Social Commerce Course

Lesson 1 • Core Business Models

Introduces revenue models powering social commerce, from affiliate links to native storefronts. Students can identify which model fits a given business context.

Lesson 2 • The Social Commerce Ecosystem

Maps the major players—platforms, brands, creators, and consumers—and their relationships. Provides a systems view students use throughout the course.

Lesson 3 • Regulatory and Ethical Foundations

Outlines disclosure requirements, data privacy principles, and consumer protection standards relevant to social selling. Ensures compliant practice from the start.

Lesson 4 • Consumer Psychology Basics

Covers psychological triggers—social proof, FOMO, and trust signals—that drive purchases on social platforms. Connects buyer psychology to platform design choices.

Lesson 1 • Auditing Platform Capabilities

Evaluates native shopping features, audience demographics, and algorithm behaviour across major platforms. Gives students a structured comparison framework.

Lesson 2 • Competitive Landscape Analysis

Guides students through analysing competitor presence, content strategy, and engagement on social platforms. Informs differentiated positioning decisions.

Lesson 3 • Multi-Platform vs. Single-Platform Strategy

Compares focused single-platform depth against diversified multi-platform reach. Students apply a decision matrix to choose the right approach for their context.

Lesson 4 • Building a Platform Strategy Document

Synthesises audit findings into a written platform strategy with goals, KPIs, and rationale. Produces a deliverable students refine in later chapters.

Lesson 1 • Product Listing Best Practices

Covers image standards, keyword-rich descriptions, and pricing display to maximise discoverability and click-through. Directly impacts conversion rates.

Lesson 2 • Setting Up a Social Storefront

Walks through account configuration, catalog connection, and policy setup on major social platforms. Establishes a functional selling environment.

Lesson 3 • Storefront Performance Audit

Introduces a repeatable audit process using platform analytics to identify and fix conversion bottlenecks. Connects setup quality to measurable sales outcomes.

Lesson 4 • Storefront Visual Branding

Applies brand identity—colour, typography, and tone—consistently across storefront elements. Builds recognition and trust with first-time visitors.

Lesson 1 • Content Repurposing and Scaling

Shows how to adapt a single content asset across multiple formats and platforms efficiently. Maximises output without proportionally increasing production effort.

Lesson 2 • Content Strategy for Commerce

Frames content planning around the buyer journey—awareness, consideration, and conversion. Aligns content types to specific sales funnel stages.

Lesson 3 • Visual Storytelling Techniques

Teaches composition, lighting, and narrative structure for product-focused photos and videos. Elevates content quality without requiring professional equipment.

Lesson 4 • Live-Stream Commerce Content

Covers planning, scripting, and hosting live shopping events that showcase products in real time. Builds skills for the fastest-growing social commerce format.

Lesson 1 • Identifying and Vetting Creators

Teaches audience authenticity checks, brand-safety screening, and performance history review. Prevents costly partnerships with misaligned or fraudulent accounts.

Lesson 2 • Structuring Partnership Agreements

Covers deliverable scoping, compensation models, exclusivity clauses, and usage rights. Protects both parties and sets clear performance expectations.

Lesson 3 • Measuring Influencer Campaign ROI

Defines metrics—reach, EMV, attributed sales, and cost per acquisition—for evaluating influencer impact. Enables data-driven decisions on partnership renewal.

Lesson 4 • Briefing and Creative Direction

Guides students in writing briefs that inspire authentic creator content while protecting brand integrity. Balances creative freedom with commercial objectives.

Lesson 1 • Paid Social Fundamentals

Introduces ad auction mechanics, campaign objectives, and bidding strategies specific to commerce goals. Builds the foundation for all subsequent paid tactics.

Lesson 2 • Audience Targeting for Commerce

Covers interest, behavioural, lookalike, and custom audience targeting to reach high-purchase-intent users. Reduces wasted ad spend through precise segmentation.

Lesson 3 • Campaign Optimisation and Scaling

Applies creative testing, bid adjustments, and budget scaling rules to improve ROAS over time. Connects optimisation decisions to business profitability targets.

Lesson 4 • Retargeting and Funnel Strategy

Designs retargeting sequences that re-engage cart abandoners, product viewers, and past buyers. Maximises revenue from warm audiences already in the funnel.

Lesson 1 • Engagement Content and Rituals

Introduces recurring content formats—polls, challenges, AMAs—that sustain daily community participation. Builds habitual engagement that supports long-term retention.

Lesson 2 • Community Strategy Fundamentals

Defines community types—groups, forums, brand channels—and their role in the social commerce funnel. Establishes the strategic rationale for community investment.

Lesson 3 • Onboarding and Activation

Covers welcome sequences, first-interaction prompts, and early value delivery to convert new followers into active members. Reduces early churn in community growth.

Lesson 4 • User-Generated Content Programmes

Designs UGC campaigns that incentivise members to create and share product content organically. Turns community engagement into a scalable content production channel.

Lesson 1 • Social Commerce Metrics Framework

Defines the metric hierarchy from vanity metrics to revenue KPIs and maps each to a funnel stage. Gives students a shared measurement language for reporting.

Lesson 2 • Platform Analytics Deep Dive

Navigates native analytics dashboards to extract actionable insights on content, audience, and sales performance. Builds proficiency in the tools students use daily.

Lesson 3 • Attribution Modelling

Compares last-click, first-click, linear, and data-driven attribution models for social commerce contexts. Enables accurate credit assignment across multi-touch buyer journeys.

Lesson 4 • Testing and Experimentation

Applies structured A/B and multivariate testing to content, offers, and audience segments. Instils a scientific approach to continuous performance improvement.