Facebook and Instagram for Businesses – Enrico Marchetto – WORKSHOP

Publish less, publish better, and spend where it counts.

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In a small business, social media is managed in spare moments: a post on Sunday evening, a story when the opportunity arises, a quick snap of a new product. That’s all the time you have, and it won’t increase, so the useful question isn’t how to post more. It’s which few pieces of content are worth the two hours you have, and what to do with them once you’ve posted them. This question arises now because content distribution has changed: in 2025, people saw more content from pages they didn’t follow than from pages they did, and an editorial plan built around followers works against the person writing it. When content gets off to a bad start, the budget you put behind it amplifies the mistake instead of the result.

This workshop is designed to revamp the way a small business uses Facebook and Instagram: fewer, but better-chosen pieces of content; a small advertising budget spent where it counts; and a clear metric to determine at the end of the month whether it worked. We work on the participants’ actual cases, not textbook examples. Everyone brings their own business—or a client’s—and the day alternates between lectures and hands-on workshops: what you’ve just learned is immediately applied to your own materials. We work without slides, and notes are taken in real time with the class.

WHO IS "
" FOR? For small business owners who manage their social media on their own, or who have entrusted it to someone else and want to know if they’re doing a good job. For those who manage social media for small and medium-sized businesses and have noticed that what worked three years ago isn’t as effective today. For those who’ve clicked “Boost” on a post, spent money, and never understood why nothing happened. No prior technical expertise is required. You’ll need to bring your own business—or a client’s—to the workshop: without a real-world case to work on, the day won’t be nearly as productive.

WHAT YOU’LL LEARN
How content distribution works today: what the algorithm looks at when deciding whether or not to show content, and why continuing to focus on gaining followers costs money. How to identify the perspectives that drive people to buy, by drawing on data the company already has: reviews, in-store questions, seasonality, and recurring requests. How to build a sustainable editorial plan, designed for those who have two hours a week—not for those with a full editorial team. How to set up a campaign with a small business’s realistic budget, and how to immediately recognize when you’re wasting money. How to choose a measurable conversion goal even without e-commerce—a phone call, a form submission, a reservation—so you can see at the end of the month what your ad spend has produced.

WHAT YOU'LL TAKE AWAY FROM "
" A list of insights about your company, gathered throughout the day and ready to use. A customized editorial plan tailored to your specific situation—not a generic template. A Meta campaign structure you can implement with your existing budget. The metrics to track and those to ignore, so you can evaluate a campaign even when you’re not the one running it. Notes from the day, taken together with the class.

PRACTICAL INFORMATION
Friday, November 27, 2026, from 9:30 a.m. to 5:30 p.m., with a lunch break from 1:00 p.m. to 2:00 p.m. Asperastra Innovation Lab, Corso Cavour 2/2, Trieste. The group is small so that we can work on everyone’s cases throughout the day.

REGISTRATION FEES The one-day event costs €249, with two discount options: €197 for those who register by September 30 and €219 for those who register by November 15. Lunch is included.

For Asperastra members, the fee is 197 credits, which remains the same throughout the entire period. Members receive a code with the newsletter that waives the ticket fee on Eventbrite: you don’t pay anything online, but that doesn’t mean the workshop is free—the 197 credits will be deducted at the Lab. If you’re not yet a member and want the special rate, stop by the Lab before the workshop: you can sign up there.