{"id":4637,"date":"2020-11-24T14:36:05","date_gmt":"2020-11-24T19:36:05","guid":{"rendered":"https:\/\/www.yorku.ca\/branddev\/?page_id=4637"},"modified":"2023-10-11T15:28:51","modified_gmt":"2023-10-11T19:28:51","slug":"social-media-advertising","status":"publish","type":"page","link":"https:\/\/www.yorku.ca\/brand\/support\/training\/social-media-advertising\/","title":{"rendered":"Social Media Paid Advertising Training"},"content":{"rendered":"\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<h2 class=\"wp-block-heading\">Introduction<\/h2>\n\n\n\n<p>With social channels you have the opportunity to boost content (putting money behind organic content already shared) or create a unique campaign (where you create the post in the ad manager and it does not appear on your profile, only to the audience you target). Read below for some of the best practices, technical knowledge, and training opportunities required to both boost content or launch your own social media advertising campaign across the four main channels: Facebook, Instagram, Twitter, and LinkedIn. <\/p>\n<\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<h2 class=\"text-uppercase h5 wp-block-heading\">Quick Links<\/h2>\n\n\n\n<ul class=\"list-unstyled wp-block-list\"><li><a href=\"https:\/\/www.yorku.ca\/brand\/using-the-brand\/right-the-future\/\">Right the Future Guidelines<\/a><\/li><li><a href=\"https:\/\/www.yorku.ca\/brand\/using-the-brand\/social-media\/\">York Social Media Best Practices<\/a><\/li><li><a href=\"https:\/\/www.yorku.ca\/brand\/assets-downloads\/templates\/\">Branded Social Assets<\/a><\/li><li><a rel=\"noreferrer noopener\" href=\"https:\/\/www.yorku.ca\/brand\/py_staff_area\/brand-assets\/photo-library\/\" target=\"_blank\">Image Collection<\/a><\/li><li><a rel=\"noreferrer noopener\" href=\"https:\/\/www.linkedin.com\/learning\/me?u=2174970\" target=\"_blank\">LinkedIn Learning<\/a> (Additional Training)<\/li><\/ul>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.3%\">\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"What Is Social Media Marketing? (And Why Does It Matter?!)\" width=\"1778\" height=\"1000\" src=\"https:\/\/www.youtube.com\/embed\/489yr8CnyTw?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.6%\">\n<h2 class=\"wp-block-heading\">Before getting started<\/h2>\n\n\n\n<p>There is so much to explore and discover with social media advertising. The opportunities seem almost endless and the ways to reach your audience the same. However before getting trained on how to start advertising on each channel it is critical to understand the why. This will be important in defining your objective, creating your content, evaluating what key performance indicators (KPIs) to track, and how best to utilize your strategy.  <\/p>\n\n\n\n<p class=\"text-uppercase font-weight-bold\"><a href=\"https:\/\/buffer.com\/social-media-marketing\" target=\"_blank\" rel=\"noreferrer noopener\">Read the basics of social media advertising<\/a><\/p>\n\n\n\n<p><\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">General Information<\/h2>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<h3 class=\"h5 text-uppercase text-primary wp-block-heading\"><a href=\"https:\/\/blog.hubspot.com\/marketing\/social-media-terms\">Definitions <\/a><\/h3>\n\n\n\n<p>Each channel has specific jargon to define an action, metric, result and much more. While it may be confusing, understanding the basic terminology will help with communicating your campaign.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<h3 class=\"h5 text-uppercase text-primary wp-block-heading\"><a href=\"https:\/\/sproutsocial.com\/insights\/social-media-kpis\/\">KPIs<\/a><\/h3>\n\n\n\n<p>Without identifying KPIs, you will have no idea how well your campaign preformed. But there is no single metric to gauge results. It all depends on what you want to achieve. <\/p>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group grey-bg-block has-very-light-gray-background-color has-background\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<h2 class=\"wp-block-heading\">Campaign Development<\/h2>\n\n\n\n<p>Now that you understand the basics of social media advertising it is time to start planning your campaign. Using the knowledge you have gained you will need to identify the following before going to market. <\/p>\n\n\n\n<ol class=\"wp-block-list\"><li><strong>Are you boosting content or creating a campaign<\/strong> - Boosting content is the action of adding money to organic social posts to increase the awareness and reach an audience beyond your followers. The cost is usually smaller than a entire campaign and is done on a individual level. The boost can only be applied to a singular piece of content. A social media campaign is developing the content in the social media channel's Ad Manager targeting an external audience and the content is not visible to page followers, just the audience you target. These are also called \"dark posts\" and the cost can be allocated across multiple creatives. <\/li><li><strong>Share with C&amp;PA -<\/strong> At any given time there are numerous advertising campaigns from different institutional channels in market. To ensure our individual channels are not cannibalizing each others content or bidding for the same audience, please share your plans with <a rel=\"noreferrer noopener\" href=\"http:\/\/yorku.ca\/cpa\" target=\"_blank\">Communications &amp; Public Affairs<\/a>. If you are just planning on boosting content and the budget is under $2,000, you will not need to share your plan, unless you wish to leverage the central brand channels to share the content. <\/li><li><strong>What is your target audience <\/strong>- Having a defined audience will help target your content to the right demographic. It will also help keep costs low by only targeting those that could be interested in what you are advertising. Main things to consider are: age, location, interests, education, and career. Advanced opportunities are available to create targets from lists, look-a-like audiences, and from those that engaged with content. If you are boosting, understand some of the limitations with creating a target audience.<\/li><li><strong>What channel(s) to use<\/strong> - Now you know what your target audience is, you need to ask where do they live? Are they on Facebook? Instagram? LinkedIn? You can define this by looking at a breakdown of your channel audiences in the insights. Or if you wish to evaluate, determine what channel has the best chance to reach you target audience. <a rel=\"noreferrer noopener\" href=\"https:\/\/sproutsocial.com\/insights\/social-media-channels\/\" target=\"_blank\">Here is a helpful article to determine what channel to use.<\/a><\/li><li><strong>What is your objective - <\/strong> Are you looking to increase event registrations? Create brand awareness? Lead Generation? Generate conversation? Grow page following? Other? Determining this will make generating content easier.<\/li><li><strong>What content to share - <\/strong>After completing steps 1-3, it is time to start developing your content and media. Your social copy should be concise, easy to read and capture the attention of the audience. Exact skills are identified per each channel training below. For creating visual content, making sure that it is visually appealing, shares your main value ad, and aligns with the <a rel=\"noreferrer noopener\" href=\"http:\/\/yorku.ca\/brand\" target=\"_blank\">¿ì²¥ÊÓƵ brand<\/a> ensure trust and transparency with the audience. <a rel=\"noreferrer noopener\" href=\"https:\/\/blog.hootsuite.com\/epic-guide-creating-social-media-visuals\/\" target=\"_blank\">Here are some tips for creating visuals.<\/a><\/li><li><strong>What are your KPIs - <\/strong>Now that you have your campaign set, it is time to identify how you will track success. This is dependent on what type of content you share, campaign objective and audience. <\/li><li><strong>Identify your budget - <\/strong>Everything is ready to go, now to determine what to spend. Each platform will give you projected results based on the audience and spend. <\/li><li><strong>What is the timing - <\/strong>This will be determined based on what the goals and budget are. If you are targeting for a specific event at the very least you should run the campaign two weeks prior. <\/li><li><strong>Final Considerations - <\/strong>Will you do an A\/B test? Target different audiences? This is great to optimize your campaign to the highest preforming creative\/CTA. <em>Note: These advanced techniques are available for certain platforms but require additional training. <\/em><\/li><li><strong>Launch the Campaign -<\/strong> Success! You are ready to go into the channel ad manager and setup the campaign!<\/li><\/ol>\n<\/div><\/div>\n<\/div><\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Individual Channel Training<\/h2>\n\n\n\n<p><em>The below training videos are provided by <a href=\"https:\/\/lil.info.yorku.ca\/\" target=\"_blank\" rel=\"noreferrer noopener\">LinkedIn Learning<\/a>. To access these opportunities you must <a href=\"https:\/\/www.linkedin.com\/checkpoint\/enterprise\/login\/2174970?application=learning\" target=\"_blank\" rel=\"noreferrer noopener\">login via your Passport York credentials<\/a>. <\/em><\/p>\n\n\n<style>.kt-accordion-id_7b8e16-c2 .kt-accordion-inner-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:8px;}.kt-accordion-id_7b8e16-c2 .kt-accordion-panel-inner{padding-top:var(--global-kb-spacing-sm, 1.5rem);padding-right:var(--global-kb-spacing-sm, 1.5rem);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);padding-left:var(--global-kb-spacing-sm, 1.5rem);}.kt-accordion-id_7b8e16-c2 > .kt-accordion-inner-wrap > .wp-block-kadence-pane > .kt-accordion-header-wrap > .kt-blocks-accordion-header{padding-top:var(--global-kb-spacing-xxs, 0.5rem);padding-right:var(--global-kb-spacing-xs, 1rem);padding-bottom:var(--global-kb-spacing-xxs, 0.5rem);padding-left:var(--global-kb-spacing-xs, 1rem);}@media all and (max-width: 767px){.kt-accordion-id_7b8e16-c2 .kt-accordion-inner-wrap{display:block;}.kt-accordion-id_7b8e16-c2 .kt-accordion-inner-wrap .kt-accordion-pane:not(:first-child){margin-top:8px;}}<\/style>\n<div class=\"wp-block-kadence-accordion alignnone\"><div class=\"kt-accordion-wrap kt-accordion-wrap kt-accordion-id_7b8e16-c2 kt-accordion-has-6-panes kt-active-pane-0 kt-accordion-block kt-pane-header-alignment-left kt-accodion-icon-style-arrow kt-accodion-icon-side-right\" style=\"max-width:none\"><div class=\"kt-accordion-inner-wrap\" data-allow-multiple-open=\"true\" data-start-open=\"none\">\n<div class=\"wp-block-kadence-pane kt-accordion-pane kt-accordion-pane-3 kt-pane_69e3ec-1c\"><div class=\"kt-accordion-header-wrap\"><button class=\"kt-blocks-accordion-header kt-acccordion-button-label-show\"><span class=\"kt-blocks-accordion-title-wrap\"><span class=\"kt-blocks-accordion-title\">Facebook<\/span><\/span><span class=\"kt-blocks-accordion-icon-trigger\"><\/span><\/button><\/div><div class=\"kt-accordion-panel kt-accordion-panel-hidden\"><div class=\"kt-accordion-panel-inner\">\n<p>Advertising on Facebook has proven results. As a leader in the social media landscape by advertising on Facebook you have the opportunity to also share content on Instagram, WhatsApp, Facebook Messenger, and the Audience Network. In this training you will learn how to create and manage Facebook ad campaigns that help achieve your KPIs and boost the overall brand. This course helps you get started in Facebook advertising, follow best practices, while avoiding some of the platform\u2019s main pitfalls.&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/learning\/advertising-on-facebook-2\/facebook-is-an-advertiser-s-dream?u=2174970\" target=\"_blank\" rel=\"noreferrer noopener\">Course: Advertising on Facebook by Megan Adams via LinkedIn Learning <\/a><\/p>\n<\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-kadence-pane kt-accordion-pane kt-accordion-pane-4 kt-pane_6d837a-2d\"><div class=\"kt-accordion-header-wrap\"><button class=\"kt-blocks-accordion-header kt-acccordion-button-label-show\"><span class=\"kt-blocks-accordion-title-wrap\"><span class=\"kt-blocks-accordion-title\">Instagram<\/span><\/span><span class=\"kt-blocks-accordion-icon-trigger\"><\/span><\/button><\/div><div class=\"kt-accordion-panel kt-accordion-panel-hidden\"><div class=\"kt-accordion-panel-inner\">\n<p>Learn the ins and outs of advertising on Instagram. In this training you will learn how to create engaging content for Instagram, build a campaign, and leverage Facebook Ads Manager along the way. You will also learn some of the types of content you can use to create Instagram posts\/stories for marketing purposes.&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/learning\/advertising-on-instagram\/stand-out-on-instagram?u=2174970\" target=\"_blank\" rel=\"noreferrer noopener\">Course: Advertising on Instagram by Anson Alexander via LinkedIn Learning<\/a><\/p>\n<\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-kadence-pane kt-accordion-pane kt-accordion-pane-5 kt-pane_6552a3-34\"><div class=\"kt-accordion-header-wrap\"><button class=\"kt-blocks-accordion-header kt-acccordion-button-label-show\"><span class=\"kt-blocks-accordion-title-wrap\"><span class=\"kt-blocks-accordion-title\">Twitter<\/span><\/span><span class=\"kt-blocks-accordion-icon-trigger\"><\/span><\/button><\/div><div class=\"kt-accordion-panel kt-accordion-panel-hidden\"><div class=\"kt-accordion-panel-inner\">\n<p>Why advertise on Twitter? It can help you target audiences by demographic, keyword, username, or interest and build brand awareness in real time. In this training it will show you how to use Twitter for advertising, starting with an explanation of Twitter ad types and targeting options.&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/learning\/advertising-on-twitter-3\/reach-your-audience-with-twitter-ads?u=2174970\" target=\"_blank\" rel=\"noreferrer noopener\">Course: Advertising on Twitter by Megan Adams via LinkedIn Learning <\/a><\/p>\n<\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-kadence-pane kt-accordion-pane kt-accordion-pane-6 kt-pane_0029df-e5\"><div class=\"kt-accordion-header-wrap\"><button class=\"kt-blocks-accordion-header kt-acccordion-button-label-show\"><span class=\"kt-blocks-accordion-title-wrap\"><span class=\"kt-blocks-accordion-title\">LinkedIn<\/span><\/span><span class=\"kt-blocks-accordion-icon-trigger\"><\/span><\/button><\/div><div class=\"kt-accordion-panel kt-accordion-panel-hidden\"><div class=\"kt-accordion-panel-inner\">\n<p>LinkedIn ads are highly-targeted social ads, which differ significantly from other social media marketing. In this training learn the key strategies for which can help you make this platform work for you. You will also learn what makes LinkedIn ads valuable (including the audience targeting), as well as get acquainted with the platform\u2019s ad manager capabilities to create effective ads. <\/p>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/learning\/advertising-on-linkedin-2\/the-value-of-linkedin-ads?u=2174970\" target=\"_blank\" rel=\"noreferrer noopener\">Course: Advertising on LinkedIn by AJ Wilcox via LinkedIn Learning<\/a><\/p>\n\n\n\n<p>This is only applicable for those that have a LinkedIn page. It is highly recommended before considering this platform, to use the central channel to promote these ads. This will ensure consistency, increased trust with domestic and international audiences, and ability to use advanced targeting opportunities. <\/p>\n<\/div><\/div><\/div>\n<\/div><\/div><\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns learnmore-block is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:60%\">\n<div class=\"wp-block-image\"><figure class=\"alignleft size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.yorku.ca\/wp-content\/plugins\/yu-blockpatterns\/img\/learnmore.png\" alt=\"\" class=\"wp-image-11892\" width=\"53\" height=\"76\"\/><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Learn More<\/h2>\n\n\n\n<p>If you need additional information, clarification on setting up social media advertisements, consultation from a internal expert, approval that creative aligns with brand standards, or anything else please connect with <a href=\"mailto:cpadigit@yorku.ca\" target=\"_blank\" rel=\"noreferrer noopener\">cpadigit@yorku.ca<\/a><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link\" href=\"http:\/\/yorku.ca\/cpa\" target=\"_blank\" rel=\"noreferrer noopener\">C&amp;PA<\/a><\/div>\n\n\n\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link\" href=\"https:\/\/lil.info.yorku.ca\/\" target=\"_blank\" rel=\"noreferrer noopener\">LinkedIn Learning<\/a><\/div>\n\n\n\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link\" href=\"https:\/\/www.yorku.ca\/brand\/\" target=\"_blank\" rel=\"noreferrer noopener\">Brand Standards<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-columns social-bar-block is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"h6 text-white text-center wp-block-heading\">Connect with ¿ì²¥ÊÓƵ<\/h2>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<ul class=\"wp-block-social-links aligncenter my-2 is-style-default is-layout-flex wp-block-social-links-is-layout-flex\"><li class=\"wp-social-link wp-social-link-facebook  wp-block-social-link\"><a href=\"https:\/\/www.facebook.com\/yorkuniversity\" class=\"wp-block-social-link-anchor\"><svg width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-hidden=\"true\" focusable=\"false\"><path d=\"M12 2C6.5 2 2 6.5 2 12c0 5 3.7 9.1 8.4 9.9v-7H7.9V12h2.5V9.8c0-2.5 1.5-3.9 3.8-3.9 1.1 0 2.2.2 2.2.2v2.5h-1.3c-1.2 0-1.6.8-1.6 1.6V12h2.8l-.4 2.9h-2.3v7C18.3 21.1 22 17 22 12c0-5.5-4.5-10-10-10z\"><\/path><\/svg><span class=\"wp-block-social-link-label screen-reader-text\">Facebook<\/span><\/a><\/li>\n\n<li class=\"wp-social-link wp-social-link-twitter  wp-block-social-link\"><a href=\"https:\/\/www.twitter.com\/yorkuniversity\" class=\"wp-block-social-link-anchor\"><svg width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-hidden=\"true\" focusable=\"false\"><path d=\"M22.23,5.924c-0.736,0.326-1.527,0.547-2.357,0.646c0.847-0.508,1.498-1.312,1.804-2.27 c-0.793,0.47-1.671,0.812-2.606,0.996C18.324,4.498,17.257,4,16.077,4c-2.266,0-4.103,1.837-4.103,4.103 c0,0.322,0.036,0.635,0.106,0.935C8.67,8.867,5.647,7.234,3.623,4.751C3.27,5.357,3.067,6.062,3.067,6.814 c0,1.424,0.724,2.679,1.825,3.415c-0.673-0.021-1.305-0.206-1.859-0.513c0,0.017,0,0.034,0,0.052c0,1.988,1.414,3.647,3.292,4.023 c-0.344,0.094-0.707,0.144-1.081,0.144c-0.264,0-0.521-0.026-0.772-0.074c0.522,1.63,2.038,2.816,3.833,2.85 c-1.404,1.1-3.174,1.756-5.096,1.756c-0.331,0-0.658-0.019-0.979-0.057c1.816,1.164,3.973,1.843,6.29,1.843 c7.547,0,11.675-6.252,11.675-11.675c0-0.178-0.004-0.355-0.012-0.531C20.985,7.47,21.68,6.747,22.23,5.924z\"><\/path><\/svg><span class=\"wp-block-social-link-label screen-reader-text\">Twitter<\/span><\/a><\/li>\n\n<li class=\"wp-social-link wp-social-link-linkedin  wp-block-social-link\"><a href=\"https:\/\/www.linkedin.com\/school\/167012\/\" class=\"wp-block-social-link-anchor\"><svg width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-hidden=\"true\" focusable=\"false\"><path d=\"M19.7,3H4.3C3.582,3,3,3.582,3,4.3v15.4C3,20.418,3.582,21,4.3,21h15.4c0.718,0,1.3-0.582,1.3-1.3V4.3 C21,3.582,20.418,3,19.7,3z M8.339,18.338H5.667v-8.59h2.672V18.338z M7.004,8.574c-0.857,0-1.549-0.694-1.549-1.548 c0-0.855,0.691-1.548,1.549-1.548c0.854,0,1.547,0.694,1.547,1.548C8.551,7.881,7.858,8.574,7.004,8.574z M18.339,18.338h-2.669 v-4.177c0-0.996-0.017-2.278-1.387-2.278c-1.389,0-1.601,1.086-1.601,2.206v4.249h-2.667v-8.59h2.559v1.174h0.037 c0.356-0.675,1.227-1.387,2.526-1.387c2.703,0,3.203,1.779,3.203,4.092V18.338z\"><\/path><\/svg><span class=\"wp-block-social-link-label screen-reader-text\">LinkedIn<\/span><\/a><\/li>\n\n<li class=\"wp-social-link wp-social-link-instagram  wp-block-social-link\"><a href=\"https:\/\/www.instagram.com\/yorkuniversity\" class=\"wp-block-social-link-anchor\"><svg width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-hidden=\"true\" focusable=\"false\"><path 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s0.484,1.08,1.08,1.08c0.596,0,1.08-0.484,1.08-1.08S17.401,6.116,16.804,6.116z\"><\/path><\/svg><span class=\"wp-block-social-link-label screen-reader-text\">Instagram<\/span><\/a><\/li><\/ul>\n\n\n\n<p><\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Introduction With social channels you have the opportunity to boost content (putting money behind organic content already shared) or create a unique campaign (where you create the post in the ad manager and it does not appear on your profile, only to the audience you target). Read below for some of the best practices, technical [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":0,"parent":5576,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","ngg_post_thumbnail":0,"footnotes":""},"tags":[],"class_list":["post-4637","page","type-page","status-publish","hentry"],"taxonomy_info":[],"featured_image_src_large":false,"author_info":{"display_name":"jmiller4","author_link":"https:\/\/www.yorku.ca\/brand\/author\/jmiller4\/"},"comment_info":0,"_links":{"self":[{"href":"https:\/\/www.yorku.ca\/brand\/wp-json\/wp\/v2\/pages\/4637","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.yorku.ca\/brand\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.yorku.ca\/brand\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.yorku.ca\/brand\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/www.yorku.ca\/brand\/wp-json\/wp\/v2\/comments?post=4637"}],"version-history":[{"count":19,"href":"https:\/\/www.yorku.ca\/brand\/wp-json\/wp\/v2\/pages\/4637\/revisions"}],"predecessor-version":[{"id":8835,"href":"https:\/\/www.yorku.ca\/brand\/wp-json\/wp\/v2\/pages\/4637\/revisions\/8835"}],"up":[{"embeddable":true,"href":"https:\/\/www.yorku.ca\/brand\/wp-json\/wp\/v2\/pages\/5576"}],"wp:attachment":[{"href":"https:\/\/www.yorku.ca\/brand\/wp-json\/wp\/v2\/media?parent=4637"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.yorku.ca\/brand\/wp-json\/wp\/v2\/tags?post=4637"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}