Updated July 2023

Overview

Social Media Trends, Strategy Planning & Evaluation

• Social media landscape overview
  – Business investment
  – Market slowdown
  – Brand vs performance spending
  – Challenges from Search and retail media
• Why Meta’s market share has peaked
  – Facebook usage and outlook
  – Instagram
  – Non-Meta social growth engines
• Measurement & evaluation
  – Tools
  – Reach vs engagement vs outcomes
• The rise of messaging
• Generative AI in social media

Organic Social, Content Marketing & Engagement

• Social media content marketing
• Planning, workflows and integration
• Performance benchmarking
• Understanding social algorithms
• How do algorithms work and how are they evolving
• Why is every platform duping TikTok
• Video growth
• Social media copywriting & creative
• Boosting discoverability
• Why are social media and SEO overlapping?
• Shadow bans
• Optimising for video watch time
• Leveraging UGC
• Messaging
• New content marketing opportunities

Social Media Advertising Optimisation

• Social ads forecasts
  – Investment and outlook
• Meta Ads tools
  – Ads Manager & Business Manager
• Online ad strategy and planning
  – Short term and long-term thinking
  – Always on or not?
• Full funnel ads thinking
  – Navigating iOS 14
  – New ad targeting challenges and opportunities
  – Campaign optimisation
• Emerging social ads opportunities
  – Messaging ads
  – Influencer marketing opportunities

Influencer Marketing & Social Commerce

• Influencer trends, forecasts and benchmarks
  – Investment
  – Trends
  – Discovery
  – Regulation
  – Disclosure
• Understanding Branded Content
  – Paid partnership tags
  – Influencer ad crossover
• Social Commerce
  – Setting up Shop
  – Influencer crossover
  – Advantage+ Shopping Campaigns
  – New Meta Shop Ads