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Marketing & Sales Management

Applied Social Media Program Online 114193




20 - 24 Sep 2020





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.