G057
SOCIAL MEDIA STRATEGIES:
Critical Steps and Techniques for Effective Engagement

NOTE: The workshop content described below will be delivered through ZOOM ONLINE on two consecutive half-day sessions. Agendas and other relevant workshop documentation will be sent to you by the workshop instructor at least three days prior to the date of the first session.

WHY SHOULD YOU ATTEND?

As the digital landscape continues to evolve through social media and Web 2.0, social media has become a primary tool for organizations to engage with their clients- both internal and external.

This course will teach you how to get the most out of social media by demonstrating how to effectively design and implement an effective social media strategy for your organization. It will look at a number of popular social media tools, as well as emerging platforms. The course will examine a variety of case studies, both public and private, and provide you with strategic direction on how to better understand your audience, set key engagement policies and objectives, mitigate risk and reach out to a broader audience through social media channels.

This hands on course will help you better understand how to identify and fill in the blanks in your social media strategy, how to implement an effective social media plan and how to monitor and measure performance.

WHAT WILL YOU LEARN?

• An overview of current social media practices and Web 2.0 guidelines;
• An overview of current and emerging tools and trends;
• How to identify your target audience and build a strategy around reaching this audience;
• How to develop a strategic social media framework and set realistic objectives;
• How to increase your social media reach and digital impact through effective use of social media tools. This includes how to get more followers, and the right followers;
• Identify key influencers in your industry and follow relevant conversations;
• How to mitigate risk and how to manage potential threats;
• How to effectively “listen” to the conversation through social media monitoring;
• Experiences, best practices and case studies;
• Performance measurement tools and techniques.

WHAT WILL YOU TAKE AWAY?

• Participant notebook consisting of presentation slides

PROFESSIONAL COMPETENCIES

• Communications Planning
• Thinking Things Through
• Web Content/Writing
• Writing/Editing

Agenda
8:45 - 9:00	Introductions and Workshop Overview
9:00 - 9:15	Setting the Stage: Social Media Trends, Definitions and Challenges
9:15 - 10:00	Establishing a Framework: Setting Goals & Objectives
10:00 - 10:30	Understanding Your Audience
10:30 - 10:45	BREAK
10:45 - 11:15	Planning Your Content
11:15 - 11:30	Social Media Monitoring
11:30 - 12:00	Exercise
12:00 - 1:00	LUNCH
1:00 - 1:30	Key Influencers
1:30 - 1:45	Risk Management
1:45 - 2:15	Case Studies
2:15 - 2:30	BREAK
2:30 - 3:00	Measuring Success
3:00 - 3:30	Exercise
3:30 - 3:45	Case Studies
3:45 - 4:00	Pulling it all Together Review, Q&A, Evaluation