Module 2: Social Media Marketing

🎯 Objective:

By the end of this lesson, students should be able to explain the importance of a business page and know how to set one up on platforms like Facebook or Instagram.

📘 Introduction

If you want to grow a business online, you must move beyond just posting on your personal profile. Why? Because your personal profile is meant for friends and family — but a business page is your professional digital shopfront.

It tells people: “I’m serious. I’m open for business.”

Whether you're selling clothes, offering lessons, farming products, or any service — your business needs a digital home. A well-set-up business page makes it easier to attract customers, gain trust, and run proper promotions.

📌 What is a Business Page?

A business page is a special kind of profile designed for businesses, brands, or public figures. It gives you tools that personal accounts do not have, such as:

A contact button

Business location and hours

Page insights (views, likes, audience reach)

Advertising tools

Message auto-replies and WhatsApp links

Popular Platforms to Create Business Pages:

Facebook

Instagram (Business or Creator Account)

LinkedIn

TikTok for Business

X (Twitter)

🛠️ How to Set Up a Facebook Business Page

1. Log in to Facebook

➤ Use your personal account. You need this to create a page.

2. Go to "Pages" and Click "Create New Page"

3. Enter Page Details

➤ Page Name: Your business name

➤ Category: E.g., Education, Farming, Boutique

➤ Description: Brief info on what you offer

4. Add a Profile Picture and Cover Photo

➤ Use your logo or a clear photo that represents your brand.

5. Add Contact Info

➤ Phone number, email, WhatsApp link, or website.

6. Click “Create Page”

➤ Your page is now live! Start posting and invite people.

🟢 Instagram: Go to settings ➤ Account ➤ Switch to Professional Account ➤ Choose “Business” ➤ Follow prompts.

📈 Why a Business Page is Important

Looks professional and builds trust

Lets you run ads and promote posts

Gives you analytics to track what’s working

Customers can message you easily

You appear on search results, even on Google

📝 Quick Activity

Go to Facebook or Instagram and find your favorite business page.

➤ What makes it attractive?

➤ What details are included?

➤ What would you improve if it were your page?

✅ Summary

A business page is your official brand space online. It allows you to look professional, reach more people, and grow your business in a smart and structured way. And the best part? It’s free, easy to set up, and the beginning of your digital success.

Objective:

By the end of this lesson, students should understand how to professionally set up and brand a social media business profile for visibility, trust, and engagement.

📘 Introduction

Imagine walking into a shop with no name, messy shelves, and no clear idea of what they sell. That’s what a poorly set-up social media page feels like. In digital marketing, first impressions matter. This is where profile optimisation and branding come in. They help people know what your business is about — and build trust fast.

📌 What is Profile Optimisation?

Profile optimisation means setting up and improving your business profile so it looks professional, is easy to understand, and shows up in searches.

It’s about making sure everything on your page — from your name to your bio — is clear and useful.

🎯 Key Steps to Optimise Your Business Profile

1. Use a Clear Profile Picture

➤ A logo or high-quality photo of your product/service.

2. Add a Branded Cover Photo (if available)

➤ Use one that shows what your business does.

3. Write a Clear Bio/About Section

➤ Describe your business in simple words (what you do, who you serve, and where you are based).

4. Add Keywords

➤ Use words people might search (e.g., “custom cakes Blantyre” or “online CV writing”).

5. Use a Consistent Name and Handle

➤ Example: @BriksMalawi (same on all platforms)

6. Add Contact Information

➤ Phone, email, location, website, or WhatsApp link.

7. Pin Important Posts

➤ Pin a welcome post, offers, or services at the top.

🌟 What is Branding?

Branding is how people recognize and feel about your business. It includes your:

Logo

Colors

Fonts

Tone (friendly, professional, etc.)

Message

Your brand should be the same on Facebook, Instagram, WhatsApp, and even in your messages.

📝 Quick Activity

Look at your current social media profile. Does it clearly tell people who you are, what you do, and how to contact you? What can you improve?

✅ Summary

Optimising your business profile and using strong branding helps you look professional and trustworthy. A well-branded, clear profile makes it easier for customers to find you, understand you, and buy from you.

🎯 Lesson Objectives

By the end of this lesson, students should be able to:

1. Explain the meaning and importance of personal branding in the digital age.

2. Create a professional and trustworthy online profile.

3. Apply practical steps to grow a personal brand that supports business and career goals.

4. Connect a personal brand with a business page for stronger online marketing results.

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🧭 Introduction

In today’s world, your online image speaks before you do.
Before anyone hires you, buys from you, or collaborates with you, they often check your social media profile. That profile can either open a door — or close it.

Personal branding is simply the art of making your online presence work for you. It means shaping how people see you online — as a serious professional, a reliable entrepreneur, or an expert in your field.

Whether you are a student, job seeker, or business owner, your personal brand is your digital identity. It helps people trust you, remember you, and want to work with you.

1. What Personal Branding Really Means

Personal branding is not about pretending to be someone you’re not. It’s about showing the best version of who you truly are — your skills, values, and story.

It’s how you answer the question:

“When people see my name online, what do I want them to think about me?”

For example:

• A farmer can brand himself as a “modern agripreneur helping youths grow food businesses.”

• A teacher can brand herself as “an educator using social media to inspire lifelong learning.”

Your brand becomes your digital reputation.

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2. Why Personal Branding Matters in Social Media Marketing

• 🌍 People trust people, not just brands. When your personal profile looks real and professional, your audience believes your message.

• 💼 Opportunities find you. Employers, clients, and partners often discover you through your online content.

• 🚀 It supports your business page. When people trust you personally, they are more likely to follow your business and buy your products.

• 💬 It increases engagement. People love to interact with authentic stories and faces, not faceless pages.

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3. How to Create a Strong Professional Profile

Here’s a step-by-step guide you can apply today:

1. Choose a clean profile photo – Use a simple background and wear neat clothes. Smile slightly.

2. Use a clear bio/about section – Write what you do, what you stand for, and how you help others. Example:

   “I help small businesses grow online through digital marketing.”

3. Add contact details – Include your WhatsApp number, email, or website.

4. Share valuable posts – Teach, motivate, or share lessons in your field.

5. Engage with people – Reply to comments, thank followers, and join discussions.

6. Stay consistent – Post regularly using the same tone, colors, and message.

💡 Tip: Think of your social media page as your online office — keep it clean, helpful, and professional.

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4. Connecting Personal Branding with Business Pages

Your personal brand and business page work together.
When people trust you personally, they trust your business more easily.

Personal Brand	Business Page
Shows your face and story	Shows your products or services
Builds emotional connection	Builds brand identity
Shares real experiences	Shares offers and promotions

For example, if you post agricultural videos on your personal page, you can direct people to your Agricultural business page to learn more or buy agricultural products.

In short, your personal profile attracts — your business page converts.

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5. Practical Exercise

1. Go to your Facebook, Instagram, or LinkedIn account.

2. Update your profile photo and write a short, professional bio.

3. Make your first “branding post” — introduce yourself, what you do, and what value you offer.

4. Link your business page in that post or in your bio.

5. Ask a friend or classmate to review your profile for feedback.

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🏆 Summary

Personal branding is about managing how the world sees you online. A good profile tells your story clearly, builds trust, and attracts people who believe in your work.

When you combine a strong personal brand with a well-managed business page, you create a powerful marketing system that works even when you are offline.

Your personal brand opens the door — your business page welcomes people in.

🎯 Objective:

By the end of this lesson, students will understand why hashtags are less effective on Facebook today and learn six modern strategies that can boost post visibility, reach, and engagement using proven 2025 methods.

📘 Introduction

In the early days of Facebook, hashtags were used to group related content and help people discover new pages or communities. But in 2025, hashtags no longer play a major role in improving Facebook visibility. Unlike Instagram or TikTok, where hashtags are still actively followed and searched, Facebook now focuses more on meaningful engagement and native content.

So, what should you do instead? Let’s explore what actually works today to get your posts seen by more people.

📌 1. Focus on Engagement-Driven Content

Facebook’s algorithm now rewards posts that spark conversation. The more people react, comment, and share your post, the more Facebook pushes it to others.

✅ Ask questions instead of making plain announcements.

Example: Instead of saying, “We’re launching a free course,” ask,

“What skill do you wish you learned earlier in life?”

Such posts invite responses — and more responses mean more reach.

📌 2. Use Native Videos and Reels

Facebook favors content that keeps users on its platform. Upload your videos directly to Facebook instead of sharing YouTube links.

✅ Post short clips (under 1 minute) with helpful tips, testimonials, or sneak peeks.

✅ Reels, especially, are promoted in the Explore section and can go viral — even for small pages.

✅ Make the first 3 seconds exciting to grab attention.

📌 3. Tell Relatable Stories

People remember stories more than sales posts. Share your journey, your students’ wins, or a personal moment that connects emotionally.

Follow this format:

Problem → Action → Result → Lesson Learned

These stories create emotional engagement, encouraging people to like, comment, and share.

📌 4. Post Consistently and at the Right Time

Consistency builds trust. Facebook recognizes active pages and rewards them with more visibility.

✅ Post at least 3–5 times per week.

✅ Best times: Morning (6–9 AM), Lunch (12–1 PM), or Evening (7–9 PM) — when your audience is most active.

Over time, consistent posts increase familiarity and trust in your brand.

📌 5. Engage with Comments and Join Groups

Replying to comments increases the visibility of your posts. It shows Facebook that you’re building community.

✅ Respond to every comment — even with emojis or questions.

✅ Join Facebook Groups in your niche. Share advice, answer questions, and occasionally direct people to your page. This builds organic traffic and visibility.

📌 6. Use Strong Visuals and CTAs

Good visuals still grab attention. Use tools like Canva to create clean, eye-catching designs.

✅ Add short, clear text on images to explain your message.

✅ Use CTAs to encourage action.

Examples:

“Tag a friend who needs this.”

“Comment YES if you agree.”

“Share with someone who needs it.”

📝 Quick Activity

Pick one Facebook post you created recently.

➤ Rewrite it using one or more of the strategies above (e.g., add a question, use a story, or change the CTA).

➤ Then post it again and monitor the results for 2 days.

✅ Summary

Hashtags on Facebook are no longer the key to growth. In 2025, engagement is the new hashtag. To boost your visibility, focus on creating posts that start conversations, use native videos, tell relatable stories, post regularly, interact in comments, and include strong visuals with clear calls to action. These are the tools that truly grow your brand in the modern Facebook world.

🎯 Objective:

By the end of this lesson, students should understand what influencer marketing is, why it works, and how to use local influencers to promote their products or services — even without spending a lot of money.

📘 Introduction

Have you ever bought something because someone you trust recommended it? That’s the power of influencer marketing.

Influencers are people who have the trust and attention of others — whether it’s a Facebook group admin, a youth leader, a popular student, or someone with many followers on Instagram or TikTok.

You can grow your business or course faster by working with these people to promote your brand. You don’t always need to pay them big money — many local influencers are open to small payments, barter, or free products.

📌 What Is Influencer Marketing?

Influencer marketing is when you partner with someone who has an audience, and they promote your product, service, or brand to their followers — using their voice, style, and platform.

These influencers could be:

Social media personalities

Bloggers or YouTubers

Local musicians or DJs

Community leaders or respected professionals

WhatsApp group admins

💡 Why Influencer Marketing Works

✅ Trust: People trust recommendations from people they know or follow.

✅ Reach: Influencers can introduce your brand to new people, fast.

✅ Speed: It can bring traffic and sales within hours if the audience is active.

✅ Relatability: Local influencers know how to speak the language and culture of your target customers.

🛠️ How to Use Influencer Marketing Practically

Here are steps to apply it in real life:

1. Identify the Right Influencer

Find someone who:

Shares content related to your product (e.g., fashion, education, farming)

Has a loyal audience (even 1,000–5,000 followers is okay if they’re active)

Has built trust — people comment, react, and engage

Example: A Facebook page with 3,000 fans that posts about entrepreneurship.

2. Make an Offer

Reach out with a simple proposal:

Pay them a small fee

Example: “I can offer K5,000 if you promote my shoes or farm products on your page.”

Give them a free product or discount

Example: “I’ll give you a free t-shirt if you post about my fashion store.”

Offer affiliate commission

Example: “You’ll earn K1,000 for every sell that was made through you.”

3. Give Them the Right Message

Help them promote your offer clearly:

Short, powerful text

“This product changed my skin now I look more natural. Buy 3 bottles  get 1 for free .”

A clear call-to-action

“Click the link to join the WhatsApp group.”

Let them post in their own style — don’t make it too formal.

4. Track and Engage

Ask them to use a custom code or link (e.g., “Mention ‘Brian sent you’”)

Thank the influencer publicly

Build a long-term relationship if it works

📝 Quick Activity

Identify one local influencer (even if they have just 1,000 followers or run a WhatsApp group).

1. Think of what you can offer them.

2. Write a short message to request collaboration.

3. Plan what you want them to post about your business or training.

✅ Summary

Influencer marketing is about working with people who already have your target audience’s trust. It’s not just for big brands — you can do it on Facebook, WhatsApp, or Instagram using local voices. With a small budget or good collaboration, you can reach more people fast and grow your brand with impact.

🧠 Objective:

By the end of this lesson, students will know how to protect their Facebook, Instagram, and WhatsApp Business accounts from hackers, impersonators, and scammers.

📘 Introduction:

Your social media pages are your digital storefront. If a hacker gains control, you lose more than just content—you lose trust, business, and opportunities. Many businesses have been impersonated, hijacked, or shut down just because they didn't follow basic account security.

In this lesson, we will look at practical and easy steps to secure your pages from cyber threats.

🛡️ Lesson Content: How to Secure Social Media Accounts

✅ 1. Use Strong Passwords

Choose a password with at least 12 characters, including uppercase letters, lowercase letters, numbers, and symbols.

Avoid using personal details like your name or birthday.

Example of a strong password: John@5642Bondo$DM

Change your password every 3–6 months.

✅ 2. Enable Two-Factor Authentication (2FA)

This adds an extra layer of protection by requiring a code from your phone or app.

On Facebook:

Go to Settings & Privacy > Settings > Security and Login

Scroll to Two-Factor Authentication

Choose text message or an authenticator app

✅ 3. Add Trusted Contacts (Facebook)

You can choose 3–5 trusted friends to help recover your account if it's locked.

Go to Settings > Security > Trusted Contacts

Add people you trust, not random contacts.

✅ 4. Avoid Public Wi-Fi When Logging In

Public Wi-Fi (like at cafes or bus stations) can be risky.

Use mobile data or secure home/office Wi-Fi when accessing important accounts.

✅ 5. Don’t Click Suspicious Links

Hackers often send fake login pages through messages.

Avoid links that:

Come from unknown people

Contain spelling errors (like facebo0k.com)

Ask for urgent action like “Your account will be deleted”

✅ 6. Review Login Activity

Regularly check where your account is logged in.

On Facebook:

Go to Settings > Security and Login > Where You’re Logged In

Log out from any suspicious device or location.

✅ 7. Assign a Backup Admin (For Pages)

Add one trusted person as a page admin or business account manager.

This allows you to access or recover the page if something happens to your account.

 Practical Activity:

Ask students to do these tasks now:

1. Turn on Two-Factor Authentication on Facebook.

2. Review login activity and log out unknown devices.

3. Add a trusted contact for account recovery.

✔️ Let them take screenshots of each step and share in the WhatsApp group as proof of completion.

🧾 Summary:

Securing your social media pages is like locking your shop before going home. It's basic, but powerful. Use strong passwords, enable two-factor authentication, and always review your login activity. One weak point can cost you your entire audience, content, and trust.

Protect your digital space—it’s your digital business.