Rented reach disappears the day the algorithm changes; a following and a community you own keep paying you back for years.
You post consistently for three months, collect a handful of likes, and still cannot tell whether any of it mattered. Meanwhile a competitor with a worse product has twenty thousand followers who show up for every launch. The difference is rarely talent — it is knowing what each platform actually rewards, and running a system instead of a posting habit. This course starts with how feed-ranking algorithms decide who sees a post, then builds outward: a content mix sized to what you can sustain, cold-start tactics for your first 1,000 followers, and specific playbooks for X (formerly Twitter) and LinkedIn. From there you design a community — channel structure, onboarding, and the weekly rituals that keep people returning after week two — and work through creator-led growth, where a founder's own account becomes the distribution channel. You will read social analytics honestly, separating reach from revenue and accounting for dark social, the shares that leave no referral trail. It ends with a sprint: a complete social and community strategy for a real product, built to actually run.
Built by Lakshya Kumar
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I am learning social media and community — platform algorithms, content strategy, audience building from scratch, Twitter/X and LinkedIn tactics, community design, creator-led growth, social analytics, and community-led growth. Help me build an owned audience that compounds over time.
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Most accounts die of burnout, not bad ideas — build a format mix and posting rhythm that survives past month two.
Nobody shares a post with four likes, so the cold start needs entirely different tactics than the growth phase does.
Threads get the credit, but replies and the building-in-public habit are what actually compound your reach here.
Business-to-business buyers already scroll here — learn the formats and direct-message follow-ups that turn views into calls.
A Slack or Discord dies in week three without structure — channel layout, onboarding, and rituals are what retain people.
Personal accounts out-reach company pages many times over — decide deliberately how much of the brand rides on your face.
Reach and engagement can both climb while revenue flatlines — learn to trace real attribution, including shares you cannot see.
A support forum only costs money; a community that generates referrals and content becomes your cheapest acquisition channel.
Put it together into a platform pick, a 30-day calendar, a community blueprint, and goals tied to business outcomes.
Complete all modules, then submit the required number of capstone projects. Each must earn a passing rating from an admin reviewer.
Build a complete social and community strategy for a real product: platform selection with rationale (data-driven, not preference), 30-day content calendar for each selected platform (minimum 2 formats per platform), community blueprint (platform, channel architecture, onboarding flow, 3 rituals), audience growth plan to first 1,000 followers, and OKR framework for social + community tied to business outcomes — not vanity metrics.
Build a 90-day content calendar across 2 platforms (e.g., LinkedIn + X): topics, format mix (text, image, video), posting cadence, engagement playbook. Execute at least the first 14 days (or produce all 90 days of drafts) with a measurement plan.
Plan and execute the first 30 days of a new community (Discord, Slack, or Circle): seeding strategy, initial 50 members, content cadence, moderation rules, success metrics. Produce a retrospective at day 30.
Design a creator/influencer program: target list (50 creators), pitch templates, deal structures (cash, equity, products), tracking spreadsheet. Reach out to at least 10; document responses and the funnel metrics.
The practitioner community for community builders — frameworks, case studies, and benchmarks.