A brand can post consistently on every platform and still lose the conversation — because visibility without monitoring is just noise. Knowing what people are actually saying, tracking it as it happens, and turning that insight into a sharper campaign is what separates brands that grow online from those that simply exist there.

This advanced course from the Arab British Fellowship Training Academy equips participants to manage social media professionally: monitoring performance with the right tools, reading the data behind it, and running campaigns that build real audience engagement. It also covers crisis and reputation management, so participants can protect a brand’s image while pushing for stronger, measurable results.

Who Should Attend?

• Digital marketing and content managers who want to run social media more strategically.
• Public relations and customer interaction professionals looking to sharpen audience engagement.
• Anyone seeking to get better, measurable results out of social media activity.

Knowledge and Benefits:

By the end of the course, participants will be able to:

• Plan and manage social media marketing campaigns effectively.
• Monitor and track performance and interaction across platforms, using the right measurement and analysis tools.
• Respond to audience inquiries and steer discussions in ways that support organisational goals.
• Design innovative, engaging communication strategies for target audiences.

Module 1: Building and Running Effective Marketing Campaigns

• Setting up a social media marketing campaign, defining goals and the target audience.
• Aligning messages and content with campaign objectives.
• Comparing platforms (Facebook, Instagram, Twitter, etc.) and tailoring content for each one.

Module 2: Managing Campaign Budget and Timing

• Determining the optimal budget for a social media campaign.
• Identifying the best times and windows for posting.
• Improving campaign performance through ongoing adjustment.

Module 3: Why Monitoring Matters, and the Tools Behind It

• The definition and goals of monitoring, and how it improves marketing performance.
• Free and paid monitoring tools, and how to choose the right one.
• Key features of the most popular monitoring tools.

Module 4: Monitoring Brands, Trends and Geography

• Tracking a brand across platforms, analysing product and service interaction, and comparing performance with competitors.
• Following live trends and using monitoring tools to spot the most impactful ones.
• Using geographic monitoring to understand audience location and target advertising campaigns.

Module 5: Turning Data into Insight

• Tools such as Google Analytics and Sprout Social for measuring post and content performance.
• Analysing the impact of text, images and video, and refining messages based on the results.
• Setting and tracking key performance indicators (KPIs), and comparing actual performance with goals.

Module 6: Engaging Audiences and Managing Comments

• The importance of prompt, consistent interaction with followers.
• Handling inquiries, complaints, and both positive and negative comments professionally.
• Strengthening audience relationships through consistent communication.

Module 7: Continuous Improvement

• Measuring the success of social media campaigns and identifying areas for improvement.
• Adapting future campaigns based on analysis results.

Module 8: Foundations — Understanding Social Media

• An introduction to social media, its tools, and how it impacts businesses.
• The most influential and prominent social media platforms today.