The masterclass

54 lessons, in the order you would actually learn them

First: arrival (getting your profile ready). Second: conduct (how you start real conversations). Third: The tools - because you only need a tool when you have a specific task to do.

Every lesson has reading, at least one reference from somebody who spent a career on the subject, examples and a question at the end. Get instant access to everything without an expiration date.

Seven movements

I. Arrival

Getting dressed before you walk in. Which account you need, the photograph, the headline, the settings. (4 lessons)

II. Savoir-vivre

Why manners exist, why people buy from people, what happens when a machine does your talking. (6 lessons)

III. How connection works

Context collapse, social distance, weak ties, Dunbar's layers, the gift. (5 lessons)

IV. The rooms

LinkedIn, X, Meta and Reddit. What each room is for and how to behave in it. (12 lessons)

V. Sang-Froid

Criticism, rudeness and abuse. Navigating the first hour of a crisis, legal boundaries, and public recovery. (10 lessons)

VI. Savoir-faire

The setup in full. Every dashboard, every control, what each one is actually for. (14 lessons)

VII. The Ambassador

Representing your organisation on social media, and measuring impact without micromanaging (3 lessons)

Also included

Three translation decks

The same 20 core principles applied to entirely different real-world scenarios, so you learn the rule rather than just memorising an example.

The faux pas wall

27 mistakes teardowns roasted and then explained. Graduates can submit their own examples and get a free refresher when theirs is featured.

108 sequenced reps

Practical exercises completed directly in your account, step by step. (e.g., find an ideal client, read their full profile, follow them, and observe for 7 days before reaching out).

The Certification Exam

A 12-question final test (score 9 to pass), unlocked after completing 40 lessons. Pass to receive a lifetime certificate signed by Willemijn.

Why this is not a list of tips

Every conduct lesson is anchored to somebody who studied this properly, usually long before the internet existed. Erving Goffman on performance and on repairing a mistake in public. Edward Hall on how far apart people stand. Mark Granovetter on why the people who help you are the ones you barely know. Robin Dunbar on the hundred and fifty. Elinor Ostrom on why group rules work. Latane and Darley on why nobody steps in.

None of them were writing about social media. That is precisely the point.

Start with five minutes. No credit card required.

Take the diagnostic. It will tell you which of the seven movements to open first.

Take the diagnostic