Social Media Management Course

Lesson 1 • The Social Media Ecosystem Today

Surveys major platform categories and their distinct audiences. Establishes the baseline map students use throughout the course.

Lesson 2 • Core Industry Terminology

Defines the metrics, roles, and concepts used across all subsequent chapters. Prevents misinterpretation of briefs and reports.

Lesson 3 • Professional Roles and Workflows

Maps the team structures and approval processes found in agencies and in-house teams. Students understand where their role fits.

Lesson 4 • Ethics and Platform Policies

Introduces disclosure requirements, data privacy principles, and platform community standards. Grounds all future work in responsible practice.

Lesson 1 • Building Social Media Personas

Translates segment data into named, narrative personas with platform habits and content preferences. Personas become the reference point for all creative decisions.

Lesson 2 • Primary and Secondary Research Methods

Covers surveys, interviews, social listening, and desk research. Students select the right method for each research question.

Lesson 3 • Audience Insights from Native Analytics

Extracts audience data directly from platform dashboards. Students cross-reference native data with external research for accuracy.

Lesson 1 • Setting SMART Social Media Goals

Converts vague business objectives into specific, measurable social media goals. Proper goal-setting prevents misaligned tactics later.

Lesson 2 • Channel Selection and Mix Strategy

Matches audience personas and goals to the right platform combination. Students justify channel choices with data, not assumptions.

Lesson 3 • Strategy Documentation and Presentation

Structures findings into a professional strategy deck. Students practise presenting strategic rationale to non-expert stakeholders.

Lesson 4 • Messaging and Positioning Framework

Defines the brand's unique value proposition and voice for social contexts. Messaging frameworks ensure consistency across creators and channels.

Lesson 1 • Editorial Calendar Management

Builds a structured publishing schedule that balances content variety and posting frequency. The calendar becomes the operational backbone of content delivery.

Lesson 2 • Content Formats Across Platforms

Covers short-form video, static images, carousels, stories, and long-form posts. Format selection is tied to platform algorithm preferences.

Lesson 3 • Copywriting for Social Media

Teaches concise, platform-native writing with strong hooks and calls to action. Copy techniques are practised across multiple platform styles.

Lesson 4 • Visual Content Production Basics

Introduces design principles and accessible tools for creating on-brand visuals. Students produce assets without requiring professional design software.

Lesson 1 • User-Generated Content Programs

Designs systems to encourage, curate, and legally repurpose audience-created content. UGC programs amplify reach without increasing production costs.

Lesson 2 • Moderation Policies and Enforcement

Creates community guidelines and escalation protocols for harmful content. Students draft moderation policies applicable to real brand accounts.

Lesson 3 • Crisis Communication on Social Media

Prepares students to manage brand reputation during public controversies. Crisis frameworks reduce response time and limit reputational damage.

Lesson 4 • Principles of Community Building

Defines what makes a social community thrive versus stagnate. Students apply community health metrics to diagnose and improve engagement.

Lesson 1 • Budget Management and Bidding

Allocates budgets across campaigns and selects appropriate bidding strategies. Students calculate cost-per-result targets before launching spend.

Lesson 2 • Audience Targeting and Segmentation

Applies custom, lookalike, and interest-based targeting to reach defined personas. Targeting precision directly affects cost efficiency.

Lesson 3 • Ad Creative and Copywriting

Produces scroll-stopping ad visuals and persuasive copy within platform specifications. Creative quality is the primary driver of ad performance.

Lesson 4 • Campaign Monitoring and Optimisation

Reads live campaign data to make real-time adjustments. Optimisation decisions are grounded in statistical significance, not gut feeling.

Lesson 1 • Data Interpretation and Insight Generation

Moves from data description to causal analysis and strategic recommendation. Insight quality determines the value delivered to stakeholders.

Lesson 2 • Native Platform Analytics Deep Dive

Navigates analytics dashboards across major platforms to extract relevant data. Students identify which native reports answer which business questions.

Lesson 3 • Third-Party Analytics Tools

Introduces aggregated analytics platforms that unify multi-channel data. Students evaluate tool features against reporting needs and budget.

Lesson 4 • Professional Report Writing

Structures monthly and quarterly reports for executive and client audiences. Reports combine narrative, data visualisation, and clear next steps.

Lesson 1 • Influencer and Partnership Programs

Designs scalable influencer programmes from identification to performance measurement. Partnership structures are matched to budget and brand objectives.

Lesson 2 • Strategic Review and Iteration Cycles

Establishes quarterly review processes to adapt strategy based on performance data. Iteration cycles keep the strategy responsive to market changes.

Lesson 3 • Budget Planning and Resource Allocation

Builds annual social media budgets that balance organic, paid, and production costs. Students justify spend decisions with projected ROI calculations.

Lesson 4 • Growth Frameworks for Social Media

Applies structured growth models to identify the highest-leverage opportunities. Students prioritise initiatives by impact and resource requirements.