Course Description

Currently 68% of those with a Facebook account check in at least a few times daily… I think it’s safe to say we are addicted. With all this internet traffic going to social media channels there is a massive opportunity for brands to connect with their existing and potential customers in a real and genuine way. Is your brand is making the most of this opportunity? Let us help.

Our one-day, interactive social media marketing course covers both the owned and paid aspects of social media marketing.

What You’ll Learn

You will learn the role of social media in marketing, how to develop a social media strategy that is tied to a business objective, establish social ROI benchmarks and measurement tactics, create compelling content and how to get it in front of the right audience.


March 6, 2019 – Jose Miranda, Account, Manager Social at Starcom.

November 12, 2019 – Sean McConnell, Lead at Performance Media.

Who Should Attend?

This is an introductory course of value to all marketers, agency account directors, media planners and buyers as well as publishers, directors of sales and media representatives.

Although introductory, it is not intended solely to those with little or no experience or knowledge of social media, but to all who seek to better understand how they may generate benefits to brands.


  • Really informative. Great to break down different platforms to understand what may work best for your brand.  – Anonymous
  • It is a great course even to people who already familiar with social media – Anonymous

Dates and Locations

TorontoMar 6, 201910:00 am – 5:00 pmEnglishIAB Canada Office111 Peter Street, Suite 406B
TorontoNov 12, 201910:00 am – 5:00 pmEnglishIAB Canada111 Peter Street, Suite 406B

If you wish to take this course remotely, please contact us at



  • Course includes a break for the provided lunch.


1.0 Introduction

  1. 1.1: Introductions
  2. 1.2: What is social media?
  3. 1.3: A brief history of social
  4. 1.4: Where we are today

2.0 Where Social Media Fits

  1. 2.1: The New Consumer Journey
  2. 2.2: Paid, Earned & Owned Media
  3. 2.3: Social Spend Overview
  4. 2.4: Social Media Pitfalls to Avoid

3.0 Social Media Strategy

  1. 3.1: Defining Objectives
  2. 3.2: Business goals & building your strategy
  3. 3.3: Finding your brand voice
  4. 3.4: Defining your target
  5. 3.5: Choose your platform

4.0 Social Media ROI

  1. 4.1: Effectiveness of Measuring Social ROI
  2. 4.2: Measurable Objectives
  3. 4.3: Measurement Tips
  4. 4.4: Social Listening
  5. 4.5: Social Measurement Tools

5.0 Owned Social

  1. 5.1: Writing and Organizing Content
  2. 5.2: Community Management
  3. 5.3: Blogs
  4. 5.4: Planning for the Negative

6.0 Social Media Platforms and Their Marketing Opportunities

  1. 6.1: Why use Paid Social?
  2. 6.2: Facebook
  3. 6.3: Instagram
  4. 6.4: Snapchat
  5. 6.5: Twitter
  6. 6.6: Linkedin
  7. 6.7: Pinterest
  8. 6.8: YouTube

7.0 Influencers

  1. 7.1: Why use influencers?
  2. 7.2: Influencer Outreach

8.0 Mobile and Commerce

  1. 8.1: Social Media Mobile Landscape
  2. 8.2: Social Mobile Local (Solomo)
  3. 8.3: Social Commerce

9.0 The Future

  1. 9.1: Where it’s all going

Educational Approach

This course is presented in-person by the instructor. The course will include several exercises where you can practice what you’ve been taught and be given tips.

Course Policies


If an attendee cancels his or her registration more than 14 days before the date of the seminar, the amount paid for the cancelled registration will be refunded in full. Registrations cancelled within 14 days of the seminar date will NOT be refunded.

NOTE: Only 2 cancellations or registrant substitutions are allowed per company, per course. A charge of $100 will apply to each additional cancellation or registrant substitution.

In the event that IAB Canada needs to cancel any seminar(s), a full refund or an opportunity to attend an equivalent future seminar(s), at the option of the attendee, will be provided by IAB Canada. However, IAB Canada shall not be responsible for, or offer any monetary compensation for, any expenses incurred by the registrant or attendee (including, but not limited to, non-refundable airline tickets, hotel fees or change fees) due to such a cancellation.


Please provide 48 hours notice before the course if you wish to transfer to the next session or transfer to a different course.  Requests made less than 48 hours notice will not be accommodated.


Your email confirmation represents receipt of payment and confirmation for your seat(s) for the seminar(s). You are not confirmed until payment in full is received by IAB Canada, and a confirmation email is sent to you.


All printed materials provided by IAB Canada are meant for the exclusive use of the individual attendee, and no portion of any of the printed materials provided by IAB Canada may be scanned, copied, reproduced or in any other way distributed or made available for use by anyone but the original individual registrant or attendee at the session(s).