Social Media Marketing
Learn effective strategies for marketing on social media platforms. This beginner-friendly course walks you through building a strategy, creating content, growing engaged communities, running paid campaigns, and measuring ROI across Instagram, TikTok, Facebook, and LinkedIn.
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This course includes:
- 22 hours on-demand video
- 48 articles and resources
- 30 downloadable templates
- 18 hands-on assignments
- Certificate of completion
- Lifetime access
- Access on mobile and TV
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About This Course
This Social Media Marketing course is designed for beginners who want to plan, run, and measure social media activity with confidence. You'll learn how to set clear goals, choose the right platforms for your audience, and build a repeatable content process instead of posting at random.
Across six weeks you'll move from strategy and audience research through content creation, community management, paid advertising, and influencer partnerships, finishing with analytics and reporting. The course ends with a capstone where you build and document a complete campaign you can add to your portfolio.
What You'll Learn
- Set SMART social media goals tied to business objectives
- Research audiences and select the right platforms
- Plan and produce content using a content calendar
- Write captions and hooks that drive engagement
- Manage communities and respond to comments and DMs
- Launch and optimize paid ads on Meta, TikTok, and LinkedIn
- Run influencer and creator partnerships with clear briefs
- Track KPIs, build reports, and calculate campaign ROI
Requirements
- No prior marketing experience required - we start from the basics
- A computer or phone with internet access
- A free account on at least one social platform to practice
- A spreadsheet tool such as Google Sheets or Excel for planning and reporting
Who This Course Is For
- Beginners who want to start a career in social media marketing
- Small business owners managing their own social accounts
- Freelancers and creators who want to market themselves and clients
- Marketing assistants moving into a social media role
- Anyone who wants a structured, practical approach to social media
Establish the foundation for everything that follows. You'll learn how social media fits into the wider marketing funnel and how to define goals that map to real business outcomes rather than vanity metrics.
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1.1 How Social Media Fits the Marketing Funnel
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1.2 Setting SMART Goals and KPIs
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1.3 Defining Your Brand Voice and Positioning
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1.4 Running a Competitive Audit
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1.5 Assignment: Draft Your Social Media Strategy
Not every platform is right for every brand. Learn how to research your audience and match them to the platforms where they actually spend time, so your effort goes where it counts.
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2.1 Platform Strengths: Instagram, TikTok, Facebook, LinkedIn, X
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2.2 Building Audience Personas
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2.3 Using Native Audience Insights Tools
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2.4 Assignment: Select Your Platform Mix
Turn strategy into a steady stream of content. You'll learn content pillars, formats that perform on each platform, and how to plan ahead with a content calendar so posting becomes consistent and sustainable.
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3.1 Content Pillars and Formats
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3.2 Writing Hooks and Captions
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3.3 Shooting and Editing Short-Form Video
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3.4 Building a Content Calendar and Scheduling
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3.5 Assignment: Plan a One-Month Calendar
Audiences grow when they feel heard. Learn how to manage comments and messages, encourage conversation, and handle negative feedback or a crisis without damaging the brand.
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4.1 Engagement Tactics That Build Community
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4.2 Managing Comments, DMs and Mentions
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4.3 Handling Negative Feedback and Crises
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4.4 Assignment: Write a Response Playbook
Reach beyond your followers with paid campaigns. You'll learn campaign structure, targeting, creative testing, and budgeting across Meta Ads Manager, TikTok Ads, and LinkedIn Campaign Manager.
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5.1 Paid Social Fundamentals and Campaign Structure
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5.2 Setting Up Campaigns in Meta Ads Manager
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5.3 TikTok Ads and Creative Best Practices
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5.4 LinkedIn Ads for B2B Audiences
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5.5 Budgeting, Bidding and A/B Testing
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5.6 Assignment: Launch a Test Campaign
Partner with creators who already have your audience's trust. Learn how to find the right influencers, write briefs, agree on terms, and stay compliant with disclosure rules.
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6.1 Finding and Vetting Creators
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6.2 Writing Briefs and Negotiating Terms
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6.3 Disclosure, FTC Rules and Compliance
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6.4 Assignment: Build a Creator Brief
Prove what's working. Learn which metrics matter at each funnel stage, how to track conversions, and how to build clear reports that connect social media activity to revenue and ROI.
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7.1 Choosing the Right Metrics by Funnel Stage
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7.2 Tracking with UTMs and Conversion Events
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7.3 Calculating ROI and ROAS
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7.4 Building a Monthly Reporting Dashboard
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7.5 Assignment: Produce a Performance Report
Bring everything together. You'll plan, document, and present a complete social media campaign from goals through content, paid promotion, and measurement, creating a portfolio piece you can show employers or clients.
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8.1 Capstone Brief and Planning
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8.2 Build Your Campaign Plan and Assets
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8.3 Present and Get Feedback
Elena Vasquez
Social Media Strategist & Marketing Consultant
About the Instructor
Elena Vasquez is a social media strategist with over 9 years of experience leading social campaigns for consumer brands, B2B companies, and nonprofits. She has managed paid and organic programs across Meta, TikTok, and LinkedIn, with a focus on connecting social activity to measurable business results.
Previously, Elena was Head of Social at a digital marketing agency, where she built and trained a team managing campaigns for more than 30 clients. She holds the Meta Certified Media Buying Professional credential and a Bachelor's degree in Marketing Communications.
She is a frequent speaker at marketing meetups and has been teaching online for the past 4 years, helping over 21,000 students build practical social media skills they can apply the same day.
Other Courses by Elena Vasquez
Maya Reyes
I run social for a small bakery and used to just post whenever I had a free minute. The content calendar module alone changed everything - I now plan a month ahead and our engagement has climbed steadily. Elena explains paid ads in a way that finally made Meta Ads Manager click for me.
Tom Bradley
Solid, practical course for beginners. The analytics and ROI module is the standout - I can finally report to my manager in numbers that matter instead of just follower counts. I gave 4 stars because I wanted a bit more depth on LinkedIn ads specifically, but everything else was excellent.
Priya Nair
I took this to switch careers into marketing and the capstone project gave me a real campaign to show in interviews. Within a few weeks of finishing I landed a junior social media role. The templates and the response playbook from the community module are things I still use every day.
No prior marketing experience is needed. This is a beginner course that starts with the fundamentals of strategy and goal setting before moving into content, paid advertising, and analytics. If you use social media and can work with a spreadsheet, you have everything you need to begin.
The course is structured over 6 weeks at roughly 4 hours per week, which includes about 22 hours of video plus the assignments and capstone. Because you have lifetime access, you can move faster or slower and revisit any module whenever you need a refresher.
Yes, you will receive a certificate of completion once you finish all the lessons and submit the capstone project. You can add this certificate to your LinkedIn profile or resume to demonstrate your social media marketing skills to employers and clients.
No. The paid advertising module walks you through setting up campaigns in Meta, TikTok, and LinkedIn ad managers so you understand the full process, but you are never required to spend your own money. If you do want to run a live test, even a small budget of a few dollars is enough to practice.
The course focuses on the platforms most businesses use today, including Instagram, TikTok, Facebook, LinkedIn, and X. The strategy, content, community, and analytics principles you learn apply to any platform, so you'll be able to adapt as new networks emerge.
Yes. The course includes access to our Q&A discussion board where you can ask questions and get help from the instructor and other students. Elena typically responds within 24-48 hours, and there is a community channel where students share feedback on each other's campaigns and content.
By the end you'll have completed a set of practical deliverables, including:
- A documented social media strategy with goals and KPIs
- A one-month content calendar with sample posts
- A community response playbook
- A test paid campaign set up in an ad manager
- A performance report calculating ROI
- A full campaign capstone you can add to your portfolio
These give you concrete examples of your work to show employers or clients.
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