FunnelGym

Social Media Specialist

Build a community, not just a follower count: social media from content to crisis, from creators to ads.

Level
Beginner
Duration
~29 hours
Live
41/81
Free
1
Start the free workoutExplore the learning path

No credit card required. No marketing experience needed.

Hands at a laptop and an open notebook with sketched boxes and arrows on a café table, a tram passing outside the window

Program map

41

41 of 81 workouts live today

One bar per module, in program order.

Has free workouts
Pro
Coming soon

From the fundamentals to your own work.

Shared foundations, a focused specialty, and projects that bring your practice together.

  1. 1The Marketing FunnelStart here1 freeThe journey that turns a stranger into a customer, and a customer into a loyal fan, plus the metrics that measure each stage.6 workouts, 35 min

    See the full module guide

    Portfolio project: Map a brand's funnel. A one-page funnel map: stages, metrics, the weakest stage and two improvement ideas.

    Open project
  2. 2Target Audience and Value PropositionNo ad works until you know who you are selling to: personas, segmentation and a clear value proposition.5 workouts, 29 min

    See the full module guide

    Portfolio project: Write two personas and a value proposition. Two persona cards, plus a value proposition for each persona backed by three pieces of evidence.

    Open project
  3. 3Marketing Metrics and KPIsKnowing which numbers really matter: choosing KPIs, unit economics, profitability and setting realistic targets.6 workouts, 37 min

    See the full module guide

    Portfolio project: Design a KPI dashboard for an online store. A metric tree diagram, a break-even ROAS calculation and a draft dashboard with 5 KPIs to track every week.

    Open project
  4. 4The Digital Channel MapSearch, social media, marketplaces, email and messaging: what each channel is good for and where your customers actually spend their time.6 workouts, 34 min

    Portfolio project: A channel plan for the first 90 days. A budget split by channel, the role of each channel and success metrics for the first 90 days.

    Open project
  5. 5Ad Copywriting BasicsCopy that grabs attention in the first line, sells a benefit and gets people to act: hook, body, CTA and formulas that work.6 workouts, 34 min

    Portfolio project: 10 ad copy variations for one product. 10 copy variations, the hypothesis each one tests and the audience it will be shown to.

    Open project
  6. 6Social Media Strategy and Content CalendarComing soonWhich platform, for whom, how often and in what tone: platform choice, brand voice, content pillars and a calendar.6 workouts, 35 min
    • 1Which platform is for whom? Instagram, TikTok, LinkedIn, YouTube, X6 minComing soon
    • 2Brand voice and visual identity5 minComing soon
    • 3Content pillars: knowing what to post6 minComing soon
    • 4The content calendar and key dates6 minComing soon
    • 5What do the algorithms reward?6 minComing soon
    • 6The social media report: from reach to sales6 minComing soon

    Portfolio project: A one-month social media calendar. A monthly content calendar, a one-page brand voice guide and 5 posts ready to publish.

  7. 7Instagram MarketingComing soonUsing Reels, Stories, carousels and DMs to turn Instagram into a channel that runs from discovery to sale.6 workouts, 34 min
    • 1Profile optimization: say what you do in 3 seconds5 minComing soon
    • 2Carousels and posts: making content people save6 minComing soon
    • 3Reels: how getting onto the Explore feed works6 minComing soon
    • 4Selling through Stories and DMs6 minComing soon
    • 5Reading Instagram Insights6 minComing soon
    • 6Boost the post or use Ads Manager?5 minComing soon

    Portfolio project: An Instagram account audit and growth plan. An account audit report, a content pattern analysis and an 8-week Reels + Stories plan.

  8. 8Short-Form Video: TikTok, Reels and YouTubeComing soonThe language of short video: hooks, scripts, shooting, editing and adapting trends to a brand, plus an organic TikTok and YouTube strategy.6 workouts, 35 min
    • 1The first 2 seconds: stopping the scroll6 minComing soon
    • 2Writing a short video script6 minComing soon
    • 3Shooting on your phone and quick edits in CapCut6 minComing soon
    • 4Adapting trends to your brand (and when to stay away)5 minComing soon
    • 5YouTube: a channel strategy from Shorts to long-form6 minComing soon
    • 6Watch time, completion, shares: video metrics6 minComing soon

    Portfolio project: A 10-video short-form series. 10 video scripts, a shot list and one edited sample video (or a storyboard).

  9. 9LinkedIn and B2B Social MediaComing soonLinkedIn for B2B brands and personal brands: the company page, employee advocacy, thought leadership content and LinkedIn ads.5 workouts, 29 min
    • 1Company page and personal profile: different roles5 minComing soon
    • 2Writing thought leadership content6 minComing soon
    • 3Employee advocacy: getting leaders to post6 minComing soon
    • 4LinkedIn ads: targeting by job title and industry6 minComing soon
    • 5Lead Gen Forms and handing leads to sales6 minComing soon

    Portfolio project: A LinkedIn plan for B2B software. A 4-week content plan, 3 sample posts and a Lead Gen campaign setup.

  10. 10Community and Crisis ManagementComing soonReplying to comments, DMs and complaints, building a community and handling a social media crisis before it grows.5 workouts, 30 min
    • 1Community management: a playbook for replying to comments and DMs6 minComing soon
    • 2Review sites and complaints on social media6 minComing soon
    • 3Social listening: what are people saying about the brand?6 minComing soon
    • 4Crisis or everyday complaint? Early warning signs5 minComing soon
    • 5Crisis communication: the first 24 hours7 minComing soon

    Portfolio project: A crisis simulation. A crisis communication plan, the first statement, a Q&A document and a post-crisis review report.

  11. 11Influencer and UGC MarketingComing soonFinding the right creator, agreeing terms, writing the brief and measuring results, and turning UGC into ad creative.6 workouts, 35 min
    • 1Mega, macro, micro, nano: who is good for what?5 minComing soon
    • 2Choosing the right creator: fake followers and audience fit6 minComing soon
    • 3Briefs, pricing and contracts6 minComing soon
    • 4Ad disclosure: FTC and platform rules for sponsored posts6 minComing soon
    • 5UGC: turning customer and creator videos into ads6 minComing soon
    • 6Measuring an influencer campaign: codes, links and incrementality6 minComing soon

    Portfolio project: A micro-influencer campaign. An influencer scoring sheet, a campaign brief, an ad disclosure checklist and a measurement plan.

  12. 12Meta Ads BasicsComing soonAdvertising on Instagram and Facebook: build your first campaign with the right objective, audiences, placements and budget.6 workouts, 36 min
    • 1Choosing an objective: awareness, traffic or sales?6 minComing soon
    • 2Campaign, ad set, ad: how Meta is structured5 minComing soon
    • 3Audiences: broad targeting, custom and lookalike audiences7 minComing soon
    • 4Placements and formats: Reels, Stories, Feed6 minComing soon
    • 5The learning phase and budget: why patience pays6 minComing soon
    • 6Reading Ads Manager reports6 minComing soon

    Portfolio project: Your first $1,000-a-month Meta campaign. A campaign setup plan, a creative brief and an optimization checklist for the first 30 days.

  13. 13AI in MarketingMake AI your teammate for content, ad creative, analysis and research, and understand how AI search is changing marketing.6 workouts, 35 min

    Portfolio project: Build an AI-assisted campaign workflow. A prompt library with at least 8 prompts, the campaign materials you produced and a workflow diagram showing where human review comes in.

    Open project
  14. 14Portfolio, Resume and InterviewsProve what you have learned to a recruiter: a project portfolio, an ATS-friendly resume, a LinkedIn profile and case interview practice.6 workouts, 35 min

    Portfolio project: Capstone case: an end-to-end marketing plan. A 10-slide capstone presentation, a one-page ATS-friendly resume and a case summary for your portfolio page.

    Open project

41 of 81 workouts in this program are live today, across 14 modules. Workouts take 5 to 7 minutes; projects need a longer, focused session.

What you'll be able to practice

You learn to build platform-specific content strategies for Instagram, TikTok, LinkedIn and YouTube, write short video scripts and shoot them on your phone, and manage a content calendar. Through brand cases, you practice community and crisis management, influencer and UGC partnerships, and connecting content to sales with Meta ads.

Roles it prepares you for

Job titles you'll see in listings for this work. Titles differ from company to company, so read the duties in the listing, not just the title.

  • Social Media Specialist
  • Social Media Coordinator
  • Social Media Manager
  • Content Creator
  • Community Manager
  • Influencer Marketing Specialist

What the work looks like day to day, pay by level and country, and how the role grows: Social Media Specialist

  • Prepare a 20-post monthly content calendar that covers key dates, plus a brand voice guide.
  • Audit an Instagram account and lay out an 8-week Reels and Stories growth plan.
  • Plan a 10-video short-form series with hooks, scripts and shot lists ready to go.
  • Write the first-24-hours communication plan and public statement for a social media crisis.
  • Run a $5,000 micro-influencer campaign from creator selection to measurement.
A printed one-page report with a blue bar chart on a desk, a hand holding a pen beside it

Work you can explain.

A portfolio project at the end of every module.

Example portfolio direction

Map a brand's funnel

Using the ad and sales data of a fictional brand, map every stage of its funnel, pick one metric for each stage and find the stage where the most customers drop off.

What you hand in: A one-page funnel map: stages, metrics, the weakest stage and two improvement ideas.

How the project is judged

  • Accuracy
  • Diagnosis
  • Ideas
  • Clarity

A clear place to begin.

Built for complete beginners and career switchers. You don't need a client account or your own ad budget: you work with realistic, fictional-brand scenarios.

Start with one decision.

Your first workout is ready when you are.

Open the free workout

No credit card required. No marketing experience needed.