Social Media Course

Lesson 1 • Evolution of Social Media Platforms

Traces platform growth from early networks to algorithm-driven ecosystems. Contextualises current platform dynamics for strategic decision-making.

Lesson 2 • Competitive Landscape Analysis

Teaches systematic competitor auditing using native and third-party tools. Produces actionable gap analyses for positioning differentiation.

Lesson 3 • Platform Ecosystem and Audience Mapping

Analyses demographic and psychographic data across major platforms. Enables precise audience-to-platform matching for campaign planning. This helps allocate resources and tailor content.

Lesson 4 • Building a Social Media Strategy Brief

Turns research into a one-page strategic brief that aligns stakeholders on objectives, audiences, platforms, and success metrics. This roadmap guides execution and measurement across the campaign lifecycle.

Lesson 1 • Content Pillars and Brand Voice

Defines thematic content pillars tied to brand positioning and audience needs. Creates a voice guide that ensures consistency across creators and platforms.

Lesson 2 • Video and Short-Form Content Production

Covers scripting, filming, and editing workflows for short-form video. Optimises for platform-specific retention patterns and algorithmic preferences.

Lesson 3 • Formats, Hooks, and Storytelling

Breaks down high-performing content formats by platform and objective. Applies narrative structures and hook formulas to maximise scroll-stopping power.

Lesson 4 • Content Calendar and Workflow Systems

Builds an end-to-end content production workflow from ideation to publishing. Reduces bottlenecks through batching, approval flows, and scheduling tools.

Lesson 1 • User-Generated Content Programmes

Designs UGC campaigns that incentivise authentic audience content creation. Establishes rights management and curation workflows for brand use.

Lesson 2 • Community Building Fundamentals

Defines community stages from awareness to advocacy and the tactics for each. Establishes the brand behaviours that accelerate community formation.

Lesson 3 • Social Listening and Sentiment Analysis

Deploys listening tools to monitor brand mentions, trends, and competitor activity. Translates sentiment data into actionable content and engagement decisions.

Lesson 4 • Engagement Tactics and Conversation Design

Teaches proactive and reactive engagement strategies that deepen audience relationships. Designs conversation prompts that generate high-quality user responses.

Lesson 1 • Ad Creative and Copywriting

Applies direct-response copywriting formulas to paid social ad formats. Tests creative variables systematically to identify top-performing combinations.

Lesson 2 • Campaign Budget and Bidding Strategy

Explains budget allocation models and bidding strategies for different campaign objectives. Prevents common overspend and underspend errors through structured controls.

Lesson 3 • Paid Social Ecosystem Overview

Maps the paid social landscape including auction mechanics and ad inventory types. Establishes foundational knowledge for cross-platform campaign planning.

Lesson 4 • Audience Targeting and Segmentation

Applies layered targeting strategies using interest, behavioural, and custom audiences. Builds lookalike and retargeting segments to maximise ad relevance.

Lesson 1 • Native Analytics Deep Dive

Navigates analytics dashboards across major platforms to extract meaningful insights. Identifies platform-specific data limitations and workarounds.

Lesson 2 • Social Media Metrics Framework

Categorises metrics by funnel stage: awareness, engagement, conversion, and retention. Prevents vanity metric traps by linking each metric to a business outcome.

Lesson 3 • Third-party analytics tools

Evaluates and configures third-party tools for cross-platform data aggregation. Builds unified views that eliminate platform-siloed reporting blind spots.

Lesson 4 • Performance reporting and storytelling

Structures reports that connect social performance to business KPIs for executive audiences. Uses data visualisation to make complex trends immediately actionable.

Lesson 1 • Campaign briefing and creative direction

Writes creator briefs that preserve authentic voice while meeting brand requirements. Balances creative freedom with campaign compliance and messaging accuracy.

Lesson 2 • Influencer discovery and vetting

Applies qualitative and quantitative vetting criteria to identify brand-safe, high-fit creators. Detects fake followers and inflated engagement using audit tools.

Lesson 3 • Influencer landscape and tiers

Maps the influencer ecosystem from nano to mega tiers with engagement and cost trade-offs. Matches influencer tiers to campaign objectives and budget constraints.

Lesson 4 • Influencer campaign measurement

Defines influencer-specific KPIs beyond reach, including earned media value and sentiment. Builds post-campaign reports that justify future influencer investment.

Lesson 1 • YouTube and long-form video strategy

Applies SEO and retention principles to YouTube channel growth. Structures video content for watch time, subscriber conversion, and monetisation eligibility.

Lesson 2 • Instagram and Facebook strategy

Covers Reels, Stories, and feed optimisation within Meta's algorithm priorities. Integrates organic and paid tactics for maximum cross-format reach.

Lesson 3 • LinkedIn for B2B and thought leadership

Optimises LinkedIn profiles and company pages for professional audience reach. Builds thought leadership content systems that generate qualified B2B leads.

Lesson 4 • TikTok growth and content strategy

Decodes TikTok's For You Page algorithm and content velocity requirements. Builds a posting cadence and trend-response system for sustained growth.

Lesson 1 • Funnel integration and lead generation

Maps social touchpoints to each stage of the marketing and sales funnel. Converts social audiences into email subscribers, leads, and paying customers.

Lesson 2 • Growth hacking and viral mechanics

Identifies the structural elements that make content shareable and campaigns viral. Applies growth loops and referral mechanics to accelerate organic audience expansion.

Lesson 3 • Long-term brand building on social

Balances short-term performance tactics with long-term brand equity investments. Measures brand health indicators that predict future audience and revenue growth.

Lesson 4 • Testing, iteration, and experimentation

Builds a structured experimentation culture using hypothesis-driven content tests. Scales winning experiments and kills underperformers using data thresholds.