[SMK] Social Media Knowledge

Optimise, evaluate & execute with 2024 best practices

Social Media Strategy Optimisation Masterclass

Learn how to optimise social media strategy in line with the latest 2024 industry advances, innovations and developments. Dive into the marketing mechanics of Facebook, LinkedIn, Instagram, TikTok and YouTube to significantly boost audience engagement. Understand how to craft compelling social media advertising and influencer marketing campaigns that capture attention and convert viewers into customers.

*GST charged in Australia only


What you will learn

  How to optimise your social media strategy for 2024 

  How to evaluate social media via pixels, ads manager & web analytics 

  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 

Trusted by Companies like:

Course Outline

DAY ONE: Social Media Strategy Development & Optimisation

Digital Marketing Outlook, Trends & Forecasts For 2024

  • What are the 2024 social media marketing investment & usage trends?
  • How is social media ad performance tracking in 2024?
  • Why might privacy regulations slam ad targeting and evaluation again?
  • Why is growing ad automation triggering advertisers?
  • How can “good” influencers have their best year ever?

Social Media Strategy Planning, Resourcing and Budgeting

  • How to optimise social media marketing objectives?
  • How to manage multiple strategies concurrently?
  • How and why do organic and paid social often have different goals?
  • Which social media channels work best for differing business objectives?
  • Where and how can social media marketing waste be cut?
  • How to effectively budget and plan organic and paid activity?

Devising An Effective Social Media Measurement System

  • How to integrate social media reports, pixel data and web analytics?
  • What are the most popular conversions to track and measure?
  • How to fully leverage Google Analytics 4 for social media measurement?
  • 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?

Producing Killer Content Marketing For Social Media

  • How do social media algorithms work?
  • How to grow organic reach?
  • What are the best untapped pockets of organic reach?
  • What are the must-use tools for content creation?
  • What are the social media copywriting essentials for 2024?
  • What to promote content marketing and when to push organically?
  • How to leverage personal brands in social media to win big?

Creating High-Performing Social Video Content

  • What are the key ingredients of high-performing social media video?
  • How to create high-performing videos across Instagram, LinkedIn, Facebook, TikTok & YouTube?
  • How do video best practices vary between short and long-form videos?
  • What are the leading social media video ranking signals?
  • How do video best practices vary between organic video and video ads?
  • What are the essential design best practices for video in 2024?
  • What are the most popular video editing and production tools?

Unlocking The New Messaging Goldmine

  • Why is messaging expected to boom in 2024?
  • Why should businesses move beyond just basic customer service?
  • How can businesses proactively unlock messaging for marketing and comms?
  • What are the best organic and paid messaging opportunities?
  • How do opportunities vary between platforms: Messenger, Instagram DMs, LinkedIn & WhatsApp and TikTok?

DAY TWO: Social Ads & Influencer Marketing Masterclass

Developing High-Performing Social Media Ad Strategies

  • Why do most social media ad strategies underperform?
  • How has social ad strategy evolved following Apple’s iOS 14.5 updates?
  • What are the best social ad targeting opportunities across platforms?
  • Why are more advertisers investing in full-funnel strategies, and how do you create them?
  • How and why do always-on social ad strategies outperform piecemeal campaigns?
  • How is growing social ad automation changing strategy planning?
  • How to fully leverage the key social media ad tools: Meta Ads Manager, Business Manager, Google Ads Manager, LinkedIn Campaign Manager and more?

Producing and Scaling High-Converting Social Ad Creative

  • What are the top social ad creative trends for 2024?
  • What are the secrets of high-performing social ad copy?
  • How to quickly produce and scale social video ads?
  • How can advertisers better use AI in planning and managing social ads?
  • What are the best tools for social ad optimisation and testing?
  • How to competitively benchmark your social media ads?
  • How to effectively performance manage and monitor our ads?
  • How to save hours on social media ad creation?
  • What are the must-use tools for social media ad management?
  • How to maximise tools like ChatGPT for social media ad creation?

Social Media Advertising AI, Optimisation & Innovation  

  • What are the essential 2024 optimisation best practices?
  • What new generative AI tools have Meta, LinkedIn, YouTube & TikTok launched in 2024?
  • Why are social networks favouring ads that support on-platform conversions?
  • How are advertisers leveraging instant forms for lead generation?
  • How and why should businesses be using Click-To-Message ads more?
  • What are the best ways to utilise “Call Ads” to drive more inbound enquiries?
  • How to fully optimise video campaigns across social apps?
  • How to maximise conversion APIs (CAPI) and offline data for optimisation?

Optimising Influencer Campaigns With Social Ads

  • How to source creators for social media ad creation?
  • How best to leverage influencer user-generated creatives in ads?
  • How to integrate influencer marketing with social ad strategies?
  • How do influencer ad products compare, e.g. TikTok Spark Ads, Instagram Partner Ads, LinkedIn Thought Leader Ads and more?
  • How to establish a network of high converting influencer talent?

2024 Influencer Marketing Best Practices

  • How do Creator ecosystems vary between social networks?
  • What is the must-use influencer tech for discovery, management and reporting?
  • How best to mitigate influencer fraud, pods and other issues?
  • How to navigate influencer agreements, licensing & legal disclosure in 2024?
  • What are the most popular native social media vs third-party creator tools?
  • What are the most effective ways to prove the ROI of Influencer campaigns?
  • How to effectively measure influencer brand awareness and conversion tracking?



TIME: 9AM – 3.30PM

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


TIME: 9AM – 3.30PM

Karstens, 123 Queen St
Melbourne VIC 3000


TIME: 9AM – 3.30PM

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


TIME: 9AM – 3.30PM

Karstens, Level 4/205 Queen Street Auckland CBD 1010


TIME: 9AM – 3.30PM

Karstens, Level 1/111 St Georges Terrace, Perth WA 6000

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.