Social Media & Paid Media Manager 2026

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About Course

Become a Job-Ready Social Media and Paid Media Manager

Digital media now attracts the largest share of advertising investment worldwide. Dentsu forecasts that digital advertising will represent approximately 69% of global advertising spend in 2026. WARC estimates that nearly 80% of global advertising expenditure now flows through retail media, paid search and social platforms.

In the United States, the IAB/PwC 2025 Internet Advertising Revenue Report found that paid search remained the largest digital advertising format at 38.8%, while social advertising reached $117.7 billion. Digital video grew by 25.4% to $78 billion, making video one of the fastest-growing areas of the market. These classifications overlap and should not be added together, but they clearly show where modern marketing budgets and career opportunities are concentrated.

Sources: Dentsu Global Ad Spend Forecast 2026, WARC 2026 Forecast, and IAB/PwC 2025 Internet Advertising Revenue Report.

What This Program Teaches

This practical program prepares aspiring social media managers, freelancers, business owners and agency professionals to plan strategy, produce platform-native content, manage communities, launch paid campaigns and report measurable business results.

  • Build audience, offer and full-funnel social strategies.
  • Create repeatable content and AI-assisted production systems.
  • Manage Facebook, Instagram, WhatsApp Business, TikTok, YouTube, LinkedIn and Reddit.
  • Set up Meta Business Portfolio, permissions, pixels and advertising accounts safely.
  • Launch and optimize paid social campaigns.
  • Use creators, UGC, social commerce and conversational marketing.
  • Implement UTMs, pixels, Conversions APIs, GA4 and reporting dashboards.
  • Complete a professional capstone campaign suitable for a portfolio.

How You Will Learn

Each module includes clear objectives, annotated setup screenshots, practical business scenarios, guided demonstrations, knowledge checks, assignments and a module quiz. Platform interfaces change frequently, so every setup screenshot will include its capture date and sensitive information will be redacted.

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What Will You Learn?

  • Build audience, offer and full-funnel social media strategies
  • Create platform-native content and responsible AI production systems
  • Manage Facebook, Instagram, WhatsApp Business, TikTok, YouTube, LinkedIn and Reddit
  • Configure Meta Business assets, permissions and tracking safely
  • Plan and optimize paid social campaigns
  • Manage communities, creators, UGC and social commerce
  • Implement UTMs, GA4, pixels and reporting dashboards
  • Complete a portfolio-ready integrated campaign capstone

Course Content

Module 1: The Modern Social Media Manager
Understand where digital budgets are moving, what the modern role includes, and how social activity connects to business outcomes.

  • Digital Marketing in 2026: Where the Budget Goes
  • The Modern Social Media Manager’s Role
  • Organic, Paid, Creator and Conversational Marketing
  • Customer Journeys, Business Goals and Social KPIs
  • Social Media Readiness and Budget Allocation Audit
  • Module 1 Knowledge Check

Module 2: Audience, Offer and Funnel Strategy
Research customers, sharpen the offer, select platforms, and map awareness, consideration and conversion journeys.

Module 3: Content Strategy and AI Production
Build content pillars, editorial systems and responsible AI-assisted production workflows.

Module 4: Creative, Community and Creator Marketing
Create platform-native assets, manage communities, collaborate with creators and protect brand reputation.

Module 5: Meta Business Setup
Configure Meta Business Portfolio, permissions, billing, security, datasets and account quality safely.

Module 6: Facebook and Instagram Management
Manage organic Facebook and Instagram activity, publishing, inboxes, insights and social commerce.

Module 7: Meta Advertising
Plan, build, measure and optimize paid campaigns using Meta Ads Manager.

Module 8: WhatsApp Business Marketing
Turn WhatsApp Business into a structured customer service, lead qualification and sales channel.

Module 9: TikTok Marketing
Create native TikTok content and build measurable organic and paid campaigns.

Module 10: YouTube for Social Media Managers
Manage YouTube channels, Shorts, long-form content, basic search optimization and analytics.

Module 11: LinkedIn Marketing
Build professional authority, B2B communities, lead-generation systems and introductory paid campaigns.

Module 12: Reddit and Emerging Communities
Understand community-led marketing, responsible participation, Reddit Ads and emerging-channel selection.

Module 13: Measurement and Optimization
Implement tracking, attribution, reporting, experimentation and evidence-based optimization.

Module 14: Professional Management and Capstone
Manage clients and accounts professionally, package services, and complete a portfolio-ready campaign.

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