In the age of information saturation, with everyone and their aunt vying for attention across social media, even large brands can have a tough time making themselves heard.

As an individual, small business owner, or a marketer for a corporation, you’ve likely heard about the benefits of using paid social media marketing to target specific audiences instead of waiting around for them to find you organically – but how can you optimise your time and content to the advantage of your business?

In this masterclass for social media marketers, the industry expert Edwina Mullins invites you to get to grips with the ins and outs of paid media marketing, with a view to implementing proven frameworks to your own campaigns.

You will discover the key opportunities within paid media, and – if you joined Edwina on her three-part social media masterclass – will revisit those crucial goals, objectives and target audiences. Edwina will then magnify Facebook, Instagram and LinkedIn, to demonstrate how social media advertising works, drawing on best (and worst) practice, to provide you with the foundations to start building out your own plans.

This course will blend live discussions, activities and Q&A with real-life examples and case studies from a range of B2B and B2C industries, to enable you to learn about the benefits of paid media marketing, decide whether it’s suitable for your business, and how to get the best results.

Course content

What is paid social media marketing? How does it differ from organic?
Understanding your opportunities within this landscape
How social media advertising works
Measuring from the start and tracking your campaigns
Understanding the different ad formats and targeting options
Setting up and monitoring your campaign
Reporting on performance
Examples of successful paid social media campaigns
Q&A

This course is for ...

Those with some experience in social media, who know how to generate content but who have yet to venture into paid media
Companies, individuals or brands with a budget, who are interested in amplifying their social media presence
Those looking for a proven framework for testing, measuring and tracking the effectiveness of their campaigns

Tutor profile

Edwina Mullins is marketing leader, consultant and trainer covering all industries but with a passion for B2Bs and NGOs. Edwina advises clients in the best direction for their marketing, digital & social media strategies and helps them to build a sustainable suite of digital assets for both external and internal communications. She leads a marketing team that concentrates on delivering growth and change within the tech innovation community through effective communications strategies, go-to-market insights, and capability development. Outside of her head of marketing role and freelance training for SocialB, Edwina has a passion for food and farming; she supports sustainable and regenerative agriculture and is acting vice president for a rural charity. She is also on the board of directors for Turtle Doves, a CIC that empowers young women to gain confidence and experience in the workplace, through work placements, mentoring and training.

Course Details

Date: Tuesday 28 March 2023
Time: 2pm-4.30pm (GMT)

A catch up recording will be shared after the class and will be available for two weeks.

This masterclass is available globally. If you are joining us from outside the United Kingdom, please use this time zone converter to check your local live streaming time.

2pm GMT | 3pm CET | 6am PST | 9am EST

You will be sent a link to the webinar 24 hours and 30 minutes before the start time. Please email masterclasses@theguardian.com if you do not receive the access link 24 hours before the scheduled start time.

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Develop your social media strategy: A three-part course with Edwina Mullins

We aim to make all Guardian Masterclasses accessible to all. If you require any adjustments to enable your participation in this course, please get in touch with us at masterclasses@theguardian.com.

This event will be hosted on a third-party live streaming platform Zoom, please refer to their privacy policy and terms and conditions before purchasing a ticket to the class.

Once a purchase is complete we will not be able to refund you where you do not attend or if you cancel your event booking. Please see our terms and conditions for more information on our refund policy.

Develop your social media strategy: An introduction to paid media