Facebook is  a critical digital platform for businesses, supporting brand visibility, customer engagement, community building and paid media within a single ecosystem. Businesses increasingly need to understand how Facebook fits into the full customer journey and wider digital strategy. This advanced workshop is designed for businesses with an existing Facebook presence who want to use the platform more strategically. It explores how organic content, community, customer experience, insights and paid media work together to deliver measurable business outcomes.

Who Can Benefit & How?

B2C / D2C

• Retail & E-commerce
• Food & Beverage
• Tourism & Hospitality
• Health, Lifestyle & Consumer Brands

B2B

• Professional Services
• Technology & Software
• Manufacturing & Wholesale
• Education & Public-facing Organisations

Module Outline

1. Facebook’s Role in the Digital Strategy

• Facebook within the Meta ecosystem
• Organic, paid and community-led growth
• Facebook’s role across the customer journey

2. Advanced Content & Channel Strategy

• Content pillars and content planning
• Mapping content to TOFU / MOFU / BOFU
• Educational, authority, engagement and conversion content
• Repurposing content across Meta platforms

3. Community Building & Engagement

• Strategic use of Facebook Groups
• Driving discussion and participation
• Moderation, tone of voice and trust
• Using community insight to inform the business

4. Customer Experience & Social Care

• Facebook as a customer service channel
• Managing comments, messages and expectations
• Messenger fundamentals and best practice
• Protecting brand reputation on social platforms

5. Meta Business Tools

• Meta Business Suite overview
• Page roles, permissions and governance
• Events, offers, lead tools and creative functionality
• Integrating Facebook into wider digital workflows

6. Paid Media in Context

• When and why to use Facebook advertising
• How organic and paid work together
• Campaign objectives and structure overview
• Audiences, creative and budget considerations
• Reading results beyond vanity metrics

7. Measurement, Insights & Optimisation

• Understanding page and campaign insights
• Measuring engagement quality and outcomes
• Using data to refine content and ads
• Linking Facebook activity to business goals

8. AI & Automation (Introductory)

• AI-assisted content ideation and planning
• Automation for moderation and responses
• Responsible use of AI on social platforms

Learning Outcomes

Students will be able to:

• Position Facebook within a wider digital strategy
• Build structured, goal-led content plans
• Use Facebook to support community and customer experience
• Understand how and when to use paid media effectively
• Measure performance and optimise activity using insights
• Apply AI and automation tools appropriately

Resources for Attendees

• Facebook content planning template
• Community & engagement framework
• Customer journey mapping worksheet
• Paid media planning checklist
• Insights & reporting guide
• Jargon buster