Strategically manage social media, develop compelling content, and implement targeted advertising campaigns: In this course, you’ll learn how to use Facebook and Instagram professionally to achieve your marketing goals. You’ll use relevant metrics and modern AI tools to efficiently plan, optimize, and successfully communicate your strategies.
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Certificates: "Social Media Advertising" Certificate
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Additional Certificates: Certified Social Media Manager" certificate
"Social Advertising" Certificate -
Examination: Praxisbezogene Projektarbeit mit Abschlusspräsentation
Certified Social Media Manager:in -
Teaching Times: Full-timeMonday to Friday from 8:30 a.m. to 3:35 p.m. (in weeks with public holidays from 8:30 a.m. to 5:10 p.m.)
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Language of Instruction: German
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Duration: 6 Weeks
Social media management expertise with AI
Social Media in the Workplace (approx. 2 days)
The Role of Social Media in Corporate Communications (Internal/External)
Opportunities/Risks, Guidelines, Dos and Don’ts
Job Descriptions, Roles, and Interfaces (Marketing, PR, HR, Legal, Support)
Processes and Approval Workflows (Governance)
Social Media Strategy (approx. 3 days)
Development of a Social Media Strategy
Strategy Components: Three-Phase Model and (SMART) Goals
Target Audiences/Personas, Positioning
Current Situation Analysis/Audit/Resources
Selecting Channels and Defining Channel Roles
Content Methods (Editorial Calendar, Topic Clusters, Content Pillars)
AI-powered Research and Planning: Keywords/Hashtags, Trend Analysis, Hook Variations, Tone/Brand Voice, Prompt Library
Performance Measurement/Analysis of Measures
Social media channels (approx. 5 days)
Strategic importance and possibilities of social networks
Basic algorithm logic, user structure, format mix
Facebook/Instagram/WhatsApp channels incl. Meta Business Suite (planning/publishing)
TikTok (short video logic, UGC/creator, trends vs. brand)
YouTube (shorts/longform, search logic)
LinkedIn/Xing (B2B, employer branding, social recruiting)
Pinterest (trends)
Overview: Twitch, Threads and X (status, classification and use case)
Social Media Management (approx. 2 days)
AI in social media: Tool map, use cases, limits, quality assurance (human-in-the-loop)
AI in communities: response suggestions, topic clustering, sentiment
Social media tools (planning, production, publishing, moderation)
Community management (netiquette, crisis management/shitstorm)
Paid social and campaign management (approx. 3 days)
Planning social media marketing measures,
Define campaign goals (awareness/traffic/leads/conversions) and creative logic
Target group/targeting basics
Budgeting and test design (A/B)
Social commerce
Influencer/creator marketing
Optimization and learnings
Online law for social media (approx. 2 days)
Recognizing legal pitfalls
Copyright, rights of use, licenses
Data protection (GDPR) and tracking (cookies/consent)
Right to a name, trademark law
Liability for own and third-party content
Labelling obligations (including advertising/influencers)
EU frameworks at a glance: DSA and EU AI Act
Classifying AI content legally/ethically (labeling, misleading, rights)
Project work, certification preparation and certification examination (approx. 3 days)
Social Advertising
Fundamentals and Strategy in Social Advertising (approx. 2 days)
Social Advertising in the Marketing Mix
Comparing Organic Posts and Paid Ads
Advertising Options on Facebook and Instagram
An Overview of AI-Powered Automation on Meta (Advantage+)
Campaign Goals and Funnel Logic
Target Audiences, Offer, and Message
Key Metrics in Social Advertising
Competitive Analysis Using the Meta Ads Library and AI
Ad Design and Creative Assets Using AI (approx. 2 days)
Creating Effective Ads: Hook, Benefit, Call-to-Action
Ad formats for Feed, Stories, and Reels
AI-powered creation of text, images, and ad variations
Advertising guidelines and labeling of AI-generated content
Campaign Implementation with Metricool (approx. 3 days)
Connect the advertising account and understand the campaign structure
Create campaigns: objective, target audience, placement, budget
Promote posts and strategically boost organic content
Manage and optimize campaigns
An overview of retargeting, custom audiences, and lookalike audiences
Tracking, Optimization, and Reporting (approx. 2 days)
Tracking Basics: Pixels, Conversions API, UTM Parameters
Data Protection and Consent in Tracking
Testing and Optimizing Ads (A/B Testing)
Reporting with Metricool
AI-powered analysis and recommendations for action
Project Work (approx. 1 day)
To reinforce what has been learned
Presentation of the project
Changes are possible, the course content is updated regularly.
Upon completing the course, you will be familiar with the key terms, methods, and strategies in social media management and social advertising. You’ll be able to strategically plan platform-specific content and target-audience-specific campaigns for Facebook and Instagram, evaluate them from a legal perspective, implement them, and optimize them using relevant metrics. In doing so, you’ll use AI-powered tools effectively, efficiently, and responsibly for strategy, content, ads, community management, and reporting.
Specialists and executives in online marketing, social media, branding, e-commerce, and communications, as well as anyone who wants to get started in social advertising or deepen their knowledge of the field.
The field of social media marketing has grown considerably in recent years and marketing specialists with specialist knowledge in this area are in high demand. Possible areas of employment include advertising and internet agencies as well as communication and marketing departments of industrial and commercial companies in all sectors of the economy.
Didactic concept
Your lecturers are highly qualified both professionally and didactically and will teach you from the first to the last day (no self-study system).
You will learn in effective small groups. The courses usually consist of 6 to 25 participants. The general lessons are supplemented by numerous practical exercises in all course modules. The practice phase is an important part of the course, as it is during this time that you process what you have just learned and gain confidence and routine in its application. The final section of the course involves a project, a case study or a final exam.
Virtual classroom alfaview®
Lessons take place using modern alfaview® video technology - either from the comfort of your own home or at our premises at Bildungszentrum. The entire course can see each other face-to-face via alfaview®, communicate with each other in lip-sync voice quality and work on joint projects. Of course, you can also see and talk to your connected trainers live at any time and you will be taught by your lecturers in real time for the entire duration of the course. The lessons are not e-learning, but real live face-to-face lessons via video technology.
The courses at alfatraining are funded by Agentur für Arbeit and are certified in accordance with the AZAV approval regulation. When submitting a Bildungsgutscheinor Aktivierungs- und Vermittlungsgutschein, the entire course costs are usually covered by your funding body.
Funding is also possible via Europäischen Sozialfonds (ESF), Deutsche Rentenversicherung (DRV) or regional funding programs. As a regular soldier, you have the option of attending further training courses via Berufsförderungsdienst (BFD). Companies can also have their employees qualified via funding from Agentur für Arbeit (Qualifizierungschancengesetz).