Social Media Management
For social media managers who need direction: audit the current presence, define a behaviour-based audience, and set a metric-led plan a team can follow.
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Social Media Management
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About this course
Designed for marketers and small teams turning social activity into a plan. You will record a factual baseline, describe the audience’s trigger and problem, and set one primary metric with a time horizon and capacity check. At work, a colleague can apply the voice guide and judge a caption. Building a functional social media presence begins with an honest audit that captures what actually exists today—follower counts, posting cadence, content formats, and caption tone—so that future progress can be measured against a real baseline. That foundation then shapes a behaviorally specific audience definition, naming the situational trigger that brings people to the platform, the problem they want solved, and the exact words they use, alongside a voice guide concrete enough for a stranger to apply to a draft caption. In this module you will turn abstract content pillars into a concrete monthly plan for two social platforms. You will learn how to structure an editorial calendar, batch-produce a full week of posts (copy plus visuals), and load everything into a scheduling tool so publishing runs on autopilot. By the end you will have a repeatable production system instead of last-minute daily improvisation. Consistent community management depends on a structured daily routine of three fixed response windows—morning, midday, and evening—applied in the same priority order every time: direct messages first, then comments on the latest post, then mentions, then flagged older threads. Written moderation criteria defining what to reply publicly, move to DM, hide, or delete protect both the community and the brand's consistency, while the LATTE framework—Listen, Acknowledge, Thank, Take action, Explain—turns frustrated comments into trust-building exchanges rather than escalations. Monthly analytics become actionable by focusing on four metric families—reach, engagement rate, conversion signals such as link clicks and profile visits, and retention signals such as saves and watch time—and tagging every post by format and topic so that average engagement rate can be compared across combinations like education carousels versus product reels. A paid boost functions as a controlled experiment rather than a promotional spend: it is applied only to the post with the highest organic engagement rate, run against a precisely defined audience with a single goal, and evaluated by comparing cost per person reached and whether engagement rate held on the paid audience. Professional social media management operates as a closed six-stage monthly cycle—brief, production, publishing, community response, measurement, and decision—where the output of each stage feeds directly into the next and the final decision stage writes the opening of the following month's brief. The one-page campaign brief is the non-negotiable starting point, requiring a business-outcome objective, a behaviorally described audience, a single key message, defined channels and formats, two or three measurable KPIs with target numbers, a timeline, a budget, and explicit guardrails before any asset is produced.
What you'll learn
- By the end of this module, you'll be able to write a one-page brand audit that records posting cadence, content mix, and average engagement across the last ten posts as a factual baseline for future measurement.
- By the end of this module, you'll be able to draft an audience definition that names a situational trigger, a specific problem, and the exact words the audience uses, precise enough for a stranger to judge whether a caption is on-brand.
- By the end of this module, you'll be able to set one primary metric per platform with a numeric baseline from the audit, a 30-, 60-, or 90-day horizon, and a posting-capacity check that confirms the target is achievable.
- Build a monthly editorial calendar mapping pillars, formats, and posting cadence across two platforms
- Batch-produce a full week of posts (copy and visuals) in a single focused work session
- Schedule and queue content in a management tool with correct timing, tags, and platform-specific formatting
- By the end of this module, you'll be able to build a written moderation matrix that assigns every incoming interaction to one of four buckets — respond publicly, respond privately, hide, or delete — so decisions stay consistent across time zones and team members.
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