Social Media Management Course

• Evolution of social media: from Web 1.0 to the creator economy
• Difference between organic, paid & earned media
• Role of a social media manager: responsibilities & career paths
• Overview of major platforms: Instagram, Facebook, LinkedIn, TikTok, X (Twitter), YouTube, Pinterest

Case studies: analysing successful brand accounts & campaigns

• Defining your target audience: demographics, psychographics & behaviours
• Creating detailed audience personas & empathy maps
• Social listening: monitoring brand mentions, trends & competitors
• Audience segmentation strategies for different platforms
• Tools for audience research: Meta Audience Insights, SparkToro & Google Trends

• Instagram- Reels, Stories, carousels & broadcast channels
• Facebook- Pages, Groups, Events & Marketplace strategy
• LinkedIn- personal branding, company pages & B2B thought leadership
• TikTok- short-form video culture, trends & the For You Page algorithm
• X (Twitter)- real-time engagement, threads & community building

• Setting SMART goals aligned with business objectives
• Choosing the right platforms for your brand or client
• Competitive analysis: benchmarking & gap identification
• Defining brand voice, tone & personality guidelines
• Building a social media policy & governance framework

• Design principles for social media: contrast, hierarchy & white space
• Canva Pro: templates, brand kits, magic resize & content planner
• Adobe Express: quick graphics, animations & social media exports
• Creating platform-specific image sizes : feed posts, Stories, banners & thumbnails
• Typography & color psychology for brand consistency

• Smartphone video fundamentals: lighting, framing & audio
• Reels & TikTok production: hooks, pacing & trending formats
• CapCut: editing, transitions, captions & effects for short-form video
• YouTube video structure: intro, retention hooks & end screens
• Repurposing long-form content into short clips, carousels & quote graphics

• The AIDA framework: Attention, Interest, Desire & Action
• Writing scroll-stopping hooks & opening lines
• Caption formulas: storytelling, listicles, questions & controversy
• Hashtag strategy: research, categorisation & platform best practices
• Call-to-action (CTA) techniques: driving clicks, saves & shares

• Developing a social media brand kit: logo, colour palette & fonts
• Creating content pillars & themes that reflect brand values
• Moodboards & style guides for consistent visual storytelling
• User-generated content (UGC): sourcing, rights & curation
• Brand voice consistency across platforms & content types

• Building a monthly editorial calendar: themes, dates & formats
• Content batching: planning & producing content in bulk
• The 80/20 content rule: value vs promotional balance
• Leveraging trending topics, awareness days & seasonal campaigns
• Content repurposing strategy: one idea across multiple platforms

• Buffer: scheduling, analytics & channel management
• Hootsuite: multi-platform publishing & team collaboration
• Later: visual content calendar, link-in-bio & Instagram-first workflow
• Meta Business Suite: scheduling, inbox & insights for Facebook & Instagram
• Best posting times by platform: data-driven scheduling strategies

• Responding to comments, DMs & mentions: tone & speed best practices
• Handling negative feedback, trolls & PR crises professionally
• Building & nurturing online communities: Facebook Groups & Discord
• Engagement tactics: polls, Q&As, challenges & collaboration posts
• Influencer outreach: identifying, pitching & managing partnerships

• How social media algorithms work: signals, ranking & distribution
• Instagram algorithm: saves, shares, watch time & profile visits
• TikTok For You Page (FYP): completion rate, replays & SEO tags
• LinkedIn algorithm: dwell time, reactions & early engagement windows
• Strategies to boost organic reach without paid spend

• Campaign structure- campaigns, ad sets & ads
• Objective selection- awareness, traffic, engagement, leads & conversions
• Audience targeting- core audiences, custom audiences & lookalikes
• Ad formats- image, video, carousel, collection & Stories ads
• Budget & bidding strategies- CPC, CPM, CPA & ROAS optimisation

• TikTok Ads Manager: In-Feed, TopView, Spark Ads & Branded Hashtag Challenges
• TikTok creative best practices: native feel, trending audio & UGC style
• LinkedIn Campaign Manager: Sponsored Content, Message Ads & Lead Gen Forms
• LinkedIn targeting: job title, industry, company size & skills
• Comparing CPCs, audience intent & conversion rates across platforms

• Key social media metrics: reach, impressions, engagement rate & CTR
• Platform native analytics: Instagram Insights, LinkedIn Analytics & TikTok Studio
• Google Analytics 4: UTM tracking, traffic sources & social conversions
• Building monthly performance reports: executive summaries & data visualisation
• Identifying KPIs for different goals: brand awareness vs lead generation

• A/B testing ad creatives : eadlines, visuals, CTAs & audiences
• Split testing organic content: formats, posting times & captions
• Interpreting test results & making data-informed decisions
• Retargeting strategies: pixel setup, custom audiences & sequential ads
• Scaling winning campaigns: budget scaling & creative iteration

• Types of influencers: nano, micro, macro & mega — pros, cons & costs
• Finding & vetting influencers: audience authenticity & brand fit
• Influencer brief writing: deliverables, guidelines & legal requirements
• Managing campaigns: tracking links, promo codes & performance metrics
• Building a creator program & ambassador community

• Instagram & Facebook Shops: product tagging, catalogues & checkout
• TikTok Shop: live shopping, affiliate links & shoppable videos
• Pinterest Shopping: idea pins, product pins & shopping spotlights
• Social-first sales funnels: awareness to conversion journey mapping
• Affiliate marketing & brand deal negotiation for creators

• ChatGPT & Claude for caption writing, brainstorming & content planning
• Midjourney & Adobe Firefly for AI-generated social visuals
• Opus Clip & Descript for AI-powered video repurposing
• Predis.ai & Publer: AI content generation & scheduling
• Ethical use of AI: disclosure, authenticity & brand voice preservation

• Building a social media manager portfolio: case studies & results
• Setting freelance rates: hourly, retainer & project-based pricing
• Client onboarding: contracts, scope, questionnaires & reporting
• Pitching to brands & agencies: proposal writing & cold outreach
• LinkedIn profile optimization & personal branding for job seekers

• Brand social media audit: full analysis, benchmarking & strategy recommendations
• 90-day content strategy & editorial calendar for a mock brand launch
• End-to-end Meta Ads campaign: setup, launch, optimise & report
• Influencer marketing campaign: brief, outreach, tracking & performance report
• Personal brand build: grow a real account from 0 to target KPIs with live reporting