Welcome to the Career Exploration series! In this self‑guided module, you are beginning an exciting journey to discover and develop skills that align with potential future careers. Each week, you'll explore a new career path and gain hands‑on experience with tools and tasks related to that field. This week, you’ll dive into the world of social media marketing—a versatile profession that blends creativity, strategy, and digital tools to engage audiences and build brand awareness. Through this module, you'll learn about the responsibilities of a social media marketer, practise relevant skills, and gain insights that will help you decide if this career is a good fit for you.
Please ensure you read each section carefully. Estimated time to completion are below. Only seven hours are scheduled for this module allowing for additional overflow time:
Social Media Marketing Overview (1 hour)
Audience Persona & Platform Fit (1 hour)
SMART Goals & KPIs (1 hour)
Content Ideation and Copywriting (1 hour)
Designing Posts in Canva (1 hour)
Content Calendar & Scheduling (1 hour)
Reflection & Career Fit (1 hour)
Social media marketing (SMM) means planning, creating, publishing, and measuring content on platforms such as Instagram, Facebook, TikTok, X, and LinkedIn to build community and drive actions like clicks or sales. In an entry‑level role you’ll juggle brainstorming ideas, writing captions, designing graphics, scheduling posts, replying to comments, and watching analytics—all in one fast‑moving workday.
Start with this quick overview.
This mini‑module gives you a taste of SMM fundamentals. If you’d like a verified credential that appears on your transcript and signals job‑ready skills, explore the Social Media Marketing Certificate offered through BYU‑Pathway Worldwide. The certificate covers strategy, content creation, analytics, and paid campaigns, and it can later stack into an associates degree.
Spend ten minutes learning about the certificate here: BYU‑Pathway Social Media Marketing Certificate.
Create a new Google Drive folder named “Social Media Marketing Module” to hold all your files for this module. Make the settings so anyone with the link can view the contents of the folder. Inside that folder, open a Google Doc and title it “SMM Example”.
Open any social platform and locate one example of social media marketing: a sponsored ad or branded organic post in your feed. Take a screenshot (or copy the direct link).
Paste the screenshot or link into the Google Doc and answer in 2–3 sentences: Which brand posted it? What appears to be the goal (awareness, engagement, conversion)? What first caught your eye?
Screenshot (or link) of the SMM post included
Brand, goal, and hook explained in 2–3 sentences
File named correctly and saved in module folder with viewer access enabled
Effective social media marketing begins with clearly defining your target audience and pinpointing the platforms they frequent most, so your content reaches the right people in the right places.
Video: How to Choose the Right Social Media Platform for Your Business
Below are five sample businesses:
Food‑truck selling gourmet grilled cheese
Boutique fitness studio offering small‑group classes
Independent bookstore with author events
Online tutoring service for high‑school math
Handmade jewelry brand on Etsy
To complete this activity:
Create a Google Doc named Platform Match
For three of the businesses list:
Primary target audience (age range, key interests)
One or two best social platforms and one‑sentence rationale for each choice.
Example row: "Gourmet grilled cheese truck → Audience: 18‑34 foodies; Best platform: Instagram (visual food photography performs well)".
At least three businesses analyzed
Audience defined with age and interests
Platform choice justified in one sentence
File named correctly and saved in module folder
Effective social media campaigns begin with clear, measurable objectives. In this hour you’ll learn how to translate broad hopes—like “grow our audience”—into SMART goals (Specific, Measurable, Achievable, Relevant, Time‑bound) and choose key performance indicators (KPIs) that allow you to track real progress.
Case: “Thyme & Table” is a neighbourhood café whose Instagram following has been stuck at 850 for three months and whose average engagement rate dropped from 4 % to 1.5 %. The owner wants to revitalise their presence before launching a new brunch menu in eight weeks.
Create a Google Doc named ThymeGoals. In 4–5 sentences summarise the café’s main social challenge, then write two SMART objectives to turn things around (e.g., boost engagement rate, grow follower count).
Create a Google Sheet named ThymeKPIs with columns: KPI, Baseline, Target, Goal Linked. Enter three metrics that will prove progress (e.g., engagement %, new followers, story taps) and link each metric to one of your goals.
Two objectives follow SMART format and address the café’s pain points
Three KPIs include baseline and realistic targets
Doc and Sheet named correctly and saved in module folder
Blog: How to write better social media captions
Choose a brand you follow on Instagram, Facebook, or TikTok and screenshot three recent posts.
Create a Google Doc named Caption Remix.
Paste each screenshot, then write a new caption for that post (≤ 100 words) using a different angle—change the hook, revise the CTA, and include 1–3 relevant hashtags.
Three post screenshots pasted
Three fresh captions written, each ≤ 100 words, with hook + CTA + hashtags
Doc named correctly and saved in module folder
In this hour you’ll transform ideas into eye‑catching visuals by designing a square graphic and a short looping video/GIF in Canva—hands‑on practice with the creative tools social media marketers rely on every day.
Pick one theme from the list below:
Product Feature Spotlight
Inspirational Quote in brand style
Event Promotion flyer
Behind‑the‑Scenes snapshot
Customer Testimonial card
In Canva design three square (1080×1080 px) image posts that follow your chosen theme but vary in layout, color, or typography.
Download the PNG files into your module folder.
Create a Google Doc in your module folder named Design Log.
Paste thumbnails (Insert > Image) of the three designs
Add a one‑sentence caption idea under each
Include Canva share links.
▢ Three distinct image posts designed and saved as PNGs
▢ Thumbnails + caption ideas pasted with share links
▢ Designs share a theme yet show visual variety
▢ Doc named correctly and saved in module folder
A steady posting cadence is essential for growth and engagement. In this hour you’ll map out a balanced weekly calendar and use free schedulers to publish automatically—keeping your content flowing even when you’re offline.
Article: How Often Should You Post on Social Media in 2025?
Imagine you are the social media coordinator for Coca‑Cola®, one of the world’s most recognizable beverage brands.
Create a Google Sheet named Post Planner with columns: Day, Platform, Goal (Awareness / Engagement / Conversion), and Caption Idea (≤ 20 words).
Plan three posts over the next seven days, using at least two different platforms (e.g., Instagram and X).
Color‑code each row—green for image posts, blue for video/GIF—to visualize content variety.
▢ Three Coca‑Cola posts planned on different days
▢ Goal and short caption idea present for each post
▢ Color‑coding applied (green = image, blue = video/GIF)
▢ Sheet named correctly and saved in module folder
By now you’ve sampled the core tasks of a social media marketer. In this final hour you’ll step back, look outward at the real job market, and decide whether this path aligns with your goals and strengths.
Before you start writing, pause for one minute and replay your favorite—and least favorite—moments from the past seven hours; let those memories guide an honest assessment.
Open a new Google Doc named “SMM Reflection.”
Write 250–400 words responding to all five prompts below. Use a numbered list or short paragraphs—whichever feels more natural.
Energizers vs. Drainers: Which tasks (designing graphics, writing captions, researching hashtags, analysing metrics, planning calendars) gave you energy, and which felt heavy?
Transferable Strengths: Name two existing skills that would help you succeed as a SMM.
Skill Gaps: Identify one area you’d need to strengthen (e.g., data analysis, photography, copy‑editing).
Ideal Work Setup: Describe your preferred weekly schedule and work environment.
Career Vision: In one sentence, answer: “Can I see myself thriving as a social media marketer within the next 12 months? Why or why not?”
Save the Doc in your module Google Drive folder, ensuring anyone can view.
Create a Google Sheet titled “SMM Job Listings.”
Make headers in Row 1: Platform | Job Title | Salary / Rate | Standout Requirement | Application Link
Visit three sources:
LinkedIn Jobs (filter Remote + Social Media Manager/Marketer)
Upwork → “Marketing › Social Media Marketing”
Any other reputable board you like (e.g., Indeed, FlexJobs).
Record at least five listings that genuinely interest you—spread across ≥ 2 platforms.
For each listing, skim the description and capture one or two standout requirements (e.g., “must know Dubsado,” “20 hrs/wk”).
Use =HYPERLINK() so the Application Link stays clickable without clutter.
Look for patterns in pay rates and duties—the exercise will make your reflection concrete.
Save the Sheet in your module Google Drive folder, ensuring anyone can view.
Elder David A. Bednar spoke about social media during an address at Education Week at Brigham Young University in August 2014. As you read, ponder how you can apply these teachings into social media marketing work.
You have reached the end of this module!