By the end of this social media masterclass, you’ll be able to:
- Turn a business goal into clear paid social objectives and KPIs
- Choose the right channel roles across Meta, LinkedIn, TikTok and X
- Build campaigns using modern, automation-first set-ups and sensible guardrails
- Improve results through structured creative testing and iteration
- Measure performance with privacy-aware tracking
- Turn weekly performance data into simple optimisation actions and next steps
Week 1: Strategy, planning and creative direction
- Objectives, KPIs and what ‘good’ looks like by funnel stage
- Audience planning when personalisation is reduced, including first-party data, signals and broader targeting
- Offer, message and creative angles that work for paid social now
- A simple measurement plan: what you can track confidently and what you should treat with caution
Practical output:
A one-page paid social plan you can reuse (goal, audience, message, formats, budget split, measurement approach)
Week 2: Meta campaign build and optimisation (Facebook and Instagram)
- Account structure and campaign objectives
- Automation-led options (and when to use manual controls)
- Budgeting basics: testing budgets vs scaling budgets
- Creative testing that fits how Meta delivers ads today (creative volume, hooks, variations, refresh cadence)
- Common mistakes that waste spend and time
Practical output:
A social media advertising checklist plus a testing plan you can run for 2 – 4 weeks
Week 3: LinkedIn, TikTok and X, and measurement
- LinkedIn’s strengths for B2B demand and lead generation
- AI-assisted campaign tools and how to keep control of outcomes
- Conversion tracking options, including Conversions API basics and what good setup looks like
- Reporting that drives decisions: what to review weekly, what to review monthly
- When to use TikTok and X ads, what to watch for, and the policy and compliance reality for UK/EU advertisers
Practical output:
A simple reporting template and an optimisation routine you can repeat
