Many Ghanaian businesses already post on Facebook, Instagram, TikTok and WhatsApp. Far fewer know how to run a paid campaign that reaches the right people, make a video that people watch to the end, or turn followers into a community that buys again and tells friends. Those three skills are what this specialisation teaches, and they appear again and again in social media and digital marketing job descriptions.
What this specialisation covers
You already met social platforms, short video and community management in the Digital Marketer roadmap. Here you go deeper over three weeks, with three lessons in each.
- Week 7, advanced ad targeting. How campaigns are built, how to choose and refine audiences, and how to set budgets and test ads.
- Week 8, video and storytelling. Story structure for social media, scripting and shooting a short promo, and editing with captions.
- Week 9, community and influencers. Building a community, finding micro influencers, and pitching and running a collaboration.
Organic and paid working together
Organic content is what a business posts for free. It reaches mostly people who already follow or share it. Paid content is an advert: the business pays the platform to show a post to people it chooses. Paid reach is predictable and fast but stops when the money stops. Organic reach grows slowly but builds trust and loyalty.