Modules, Objectives & Outcomes

Module 1 – Strategic social media foundations

You’ll sharpen how social drives profitable growth for your e‑commerce brand, which channels deserve priority, and how each platform supports your sales engine from first touch to repeat purchase and advocacy.

You will:

• Clarify the strategic role of social within your broader e‑commerce funnel, with a focus on scalable reach, relationship depth, and revenue impact.

• Deepen your use of the five core pillars—strategy, planning and publishing, listening and engagement, analytics and reporting, and paid social—and understand how they interlock to move buyers through the funnel.

• Operationalize earned, owned, and paid social so you can deliberately engineer visibility, control, and outcomes at each layer.

• Architect a full‑funnel social journey and align advanced tactics to each stage, from cold awareness through conversion, retention, and loyalty.

Activities:

• Map your current store performance into a full‑funnel social model and define 1–2 primary social objectives directly tied to business KPIs.

• Align your highest‑value customer segments to their priority platforms and set platform‑specific objectives (awareness, lead generation, acquisition, repeat purchase).

• Sort your existing and planned initiatives by pillar and funnel stage to surface underleveraged opportunities and immediate optimization wins.

Module 2 – Social strategy, planning & publishing

You’ll refine how you set outcomes, prioritize audiences and channels, and design a sustainable publishing system that supports consistent performance, not just ad‑hoc posting.

You will:

• Set specific, measurable objectives for social that ladder into business KPIs across awareness, engagement, lead generation, and revenue.

• Sharpen your primary audience definition and adapt messaging to their motivations, behaviours, and stage in the buying journey.

• Select and tier platforms based on strategic fit, creative strengths, and campaign objectives rather than trying to be everywhere.

• Audit and deploy core content types (educational, promotional, narrative, and user‑generated) while intentionally balancing earned, owned, and paid distribution.

• Lock in posting cadence, timing, and workflows using a streamlined calendar that supports consistency at scale.

Activities:

• Align one primary outcome, a priority audience segment, and 1–3 focus platforms for your next 30‑day campaign cycle.

• Build a one‑week publishing calendar that specifies post concepts, formats, channels, and go‑live times, ready to hand off or implement immediately.

Module 3 – Listening & engagement on social media

You’ll advance from basic monitoring to structured social listening, audience insight generation, and high‑leverage engagement that strengthens brand equity and drives measurable outcomes.

You will:

• Treat social listening as an ongoing research function, using comments, DMs, and mentions to surface customer needs, objections, and content opportunities.

• Apply practical listening workflows and tools to systematically capture, tag, and synthesize qualitative signals into actionable insights.

• Level up engagement skills across channels, from handling praise, questions, and complaints to using platforms like YouTube and TikTok to deliberately grow and nurture an audience.

• Codify a consistent brand voice and deploy storytelling, creator partnerships, and influencers to build authority and trust at scale.

• Design mobile‑first, accessible creative and implement efficient repurposing systems using tools such as Canva to extend the reach of each asset.
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Activities:

• Analyze a set of real or sample comments and mentions, extracting at least three concrete audience insights and one content opportunity per insight.

• Draft 2–3 on‑brand responses for different comment scenarios and build one reusable, multi‑platform post template in your brand voice.

Module 4 – Social media analytics & reporting

You’ll move beyond surface‑level metrics to interpret your data, tie it to funnel performance, and communicate insights in concise, decision‑ready reports.

You will:

• Clarify how social analytics support e‑commerce growth and when to use them to make content, targeting, and budget decisions.

• Deconstruct core metrics (reach, impressions, engagement, clicks, conversions) and map them to specific funnel stages and objectives.

• Work with native analytics and lightweight dashboards to spot patterns, diagnose issues, and refine campaigns.

• Define what makes a useful executive‑friendly report and practice framing results, insights, and recommendations for stakeholders.

• Apply basic testing approaches (such as A/B and split creative tests) to feed a continuous optimization loop.
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Activities:

• Analyze real or sample performance data to identify top and underperforming posts, pull out three actionable insights, and decide on one strategic adjustment.

• Build a one‑page report outlining goals, key metrics, key learnings, and next steps, then walk through a brief verbal summary as if presenting to a stakeholder.

Module 5 – Paid social media

You’ll focus on using paid social to scale what already works in your organic ecosystem, supporting your funnel without burning through budget.

You will:

• Treat paid social as a core growth pillar and design it to amplify, not replace, your organic presence.

• Evaluate when and where to use paid (reach, precision targeting, speed) and select platforms based on specific goals and audience segments.

• Work with key ad formats (image, video, carousel, story) and define what “high‑performing” creative and calls to action look like for e‑commerce.

• Apply practical budgeting, cost, and bidding approaches suitable for smaller e‑commerce accounts.

• Implement remarketing fundamentals to re‑engage high‑intent visitors and recover abandoned carts.

• Measure campaign impact and design focused tests (creative, audience, offer, or CTA) to keep improving performance.

Activities

• Draft a paid social campaign blueprint that includes objective, audience, platform, ad format, creative angle, CTA, and a starter budget range.

• Build a simple experimentation plan: choose a single variable to test, define success metrics, and outline how you’ll run, compare, and select a winner.