Advanced Social Media Marketing: Mastering Today’s Social Stack

This ten-part advanced course is designed for marketers, managers, and entrepreneurs who have mastered the fundamentals of social media and are ready to evolve into strategic leaders. Moving beyond platform basics, this curriculum addresses the complex, real-world challenges of modern digital marketing, from proving ROI in a post-cookie world to leveraging AI for competitive advantage. Students will learn the specialized skills required to manage the "Social Stack"—the collection of distinct disciplines including performance marketing, social commerce, community architecture, and data analysis—transforming their social media function from a cost center into a primary driver of business growth.

WHO SHOULD TAKE THIS COURSE

• Marketers, Managers, Entrepreneurs: Those who have mastered the fundamentals of social media and are ready to evolve into strategic leaders.

Advanced Social Media Marketing: Course Curriculum

Part 1: The Modern Strategist's Mindset

This foundational module reframes the role of social media today, moving beyond day-to-day tactics to high-level strategic thinking. Students will learn to analyze the evolving landscape, anticipate change, and build a resilient, adaptable marketing framework.

• Key Topics:
  • The Great Divide: Differentiating strategy for "Social Media" (connection-focused platforms) vs. "Media Networks" (consumption-focused platforms).
  • Future-Proofing Your Skillset: Identifying and developing the core competencies required for the next five years in social marketing.
  • The "Social Stack" Model: Deconstructing the social media role into specializations (Performance Marketer, Community Architect, Content Strategist) for building effective teams and career paths.
  • Conducting an Advanced Competitor Analysis: Moving beyond surface-level tracking to analyze competitors' strategic funnels and audience engagement patterns.

Part 2: Advanced Performance Marketing & ROI Attribution

This module tackles the "ROI Enigma" head-on. Students will master the tools and techniques required to run sophisticated paid campaigns, track complex conversions, and definitively prove the financial value of their social media efforts to stakeholders.

• Key Topics:
  • Beyond the Boost Button: Designing and optimizing multi-platform ad campaigns with advanced targeting and retargeting strategies.
  • Mastering the Metrics That Matter: Tracking Cost Per Acquisition (CPA), Customer Lifetime Value (LTV), and other bottom-line KPIs.
  • The Post-Cookie Playbook: Leveraging first-party data and privacy-centric analytics to track the customer journey effectively.
  • GA4 for Social Marketers: A deep dive into building actionable reports and attribution models in Google Analytics 4 to measure social media's true impact.

Part 3: The Social Commerce Engine

This module provides a masterclass in turning social platforms into powerful sales channels. Students will learn to design and manage seamless, native shopping experiences that reduce friction and convert followers into loyal customers.

• Key Topics:
  • Architecting the Frictionless Funnel: Setting up and optimizing native shopping experiences on Instagram, TikTok, and Facebook.
  • Conversion-Focused Content: Creating product-centric posts, videos, and live streams designed to move users from discovery to purchase.
  • The Power of Social Proof: Systematically generating and leveraging User-Generated Content (UGC) and reviews to drive purchasing decisions.
  • Integrating Social Commerce with your E-commerce Stack: Ensuring seamless inventory management and customer data flow between platforms.

Part 4: AI-Powered Marketing at Scale

Students will learn to harness Artificial Intelligence as a strategic partner. This module moves beyond basic AI content generation to explore its application in personalization, ad optimization, and workflow automation.

• Key Topics:
  • AI for Strategic Insight: Using AI tools for advanced market research, sentiment analysis, and identifying micro-trends.
  • Creative Content Automation: Leveraging AI for video editing, image generation, and creating personalized ad creative at scale.
  • Optimizing with Machine Learning: Using AI-powered tools to manage ad bidding, optimize campaign performance in real-time, and predict audience behaviour.
  • The Rise of AI Agents: Preparing for the next wave of AI that moves from generating content to executing tasks and managing workflows.

Part 5: Community Architecture & Management

As public feeds become saturated, the future of loyalty lies in private spaces. This module teaches students how to build, manage, and monetize engaged brand communities.

• Key Topics:
  • Choosing Your Venue: Evaluating and selecting the right platform for your private community (e.g., Facebook Groups, Discord, Slack, Skool, Keek Flex Groups).
  • Building from the Ground Up: Strategies for launching a community, seeding initial engagement, and establishing community guidelines.
  • The Art of Community Management: Fostering belonging, facilitating member-to-member connections, and managing moderation effectively.
  • Monetizing Your Community: Developing strategies for VIP tiers, exclusive content, and member-only benefits that drive revenue and retention.

Part 6: Advanced Content & Creator Ecosystems

This module elevates content strategy from a "content treadmill" to a sophisticated ecosystem. Students will learn to work with creators and leverage different content forms to build brand authority and trust.

• Key Topics:
  • Strategic Creator Partnerships: Moving beyond one-off influencer posts to build long-term, authentic relationships with UGC creators who drive sales.
  • Unlocking Employee-Generated Content (EGC): Developing a program to empower employees to become authentic brand advocates, particularly on LinkedIn.
  • Advanced Video Strategy: Mastering short-form video with a focus on value-driven storytelling and clear calls-to-action, not just chasing trends.
  • Content Repurposing at Scale: Building an efficient system to adapt and republish high-performing content across multiple formats and platforms.

Part 7: Proactive Reputation & Crisis Management

In an "always-on" world, advanced marketers must also be expert risk managers. This module equips students with the frameworks to build a positive reputation and navigate crises with confidence.

• Key Topics:
  • Advanced Social Listening: Using tools to monitor brand sentiment, identify potential issues before they escalate, and manage online reputation.
  • The Crisis Management Playbook: Developing a step-by-step plan for responding to social media crises promptly and transparently.
  • Navigating Negative Feedback: Professional techniques for responding to negative comments and reviews in a way that builds trust.
  • Data Privacy & Compliance: Understanding the legal essentials of data protection, privacy regulations, and advertising disclosure rules to ensure compliance.

Part 8: Platform Specialization Deep Dive

This module moves beyond general best practices to provide advanced, platform-specific strategies for two of the most challenging environments.

• Key Topics:
  • LinkedIn for B2B Dominance: Advanced strategies for B2B lead generation, establishing thought leadership, and leveraging LinkedIn for high-value networking and sales.
  • TikTok in a Saturated Market: Techniques for creating standout content amid fierce competition, understanding the nuances of the algorithm, and navigating commercial audio licensing to create brand-safe, engaging videos.

Part 9: The Business of Social Media

This module focuses on the critical "soft skills" and business acumen required to succeed as a freelancer or an in-house leader.

• Key Topics:
  • For Freelancers & Agencies: Mastering client acquisition, creating iron-clad contracts, managing scope creep, setting professional boundaries, and pricing your services for profitability.
  • For In-House Managers: Securing executive buy-in, justifying budget and resource allocation, fostering cross-departmental collaboration, and managing up to align social strategy with business goals.
  • Combating Burnout: Strategies for managing workload, automating tasks, and maintaining creativity and mental well-being.

Part 10: Capstone Project: The Future-Proofed Strategy

In this final, hands-on module, students will synthesize their learnings to build a comprehensive, board-ready social media strategy for a business of their choice.

• Project Components:
  • A full strategic plan incorporating at least three specialized areas from the "Social Stack."
  • A detailed 12-month content and campaign calendar.
  • A complete budget proposal with projected ROI calculations.
  • A risk assessment and crisis management plan.
  • A final presentation outlining the strategy and its expected business impact.

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TIMING

The "Advanced Social Media Marketing" Course begins on Wednesday 02 July, 2025.

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FORMAT

Ten weekly lessons delivered online, accessible 24/7 to fit your schedule. Each lesson includes practical "Action Steps" for immediate implementation.

INVESTMENT

This ten-part online training course is available for $897+GST. However we offer an Early Bird Discount of $100 -- pay just $797+GST for bookings received by Wednesday 25 June, 2025.

Bookings are confirmed on receipt of payment, which can be by bank deposit or credit card. We can raise an invoice in advance if you need it.

To reserve your place in this course, please pay by credit card through PayPal by clicking here:

If you would prefer to pay by bank deposit, or require an invoice, please send an email to bookings@socialmedia.org.nz with your requirements.

WHAT HAPPENS NEXT?

You’ll receive our emailed confirmation of your booking. Then on the first day of the course we’ll follow up with details of your Login and Password details, as well as Course Notes for the first lesson. Subsequent lesson information will be sent out weekly.

If you have any questions, or would like more information, please email us at info@socialmedia.org.nz

FAQ

How does the course work?

• Every lesson includes Action Steps so that you can start implementing what you’ve just learned, along with Quick Wins so that you can apply your newfound knowledge immediately.

Is the course live?

• No, everything is online, conducted on a web-based e-learning software platform. Once a lesson is released, you can access it whenever you wish, anytime 24/7, in accordance with your own timetable). You proceed at your own pace, accessing materials online.

What's the course format?

• This particular online training course provides content in a variety of multimedia forms, including text, images, videos, slideshows, presentations and PDF files. No special software is required to participate, you access it through a web browser (eg Chrome, Firefox, Edge, Safari).

How often are lessons released?

• Course lessons will be provided weekly, on Wednesdays, over ten weeks. We release content on a weekly schedule because we review (and where necessary update) the contents of each lesson just before release, to ensure that the material is as up-to-date as possible — social media marketing is constantly changing, so we aim to ensure that the lessons reflect the latest developments.

How long will each lesson take?

• We typically recommend you allow 1-2 hours per lesson.

What happens if I need help?

•  Interaction with the course tutor is enabled via email (with telephone backup if required).

What are people saying about these courses?

Feedback from previous digital marketing training course and workshop participants:

• It is great that we have managed to get an external perspective on marketing in the digital space – your expertise in this area is greatly appreciated. – Hazel T.
• I really enjoyed the [Digital Marketing Workshop] today and got a lot out of it  – Nikki H.
• Thanks for a great [Digital Marketing] session yesterday, really enjoyed it and learnt lots – Izi W
• “this was the best professional development course I have done in many years” – Mark R, senior Agency Exec responsible for social media
• “thought the information within was outstanding” – Ed P, General Manager
• “What I loved was that I started with a fairly rudimentary understanding of social media but have learned a lot – including where to find more information as I need it.” – Fiona W, Marketing Manager
• “I found it relevant, informative, topical, insightful and a bloody good read. It’s never evangelical, too techy, patronising, assumes that you know too much or too little about digital and has a warm sense of humour in the communication throughout which helped faciliate the learning process for me.” — Adrienne B, new media senior executive
• “Thanks for pointing me in the direction of this course! It’s been extremely enlightening” — Shayne P, design agency director
• “Rapt with what I have seen of the course” — Julia R, fashion editor
• “I’m really enjoying the course – learning a lot – and I know the two friends I persuaded to join us are also loving it.” — Lavinia C, designer
• “Am thoroughly enjoying the content!” – Kara B, magazine co-ordinator
• “I was already engaging with social media and have been doing so for about 6 years or so. But, did I know how to use social media in a marketing and business sense? No, I simply did not. This course was a great way to show me how to do that.” — Sheryl K, online marketer

COURSE CREATION AND TUTORING

• This course has been created and is tutored by Michael Carney.