Course Curriculum

Impact & Influence: Pro Secrets to Exceptional Social Media

10sections
73lectures
5h 33mtotal

What you’ll learn

  • Finetune your personal branding, increase your visibility, grow your social media presence and connect more with your audience with meaningful content and winning strategies

  • We are going to look how you can work with what you already have, what to add and how to turn things around. We’ll look at inspirational examples of great (personal) branding. We’ll rewrite your bio, do the ‘stranger test’, find your core values and integrate them into everything you do. Then I’ll show you how to add value to very post. Even when you are selling & promoting, adding value is the key. You will learn how to have quality interaction with your audience, I’ll reveal the secret features of social media platforms and as a bonus give you my top practical tips for visual storytelling. Finally you’ll see lots of inspiring examples to make social media easy, fun and effective.

01

Introduction

1 lecture • 19min

  • Introduction

    Learn to transform social media into a value-driven, authentic, two-way conversation by defining your core values, finding your voice, and delivering quality content that builds true fans.

    19:15
02

No Excuses! - Mentality shift

7 lectures • 21min

  • It feels like work

    Turn social media from a chore into a fun, value-driven part of your core business by showing your personality, speaking with your own voice, and engaging the world.

    3:57

  • I don't have time for social media

    Integrate social media into daily life by posting ideas the moment they arise, using waiting moments like bus rides or coffee lines to share fresh, real insights.

    2:23

  • I feel uncomfortable putting myself in the spotlight

    Overcome awkwardness about visibility by sharing value-driven social media content that helps others, inspires thinking, and solves problems, finding your own voice and stepping into the spotlight.

    4:27

  • I don't know what to post

    Post about what you know, not about you, and keep it easy and fun. Share daily-life insights—morning routines, what you eat, books, websites, quotes, and client problems—to show your expertise.

    2:10

  • I tried it already and it's not working for me

    Commit to a long-term social media plan by creating added value, defining your core values, and finding your voice and personality. Clear topics and tagging expand reach beyond real life.

    1:52

  • Why not delegate my social media to an agency or a virtual assistant?

    Evaluate outsourcing social media by first defining your unique voice and core values, then align agency work with your branding; avoid generic, ad-heavy content until you establish personal visibility.

    3:32

  • Assignment

    Define your business goals, write them down, and align social media with your strategic plan to achieve those aims. Share top insights in the Facebook group and install apps.

    2:21
03

Assess your current social media situation

4 lectures • 40min

  • What is your current social media influence?

    This course mentions the Klout score as a way to measure your influence on social media. However, since June 2018 Klout is ‘kaput’. Klout was taken over by Lithium and they decided to take the website down. At this moment there is no real alternative to Klout; most other platforms focus on one thing, like Twitter. However, MyWebCareer.com seems to provide some insight in your online presence. It analyses data from Twitter, Facebook, LinkedIn, Quora and web search results to determine your ‘career score’. This score is based on the size of your network, your overall social media presence and the strength and reliability of your connections. So when this course talks about the Klout score, just remember that the concept is still valuable, however you can’t measure it right now. Don’t worry, you can try the ‘Career score’ or just skip that assignment and go through the rest of the course, which will provide you with a lot of valuable info.

    7:57

  • Measuring impact and influence

    This course mentions the Klout score as a way to measure your influence on social media. However, since June 2018 Klout is ‘kaput’. Klout was taken over by Lithium and they decided to take the website down. At this moment there is no real alternative to Klout; most other platforms focus on one thing, like Twitter. However, MyWebCareer.com seems to provide some insight in your online presence. It analyses data from Twitter, Facebook, LinkedIn, Quora and web search results to determine your ‘career score’. This score is based on the size of your network, your overall social media presence and the strength and reliability of your connections. So when this course talks about the Klout score, just remember that the concept is still valuable, however you can’t measure it right now. Don’t worry, you can try the ‘Career score’ or just skip that assignment and go through the rest of the course, which will provide you with a lot of valuable info.

    13:23

  • Which platforms should you use

    Identify the platforms by pairing what you enjoy with where your clients are, considering goals and demographics; there is no single best platform. Avoid one-size-fits-all; pursue a sustainable two-way strategy.

    14:10

  • Assignment

    Explore a practical social media matrix to map platforms by enjoyment and client presence, helping you focus energy on where your audience is and reuse content strategically.

    4:38
04

Personal branding: skills, personality and values

13 lectures • 43min

  • Your skills, personality and values for Personal Branding

    Discover how personal branding centers on you, authentic, believable, and consistent, by clarifying core values and finding your voice. Align colors, images, and content with your brand.

    3:52

  • Start thinking of yourself as a brand

    Develop a strong personal brand on social media by aligning skills, personality, and values, crafting a compelling bio, and leveraging a unique selling point.

    6:20

  • Identify your values and set priorities

    Identify your core values and craft a bold, consistent brand by choosing three defining words, aligning colors, fonts, and imagery to convey your personality across social media and websites.

    3:37

  • Find your slogan, Create an elevator pitch

    Define yourself with a clear, specific slogan and elevator pitch that instantly communicates who you are, what you do, and why your bio and website reflect your uniqueness.

    4:52

  • If the opposite is not an option, it is not a a good value

    Don't use the word professional when the opposite is not an option. Specialized coaches for writers or women with burnout, trust, and dependable knowledge, make a difference.

    2:51

  • Audit your online presence

    Audit your online presence by googling yourself to see what appears across your website, blog, and social media, and note how Google values your brand.

    2:05

  • Build a platform. Be visible, accessible and responsive

    Build a central platform, typically a website or blog, to showcase your brand. Make yourself visible, accessible, and responsive with clear contact, about me, and calls to action.

    2:59

  • Find ways to produce added value. Be purposeful.

    Share value with your personal brand by sharing what inspires and interests your clients, be purposeful, not everything; follow Timothy Ferris's example of giving first to build trust and followers.

    2:07

  • Never call yourself an expert

    Don't call yourself an expert; let others vouch for you with client testimonials that show tangible results across your website and social platforms.

    3:38

  • Own your space. Never stop learning. Share your knowledge

    Own your space by never stopping your learning and by sharing your knowledge; publish what you learn, attend courses and conferences, and reveal your development so others follow you.

    1:28

  • Associate with other strong brands

    Learn how to grow social media impact by strategically partnering with compatible brands, starting small, building authentic, consistent collaborations, and avoiding associating with beginners to attract bigger brands.

    1:43

  • Keep reinventing yourself. Use Storytelling. Be consistent.

    Reinvent yourself and tell evolving stories to grow influence on social media. Rebrand when your story grows stale, turning limited resources into big results from your charity initiative.

    5:11

  • Assignment

    Define your central theme and slogan, articulate your emotional appeal, and describe what you do for clients by focusing on outcomes and your unique value that sets you apart.

    1:55
05

Core Values

5 lectures • 18min

  • Determine and use your core values

    Identify your core values through a practical exercise, recognizing that your values are like fingerprints that shape everything you do, even when you’re alone in a digitally connected world.

    2:20

  • Exercise: The values quiz

    Download the core values worksheet, circle 20 resonant words, then narrow to five core values. Use them to guide your bio, posts, and visual storytelling on social media.

    2:49

  • Using Esther’s core values as an example to dive deeper

    Explore how to articulate core values—freedom, independence, adventure, play, ambition—using Esther’s example to shape your bio and social media messaging. Define what each value means and its opposite.

    7:38

  • Your core values should be reflected in everything you do

    Learn to reflect your core values in every post by using five core-value hashtags, boosting visibility and authenticity, with a future module to rewrite your bio to express them clearly.

    1:18

  • Assignment

    Build a mood board to define your five core values, align imagery and topics, and map do's and don'ts for your branding and social posts.

    3:56
06

The perfect bio

7 lectures • 25min

  • Your Bio is your business card

    Craft bios that reflect your brand and values, turning your social media bio into a digital business card that shows who you are and how to contact you.

    1:22

  • No bio = no option

    Keep a complete bio and a visible profile to boost visibility and clearly show who you are and what you do, avoiding private or blank accounts.

    0:55

  • What should be in your bio?

    Craft a recognizable bio that reflects your personal branding with a consistent username across platforms, a tone that fits your values, and includes a website or call to action.

    3:07

  • Examples of creative bios

    Analyze how personal bios convey identity through concise wording, visuals, links, and calls to action, with examples like Barack Obama, Elton John, and Dennis Dick Prescott.

    8:20

  • How to reflect your core values in your bio's tone

    Discover how to reflect core values in your bio's tone by weaving values into wording and imagery, using hashtags and varied phrasing to convey harmony and results.

    6:07

  • Don't forget the visual aspect

    Choose a profile picture that aligns with your core values and platform. Pair it with a header image and ensure quality lighting for consistent branding across platforms.

    3:39

  • Assignment

    Craft your perfect bio with your core values to reveal your personal brand and call to action, and pair it with a strong profile picture and background picture.

    1:37
07

How to post valuable content

12 lectures • 55min

  • Introducing value in social media

    learn how to add value to social media posts by focusing on your followers, decide what to post, twist topics to enhance value, and make posts more attractive and fun.

    2:00

  • Remember: It's not about you

    Post with the reader in mind, making every message about your audience rather than yourself. Check your posts, internally or externally, to ensure they serve clients and your audience.

    1:04

  • What to post

    Post simple daily experiences and FAQs from your expertise to provide clear do's and don'ts, stories, and insights that illuminate how you view the world for your followers.

    7:17

  • 6 different formats

    Explore six post formats, from quotes and lists to FAQs and interviews, and learn to share expertise by highlighting common mistakes, how-to guides, and inspiring insights.

    3:26

  • Choose the level of detail

    Deliver social media posts with simple, practical tips tailored to clients' needs, avoiding excessive detail, so office and home readers can feel better today.

    2:35

  • How to add value to a post

    Turn ordinary posts into valuable, audience-focused content by asking, does it add value to my audience, and by sharing tips, recipes, and expert perspectives. Craft posts that solve problems.

    8:29

  • Added value can take many different forms

    Add value on social media by sharing inspiration, quotes, and visuals; ask open questions to spark discussions; and use personal stories, challenges, and context to engage followers.

    5:54

  • Turn posts around and invite your audience to look through your lens

    Turn your social posts into value by sharing the actual inspiration and ideas, not just the fact that you were there, inviting followers to view the topic through your lens.

    8:22

  • How to make your posts look interesting and attractive

    Vary your posts with images, videos, quotes, emojis, and lyrics to make topics engaging. Use image and quote combos, topic-specific searches, and witty examples to find your unique voice.

    3:54

  • This should feel like fun - not work

    Post in the moment to keep social media fun and natural by keeping apps on your phone and sharing daily inspiration as it happens, not postponed.

    2:54

  • Assignment

    Put this assignment into practice now by sharing something that inspired you. Always consider what your audience gains: smile, think, or find an answer, in your own voice.

    1:36

  • Bonus Assignment - turn these "look at me posts" in to added value posts

    Turn look at me posts into added value posts by addressing frequently asked questions, sharing solutions, and guiding followers to your website with valuable content.

    7:08
08

First Impressions

7 lectures • 35min

  • Introduction

    Apply the stranger test to your profile, clean up your timeline, and highlight last five posts to ensure a first impression with shop-window style curation and personal social media rules.

    3:53

  • Do the 'strangers test'

    Use the stranger test to evaluate the first impression your social media profile and timeline convey, and apply tips to align with your values and improve.

    1:57

  • Always pay special attention to your last 5 posts

    Curate your timeline by optimizing the last five posts to reflect your core values. Balance added value with promotion, include original content, show variety, and reveal your authentic self.

    8:29

  • Clean up your timeline

    Clean up your timeline like a tidy living room, showcasing varied posts and a nine-image palette that reflects your core values and branding.

    4:55

  • Assignment

    Review your timelines to clean up and balance them, hide or add items as needed, and learn from what you're doing right now to plan future changes.

    0:22

  • Develop your personal social media rules

    Develop your own social media rules to guide posts toward your goals, voice, and values, balancing language, authenticity, outsourcing rules, and personal branding.

    13:26

  • Assignment

    Decide what to convey, how often to post, which formats fit your values and branding; quantify rules and compare what others are doing to inspire, not copy, a clean timeline.

    1:54
09

Secret features of specific platforms you should know and use

5 lectures • 24min

  • Twitter

    Pin a tweet to control your profile's first impression and regularly update it to reflect your key message. Use your likes as a reference list to highlight recommendations.

    5:48

  • LinkedIn

    Discover how to craft a custom LinkedIn headline that reflects your core values and personal branding, standing out from generic profiles with concise, engaging language.

    4:44

  • Facebook

    Learn how to personalize your Facebook profile with featured photos that reflect your values, structure long posts to spotlight key ideas, and manage events effectively to boost trust and engagement.

    4:51

  • YouTube

    Learn how to set up a YouTube channel with a profile, descriptions, and playlists, create a welcome video, optimize with keywords, and use subtitles for global reach.

    7:29

  • Assignment

    Apply secret features on Twitter, Facebook, LinkedIn, and YouTube to boost your profile, first impression, and content with your own voice and images, plus Facebook group feedback and one-on-one branding.

    1:08
10

Exceptional interaction with your audience

12 lectures • 54min

  • The action is in the interaction: Likes vs comments

    Learn to boost engagement on social media through authentic interaction, encourage comments over likes, respond to audience questions, and guide discussions to improve algorithms and reach, boosting your Klout score.

    3:53

  • Comment Strategy

    Develop a thoughtful comment strategy that acknowledges readers with likes or replies, answers questions with balanced, friendly, value-added responses seen by others, and stays aligned with your branding.

    6:51

  • ReTweet short and sweet

    Analyze how retweets drive engagement by focusing on shares over likes, examine top tweets including Obama's posts, and learn to craft short, shareable tweets with space for usernames.

    1:42

  • Checklist: Priority actions when you have limited social media time

    Prioritize your limited social media time with the 80/20 rule by focusing on notifications, your timeline, sharing, reposting, retweeting, and active search.

    4:27

  • Timeline

    Review your timeline to understand your audience’s mood and interests, then engage by liking selectively and commenting thoughtfully to boost visibility with followers and influencers, noting algorithms reward thoughtful engagement.

    4:08

  • Share/Repost/Retweet

    Learn to share, repost, and retweet with a value added spin that explains why content matters to your audience across platforms.

    4:40

  • Active Search

    Use active search to find topics and questions about your topic, compare competitors, and leverage hashtags and hash decks to boost visibility with new connections.

    1:45

  • Smart use of tags and hashtags

    Master the smart use of tags and hashtags to boost visibility and engagement by tagging people, using topic hashtags, and preprogramming core values as shortcuts.

    8:07

  • How to connect with influencers

    Identify and connect with high Klout scores by reviewing timelines and notifications to spot journalists or bloggers, and use a Chrome extension to view Klout scores on Twitter.

    3:29

  • The devil is in the details (examples of exceptionally bad interaction)

    Analyze how small details drive audience responses through real-world social media missteps, from Go Daddy's elephant video backlash to Justine Sacco's infamous tweet, highlighting cautious, thoughtful posting.

    5:16

  • The devil is in the details (examples of exceptionally good interaction)

    Explore how brands elevate customer service on social media through attention to detail, clever calls to action, and engaging, humorous replies across Emirates, GoPro, Marriott, Sainsbury's, and Tinder.

    7:22

  • Assignment

    Create a searchable list of topics, keywords, themes, hashtags, and core values on your phone, then follow influencers and share ideas in the course Facebook group to boost visibility.

    1:50