Social media has become an essential tool for branding, especially for online courses seeking to reach and engage a broad audience. By establishing a consistent and compelling brand presence across platforms like Instagram, LinkedIn, Facebook, and X (formerly Twitter), course creators can effectively communicate their value proposition, expertise, and uniqueness. A strong visual identity—logos, color schemes, and tone of voice—combined with engaging content helps potential students recognize and remember the course.

Beyond aesthetics, storytelling is a powerful strategy in social media branding. Sharing success stories of past students, behind-the-scenes looks at course development, or expert insights from instructors helps build authenticity and trust. These narratives humanize the course and create emotional connections with the audience. Regular content—such as tips, reels, webinars, or Q&As—reinforces the course’s credibility while keeping followers informed and interested.

Strategic use of hashtags, collaborations with influencers or thought leaders, and targeted ad campaigns can significantly amplify reach. Engagement through comments, polls, and direct messages not only boosts visibility through platform algorithms but also fosters community, which is key for long-term brand loyalty. With consistent effort, social media becomes more than a promotional tool—it transforms into a space where an online course can establish authority, inspire learners, and drive enrollment.

In the internet marketing world, there are a few golden rules which many would be able to recite from memory:
1. The money is in the _ _ _ _.
2. “All things being equal, people will do business with, and refer business to, those people
they _ _ _ _, _ _ _ _ and _.” (Bob Burg, from the excellent book “Endless
Referrals”).
The unstoppable wave of social media is precisely based on these 2 golden rules. People who know, like and trust a company or person through the values they received will become loyal customers. Social Media, being ubiquitous, easy and fun, helps to speed up the process.
Take note that Social Media is a double edged sword – it can boost a business brand or destroy it quickly. It is therefore important to master the skills of the social media marketing.
In the guide, 2 types of marketing were mentioned: Outbound (push) and Inbound (pull).
Could you classify the following marketing channels as Outbound or Inbound? Or could it be both? Enter each marketing method into the respective column in the table below.

Radio ads

Blogs

LinkedIn

Youtube
video

Pinterest Reddit

Webpage

Which strategy – Inbound or Outbound marketing do you think is preferred by consumers? Why?

Which strategies have you used?

How well do they work for you?

Have you measured the result of your marketing channels?

Have you tried combining both inbound and outbound marketing? For example, advertising a company’s website using radio ads, or sending tweets about the company’s print catalogue?