Social Media Management

This social media management course covers engaging stakeholders on all of the key online social platforms. You will learn practical tools for strategic engagement on Twitter, Facebook and YouTube. Topics include everyday communication, creative campaigns and emerging technologies.  

This course is available both live online and face-to-face.

  • Face to face (London) | One day | £675 +VAT
  • Face to face (Dubai) | One day | Media One Hotel | $795 +VAT
  • Live online (Zoom) | Two half-days | 10:00-14:00 London time | $795

Also available on request in US / Asia timezones.

This course runs in English. It is also available on request in Arabic or Russian.

Course outline


This module covers how to set up your organisation’s Facebook page and optimise interaction and engagement.

  • Facebook page design and functionality
  • Day to day Facebook management: engaging and interacting with users
  • Building a community around your Facebook profile
  • Creating engaging content that inspires followers to share
  • Case studies of the world’s most successful Facebook communications campaigns


This module covers how to harness the power of YouTube as a key video delivery platform and search engine.

  • Principles of online multimedia in strategic communications and public relations
  • Creating and managing a YouTube channel
  • Content strategies and creative campaigns: how to create ideas and multimedia content that generate buzz and viral network effects
  • Multimedia thought leadership: video blogging and podcasting


This module covers the enormous range of strategic communications applications of the Twitter micro-blogging platform.

  • Principles of twitter in PR and marketing
  • Practicalities, style, etiquette
  • Twitter as early warning radar for crisis and issues
  • Twitter management: accounts, automation, client applications, embedding, integration
  • Twitter content, outreach and engagement: campaigning, interacting and engaging

Instagram and additional platforms

This module covers a range of other useful platforms that may form part of your social media armoury, as well as a selection of newly arrived and likely future candidates that should be on your radar as a social media communicator.

  • Instagram
  • Apps and widgets
  • Forums and communities
  • User-generated media
  • Location-based engagement
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Meet your trainers

Following are some of the ISOC trainers who regularly lead this course, depending whether you join us in London, Dubai or live online. 

Trainer profile: Elena Yakunina

Elena is a successful communications and public relations professional with over 15 years’ experience. She led the communication functions at Ehrmann AG, Nestlé and GlaxoSmithKline in Russia and Eurasia. She is an expert in strategic communications, reputation management, media relations, social media engagement, personal and brand/product PR, crisis, change and transformation, CSR/sustainability and sponsorship programs. She has extensive experience in managing stakeholder relations and generating public support. She advises a number of organisations in the Middle East and Asia on strategic communications. Elena holds two master’s degrees in Economics and Management, and in Journalism. She studied leadership at the London Business School. Elena is a member of World Communication Forum Association (Davos, Switzerland). She speaks English, Russian and basic French.

Trainer profile: Felice Hawley

Felice is a versatile editor, writer and broadcaster with in-depth experience of economic and business news. During a 16-year career at CNN, she helped create and then produce the award-winning live business programme “World Business Today”. Moving to text, Felice became Managing Editor of Hoover’s Online Europe, responsible for a team of journalists. She later went on to launch several websites, intranets, extranets and microsites. She writes, edits and manages content for organisations including Transport for London and the NHS. Felice consulted on web and print materials ahead of the 2012 Olympic and Paralympic Games in London.

Trainer profile: Chaker Khazaal

Chaker is an award-winning writer, reporter, public speaker, and social media expert. Born as a Palestinian refugee in Lebanon, Chaker grew up in the Bourj el Barajneh camp in Beirut where at a young age he participated in several local plays and starred in a film. Then as one of four recipients of the Global Leader of Tomorrow Award, he migrated to Canada and studied at York University in Toronto for a BA in International Development Studies. Chaker is now a strong, engaging and savvy communicator and has applied these skills as an advocate for refugees and aspiring young writers. He is invited regularly to speak at organisations, corporations and governments worldwide including the United Nations, Google, Facebook, and national parliaments, as well as being regularly featured addressing and hosting global conferences. He has published five novels of which two were among Amazon’s Best Sellers lists. Chaker was named Esquires Middle East Man of the Year 2015 and in 2016 was ranked first by Arabian Business Magazine in the 100 Most Powerful Arabs Under 40. In the same year, he was presented with the Mentor Arabia Award by Queen Silvia of Sweden and Prince Turki Bin Talal Bin Abdulaziz Al Saud. In December 2017, Khazaal was awarded the Global Trailblazer, together with Arianna Huffington by New York-based NGO Bridges of Understanding.

What you will learn

After this course you will be able to:

  • Professionally manage profiles, channels and feeds for your organisation on Facebook, YouTube and Twitter

  • Plan, create and regularly update engaging content for all of your social media properties

  • Interact and engage with stakeholders on all of the key platforms

  • Prepare and execute integrated communication campaigns across different 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 recommended 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. It is also suitable for managers and executives responsible for managing and supervising this activity at a strategic level.