Social Media Strategy for Communication and PR

After this course, you will be able to:

• Apply the principles and mechanisms of online PR and communications to create an online communication strategy for your organisation
• Engage stakeholders and execute powerful campaigns on Facebook, the dominant online social media platform
• Create and manage a YouTube channel as a hub for video blogging, podcasting and multimedia outreach
• Optimise your online output for discovery in Google searches using the science of Search Engine Optimisation (SEO)
• Use Twitter and micro-blogging for intelligence, outreach, engagement and crisis communication

CONTENT:

Advanced Social Media Strategy and Management

• New social media channels
• Social media integration: aligning online and offline strategies
• Content creation for social media
• Managing social media teams

Extended applications of social media

• Community engagement in social media
• Event management in social media
• Tracking return on investment in social media

Writing for social media and the Web

• Principles of writing for the Web
• Writing website content
• Writing for blogs and social networks
• Micro-writing: Twitter, Status, SMS and the mobile Web

Creating video for social media and corporate communications

• Video planning
• Getting the best out of people on camera
• Practical video production workshop
• Video editing and post-production
• Online video sharing

TRAINING METHODOLOGY

The training methodology combines lectures, discussions, group exercises and illustrations. Participants will gain both theoretical and practical knowledge of the topics. The emphasis is on the practical application of the topics and as a result participant will go back to the workplace with both the ability and the confidence to apply the techniques learned to their duties.