Meta Social Media Marketing Professional Certificate (Coursera)

Meta Social Media Marketing Professional Certificate Course Overview

Want to turn your passion for social media into a career? In this program, you’ll learn how to create a social media presence on Facebook and Instagram that people want to follow! Social media marketing jobs are amongst the most in-demand skills for organizations of all sizes. Whether you’re completely new to digital marketing or you’ve been tinkering with social media platforms for your own business, you’ve come to the right place. This six-course program designed by experts at Meta and Aptly will provide an introduction to digital marketing and all the major social media platforms such as Facebook, Instagram, LinkedIn, YouTube, TikTok and more to prepare you with the skills and tools needed to grow an engaging social community and run effective social media advertising.

Upon successful completion of the program, you’ll:

• Get exclusive access to the Meta Career Programs Job Board—a job search platform that connects you with 200+ employers who have committed to sourcing talent through Meta’s certificate programs and career support resources to help you with your job search.
• Earn both a Professional Certificate and the Meta Digital Marketing Associate Certification, showcasing your skills in social media marketing and the use of Meta Ads Manager to potential employers.

The Professional Certificate is now ACE® recommended.

This specialization is also offered in Arabic, Portuguese, and Spanish.

Applied Learning Project

Throughout the program, you’ll get to practice your new skills through hands-on projects. Our projects offer an opportunity to apply social media marketing skills practically, such as:

• Creating a Facebook or Instagram business page
• Doing a brand exercise for your business
• Creating posts on Facebook and Instagram
• Creating a content calendar
• Creating a creative brief for your social media ad
• Building your own full ad campaign in Meta Ads Manager
• Presenting your campaign results

By the end, you’ll have a project-based portfolio you can demonstrate to recruiters, potential employers or clients to help land the job!

Course Syllabus

Introduction to Social Media Marketing

This course lays the foundation of social media marketing. You’ll learn what social media marketing entails, including the history and the different social media channels that exist. You’ll learn how to select a social media channel that fits your needs, set goals and success metrics, and determine who your target audience is.

By the end of this course, you will be able to:

• Understand the landscape of traditional, digital, and social media marketing
• Understand how to become certified as a Digital Marketing Associate
• Understand the major social media platforms, how they function, and what role they play in marketing
• Create SMART goals and identify KPIs
• Define your target audience and their customer journey
• Choose the right social media platforms and learn how to create social media policies

Whatever level of knowledge you start with, this course will help you build a solid foundation for social media marketing and gain applicable skills that will allow you to make your social media marketing efforts more successful and noticeable.

Learners don’t need marketing experience but should have basic internet navigation skills and be eager to participate and connect on social media. Learners must have a Facebook account and an Instagram account helps.

Social Media Management

This course equips you with critical content creation and management skills. You’ll learn how to create effective social media posts and how to create a strong brand to help you build a social media presence. You’ll also learn how to establish an ongoing process to manage your content. This includes setting up a content calendar, managing and moderating your posts, analyzing data for insights and iteration, and how to increase post effectiveness. You will end the course with real-world application of your skills through a content management project.

By the end of this course, you will be able to:

• Establish and manage a social media presence
• Create a Facebook business page and an Instagram account for business
• Understand how and why to create content for social media
• Create a brand, tone, and voice for a social media presence
• Manage a content calendar for your social media presence
• Evaluate the performance of your content on social media and iterate and optimize the performance
• Create a content calendar for your social media presence
• Manage social media content using real-world data

This course is intended for people who want to learn how to create and manage a business presence on social media, including creating content, interacting and engaging with customers on social media and evaluating the results of different posts.

Learners don’t need marketing experience, but they have basic internet navigation skills and are eager to participate and connect in social media. Having a Facebook or Instagram account helps and ideally learners already completed course 1 (Introduction to Social Media Marketing) in this program.

Fundamentals of Social Media Advertising

This course takes a deep dive into paid advertising on social media. Learn how to start advertising on platforms like Facebook and Instagram by developing effective ads. Learn how to work with design teams by capturing the essence of your ad campaign in a creative brief, and understand how privacy policies may affect your ads. Complete the course with a project where you will produce a creative brief with assets you would deliver to a design team for your ad campaign. You’ll also create your first social media ad.

By the end of this course you will be able to:

• Determine why and when to invest in paid advertising on social media
• Understand the anatomy of a social media ad and how they differ from organic posts
• Evaluate which platforms to run social media ad campaigns and what makes an ad effective
• Craft compelling and effective visuals and copy for social media ads
• Learn how to collaborate effectively with others through creative briefs
• Build a foundational understanding of data, data-based advertising and privacy protection
• Build an ad directly from your Facebook Business Page and your Instagram Business Account
• Use Instagram Stories Ads effectively to connect with customers
• Write a creative brief and create a social media ad

This course is intended for people who want to learn how to create and manage ads on social media. Learners don’t need marketing experience, but they have basic internet navigation skills and are eager to participate and connect on social media. Having a Facebook or Instagram account helps and ideally learners have already completed courses 1 (Introduction to Social Media Marketing) and 2 (Social Media Management) in this program.

Advertising with Meta

This course will establish you as an expert in Meta Ads Manager. Learn how to structure campaigns in Ads Manager by selecting ad objectives, target audience, budget, and placement that fit your unique goals. Learn to create and manage ads across Facebook and Instagram and evaluate and optimize the results of your Ads Manager campaigns. You will end the course by creating an actual ad campaign in Ads Manager to expand not only your knowledge but your social media marketing portfolio.

By the end of this course, you will be able to:

• Structure campaigns in Meta Ads Manager
• Identify the major components and elements of an ad in Meta Ads Manager
• Build an ad that aligns with your marketing objectives and target it to your intended audience
• Set a budget, placement, and schedule for your ads in Meta Ads Manager
• Edit and troubleshoot your ads in Meta Ads Manager

This course is intended for people who want to learn how to use Meta Ads Manager to create, manage and optimize campaigns on Facebook and Instagram. Learners don’t need marketing experience, but they have basic internet navigation skills and are eager to participate and connect on social media.

Learners must have a Facebook account and an Instagram account helps. Ideally, learners have already completed the four previous courses in this program.

Measure and Optimize Social Media Marketing Campaigns

This course provides you with the skills to optimize your social media marketing efforts. Learn to evaluate and interpret the results of your advertising campaigns. Learn how to assess advertising effectiveness through lift studies and optimize your campaigns with split testing. Understand how advertising effectiveness is measured across platforms and devices, learn how to evaluate the ROI of your marketing, and master how to communicate your social media marketing results to others in the company.

By the end of this course, you will be able to:

• Analyze dashboards and evaluate ROI from your social media marketing efforts
• Understand different techniques used to optimize marketing campaigns, such as attribution and marketing mix models
• Implement an A/B test to optimize your campaign
• Present and communicate the results of your campaign to a team

This course is for people who want to learn how to analyze their campaign marketing results, optimize their campaigns, and effectively communicate findings to their teams. Learners don’t need marketing experience but should have basic internet navigation skills and be eager to participate and connect on social media. Having a Facebook or Instagram account helps, and ideally, learners have already completed the four previous courses in this program.

This course will be followed by the Meta Social Media Marketing Capstone course, the final course of this certification, in which learners will take the Digital Marketing Associate Certification Exam and complete a Capstone project to receive their Meta Social Media Marketing Professional Certificate.

Meta Social Media Marketing Capstone

In this capstone course, you will practice creating a presentation on the marketing campaign you’ve been developing throughout the program with a project where you will gain hands-on experience with communicating results and formulating recommendations based on the results of a social marketing campaign. In addition, you will sign up for and take the Meta Digital Marketing Associate Certification Exam and receive your Digital Marketing Associate Certification from Meta. After successfully completing your project and passing the Meta exam, you will receive your Coursera certificate of completion for the Meta Social Media Marketing Professional Certificate Program.

By the end of this course, you will be able to:

• Present and communicate the results of a campaign to a team
• Complete the Digital Marketing Associate Certification Exam

This course is for people who have completed all 5 previous courses of the Meta Social Media Marketing Professional Certificate and are ready to take their Digital Marketing Associate Certification Exam and complete a Capstone project to receive their Meta Social Media Marketing Professional Certificate.

In order to take the exam, learners must have access to a Mac or PC with a webcam.

Course Instructor

• Anke Audenaert
• Daniel Kob