Course Details

Social media, Skills for PR professionals

Advanced Social Media Programme (5 days)



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  • The Advanced Social Media Programme is a comprehensive four-day social media course for senior communication professionals and social media managers. It covers strategic concepts and high-level social media management skills for the latest innovations and platforms. This course places a focus on content-driven strategies including dedicated modules on writing for social media and creating video for social media.


    This course covers the following modules:

    • Days 1-2: Advanced social media skills for communications and PR
    • Day 3: Writing for social media and the Web
    • Days 4-5: Creating Video for Corporate Communications and the Web

    Who should attend?

    This is an advanced-level course designed for learners in senior roles, aspiring to mastery and innovation. Learning is pitched at a level to help you to synthesise best practice and direct strategic implementation.

    This course is recommended for people who are already familiar with and using social media for their organisation, but need to increase their range of strategic tools and ensure that their approach is delivering measurable value to their organisation.

    Learning outcomes

    Social media management and strategy

    After the course you will be able to:

    • Focus on what problems you can use social media to solve and what value this can create for your organisation.
    • Identify where your current strategy may have weaknesses, why these might have occurred, and how to fix them
    • Understand the framework you need to have in place to ensure that social media creates measurable value for your organisation
    • Predict how the online space will evolve and what new types of tools and approaches are starting to emerge

    Writing for social media and the Web

    You will be able to:

    • Understand how people read and consume information differently online and apply it your own writing
    • Apply keyword strategies for search engine optimisation so that content gets discovered
    • Write content for blogs and social media that inspires people to follow and share
    • Distil your writing down into its purest, simplest form for micro-formats like Twitter and SMS

    Creating video for corporate communications and the Web

    You will be able to:

    • Plan a video, create a storyboard and develop a script for your corporate video
    • Understand the techniques for conducting good interviews on camera
    • Be aware of professional filming techniques, including lighting, sound and composition
    • Understand basic editing techniques in video making

    Course outline

    Advanced social media strategy and management

    This module covers how to elevate social media skills engagement to a strategic level that boosts reputation measurably.

    • 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

    This module covers how to find value by looking creatively beyond the standard 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

    This module is dedicated to upgrading online writing skills in order to make ideas stick in the digital world.

    • 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

    This module covers how to create video content in-house, including storyboarding, scripting, shooting, editing and sharing high-standard content in social media

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

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