Social Media Marketing Course

Lesson 1 • Understanding Social Media Algorithms

Explain how platform algorithms rank and distribute content. Provides the technical foundation needed to optimise every future content decision.

Lesson 2 • Setting Goals and KPIs

Define measurable objectives aligned to business outcomes. Ensures all tactical decisions in later chapters are tied to accountable metrics.

Lesson 3 • Core Marketing Concepts Applied Online

Translate classic marketing principles into social media contexts. Grounds students in theory before platform-specific tactics are introduced.

Lesson 4 • The Social Media Marketing Landscape

Map the current social media ecosystem and its business value. Establishes shared vocabulary and context for every strategy discussed later.

Lesson 1 • Audience Journey and Touchpoint Mapping

Chart how target personas move from awareness to conversion across social channels. Connects audience insight to strategic content placement decisions.

Lesson 2 • Segmentation Strategies

Divide broad audiences into actionable segments by behaviour, demographics, and psychographics. Enables precise targeting in content and paid campaigns.

Lesson 3 • Primary and Secondary Audience Research

Distinguish qualitative from quantitative research methods for social audiences. Provides the data-gathering skills that underpin accurate persona creation.

Lesson 1 • Editorial Calendar Development

Build a structured publishing schedule that balances consistency with flexibility. The calendar becomes the operational backbone for content execution.

Lesson 2 • Content Repurposing and Efficiency

Extend content lifespan by adapting assets across formats and platforms. Reduces production costs while maintaining strategic consistency.

Lesson 3 • Content Formats and Platform Fit

Match content formats to platform strengths and audience consumption habits. Prevents misaligned content deployment covered in later execution chapters.

Lesson 4 • Content Pillars and Themes

Establish recurring topic categories that reflect brand expertise and audience interest. Pillars provide structural consistency across all future content.

Lesson 1 • Storytelling and Narrative Techniques

Use narrative frameworks to build emotional connection and brand loyalty. Elevates content from informational to memorable and shareable.

Lesson 2 • Video Script and Production Basics

Structure short-form video scripts and manage basic production quality. Prepares students to create the highest-performing format on most platforms.

Lesson 3 • Visual Content Principles

Apply design fundamentals to social graphics, photos, and video thumbnails. Ensures visual assets reinforce brand identity and stop-scroll effectiveness.

Lesson 4 • Content Testing and Iteration

Apply structured testing to identify top-performing creative elements. Builds a feedback loop that continuously improves content quality.

Lesson 1 • Community Building Fundamentals

Define community management as a strategic function beyond customer service. Establishes the mindset and structures needed for sustainable community growth.

Lesson 2 • Handling Negative Feedback and Crises

Respond to criticism, complaints, and public crises with professionalism. Protects brand reputation while maintaining community trust.

Lesson 3 • Influencer and Advocate Relationships

Identify and activate brand advocates and influencer partners within the community. Amplifies organic reach through trusted third-party voices.

Lesson 1 • Budget Management and Bidding Strategies

Allocate and control ad spend to maximise return on investment. Teaches financial discipline essential for scaling campaigns responsibly.

Lesson 2 • Ad Creative and Copy for Paid Campaigns

Adapt organic content skills to paid ad formats and compliance requirements. Ensures creative quality translates into paid placements effectively.

Lesson 3 • Campaign Optimisation and Testing

Use performance data to refine targeting, creative, and bids in active campaigns. Closes the loop between launch and measurable improvement.

Lesson 4 • Paid Social Advertising Fundamentals

Introduce the paid social ecosystem, ad auction mechanics, and campaign objectives. Provides the conceptual base for all hands-on campaign work ahead.

Lesson 1 • Measuring Paid Campaign Performance

Assess paid ad results using cost, conversion, and return metrics. Connects Chapter 6 campaign execution to financial accountability.

Lesson 2 • Measuring Organic Performance

Evaluate reach, engagement, and follower growth against established KPIs. Directly applies the goal-setting framework built in Chapter 1.

Lesson 3 • Turning Insights into Strategy Adjustments

Use analytical findings to revise content, targeting, and budget decisions. Completes the strategic feedback loop across all previous chapters.

Lesson 4 • Social Media Analytics Ecosystem

Survey native platform analytics and third-party measurement tools. Establishes the data infrastructure students will use to evaluate all campaign performance.

Lesson 1 • Strategy Presentation and Stakeholder Buy-In

Package and present a social media strategy to decision-makers persuasively. Develops the professional communication skills needed to implement approved plans.

Lesson 2 • Competitive Analysis and Market Positioning

Assess competitor social strategies to identify differentiation opportunities. Sharpens strategic positioning using real market intelligence.

Lesson 3 • Campaign Planning and Launch Frameworks

Structure end-to-end campaign plans from brief to post-launch review. Operationalises strategy into repeatable, scalable execution processes.

Lesson 4 • Integrating Social with Broader Marketing

Connect social media strategy to email, SEO, events, and offline marketing. Positions social as one component of a unified marketing ecosystem.