Advanced Social Media Training

By the end of this training programme, participants will be able to demonstrate the following skills, knowledge and behaviours:

• Advising leaders on social media strategy and plans
• Using Facebook, Twitter, Instagram, Snapchat, et al for business
• Finding and connecting with target audiences
• Confidence in responding to audiences online to shape opinions
• Creating and optimising words and images that go viral
• Writing that grabs attention and creates conversations
• Researching online trends to stay relevant

COURSE CONTENT:

Overview of Social Media

• The Current Social Media Landscape – What is hot and what’s not?
• How to Keep-up with continuous changes in Social Media including Emerging Technologies, Automation and Avatars
• Choosing between the Raft of Social Media Options - platforms, channels and apps
• Choosing between the Wide Variety of Tools to Create Social Media Content including blogs, slides, video, infographics, quizzes and podcasts
• Demystifying Jargon and Following Online Etiquette
• Pitfalls and How to Avoid Them
• The Place of Social Media in Customer Relationships, Customer Service, Recruitment, Employee Engagement, Public Relations and Marketing

Building an Effective Social Media Strategy

• Analysing How Your Organisation Uses Social Media to Engage - What is working and what is not working?
• Understanding Who Wants to Connect with your Organisation on Social Media - What do they want to hear and what do you want to tell them?
• Developing Social Media Objectives and Proving They Deliver Business Benefits
• Creating a Balanced Portfolio of Social Media Channels to Reach Audiences
• Scheduling Social Media Activities so They Integrate with other Corporate Activities
• Monitoring and Measuring Social Media Activities to Demonstrate They are Effective

Reaching and Influencing Audiences

• Profiling Audiences and Targeting Influencers and Opinion Formers
• Creating an Emotional Connection with Humour, Human Interest and Storytelling
• Ensuring Relevance with Breaking News, Experiences and Personal Exchanges
• Reaching-out to Passive Audiences who lurk rather than engage
• Capitalising on Employees’ Social Influence through Word of Mouth and Personal Relationships
• Helping Employees to Become Effective Social Media Ambassadors

Creating Content that is Shareable and Shared

• Understanding What Makes Grabs Attention and Hooks People In
• How to Create Conversations and Drive Word of Mouth
• Tips to Create Engaging Content Audiences Find Interesting, Relevant and Useful
• Using a Precise to Structure Content and a Calendar to Timetable Publication
• Developing Great Visual Aids, Images and Videos that Go Viral
• Messaging that Works Across Multiple Channels and Drives Traffic to Your Ultimate Destination
• Creating Content that can be Adapted for Different Media and Channels
• Writing Skills Practice including Headline Writing and Finding the Best Tone of Voice

Searching & Listening Techniques

• Using Social Media for Research
• Monitoring What Competitors are Doing on Social Media
• Tapping into Trends and Current Themes
• Listening-in and Participating-in Conversations
• Choosing the Best Keywords and Hashtags
• Writing Great Comments and Captions on Instagram, et. al.
• When and How to Respond to Comments and Feedbac

FOR WHOM:

Public Relations managers, Supervisors, Officers and Others who perform related functions both in public and private sector

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.