Beginner · 7h 5m · 32 lessons
Social Media Marketing
Organic social that compounds — systems, not posting and hoping.
What you'll learn
- ✦Explain why virality is a threshold at k = 1, and what genuinely moves the share rate
- ✦Give each account one job, and report metrics that follow from it
- ✦Read a ranking feed's incentives, including why negative signals outweigh positive ones
- ✦Price what posting more actually costs when content hours are fixed
- ✦Run a content system from pillars, a capture list and batched production
- ✦Compare formats on return per hour rather than per post, and repurpose one idea across several
- ✦Work a comment section in two passes, and moderate without sterilising it
- ✦Select creators on audience overlap and credibility rather than follower count
- ✦Handle a crisis inside the window that matters, and report a quarter to a sceptical CFO
Part of these career paths
- Digital Marketer path · course 3 of 6
- Freelancer path · course 5 of 5
- Creator & Monetisation path · course 1 of 5
Certification projects
Build 6 projects to earn your certificate
Hands-on work that proves you can apply what you learned — part of the certificate requirements.
Syllabus
Module 1 · 54m
What social actually does Free
What you'll be able to do
- Can explain why virality is a threshold at k = 1, not a gradient, and measure a post's share rate
- Can state one job (found, trusted, remembered or talked to) for a real account, and name the metric that follows
- Can choose a platform from what the audience actually uses and what the team can sustain, not from habit
- Can decide whether to concentrate content hours on one platform or spread them, and say why
Module 2 · 53m
Platform mechanics and the ranking feed Locked
What you'll be able to do
- Can name the ranking signals a feed actually weighs, and explain why negative signals outweigh positive ones
- Can rewrite a weak opening so a post survives the first two seconds instead of being scrolled past
- Can work out what posting more actually costs an account, given its job and its fixed content hours
- Can rewrite a company-centred post so it passes all six composition checks, including speaking to the reader
Module 3 · 53m
Content systems, not content luck Locked
What you'll be able to do
- Can name three or four content pillars for a real account, including one built from its own data
- Can explain why batching produces more from the same hours, and set a batching schedule with one reactive slot
- Can build a running capture list from real sources (support questions, disagreements, surprises), not a brainstorm
- Can plan a month of posts against a target pillar mix, and spot when one pillar is neglected or overused
Module 4 · 52m
Formats Locked
What you'll be able to do
- Can compare formats on return per hour, not per post, given each format's hours and reach
- Can name short video's real strengths and risks, and set a video cadence the team can actually sustain
- Can explain why text posts and carousels earn their cost, and use them as real formats, not filler
- Can repurpose one idea into several native formats, and tell repurposing apart from reposting
Module 5 · 54m
Community and conversation Locked
What you'll be able to do
- Can explain why the comment section is a second ranking surface, and reply fast enough for it to count
- Can identify an account's most engaged people and reach out without turning the relationship into a transaction
- Can tell a real complaint from bad-faith provocation, and explain why deleting complaints costs more than answering them
- Can run a busy comment section in two passes (fast coverage, then depth) inside a fixed time budget
Module 6 · 53m
Creators, collabs and UGC Locked
What you'll be able to do
- Can evaluate a creator on audience overlap, sponsored share and credibility, not just follower count
- Can write a brief that constrains claims and legality without dictating a creator's phrasing or voice
- Can name the three terms most creator agreements skip (usage rights, exclusivity, disclosure) and why each matters
- Can allocate a fixed creator budget across a shortlist for the most total value, not the most creators
Module 7 · 52m
Social listening and crisis Locked
What you'll be able to do
- Can set up listening tracks that catch untagged mentions and category questions, not just tagged brand name
- Can report sentiment and share of voice as trends on a named method, not as exact numbers
- Can draft a claim-free holding statement and explain why speed beats a perfect, later response
- Can respond to a live crisis inside the window that matters, saying only what's true under every outcome
Module 8 · 54m
Measurement and reporting Locked
What you'll be able to do
- Can explain why followers and likes mislead, and report the signals that actually predict what's next
- Can show the same results under at least two attribution models, and agree one model in advance
- Can write a one-page report that opens with cost and outcome, and names one thing that didn't work
- Can defend a quarter's social spend to a sceptical finance reader with a range, not a single number