Writing for Social Media and the Web

This social media writing course covers drafting and editing written content for all Web platforms. You will learn to write in a way that makes ideas resonate and stick in the digital world. Topics include drafting content for websites, blogs, social media and many other platforms.  

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

Principles of writing for online readership

This module explores how to write content for the Web, social media and mobile devices that gets read.

  • Discover how people read differently on social media compared to the Web
  • Learn to write for mobile devices and apps
  • Five key principles for shareable social media writing
  • Workshops: writing headlines that get noticed; writing for apps; how to make your company’s social media content shareable

Web content strategies

This module covers the foundations for social media writing success.

  • Establishing social media purpose and strategy for your company
  • Get your audience to tell you what to write
  • Workshop: develop a content strategy framework to streamline messaging

Writing text that search engines like

This module covers strategies to ensure your social media writing is discoverable.

  • Building a social media ecosystem
  • The importance of search algorithms in social media
  • Optimisation tips for the main six social media platforms


This module covers writing for the social media platforms that increasingly dominates people’s consumption of information online.

  • Style, tone and language for social media writing
  • Highly engaging content and writing themes
  • Blog etiquette
  • Social media writing tips by platform plus bonus material
  • Writing responses to comments and reviews
Download PDF


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: 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: 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: Jenni Perry

Jenni is a senior communications professional, PR consultant and strategist. She has extensive experience within the UK Government Communications Network, working closely with Ministers and senior policy officials across various departments including Trade and Industry, and for prominent Royalty.  In the corporate world, Jenni was UK head of public relations for global pharmaceutical group Pfizer, where as a member of the European communications team she was responsible for PR and media training across the organisation. Her experience includes strategic public relations, corporate communications, press office development, media relations, public affairs, sponsorship management, crisis communications, corporate social responsibility and writing.

What you will learn

After this course you will be able to:

  • Visualise how people read and consume information differently online and apply it your own writing
  • Articulate the fundamental differences between writing for paper and writing for electronic delivery
  • Adapt and re-edit texts to optimise them for web reading
  • Write website content that is easy for online readers to navigate and digest
  • Apply keyword strategies for search engine optimisation so that your 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

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 all professionals who create communication texts, since almost all written content is destined for the Web in some form.