You can allow visitors to directly post

You can allow visitors to send you

You can allow visitors and other Pages to

Module 1 Lesson 3: What About Security? 23

Module 1 Lesson 3: What About Security? 24

Posting is easy. Just start typing

2 User Post Features

Click the camera icon to add a photo

Module 1 Lesson 4: Engage Your Audience 26

If you want to add photos or video to

Module 1 Lesson 4: Engage Your Audience 27

When you’re ready, just click publish.

Module 1 Lesson 4: Engage Your Audience 28

Invite your friends, email contacts,

If you have an email list, a blog, or

Module 1 Lesson 4: Engage Your Audience 29

Great photo! Conveys the idea of Purity

Module 1 Lesson 4: Engage Your Audience 30

Module 1 Lesson 4: Engage Your Audience 31

Original Version: Your Version: