This five-day social media training programme is a five-day social media training master-class on how to boost business and reputation with online engagement. It covers the full spectrum of concepts and techniques for strategic communication in social media. You will learn to create a rigorous online strategy, engage effectively on Facebook, Twitter and YouTube, provoke multimedia buzz, optimise your online space for search, and excel in digital crisis communications.

  • Day 1: Social media strategy for communications and PR
  • Days 2-3: Social media management for communications and PR
  • Day 4: Reputation management in social media
  • Day 5: Crisis management in social media

Who should attend?

This is an intermediate-level course designed for learners with existing knowledge and several years of experience in communications or PR. Learning is pitched at a level to help you develop strategic approaches and apply sophisticated techniques.

This course is suitable for communications, PR and marketing professionals at all levels whose role includes strategies and tactics for engagement with online social media on behalf of their organisation.

Learning outcomes

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

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