Course overview
Description generated based on course syllabus and open data.
An SMM Specialist operates across strategy, content, ads and analytics. The program relies on real cases and includes SMM architecture, content planning, targeting, metrics and influencer collaboration.
Lecturers:
• Iryna Kravchuk — Senior SMM Specialist at Uklon’s Employer Brand team; 7 years of practice, 50+ projects and personal brands (Avalon Inc., DJI, Puma, Uklon); collaborations with BMW, Porsche, Jaguar, Mercedes within Avalon Inc.; initiated training for Brand Ambassadors Program (Employee Advocacy) at Uklon.
• Guest lecturer: Yevheniia Chabanova — Head of SMM at Honey and “Zavertailo”, Creative Director at CRUMB; 6 years in SMM, experience with organic growth and recommendations-focused content.
SMM Specialist: who it suits and who it doesn’t
Good fit (SMM professional / Social Media Manager)
- SMM beginners seeking a structured approach to social media.
- Small business owners needing transparent planning of content, budgets and metrics.
- Digital specialists integrating SMM into overall brand communications.
- Career switchers who aim to master social media tools and assemble a portfolio case.
Not a fit
- Those expecting instant outcomes without analytics and testing.
- Those unwilling to work with content, deadlines and hypotheses.
- Those not planning to engage with audience and community.
SMM Specialist: problem → approach
Problem: unsystematic content
Approach: define USP, rubricator, platform-specific content plan.
Problem: unclear audience
Approach: market analysis, audience profiles, goals and metrics to validate hypotheses.
Problem: ineffective targeting
Approach: step-by-step campaign setup aligned to strategy and creative reviews.
Problem: no community
Approach: interaction system, influencer collaborations, moderation and tone of voice.
SMM Specialist vs alternatives
Self-learning
Pro: flexibility. Con: fragmentation and lack of end-to-end SMM architecture and feedback.
Standalone tutorials
Pro: quick tool onboarding. Con: without strategic framing, metrics are misread.
Other tracks without Social Media focus
Pro: broader overview. Con: limited depth in SMM processes and content.
What completion shapes: SMM Specialist competencies
- SMM strategy: from market and audience analysis to communication architecture.
- Content: rubricator, scripts, brand voice, short-form video, live content, AI ideation.
- Targeting: objectives, audiences, creatives, testing and basic reporting.
- Analytics: KPI, platform metrics, interpretation and next steps.
- Community and influencers: collaboration formats, briefs, goal-fit.
- Artifacts: strategy, content plan, templates and checklists, a course case for portfolio.
Program and format: SMM professional in practice
Strategy
Metrics to assess market and audience; USP; SMM architecture; approach to building a community.
Content
Rubrics, tone, video, principles of live content; AI-supported ideation.
Targeting and creatives
Step-by-step setup, working creative patterns and goal alignment.
Analytics and metrics
KPI, data interpretation, reporting and planning next iterations.
Tools and templates
Content plan, rubricator, budgeting, checklists, influencer brief.
Communication and feedback
Online classes, access to recordings and materials; personal comments on assignments; a course project with analytics and strategy.
- 7 years of practical experience in SMM- worked with 50 projects and personal brands, such as: Avalon Inc., DJI, Puma, and Uklon- created collaborations with the following brands: BMW, Porsche, Jaguar, Mercedes within Avalon Inc.- launched training for the development of social networks of internal experts for the Brand Ambassadors Program as part of Employee Advocacy at Uklon
- has 6 years of experience in the SMM field- has grown an account from zero to 30k audience without running ads- creates content that gets into the recommendations and hearts of the audience
