[SMK] Social Media Knowledge

Optimise, evaluate & execute with 2024 best practices

2024 Social Media Strategy Optimisation, Instagram & TikTok Marketing Masterclass

Learn how to maximise your social media strategy and unlock marketing gold on Instagram and TikTok. Boost engagement, create killer video content, increase organic reach, drive even more ROI with influencer marketing, and explore the latest social ad innovations.

Save 20% if booked before 17th November. GST charged in Australia only.


What you will learn

How to optimise your social media strategy for 2024

How to turbocharge Instagram & TikTok marketing activity

How to unlock social algorithms to improve engagement

How to create high performing social ad campaigns that convert

How to optimise influencer marketing campaigns, to see real ROI

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Course Outline

DAY ONE: 2024 Social Media Strategy Optimisation Masterclass

Digital Marketing Outlook, Trends & Forecasts For 2024

  • 2024 Social media marketing investment & usage trends 
  • Why social ad performance has nosedived
  • Why might privacy regulations slam ad targeting and evaluation again
  • Why growing ad automation is triggering advertisers
  • Why social networks are favouring on-platform conversions 
  • How “good” influencers can have their best year ever

Having A Purpose Rather Than Just ‘Doing’ Social Media

  • Why are we using social media, and what do we want to achieve?
  • What to do if you have conflicting objectives?
  • Running multiple strategies concurrently
  • Where and how to cut waste

Devising An Effective Social Media Measurement System

  • How to integrate social media reports, pixel data and web analytics?
  • What are the must-use performance metrics, and what are overrated?
  • How are Apple, Facebook, and Google changing the reporting game?
  • What is online attribution, and how has it changed in 2024?
  • What are the most popular conversions to track and measure?
  • How to prepare for the shift to Google Analytics 4?

Producing Killer Content People Love To ‘Follow’ or ‘Like’

  • How do social media algorithms work
  • How to grow organic reach
  • Why will organic video performance pick up in 2024
  • Why TikTok and YouTube hold the secrets to organic success
  • What are the best-untapped pockets of organic reach
  • What are the must-use tools for content creation
  • Why is messaging now an engagement goldmine
  • Social media copywriting essentials for 2024
  • Understanding what to promote vs what to push organically 
  • Leveraging personal brands on LinkedIn to win big

Creating High Performing Social Media Ad Campaigns

  • Why businesses need to stop “boosting posts”
  • Running ads properly via Ads Manager, etc
  • Making the most of Meta Business Manager for ads
  • Taking a more strategic approach to ad campaigns
  • Understanding and creating social ad funnels 
  • Appreciating the subtleties of differing ad objectives
  • Overview of key ad targeting opportunities
  • How to avoid and reduce social media ad fatigue
  • Creative tools and ad insights
  • Key ad optimisation techniques
  • Making the most of new Branded Content opportunities

DAY TWO: Instagram & TikTok Marketing Masterclass

Instagram & TikTok Evaluation Beyond Vanity Metrics

  • How to prove real business ROI from Instagram & TikTok
  • Tracking performance with the Meta and TikTok Ads Manager, Pixels and CAPI
  • How to cross reference with Google Analytics 4 data
  • Other useful tools and technology for measurement
  • How to effectively measure influencer marketing

Maximising Instagram & TikTok Organic Reach 

  • How do the Instagram algorithms work?
  • How does TikTok rank and prioritise its “For You” tab
  • Key recent algorithm updates and changes
  • New strict community standards and platform guidelines
  • Copywriting best practice
  • Why is SEO increasingly important in Instagram and TikTok
  • Underexploited Stories opportunities
  • How to boost discoverability within Explore
  • Understanding platform policies around competitions and promotions
  • Community management and Direct Messaging (DMs)

Making Social Video Work Harder

  • What are the ingredients of high performing TikToks?
  • How best to leverage video within Instagram: Feed, Stories & Reels
  • How to mine TikTok for Instagram ideas
  • Understanding TikTok & Instagram video ranking signals
  • Video formatting best practice
    – Organic video
    – Video ads
  • Design best practices for Reels and TikToks
  • Boosting video interaction with Duets, Remix, Collabs, Stitch and more
  • Popular video editing and production tools

Influencer Marketing: Less Ego, More Outcomes

  • Tools and techniques for influencer discovery
  • Working with macro and micro-influencers
  • Legal risks and pitfalls
  • Influencer disclosure best practice
  • Establishing contracts with influencers
  • Understanding platform Branded Content policies
  • Integrating Instagram & TikTok ads with influencer campaigns

Instagram & TikTok Ads Best Practices

  • What are the top social ad creative trends for 2023?
  • Overview of essential video ad options across TikTok & Instagram
  • Social ad benchmarks and performance insights
  • What are the secrets of high-performing social ad copy?
  • Best-performing Instagram and TikTok campaign types
  • Customising and optimising video ad creative for Reels and TikToks
  • Setting up Partner Ads and Spark Ads with influencer campaigns
  • How can advertisers better use AI in Instagram and TikTok ads



DATE: 27TH – 28TH NOV 2023
TIME: 9AM – 3.30PM

Karstens, Level 1/111 Harrington St
The Rocks NSW 2000


DATE: 14TH – 15TH DEC 2023
TIME: 9AM – 3.30PM

Karstens, 123 Queen St
Melbourne VIC 3000


DATE: 23RD – 24TH NOV 2023
TIME: 9AM – 3.30PM

Karstens, Level 24/215 Adelaide St
Brisbane City QLD 4000


DATE: 7TH – 8TH DEC 2023
TIME: 9AM – 3.30PM

Karstens, Level 4/205 Queen Street Auckland CBD 1010

Your SMK Instructor

James Fitzgerald
Executive Director of Programming, SMK

James Fitzgerald is the Executive Director of Programming at SMK. SMK is a specialist learning and development organisation which exists to help businesses use social media, mobile and digital channels more effectively. As Executive Director of Programming James is responsible for devising and developing all blue chip and corporate education programs.

James is one of the most widely respected figures in digital marketing in APAC, having educated over 15,000 senior business decision makers on how they can use these channels more effectively, including leaders from: United Nations, Air NZ, MYER, McDonalds, NAB, P&G, Tourism Australia, Ralph Lauren, Westfield and various Government departments, to name just a few.