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Social Media Manager Course: LinkedIn, Content, 300+ Tools

Social media marketing for B2B: strategy, content calendar, post templates, LinkedIn company page, analytics and report

Created byPapaHR ★ 170K students: Human Resources, HR Management, SHRM, AI Analytics, Recruitment, Payroll, Certification, CIPD, Claude

Last updated 10/2026

English

What you'll learn

Build a social media manager toolkit with 8 interactive HTML files and 51 working parts: planners, builders, calculators, banks and checklists.
Adapt 261 ready tools from the slides to your company pages: templates, checklists, formulas, post openers, reply texts and approval phrases.
Write a one-page social media strategy that links a business goal to a social goal, audience, channels, brand voice, metrics and resources.
Plan a month of content with a calendar, a brief for each post, backward deadlines and an approval rule your manager has agreed to.
Map the social media manager role next to marketing, sales, support and HR, and choose the channels one person can run within a working week.
Set up content pillars with shares, formats by channel, voice rules and a topic bank, so each planned post has a pillar and a source.
Write posts with a hook bank, six post structures, a call-to-action bank and a 12-point check before publishing.
Run a LinkedIn company page for B2B: a 15-point page checklist, a format picker, an employee sharing kit and a weekly page routine.
Reply to comments, messages, complaints and negative feedback with a reply bank, an escalation table and a first-hour plan.
Calculate engagement rate, click-through rate, follower growth and visit-to-request conversion, then present a one-page monthly report.

Course content

8 sections • 8 lectures • 6h 53m total length

Social Media Manager Role: Role Map, Channel Picker, Week Plan (31 Tools)52:09
Tools in this lecture: Role Map and Channel Picker (HTML) with a role map, neighbor cards, post request form, channel picker, week planner and access list, plus 24 ready tools on the slides.
Sort tasks into what you own, what you decide together with marketing, sales, support and HR, and what belongs to another owner.
Answer three questions for each channel, count content hours and reply time, and choose one primary channel and up to two supporting channels.
Practical assignment: fill in the role map for your company with three columns, your neighbors and one primary channel with its weekly hours.

Social Media Strategy: Account Audit, Goal, Audience, Metrics (35 Tools)50:37
Tools in this lecture: One-Page Strategy (HTML) with an account audit, goal builder, audience cards, channel jobs, voice line, metric selection, and resources and rhythm, plus 27 ready tools on the slides.
Audit current accounts and the last ten posts, then decide for each account: keep, fix or park.
Turn a business goal into a social goal with a number and a date; describe the user, the decision maker and the budget holder.
Practical assignment: fill in the one-page strategy for your company with a goal, audience, channels, a voice line and three metrics.

Content Pillars: Pillar Cards, Share Mix, Voice Rules, Topics (49 Tools)51:03
Tools in this lecture: Content Pillars Builder (HTML) with an audience question list, pillar cards, share mix, formats by channel, voice rules, topic bank and month check, plus 41 ready tools on the slides.
Collect audience questions from sales, support and comments, and group them into 4–6 content pillars with an owner for the material.
Split the monthly number of posts by pillar shares, and compare target shares with what was actually published last month.
Practical assignment: build the content pillars for your company with shares, formats by channel, voice rules and a month check.

Content Calendar: Monthly Plan, Brief, Approval Rule, Repurposing (33 Tools)51:52
Tools in this lecture: Content Calendar Planner (HTML) with a publishing rhythm calculator, monthly calendar, content brief, workflow dates, approval rule and log, repurposing plan and scheduling checklist, plus 25 ready tools on the slides.
Count how many posts fit into the available content hours and keep a reserve before filling the calendar.
Set brief, draft, approval and scheduling dates backward from the publishing day; separate routine posts from posts that need explicit approval.
Practical assignment: build next month's content calendar with eight fields per row, a named approver and an approval rule agreed with your manager.

Writing Posts: Hook Bank, Post Builder, CTA Bank, Checklist (65 Tools)50:09
Tools in this lecture: Post Template Kit (HTML) with a hook bank, post builder, call-to-action bank, channel versions, rewrite trainer and pre-publish checklist, plus 58 ready tools on the slides.
Choose one of six post structures for the pillar, write the first line from seven opener types and end with a single ask.
Adapt one post for LinkedIn, Instagram and YouTube, and practice rewriting weak drafts without changing the facts.
Practical assignment: write three checked posts for your company's next week, each with a structure, a first line and one ask.

LinkedIn Company Page: 15-Point Checklist, Formats, Employee Kit (24 Tools)52:42
Tools in this lecture: LinkedIn Page Plan (HTML) with a 15-point page checklist, format picker, employee sharing kit, page numbers and weekly routine, plus 18 ready tools on the slides.
Check the company page in four groups, write the tagline and the first line of the overview, and list the gaps with an action and an owner.
Choose formats for your situation, prepare a sharing message with captions for employees, and record page figures with their source.
Practical assignment: audit your company's LinkedIn page with the checklist and close its top three gaps in one page plan.

Community Replies: Reply Bank, Escalation Table, First Hour Plan (53 Tools)52:00
Tools in this lecture: Reply Bank and Escalation (HTML) with a reply bank, escalation table, public-or-private decision, hide-delete-block guide, first-hour checklist, reply trainer and message log, plus 45 ready tools on the slides.
Prepare replies for eight message types, from thanks and simple questions to complaints, negative comments, provocation and a company mistake.
Name who replies, who resolves and by when; decide what stays public and what moves to a private message; draft a holding statement.
Practical assignment: complete a reply bank for your company with eight message types, named escalation owners and response times.

Analytics: Metric Calculator, UTM Builder, Post Review, Report (30 Tools)52:49
Tools in this lecture: Monthly Report Builder (HTML) with a data sheet, metric calculator, UTM builder, post review, keep-change-stop decision and six-part report, plus 23 ready tools on the slides.
Calculate engagement rate, click-through rate, follower growth, monthly change and visit-to-request conversion from your own numbers.
Tag links so website visits can be traced to a channel, review the best and the worst post, and decide what to keep, change or stop.
Practical assignment: build last month's report for one channel with five metrics, the best and worst post and one decision.

Requirements

You can already publish a post on a company page; no experience with strategy, content planning or reporting is needed.
A computer and a modern browser to open the 8 interactive HTML tools, edit their 51 working parts, copy text and print or save as PDF.
Access to at least one company social media page, or use the fictional company example supplied inside every tool.
Willingness to complete one short practical assignment per lesson with the included tools.
English reading and listening skills. No paid software, advertising budget or scheduling tool subscription is required.

Description

This course contains the use of artificial intelligence

300+ tools for the person who runs a company's social media pages, often alone.

Open a ready template for the strategy, the monthly plan, the next post, the LinkedIn company page, a difficult comment and the monthly report.

When every post is written on the day it goes out

The page needs a post today, so the topic is chosen in the morning. Approval takes a week because nobody agreed who signs off on what. A complaint appears in the comments and it is unclear who answers and how fast. At the end of the month the manager asks what social media gave the business, and the only numbers at hand are likes and followers.

Without a goal, a plan and agreed rules, the work stays reactive: channels multiply, topics run out, and the report describes activity instead of results.

A working system for the role

This course treats social media manager as a job with decisions, boundaries and documents. Each lesson produces one artifact you can use at work: a role map with a channel choice, a one-page strategy, content pillars, a monthly content calendar with an approval process, a post template kit, a LinkedIn page plan, a reply bank with an escalation table, and a monthly report.

The course is strongest in B2B and LinkedIn. One full lesson covers the LinkedIn company page, and every template and calculation is shown on one fictional B2B company with 80 employees, where one person runs the pages. Instagram, Facebook, X, YouTube and TikTok are covered at the level of the role: channel choice, formats, pillars, planning, replies and metrics.

The toolkit: 320 tools across three types

8 interactive HTML files: Role Map and Channel Picker, One-Page Strategy, Content Pillars Builder, Content Calendar Planner, Post Template Kit, LinkedIn Page Plan, Reply Bank and Escalation, and Monthly Report Builder.
51 working parts inside those files: editable planners, builders, calculators, banks, trainers and checklists. They are tabs inside the 8 files, not 51 separate downloads.
261 ready tools on the slides: templates, checklists, formulas, post openers, post structures, call-to-action phrases, reply texts and approval phrases, available in the downloadable lesson decks.

The title rounds the total down to 300+. The three types are counted separately, and a text or formula repeated in a later lesson is counted once. Form fields, print buttons, export screens and illustrations are not counted as tools.

The HTML files open in a browser with all code and data inside the file. Each one loads a filled fictional example, can be cleared for your own draft, saves your entries in the browser, and supports copying text, printing or saving as PDF. Formulas recalculate from the numbers you enter.

What this course does not cover

Paid advertising setup: ad accounts, audiences, bids and remarketing.
Fast follower growth tactics for Instagram and TikTok, and viral mechanics.
Video shooting and editing, and step-by-step design.
Influencer marketing and contracts with creators.
Personal branding, personal profiles and job search on LinkedIn.
Selling through LinkedIn: lead search and outreach automation.
Brand positioning, PR and press relations, SEO, email marketing and AI tools as a separate topic.

The course makes no claims about what a platform's algorithm prefers. Platform limits and format facts are taken from official platform help pages and marked with the date they were checked. Reply times, channel workload and similar figures are labeled as course rules of thumb, and all example numbers are fictional.

The instructor and the practice

Learn with Mike, founder of PapaHR Academy: 1,800,000+ course enrollments and 170,000 students on Udemy, and the author of about 200 books on Amazon. The course is built around practical assignments: one action on your own company page per lesson, completed in the lesson tool, with self-check questions at the end.

The route through the course

First you set the frame: what the social media manager is responsible for, which channels one person can run, and what goal social media serves. Then you build the content: pillars with shares and voice rules, a monthly calendar with briefs and approvals, and posts written from structures and banks. Next comes LinkedIn for B2B: the company page, formats and employees as a channel. Finally you handle the work after publishing: replies to comments and negative feedback, then metrics and the monthly report for your manager.

What's included

8 video lessons in 8 sections, with a downloadable slide deck for each lesson.
8 interactive HTML tools containing 51 working parts, plus 261 ready tools on the slides.
8 practical assignments with one consistent fictional B2B company example and self-check questions.
Lifetime access to all materials.
Active instructor support in Q&A.
Udemy Certificate of Completion.

Next month's posts will be published whether a plan exists or not. Start with the role map, use it on the next request for a post, and build the rest of the toolkit around it.

Enroll now and start your first lesson today.

Who this course is for:

Social media managers and specialists who run the pages of a company with 10–300 employees and want a complete set of working tools for the role.
Marketers and marketing managers who have taken on social media alongside other duties and need a strategy, a monthly plan and a report for their manager.
B2B marketers who need to run a LinkedIn company page with a page checklist, format choices and an employee sharing kit.
Small business owners who manage company pages themselves and want templates instead of writing each post on the day it goes out.
Content and communications specialists moving into a social media manager role who want a fictional B2B company example to practice with.
Not for you if you need paid advertising setup, fast follower growth tactics for Instagram or TikTok, video production, influencer marketing or personal branding.

Social Media Manager Course: LinkedIn, Content, 300+ Tools

What you'll learn

Explore related topics

Course content

Social Media Manager Role: Role Map and Channel Choice (31 Tools)1 lecture • 52min

Social Media Strategy: One-Page Strategy, Goals, Audience (35 Tools)1 lecture • 51min

Content Pillars: Content Mix, Brand Voice, Topic Bank (49 Tools)1 lecture • 51min

Content Calendar and Workflow: Briefs, Approvals, Reuse (33 Tools)1 lecture • 52min

Writing Social Media Posts: Hooks, Structures, Calls to Action (65 Tools)1 lecture • 50min

LinkedIn for B2B: Company Page, Formats, Employee Advocacy (24 Tools)1 lecture • 53min

Community Management and Crisis Replies: Reply Bank (53 Tools)1 lecture • 52min

Social Media Analytics and Reporting: Metrics, Monthly Report (30 Tools)1 lecture • 53min

Requirements

Description

Who this course is for: