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Module 2: Facebook Masterclass - Introduction to Facebook

Updated: May 19, 2020

Welcome to our free social marketing course! This is the first free social media marketing course in South Africa, designed to help anyone #dodigitalbetter . You're on Module 2 of 8.

Module 1 - Introduction to Social Media Marketing

Module 2 - Facebook Masterclass - Introduction to Facebook

Module 3 - Instagram Masterclass - Rock your Instagram

Module 4 - Twitter Masterclass - Taking Flight on Twitter

Module 5 - LinkedIn Masterclass - I Mean Business on LinkedIn

Module 6 - Social Media Strategy Masterclass - How to craft a social media strategy

Module 7 - Measurement & Optimization Masterclass - Social Media Analytics

Module 8 - Exam


INTRODUCTION: Introduction to the Facebook Masterclass

Facebook is no doubt the most dominant social network there is with more than 2 billion users world wide. One could even argue that it has surpassed "social media platform" status and instead become a media platform through which people access the web. Facebook's "Connect" Functionality means that users even login to other platforms using their Facebook credentials.

From a company perspective, it is expected that brand or service have a presence on Facebook - even more so than having a website! This is so that users can browse products, see open hours, read reviews or watch testimonials or demo videos before they buy from you.

We know that social media uses tend to offer up a great deal of information about themselves, and Facebook exemplifies this phenomenon. It knows everything about its users from basic demographic information (age, gender and location) to nuanced lists of likes and dislikes. This makes for highly targeted marketing which is almost eerie at times. Whilst only "de-identified" or "anonymized" data is available for marketing use, it is easy to understand why there are inherent privacy concerns on Facebook.

The platform is best known for the following functionality:

  • Its Newsfeed

  • The "Reaction button" and "liking"

  • Facebook Stories

  • Facebook Live

  • Facebook Blueprint

  • Facebook Insights

Facebook's global monthly active user base exceeded 2 billion people in the middle of 2017. As of the second quarter of 2018, Facebook had 2.23 billion monthly active users.


LET'S GET STARTED: What's this masterclass all about?


ROLE OF FACEBOOK: The Role of Facebook


FACEBOOK IN SA: Facebook in South Africa


FUNCTIONALITY: Facebook's Key Functionality


INSIGHTS & BLUEPRINT: Facebook Insights & Blueprint

Please check out the article I wrote about Facebook Blueprint training, which I speak about in this module here.


WHY FACEBOOK & BIDDING MODELS: Bidding Models & Why you would use Facebook Advertising

In this section we will learn about four of Facebook's bidding models and take a look at why you would use Facebook advertising. If you would like to be inspired in terms of Facebook ads which people run across placements, industry and objectives, check out this easy filtering tool on AdEspresso.



FACEBOOK TARGETING: How does targeting work on Facebook?

Targeting is part of what makes Facebook so exciting for marketers! It has a large array of options for us to get our marketing message in front of the right people. In this section, we speak about the three different types of audiences you can target on Facebook - namely: Core, Custom and Lookalike. In this course we focus primarily on a CORE audience, which is defined by someone's:

  • Location

  • Age

  • Gender

  • Language

  • Detailed Targeting (include or exclude people on the basis of demographics, interests or behaviours)

  • Connections (e.g. people who like your page, or people whose friends like your page)

As you tweak your targeting options on Facebook, you will see the potential reach barometer on the right hand side will change. This will give you a good indication of whether you have gone too broad or too narrow with your targeting.

Should you be interested in CUSTOM or LOOKALIKE audiences, please read through the Hootsuite guide "The Ultimate Guide to Facebook Custom Audiences".

RUNNING ADS & CTAs: Running Facebook ads & Calls to Action

In this section we discuss how to run Facebook ads and what some of the call to actions or CTA's can be.

You'll remember from the glossary that a call to action is:

A phrase written to motivate the reader to take action such as signing up for a newsletter, purchasing something or downloading something. On websites they are typically styled differently from the other text on a page so that they stand out even more. 


Looking for even more information regarding setting up and running Facebook ads? We strongly recommend Neil Patel: Facebook Advertising Made Simple: A Step-by-Step Guide. It's seriously comprehensive!

FAQ's: Can I use text in images I want to promote? What is remarketing?


BONUS: The Evolution of Facebook



Do you run a Facebook page or group for your business or service? Let us know the URL so we can follow you and support local! Enjoying the course so far? Please #payitforward and leave us a review on our FB page.

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