Centre for Continuing Education

Social Media Marketing Course: Facebook, Twitter and Blogs

Social Media Marketing. Learn social media marketing strategies that work.

The demand for social media expertise currently outstrips supply. Explore the essentials of social media marketing and learn social media directly from one of the world’s top social media influencers. Learn Social Media Marketing the smart way with Social Media Marketing courses at CCE, the University of Sydney.

Laurel Papworth
Laurel was named in 2012 by Forbes magazine in the Top 50 Social Media Influencers globally, and Marketing Magazine named her “Head of Industry, Social Media”. Author of Social Media Revenue, Laurel has consulted globally including with Singapore Government and Middle East Broadcasting, and in Australia, with Westpac, Sony, local, State and Federal Government. Laurel is the CEO of The Community Crew managing massive gaming and online communities including Facebook and forums for reality TV shows such as Junior Masterchef. Since 2005, Laurel has been teaching online community management at the University of Sydney and she has been managing virtual communities since 1989. Laurel’s blog laurelpapworth.com has been named by AdAge in the Power150 media blogs worldwide and she is in the top 10 bloggers for Australia.


In this course you’ll get a real taste of the marketing power of social media campaigns: creating, managing and distributing social content through online communities. We’ll look at case studies of customers engaging with companies on social media sites and evaluate the benefits and drawbacks of various social media tools. An interesting day spent exploring a dynamic and challenging area. No technical or prior knowledge required for this course.


Upon successful completion of this course, participants should be able to:

  1. Understand the 5 steps of a social media campaign.
  2. Understand how to find and engage social networks online.
  3. Know the do’s and dont’s of blogger outreach.
  4. Have a business understanding of Facebook and Twitter and when to use them.
  5. Monitor the web (overview) filtering comments.
  6. Measure the conversation: understand the metrics and what successful engagement looks like.


This course covers the following topics:

  • What is Social Media? How does social media marketing compare to traditional marketing? Do you know the difference between a social media strategy and a social media campaign? What are the must-do steps of a successful campaign using Facebook, Twitter and other social networking tools?
  • The use of social networking tools has grown over the last 5 or 6 years to the extent that not only will we investigate Return on Investment (ROI) of marketing dollars in online media but also examine the Cost of Inaction (COI) of not being involved. By becoming familiar with case studies, statistics, influencer monitoring and measurement, marketing professionals can maximise their online engagement with customers.
  • We specifically look at Listening and Monitoring, Creating Social Content, Blogger Outreach and Social Media Press Releases, Promotional Tools and Measurement. There are also opportunities to bring your questions.


  • Expert trainers
  • Central locations
  • Free, expert advice
  • Course notes – yours to keep
  • Certificate of completion

What others say.

  • Great tutor with a fantastic knowledge of social media. Thoroughly enjoyable and interesting day.

  • Outstanding course. The presenter is brilliant. I wanted a good overview into how Social Media Advertising works. That’s what I got.

  • A really great course that I will be telling all small business owners about. The content was relevant and directly relevant to where small business and social media is heading. The presenter was informative and very knowledgeable. Money well spent!

  • Fast paced, information packed day led by a dynamic lecturer who is at the top of the field. Engaging and informative.

  • The social media course and delivery was dynamic, relevant and informative for the entire eight hours! I came away with many ideas to implement.

  • The course was great – I learnt so much about the inner workings of Facebook and general online advertising. Special mention to the presenter who was an amazing tutor, an absolute genius.

  • The presenter of this course is a social media guru in every sense of the word. Not only knowing the subject inside out, but teaching it in the most entertaining and engaging way.

  • The tutor was informative, entertaining and provided key insights and advice. I would definitely recommend this social media course for anyone who is looking to refresh their social media skills or learn fresh content.

  • Fabulous tutor. Knowledgeable, entertaining and professional. Best one so far – I have done a couple of courses. I cannot think of any improvements to make. The presenter is outstanding.

  • Presenter was personable and energetic. Good flow throughout an intensive day. They made social media very accessible to a classroom of people of varied ages and expertise. Have already recommended the course to others (as I was recommended to it myself by my business coach).

  • Loved the course. My head was spinning when I left because I had learnt so much. The course gave me so many ideas and I cant wait to get back to work to implement them. I’m looking forward to enrolling in more courses.

  • I walked in Generation Confused about social media and walked out Generation Enlightened! Thank you.

  • A great teacher, very knowledgeable and delivered a huge amount of information in a very personable and entertaining manner. Very practical with lots of examples.

  • I had a great day and learned a lot. The presenter made over eight hours of learning an extremely enjoyable and interesting experience.

  • So pleased I did this course today. The presenter is a wealth of knowledge. Loved being in Newtown. Fantastic. Would highly recommend and would look forward to any more courses on this subject matter.

  • It was an excellent introductory course. A lot of information for one day. The presenter is obviously an expert in the field – a great and very amusing teacher.

  • The learning experience was great. The presenter was engaging. I was very pleased that there weren’t too many group activities, just the right amount. I definitely learnt useful information about social media.

  • We had a great teacher and the course thought me so much. Will definitely recommend it to anyone looking to use social media for your business!

  • The amount of useful and relevant information shared in this course was far beyond my expectations. I have attended many one day courses over my career but this was by far the best value for money.

  • Just brilliant. My mind was buzzing so much with possibilities that I couldn’t sleep that night and I went straight to work the next day and recommended this course to colleagues.

  • My entire customer experience with the Centre for Continuing Education was excellent. My enquiries over the phone were dealt with efficiently, effectively and with great respect and customer service. Having telephoned 3 times and having spoken to different people – the consistency and across the board approach was brilliant. This followed through to the course – and the presenter was just outstanding. A knowledgeable and engaging presenter who definitely over delivered on my expectations for the course! What a tight and brilliant mind!

  • The presenter was fantastic! Gave us booklets but didn’t go through page by page — went through FB, Twitter, and WordPress on the screen, showing us step by step how to use them for business. I love the fact that it was a practical class instead of a class that’s purely based on theory and notes in books. It would be great if you could run a course for LinkedIn as well — quite big for business. I was very satisfied, cant wait to go on my next course with you and would be very happy to recommend to others.

  • The tutor was fab, really great to be taught by someone who does this in the real world not just a teacher. I would definitely recommend the course and the tutor.

  • I thought the tutor was an excellent presenter who is across social media in a really creative and interesting way. They were quite inspiring.

  • It was one of the most stimulating courses I have ever done, and I couldn’t rate the tutor highly enough. They are fantastic, very knowledgeable, enthusiastic, informative and funny too. Can’t wait for the next instalment, and to putting these theories into practice. Really well done!

  • What a terrific tutor! Informative, easy to communicate and engage with, lively, positive and inspiring.

  • It was a fantastic help to be able to move forward with social media for our business – great insight, good ideas. Loved the class and what I achieved from it. Wish I could do more.