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Facebook Elevate

Social Media Marketing Professional Certificate

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Let Goodwill's Free Training Help Move Your Social Media Marketing Career Forward

Program Overview

With the help of a collaboration between Facebook and Coursera, Facebook Elevate has given Goodwill scholarships for a six-unit, professional certification program on social media marketing. 

Why? Although the recession is easing for high-wage earners, job losses continue for low-wage workers. In an effort to support people most impacted by such recent economic shifts, Coursera and Facebook have partnered with Goodwill (the leading workforce provider in North America) to provide in-demand digital skills that help people access new employment opportunities or advance an existing career.  The program is designed for learners with no prior industry experience, and is especially helpful for small business owners, Realtors and entrepreneurs tasked with managing their own social media marketing strategy.

This self-paced online program is designed to be completed within 20 weeks and includes 100 hours of hands-on, project-based training. After completing the program, learners can earn a industry-recognized certificate that they can use to apply for enter-level social media marketing roles.

Eligible learners:

  • Are at least 18 years old
  • Can read at a 10th grade level
  • Are familiar with the online environment
  • Have, or are willing to establish, a Facebook or Instagram account

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Our Partners

About Facebook Elevate

Facebook Elevate is a community and learning platform created to accelerate the growth of entities of color and to celebrate creators who break barriers and turn dreams into realities. Created in 2018 to accelerate the economic success and impact of entities of color, Elevate serves Black, Latinx and Hispanic small businesses, creators, nonprofits, students and job seekers to provide them with education, community, mentorship and empowerment. For more information about the Facebook Elevate program, please visit Facebook.com/fbelevate.

About Coursera

Coursera was launched in 2012 by two Stanford Computer Science professors, Andrew Ng and Daphne Koller, with a mission to provide universal access to world-class learning. Today, Coursera is one of the world’s leading online learning platforms with more than 77 million registered learners. Coursera partners with more than 200 leading university and industry partners to offer a broad catalog of content and credentials, including guided projects, courses, specializations, certificates, and bachelor’s and master’s degrees. Learn more at Coursera.org.


Detailed Course Descriptions

INTRODUCTION TO SOCIAL MEDIA MARKETING
This course lays the foundation of social media marketing. You’ll learn what social media marketing entails, including its history and the different social media channels that exist. You’ll learn how to select a social media channel that fits your needs, set goals and success metrics and determine a target audience.
By the end of this course, you will be able to:

  • Understand the landscape of traditional, digital and social media marketing
  • Understand how to become certified as a Digital Marketing Associate
  • Understand the major social media platforms, how they function and what role they play in marketing
  • Create SMART goals and identify KPIs
  • Define your target audience and their customer journey
  • Choose the right social media platforms and learn how to create social media policies

Whatever level of knowledge you start with, this course will help you build a solid foundation for social media marketing and gain applicable skills that will allow you to make your social media marketing efforts more successful and noticeable. Learners don’t need marketing experience, but should have basic internet navigation skills and be eager to participate and connect in social media. Learners must have a Facebook account and an Instagram account helps.

SOCIAL MEDIA MANAGEMENT
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 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 insights and iteration and increasing post effectiveness. You will end the course with real-world application through a content management project.
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 your social media presence
  • Evaluate the performance of your content on social media and to iterate and optimize the performance
  • Create a content calendar for your social media presence
  • Manage social media content using real world data.
FUNDAMENTALS OF SOCIAL MEDIA ADVERTISING
This course takes a deep dive into paid advertising on social media. Learn how to start advertising on platforms like Facebook and Instagram by developing effective ads. Learn how to work with design teams by capturing the essence of your ad campaign in a creative brief, and understand how privacy policies may affect your ads. Complete the course by producing a creative brief with assets you would deliver to a design team. You’ll also create your first social media ad.
By the end of this course you will be able to:

  • Determine why and when to invest in paid advertising on social media
  • Understand the anatomy of a social media ad and how they differ from organic posts
  • Evaluate on which platforms to run social media ad campaigns and what makes an ad effective
  • Craft compelling and effective visuals and copy for social media ads
  • Learn how to collaborate effectively with others through creative briefs
  • Build foundational understanding for data, data-based advertising and privacy protection
  • Build an ad directly from your Facebook Business Page and your Instagram Business Account
  • Use Instagram Stories Ads effectively to connect with customers
  • Write a creative brief and create a social media ad
ADVERTISING WITH FACEBOOK
This course is intended for people who want to learn how to use Facebook Ads Manager to create, manage and optimize marketing campaigns on both Facebook and Instagram. Successful completion of this course will establish you as an expert in Facebook Ads Manager.
Learn how to structure campaigns in Ads Manager by selecting ad objectives, target audience, budget and placement that fit your goals. Learn how to create and manage ads across Facebook and Instagram and evaluate and optimize the results of your Ads Manager campaigns.
You will end the course by creating an actual ad campaign in Facebook Ads Manager to expand not only your knowledge, but your social media marketing portfolio.
By the end of this course, you will be able to:

  • Structure campaigns in Facebook Ads Manager
  • Identify the major components and elements of an ad in Facebook Ads Manager
  • Build an ad that aligns with your marketing objectives and target it to an intended audience
  • Set a budget, placement and schedule for your ads in Facebook Ads Manager
  • Edit and troubleshoot your ads in Facebook Ads Manager
MEASURE & OPTIMIZE SOCIAL MEDIA MARKETING CAMPAIGNS
This course is for people who want to learn how to analyze their campaign marketing results, optimize marketing campaigns and effectively communicate such findings with their teams.
By learning how to evaluate and interpret the results of your advertising campaigns, you develop the understanding and skills needed to optimize your marketing efforts.
Learn how to assess advertising effectiveness through lift studies and optimize your campaigns with split testing. Understand how advertising effectiveness is measured across platforms and devices. Learn how to evaluate the ROI (Return On Investment) of your marketing. Master how to communicate your social media marketing campaign decisions and results to others in your organization.
By the end of this course, you will be able to:

  • Analyze dashboards and evaluate ROI from your social media marketing efforts
  • Understand the different techniques used to optimize marketing campaigns, such as attribution and marketing mix models
  • Implement an A/B test to optimize your campaign
  • Present and communicate the results of your campaign to a team
FACEBOOK SOCIAL MEDIA MARKETING CAPSTONE
This course is for people who have completed all five previous courses of the Facebook Social Media Marketing Certificate Program.
Upon entering this course learners are ready to complete a final course project and take the Digital Marketing Associate Certification Exam to receive their certificate.
In order to take the exam, learners must have access to a PC or Mac with a webcam.
In this capstone course, you will practice creating a presentation on the marketing campaign you’ve been developing throughout the program. This project will provide you hands-on experience with communicating marketing campaign results and formulating advertising recommendations based on the results of your marketing campaign.
In addition, after you have completed your project and successfully passed the exam, you will receive your Coursera certificate of completion.
By the end of this course you will be able to:

  • Present the results of a marketing campaign to a team
  • Understand and communicate detailed results of a campaign
  • Complete the Digital Marketing Associate Certification Exam