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Introduction to the Facebook Social Media Marketing Professional

Certificate (started on 16/03/2023)
Social Media Management Syllabus
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 iteration, and how to increase post
effectiveness. You will end the course with a real-world application of your skills through a
content management project. 

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. You don't need
marketing experience, but should 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.

Learning Objectives

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 a social media presence
 Evaluate the performance of content on social media and how to iterate on that
performance
 Demonstrate social media content management in a real-world project

Social Media Management Overview

By the end of each week, you will be able to:

Week 1: Establish Your Presence

 Establish a business presence on social media

 Create a brand using the EPIC brand framework
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Week 2: Social Media Content

 Understand the anatomy of a "post"

 Understand the importance of text and image elements
 Create effective posts using text, images, and video
Week 3: Social Media Content Management

 Identify what to post

 Create a storyboard
 Manage your content calendar
 Repurpose and create content effectively
 Manage and moderate your posts
Week 4: Evaluate Your Efforts

 Find the data insights and link them back to your KPIs
 Evaluate and measure the effectiveness of your posts
 Understand what social media optimization is
 Analyze and iterate to increase your post effectiveness
 Apply these instructions and implement the steps into the real-world as if you had this role
in a company

Projects and Quizzes

Week 1: Establish Your Presence

Create a Facebook Business Page or an Instagram Business Account Project

 For this project, you will create an unpublished or mock Facebook business page or
Instagram business account for your selected business.
Establish Your Presence Quiz

Week 2: Social Media Content

Create a Post on Facebook or Instagram Project

 For this project, you will create a real or mock post on Facebook or Instagram for your
selected business.
Social Media Content Quiz

Week 3: Social Media Content Management

Create a Post on Facebook or Instagram Project

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 For this project, you will create a real or mock post on Facebook or Instagram for your
selected business.
Social Media Content Management Quiz

Week 4: Evaluate Your Efforts

Evaluate Your Efforts Quiz

 For this quiz, you will evaluate data from an invented case study and answer questions.

How to Be Successful in This Course

Learning new skills takes courage. You must be willing to be a beginner, to experience the
awkwardness of not knowing how things work. We are wired to seek comfort and avoid
failure. It may seem counterintuitive, but the faster you fail, adjust and try again, the
faster you succeed.

As a learner, if you are willing to step outside of your comfort zone, work through your
fears and keep going as you acquire each new skill, apply what you learn, eventually you’ll
become a pro!
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Make a Plan

Know your 'Why'

Think about why you decided to register for this course. Maybe you are curious about
what’s new in social media marketing, or you are looking for a career change and want to
add the certification to your resume, or maybe you are thinking of starting a freelance
social media marketing service or are thinking about adding social media marketing
services to your current offerings.

What’s your why? Write it down and post where you can see it every day. Post it by your
desk or on your screen. Set it as your wallpaper on your computer or phone.

Set Goals
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Knowing what you’re trying to accomplish and having a plan can: 

 Help keep connected the reason you chose to pursue this program such as new
skills, or a new job with the work necessary to complete it.
 Provide a clear path to reach the result you desire, which allows you to know your
next step and know if you’ve achieved it.
 Boost your self-confidence by providing you a framework to come back to when
you are frustrated or tired. Knowing why you are working so hard and how you are
going to reach your goals can see you through moments you may feel like throwing
in the towel.

How to set goals:

 Set a completion date and work backward

 Set your deadlines

Find the Time

Take Stock

This entire program is designed to be completed in 6 months with an estimated 5-10

hours dedicated to course work per week.

Before you set regular study times, it is helpful to understand how you spend your time.
Try to capture everything you do in a typical week. Your hour spent at work, family
obligations, classes or clubs, time spent on hobbies, exercise and socializing. If you want
to get really detailed you can even capture the time you spend on social media or watching
television. 
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Download the following blank template to use when taking stock of your time: There
are two options to access the Weekly Schedule template.

1. Download an excel version of the template by clicking here.

2. Make a copy of the template by clicking here, then clicking the Make a copy button.
You will need to be signed into a Google account in order to make a copy of the
worksheet.

Prioritize

Once you know what you spend your time on you can decide what stays and what goes.
Ask yourself:

 What is set in stone?

 What is flexible or can be paused temporarily?
 What can you stop?

The key to setting yourself up for success is to be realistic about how much time this
program will take and how much time you can free up to give it the attention and focus
necessary.

Arrange Your Life

 Identify your support system - One way to make clearing your schedule easier is
to enlist the support of your family, friends, and workplace where possible. They
can provide much needed support and accountability. Plus, if they know that you
are taking this course and what your goals are they will be more likely to be
understanding when you prioritize your study time.
 Set Boundaries - Even with the most understanding of family members, significant
others and friends, setting boundaries will sometimes be necessary. It can be hard
to miss out on the fun, but committing yourself to your schedule and maintaining a
consistent pace will ensure that you don’t lose momentum.
 Set your schedule - Look for or create regular blocks of uninterrupted study time.
Consider cutting out tv and social media.

Set Up a Productive Workspace

Quiet and away from distractions

 Silence notifications and other devices

 Shut off distractions, turn off tv, close social media accounts, use an app to restrict
your access to social media sites for a set period of time.

Tools for the job

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 Stable Internet Access

 A laptop or device like a phone or tablet. (A laptop or desktop computer is
recommended if you wish to complete the projects.)
 A Facebook and Instagram account are required, other social media accounts are
recommended, such as YouTube, LinkedIn, Snapchat, TikTok, etc.
 Note taking app, or notebook and writing implement.

Comfortable and Healthy

 A desk or tabletop at a comfortable height

 A chair that supports you for proper ergonomics
 Good lighting to avoid eyestrain and fatigue

Know Your Resources

Engage in your community before you need it

 Introduce yourself
 Spend some time reading pinned posts and forums of interest
 Jump into a few conversations to share your experiences and help others

Stuck? What to do first

 Reread or rewatch course content - Take a minute to rewatch videos or read

through transcripts, you’ll often pick up things you missed the first time.
 Research using outside resources - Search the internet for the concept or
question you are working on, keep an eye out for chances to dive deeper into a
topic or learn about additional tools or techniques out there that may be a creative
solution to your problem.
 Reach out for help - Your fellow classmates are a great resource. Use the
discussion boards to see if your question has been asked and answered before and
to post new questions. For more details on how to access the Discussion Forums
and other avenues for support read on.

How to Seek Help

 For technical problems with the Coursera platform, visit the Learner Help
Center.
 If you have questions about course content, please post them in the Discussion
Forums to get help from others in the course community. You can also learn more
about How to use our Discussion Forums.
 To report issues or errors in the curriculum please click one of these icons in the
bottom right corner of each lesson. 
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The thumbs up or thumbs down icons will indicate how helpful you found the lesson. The
flag icon will alert us that there is something that needs a correction, such as a
grammatical error, misspelling, broken link or other incorrect information.

Maximize Your Study Time

Pomodoro Method

This well-known technique for managing your time and avoiding burnout was developed
by Francesco Cirillo in the 1980s. 

To put this technique into practice:

1. Break your learning sessions into 25 minute periods separated by 5-10 minute
breaks.
2. After four 25 minute sessions, take a longer 15-30 minute break.

That’s it! It sounds simple, and it is. Give it a try to help you stay in the learning zone longer
and more sustainably.

Active Learning

It is no secret that the more ways you experience new content the more likely you are to
understand and remember it.  Active learning can take many forms including working
through hands-on activities, labs and projects, engaging in a discussion or even teaching
others. By design this program provides you opportunities to do all three. 

 If you choose to take the full course you can put your new skills into practice by
completing the course projects. These not only help you apply what you are
learning, your completed projects make a compelling portfolio to share with
prospective employers. 
 Head to the discussion forums to share your thoughts and ideas with your fellow
classmates. Discussing new concepts and hearing how others approach things can
extend your learning.
 The discussion forums are also a great place to use your newfound knowledge to
help other students who could use a little help. Teaching others a concept can
really cement your learning and help you build relationships with what could be
future colleagues.
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Connect Theory to Practice

Nothing cements new concepts like having the opportunity to put those skills into practice
into a real-world exercise.

 Spend some time on social media looking for accounts who are putting what
you’ve learned into practice. Being able to recognize the tactics and tools used by
real practitioners is a great way to extend what you’re learning here and will allow
you to continue to learn from others even after you complete this course. 
 Complete the projects that are offered in this program. They allow you to
reinforce what you’ve learned and create valuable portfolio pieces in the process.

Stay Motivated

Understand Your Journey

As you’ll soon learn in this program, as a Social Media Marketing practitioner, knowing
your ‘Customer’s Journey’ can help you understand what motivates them, how best to
communicate with them and how to get them to take action.

As a student, you are also on a journey.  Learning new things is hard. At first, it’s exciting,
but as you progress, it can be uncomfortable to risk failure, to be vulnerable and to
persevere when the going gets tough. We all find ourselves in the ‘dark swamp of despair’
from time to time. When you recognize that’s where you are and can draw on your support
systems and find ways to motivate yourself through these rough patches, you’ll eventually
reach your goal!

Eye on the Prize

 Check-in with yourself - can you pinpoint where you are? Excited about a new
concept? In the dark swamp of despair? Climbing out? Sometimes acknowledging
where you are allows you to course-correct and can keep you from getting off track.
 Go back to the goals you set frequently - post them somewhere conspicuous
 Identify some things that help you stay focused and committed - do them every
time you sit down to work.
 Post affirmations and gentle reminders to yourself in places you’ll see them.

Reward Yourself

Having something to look forward to and work towards can be a great way to push
through periods of frustration or low motivation.

Break your week down into a few milestones, such as: 

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 Finish all course work for the week

 Complete x lessons by Friday
 Submit and respond to discussion prompts by Friday
 Submit a project by a certain date

Choose rewards that you are excited about: 

 An activity or outing you can look forward to

 A favorite movie or tv show
 A special treat or meal 
 Time with friends or family
 Some time out in nature on a walk or run

Reach Out

 Find an accountability partner

 Start a study group
 Network with your future colleagues
 Seek out industry events and news

It's Go Time!

Now that you have all of these tools and support in your corner, jump in and get started!

We encourage you to take this opportunity to pursue the Meta Digital Marketing
Associate Certification. Social Media Marketing is a rapidly growing industry whose
practitioners are always learning and growing… and as of right now you are one of them!!!
We’ll be cheering you on every step of the way!

Professional Certificate Job Search Resources Overview

Professional Certificate Job Search Resources Overview

This Professional Certificate is designed to prepare you to be an effective job seeker.

Throughout this program, you will find a variety of resources covering all major job search
topics, such as resume writing, networking, interviewing, and more. Some of these
resources will be specific to this Professional Certificate and developed by the educator
while others will cover general job search best practices recommended by Coursera. 

The purpose of all of these resources is to ensure that by the end of this Professional
Certificate you are fully job search ready and:
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 Understand what role you will be looking for upon completion of the program,
including job title(s), skills required for success, and day-to-day responsibilities
 Can describe your background and skills in a way that’s relevant for your target
role and know how to attract the attention of recruiters and hiring managers
 Have established professional connections within your new field and are
actively growing your network to connect to job opportunities
 Have an effective resume targeted for your new career and are prepared for
interviewing
 Know what to expect from the job search process and are able to plan your
activities based on your personal job search goals and desired timelines

You will find that job search support resources are distributed across different courses in
this Professional Certificate. This is done to provide you with ample time to develop your
professional network and create your job search materials by the time you finish the
program. Complete the job search modules as they come up to prepare for applying to
jobs as soon as you finish the last course. Alternatively, you can choose to focus on the
core content and come back to the job search materials at the end. If you pick the second
option, plan to invest additional time into job search preparation before beginning your
search.

You can contact Coursera Careers Services Team via email career-support@coursera.org
with any questions regarding job search support materials in this program.

User Interface Note: Professional Certificate Content

This Facebook Social Media Marketing Professional Certificate is designed to prepare you
to use the most effective tools to be a successful social media marketer. Social media is an
essential marketing tool for any person, business, and brand. However, Facebook and
other social platforms mentioned throughout this program are always working to improve
their tools and services, as such you may notice user interfaces (UI) evolve and may appear
different than in our course. You may also see different UI based on your location, beta-
testing, and temporary features.

While it may be a challenge to keep up with all of these shifts, you can be confident that
the principles we teach you throughout this certification remain the same. Our instructors
have over 30 years of collective experience that has remained relevant and garnered
success in navigating the ever-changing social media management landscape. Our team is
also keeping up to date daily with changes in the social media products mentioned and we
will be updating information regularly. 

Happy learning!
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Community Guidelines

Our Discussion Forums provide an opportunity to work with other developing social media
marketers. This community is a place to network, learn, and support each other. If you
want to discuss the concepts and tools you’re learning about, this is a great place to
collaborate, and discover new perspectives. Several of your course assignments take place
right here in the form of Discussion Prompts. Please adhere to these guidelines to ensure
this is a safe, productive environment for all!

Stay On-topic and Avoid Cross-posts

Help keep our discussion forums well organized and uncluttered. 

 Before posting, search the forum to see if someone else has asked your question
already. You can also use the filters to find new and interesting posts.
 Keep posts on-topic and don’t change topics in an existing thread. Start a new
thread to further explore a tangent or entirely new topic.
 Don’t post the same message in multiple forums.
 Click the “Follow” button under the original post of any thread you find interesting.
You’ll receive an email notification whenever a new post appears.
 Make sure to also follow the posts that you make so that you’ll be notified
when you receive replies.

Read Pinned Posts and FAQs

Pinned posts contain important and sometimes time-saving information. Please read any
pinned posts before posting in a particular forum. You can also search any forum including
our FAQs. This is a great place to start if you run into any confusion or questions.

Be Civil and Seek to Understand

 It is okay to disagree, but please be respectful and do not resort to personal

attacks. Give people the benefit of the doubt and ask clarifying questions to avoid
misunderstandings.
 Choose your words carefully and consider non-native English speakers. Avoid slang
and write in full sentences, using simple language. 
 Be aware that it can be easy to misinterpret humor and sarcasm in written
communication.

Stay Safe

Please don’t post your personal information or other students’. This includes location
details and physical addresses, phone numbers, and other identifying information.
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Report Abuse

If you see posts that contain these behaviors, please take action: 

 Bullying or threatening other users

 Posting discriminatory or hate-filled content
 Posting spam or promotional content
 Posting adult content
 Posting assignment solutions

Please report any posts that infringe upon copyright or are abusive, offensive, or that
otherwise violate Coursera’s Honor Code by using the Report this option found under the
menu arrow to the right of each post.

For more details, refer to Coursera's Forum Code of Conduct.

Establishing a Presence on Facebook

A business page is where people can connect with the business or brands to learn more
about its products or services. From your business page, you can share updates, engage
with customers, accept orders, book appointments, and even post jobs to hire new staff.

To create a business page, you'll need to have a personal profile on Facebook.

1. The first step is to login to your personal profile, and then once logged in, look in
the top right corner of your account for a plus sign. When you hover over it, click
Page. To get started, you will first have to fill out some relevant information about
your business.

1) First, you choose a name for your page, defining how people you’re your
business.
2) Next, you have to select a category for your business. You should select the
category that best represents your business.
3) Finally, you have to add a short description that tells people what it is you
do.

2. We have to add a profile picture, and as we saw, it's best to use your logo for that.
For your Facebook business page, you can add a cover photo or a video. This image
will appear on the top of the page.
3. Then we can add contact information (the address of the store, a phone number, as
well as the website). This way, people can easily connect with the business.
4. Remember how you can also add a call-to-action on your social media profile. Well,
on your Facebook business page, you can add a call-to-action button that will
appear below your cover photo. You can click the Edit button below the cover
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photo, and that's where you will find the information for the call-to-action buttons.
In Example, added the Shop Now button to your business pages and linked it to the
website, so that's where people will land when they click on this button.
5. Once you've finished setting up your Facebook business page, you can start posting
right away. We'll talk about what you can post in later videos. You could also invite
current customers and fans to like and follow your page.

Establishing a Presence on Instagram

Discussion Prompt

My Favorite Facebook Business Page are https://www.facebook.com/stellamccartney/ and

https://www.facebook.com/PATAGONIA/?locale=id_ID , They provide sufficient amount an
information needed in order to lead consumer engagement. Since both are well-known
fashion brand, they have a account name with their brand name, also official logo as
profile picture, and the optimizing their cover page as highlighted information about their
latest products line or campaigns. A description really embodied their brand vision and
mission, tailored with enough contact information that can be accessed through provided
official website in their business pages (CTA).

Peers answer:

Example 1: Nike

The Name: Nike

Profile and Cover Images: Nike's Facebook business page has a profile picture and cover
image that showcase the Nike logo and feature Nike's products.

A Description: The page description provides an overview of Nike's mission, vision, and
history. It also highlights the brand's key values and products.

Contact Information: The page includes a "Contact Us" tab that provides customers with
various options to get in touch with Nike, including a phone number, email address, and
mailing address.

A Call to Action: Nike's page includes several calls to action (CTAs), including "Shop Now,"
"Learn More," and "Watch Video."

Nike's Facebook business page includes all five components, with an emphasis on profile
and cover images, a comprehensive description, and multiple CTAs to encourage customer
engagement.

Example 2: Airbnb
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The Name: Airbnb

Profile and Cover Images: Airbnb's Facebook business page has a profile picture and cover
image that showcase Airbnb's logo and feature photos of different travel destinations.

A Description: The page description provides an overview of Airbnb's services and how
they work. It also highlights Airbnb's core values and community.

Contact Information: The page includes a "Contact Us" tab that provides customers with
various options to get in touch with Airbnb, including a phone number, email address, and
help center.

A Call to Action: Airbnb's page includes several CTAs, including "Learn More," "Book Now,"
and "Contact Us."

https://www.facebook.com/roujejeannedamas/

Rouje is one of my favorite Facebook Business Page because it contains the appropriate
links to its commerce website and Instagram. Their most recent campaign images are
included in the feed and as their cover photo. I also noticed that their Instagram is set to
share stories on their Facebook Business Page as well.

1. The name: It's memorable, it instills a brand image and feel since it's associated
with Parisian style.
2. Profile and cover images* The profile photo is the brand logo. The cover image is a
shot from a campaign.
3. A description* The category description is accurate: Clothing (Brand). They don't
have their "About" section filled out. This doesn't bother me because they're
clearly a clothing brand and I am more interested in the photos and accessing their
website. Rouje's founder, Jeanne Damas has her name included on the FB handle:
@roujejeannedamas which differs from their IG, @rouje. Jeanne Damas is a model,
influencer, creative director, and designer. I wonder if the handle was unavailable
on fb, or if it was beneficial to include her name since FB users may be less familiar,
or to boost traffic through searches.
4. Contact information It's an e-commerce store so the website is listed. The company
email is listed and there is a phone number.
5. A call to action* The CTA button says "view shop" and brings you to the storefront.

https://www.facebook.com/SpiritualGang/

1. The name The 'spiritual' word can be useful in searches for yoga clothing.
2. Profile and cover images* The profile image is the brand logo. Cover image is a
campaign shot.
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3. A description* The description is accurate - Clothing (Brand). The About describes it

as yoga-inspired clothing.
4. Contact information Link to the website is there, info email, and option to send a
Facebook message.
5. A call to action* "Shop on Website" button.

I like the page because all of the necessary components are there to view recent products.
They also mix up the content with cute messages that are in line with the brand identity.