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
Paid Social Basics and Strategy (approx. 2 days)
Social Ads and How They Differ from Social Posts
Role in the Marketing Mix: Awareness, Consideration, Leads, Sales
Paid Social vs. Search: Push/Discovery vs. Intent Funnel and Campaign Logic (TOFU/MOFU/BOFU), Offer and Messaging Architecture
KPI Basics and Interpretation in a Social Context (CPM, CTR, CPC, CVR, CPA, ROAS)
Target Audience and Platform Selection
Meta Ads Manager: Setup, Campaigns, Retargeting, Automation (approx. 3 days)
Asset and Account Management, Roles and Access, Interface and Structure
Objectives, Budgeting, Placements, and Formats
Audiences: Core, Custom, Lookalikes
Creating, publishing, and monitoring ads
Retargeting Basics in the Meta Ecosystem
AI-powered campaign planning and creating a campaign structure
Creatives, Copywriting, and AI for Social Ads (approx. 2 days)
Creative-First: Hooks, Value Propositions, Proof, CTAs
Best Practices for Images, Videos, Carousels, and Reels
Production Workflow
AI-powered creation and optimization of copy, creatives, and variations
Ad Policies and Brand Safety
Tracking and Reporting: From Measurement to Optimization (approx. 2 days)
Pixels/Events, Conversions, Attribution (Click/View)
Conversions API – Basics and Options
UTM Parameters and Reporting Basics
Conversion Logic: Landing Pages, Instant Forms, Lead Quality, and CRM Integration
Optimization and Testing: Creative Fatigue
KPI Metrics: Interpretation, Data Quality, Diagnostic Questions
Reporting: Storyline, Recommendations, Next Steps
AI in Reporting
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).