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University of Colorado Boulder

Social Media Advertising

University of Colorado Boulder via Coursera


Social media platforms are driven by digital advertising. As a result, social media advertising is affordable and can be purchased at almost any budget. Targeting options in social media advertising are also sophisticated. It is possible to tailor ads around a user’s behaviors (e.g., likes, posts and clicks). This course unpacks small business use cases of Facebook, Instagram and Twitter advertising. From basic campaigns, to advanced techniques including lookalike modeling and audience retargeting, this course shows how to effectively advertise on three major social media platforms.


  • Readings: Social Media
    • This series of lectures provides an overview of social media advertising, its history, and its role in the digital marketing landscape. The lectures discuss the evolution of social media platforms and their impact on the communication model. They also explain the advantages and disadvantages of social media advertising, highlighting its interactive nature, trackable metrics, and potential challenges such as negative content moderation and social media burnout. The lectures touch on the future of social media, with a focus on the increasing role of augmented reality, virtual reality, and influencer marketing. Finally, practical tips for small businesses looking to get started on social media advertising are provided.
  • Video Lecture: Twitter & Facebook
    • In this comprehensive lecture series, students will explore the intricacies of advertising on social media platforms, particularly Twitter and Facebook. The lectures will cover the differences between social media and search engine advertising, ad types, targeting options, and challenges associated with inferenced data and user anonymity. We will also discuss the limitations of Twitter and Facebook advertising, such as ad relevance, targeting challenges, and spam prevalence. Furthermore, students will learn about the effectiveness of ads on both platforms, analyzing campaign data, and utilizing the Twitter Ads API and Facebook Pixel for demographic prospecting. By the end of this lecture series, students will have a comprehensive understanding of social media advertising and how to optimize their campaigns on both Twitter and Facebook.
  • Video Lecture: Instagram
    • In this lecture series, we will explore the power and effectiveness of Instagram as an advertising platform, examining its unique features, targeting capabilities, and performance metrics. We will discuss the role of influencers in marketing and the evolving landscape of influencer marketing, as well as the importance of aesthetics and authenticity in Instagram content. Additionally, we will compare Instagram to other social media platforms like Facebook and Twitter, and delve into strategies to overcome the lack of purchase intent on social media. Lastly, we will touch upon the regulations surrounding sponsored content and the immersive nature of Instagram as a medium.
  • Final Project
    • This project offers three assignment options for students to apply their knowledge of social media advertising on platforms such as Facebook, Instagram, and Twitter. Students will either create a report identifying an audience persona and relevant targeting parameters for a Facebook ad campaign, assess the potential success of an Instagram advertising campaign for two small businesses, or develop a Twitter ad strategy for a gourmet deli. Through these assignments, students will demonstrate their understanding of targeting parameters, creative options, and key metrics for evaluating the success of social media advertising campaigns.

Taught by

Chris J. Vargo


5.0 rating, based on 2 Class Central reviews

4.6 rating at Coursera based on 300 ratings

Start your review of Social Media Advertising

  • The Social Media Advertising course by University of Colorado Boulder on Coursera is a concise yet comprehensive dive into the world of digital marketing. The course offers practical insights into crafting effective ad campaigns on various social media platforms. From targeting to content creation, the curriculum covers it all. The engaging lectures and hands-on assignments provide valuable skills for anyone looking to excel in the realm of social media advertising. With its well-structured content and expert guidance, this course is a valuable asset for both beginners and marketers aiming to enhance their digital advertising prowess.

  • Social media Advertising is the most important

    Because of different technology.

    The world community focusing is on social media at this time.

    Thank you Colorado University

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