DMA: Data and Marketing Association
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Omnichannel Social Media Marketing

Learn the goal and best practices of social advertising.

$99 non-members $149

This course is not currently being offered. If you are interested in learning about upcoming education opportunities, visit https://www.ana.net/schoolofmarketing

Course Description

In this module from DMA & MediaMath, we seek to answer the question, “What is the goal of social advertising?” Learn why social advertising is a must in today’s marketing landscape. As you walk through the social advertising landscape, you will learn its history and its current state, key terms specific to social advertising (such as FMP, TOP, FBX), the differences between Facebook, Twitter, Instagram and Snapchat and the ad types and targeting options for each.


  • Introduction to Omnichannel Social
  • The Social Advertising Landscape
  • Key Terminology (FMP, TOP, FBX)
  • Facebook Advertising
  • Facebook Targeting
  • Twitter Advertising
  • Instagram Advertising
  • Snapchat Advertising
  • Omnichannel Social Workbook


Michelle Said
Senior Manager, Certification & Curriculum Development MediaMath, New Marketing Institute Read Biography »

Section 1: The Social Advertising Landscape

  • The goal of social – Reach + Data
  • Key players in the marketplace
    • Facebook
    • Twitter
    • Instagram
    • LinkedIn
    • Snapchat
    • Pinterest
    • Foursquare
    • Tumblr
  • Timeline of social advertising
  • Partner platforms
  • Section 2: Facebook

    • Instant articles
    • Facebook exchange (FBX)
    • Power Editor
    • Targeting on Facebook
    • Facebook ad formats
    • Facebook auction process

    Section 3: Twitter

    • Promoted tweets
    • Promoted trends
    • Promoted
    • Targeting on Twitter

    Section 4: Instagram

    • Instagram ad formats (caruosel, stories, etc.)
    • Instagram + Facebook

    Section 5: Snapchat

    • Audience demographics
    • Snapchat ad formats

    Section 6: Local (geographic) players: APAC

    • Messaging aps
    • Social networking sites

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