Introduction:
This course covers boosting business and reputation online You will learn to create buzz and engage on all primary social media platforms. 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
Targeted Groups:
PR and Marketing Professionals at all levels whose role includes strategies and tactics for engagement with online social media on behalf of their organization.
Course Objectives:
At the end of this course the participants will be able to:
- Apply the principles and mechanisms of online PR and communications to create an online communication strategy for their organization.
- 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.
- Optimize their 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.
Targeted Competencies:
- Search Engine Optimisation (SEO)
- Social media platforms
- Crisis management
- PR Skills
- Marketing skills
- Communication skills
Course Content:
Unit 1: Social Media Strategy:
- Adopt best practice based on case studies of highly successful approaches to online communication
- Create an online communication strategy for your organization
- Design systems and processes to guide and enable your organization to engage in online social media
Unit 2: Social Media Management:
- Social media communications landscape
- Participatory PR
- Strategic implications and case studies
- A step-by-step guide to creating an online communication strategy
- Integrating online communication with business
Unit 3: Social Media Engagement:
- Mapping your online world: identifying the platforms and influencers that matter to you
- Systems, policies and processes, resources
- Defining social media roles and responsibilities
- Creating your own social media policy
- Reputational risk assessment
Unit 4: Content and Search Optimisation:
- Search engine optimization (SEO)
- Link and keyword strategies
- Optimizing news releases and website content for social media and search
- Content strategies
Unit 5: Crisis Management in Social Media:
- Identifying platforms and approaches for online intervention and engagement
- Using Facebook, Twitter, YouTube and Google in a crisis
- Creating strategies, policies, and systems enabling rapid decision-making and engagement
- Preparing online crisis resources: platforms and content ready to go live at a moment’s notice
- Messaging and positioning for online crisis communication.