This on-demand virtual course takes you step-by-step through the process of building a successful social media strategy and creating content that resonates with your audience and drives real results. The course equips you with the knowledge and tools you need, along with actionable templates and frameworks, to help your business or nonprofit succeed. View our reimbursement resources to help you communicate this investment in your professional development to your supervisor or HR department.
“If you’re looking for a resource to show you all the angles of social media management, this is the course for you! The tools and templates will help you navigate your organization’s social strategy, no matter the industry. This course helped me effectively pull new levers to round out my company’s existing social media strategy.”
Jill SimpsonManager, Social Media and Public Relations Trace3
“This course is the equivalent of a college class — without the price tag, filler content and out-of-date textbooks. The sheer number of worksheets, templates and frameworks provided is incredible. The content is easy to digest and engaging.”
Angelica ElizaldeMarketing & Communications Specialist University of Utah Health
“Rachel is a true subject matter expert and has the experience you need to elevate your social media strategy. The course provides comprehensive and easily digestible information from every angle, making it suitable for veterans or those new to creating social media content.”
Alayssia ShermanContent Manager
“If you’re looking for a resource to show you all the angles of social media management, this is the course for you! The tools and templates will help you navigate your organization’s social strategy, no matter the industry. This course helped me effectively pull new levers to round out my company’s existing social media strategy.”
Jill SimpsonManager, Social Media and Public Relations Trace3
“This course is the equivalent of a college class — without the price tag, filler content and out-of-date textbooks. The sheer number of worksheets, templates and frameworks provided is incredible. The content is easy to digest and engaging.”
Angelica ElizaldeMarketing & Communications Specialist University of Utah Health
“Rachel is a true subject matter expert and has the experience you need to elevate your social media strategy. The course provides comprehensive and easily digestible information from every angle, making it suitable for veterans or those new to creating social media content.”
Alayssia ShermanContent Manager
“If you’re looking for a resource to show you all the angles of social media management, this is the course for you! The tools and templates will help you navigate your organization’s social strategy, no matter the industry. This course helped me effectively pull new levers to round out my company’s existing social media strategy.”
Jill SimpsonManager, Social Media and Public Relations Trace3
This section of the course dives deep below the surface of social media tactics like Facebook posts, Instagram reels and YouTube videos. Each reading, resource and actionable template, framework and worksheet helps you better understand your organization, competitors and audiences. In addition, you will define your social media goals — which will help you prioritize the channels and tactics you will dive deeper into later in the course.
This section includes the following resources:
Reference PDF: Social Media Iceberg
Reference PDF: Observe, Listen, Learn
Template: Social Media Audit
Template: Competitor/Peer Organization Audit
Reference PDF: Goal Examples
Framework: Social Media Goal Setting
Template: Persona Worksheet
Framework: Channel Prioritization Matrix
This section dives into crafting compelling social media content that resonates with your audience. We’ll explore key elements to consider when developing your content strategy.
This section includes the following resources:
Reference PDF: The Four Es of Content Strategy
Reference PDF: A Simple Content Formula
Reference PDF: Brand Voice & Tone
This section dives deep into eight types of content and provides an overview of how you can work with social media influencers.
This section includes the following resources:
Reference PDFs for each of the eight content types
Template: Content Inspiration Tracker
Template: Social Media Influencer Worksheet
More than 40 curated examples of social media content to inspire you
This section helps you develop and execute a comprehensive, effective social media campaign brief for your organization using the goal, audience, channel and content elements developed in the previous sections.
This section includes the following resources:
Template: Social Media Brief
Template: Social Media Slide Deck
Reference: Example Campaign Brief
Template: Community Management Responses
Special Introductory Offer
Enroll now and invest in your social media success for $300 and gain immediate access to the full course and all materials for 12 months. And, if you register by July 31, you will receive a one-hour one-on-one coaching session with the course instructor upon completion of the course to review your strategy, discuss content or work through your organization’s specific challenges. View our reimbursement resource to help you request PD funding.
Rachel Esterline Perkins is a strategic communications and marketing professional who has spent more than 15 years helping brands tell stories to build awareness, influence stakeholders, demonstrate thought leadership and drive revenue.
She has deep experience in social media strategy — having led digital communications for universities, national nonprofits, startups and other brands. She was the first professional to serve as Central Michigan University’s director of social media.
Rachel also is a former Central Michigan University faculty member and frequent guest lecturer at universities on the topic of social media storytelling and marketing.
She has a bachelor’s degree in Integrative Public Relations, a master’s degree in Higher Education Administration, as well as her Accreditation in Public Relations from the Public Relations Society of America.
