# Social Media Industry & Portfolio Canonical URL: ## Overview Social media has created a whole new industry field for careers. Many are under the marketing or public relations umbrella. These careers include social media management, content creation, and much more. In this course, students will create an earned-first creative project for their portfolio as well as update their resumes and social media presence to be prepared for these new social media job opportunities. ## What you'll learn - Learn about earn-first creative thinking - Create personal ideas and learn how to showcase them in a portfolio - Resume and LinkedIn optimization - Social media presence optimization ## Prerequisites Participants should have knowledge equivalent to the [Social Media Marketing Certificate](/certificates/social-media-marketing) (which includes this course). ## Curriculum ### Section 1 - Brand Research & Building #### Understanding the Competitive Landscape - Examples of successful social campaigns - Examples of social media portfolios #### Build Your Brand - Research brand goals - Define target audience - Define what makes you unique - Determine brand voice - Determine your visual identity - Consistency in online presence - Creating your own brand image with references #### Understanding the Earn-First Approach - Establish your audience’s needs - Earn-first approach - How to make creative ideas - Incorporating gamification and/or call-to-action ### Section 2 - Social Campaign Development #### Portfolio Project Brief - Introduction to client brief - Establish a target audience - Establish a project purpose #### Portfolio Project Development - Establishing the project challenge - Creating a valuable insight through research - Develop a big idea solution - Create concept mock-ups - Showcase how it will earn coverage through research - Establishing brand ambassadors - Media and social coverage mock-ups ### Section 3 - Networking for Social Media #### Networking Optimization for LinkedIn - How to clearly showcase your skills and experience - Sharing content and engaging the community - Reaching out to hiring managers - Finding companies and organizations to follow - Building a lasting network #### Building a Network - Compiling a list of successful professionals - Reaching out to book informational interviews - Career considerations - Conferences and Summits ## Schedule - Aug 18, 2026 – Aug 20, 2026 — NYC - Sep 15, 2026 – Oct 1, 2026 — NYC - Nov 17, 2026 – Nov 19, 2026 — NYC ## Instructors ### Nicole McCullum — Instructor Nicole McCullum is the founder of Captivate Designs, a web design and internet marketing company that helps small businesses establish a professional web presence and generate leads and sales online. She has been involved in web design and internet marketing since 2004 when she founded her first business, a real estate school. Having marketed her first business via the internet with great results, Ms. McCullum decided that she can help other business owners get great results from the internet and she parlayed her experience into a web design and digital marketing company. Ms. McCullum helps her clients get exposure online and increase traffic to their websites through search engine optimization services and training. As a practitioner of SEO, Ms. McCullum has also worked as an SEO Consultant and SEO Trainer. Ms. McCullum has also trained both entrepreneurs and marketing professionals on how to execute a successful SEO strategy. ### J.J. Coleman — Instructor With over 25 years of expertise in digital marketing, J.J. is a recognized authority in the field, blending deep strategic insight with hands-on experience across a wide range of industries. His career includes impactful work with global brands such as American Express, AT&T, McGraw-Hill, Young & Rubicam Advertising, and The New York Times. Holding an MBA in Marketing from NYU’s Stern School of Business, J.J. has also served as an adjunct professor at Pace University, where he taught graduate-level marketing strategy. J.J. is currently the Managing Partner at Contagency, a digital-first agency known for its expert strategy, visionary design, analytical rigor, and results-driven brand growth. In addition to leading agency work, he is an accomplished educator, actively teaching and developing advanced digital marketing curricula for industry professionals. His courses span key areas such as performance marketing, social content marketing, analytics, brand strategy, and digital innovation—empowering the next generation of marketers with actionable skills and thought leadership. J.J. is a certified Meta and Google Ads expert and his agency, Contagency, is a Meta business partner. Passionate about value creation, problem-solving, and the intersection of marketing and technology, J.J. continues to drive meaningful change through education, innovation, and strategic execution. ## Pricing **Tuition:** $975