This unit introduces learners to the principles and practical application of social media marketing within a business or hospitality context. Participants will explore how to develop and implement a social media strategy that builds brand awareness, engages target audiences, and drives customer action across platforms such as Instagram, Facebook, TikTok, and LinkedIn.

Learners will cover key areas including content planning and creation, audience targeting, platform-specific best practices, scheduling and posting tools, community management, and the use of analytics to measure campaign performance. The unit also examines current trends in social media marketing, including influencer collaboration, paid advertising, and the growing role of AI-generated content.

By the end of this unit, learners will be able to create a basic social media marketing plan, produce engaging content aligned with brand voice, and evaluate the effectiveness of social media activity using relevant metrics.