Program in Applied Social Media and Communication Skills

Introduction:

In today's digital landscape, social media and effective communication with targeted audiences are crucial for business growth. This course will explore various aspects of social media, focusing on how to create buzz and connect with users. Designed as an intermediate course, it is ideal for individuals with a background in communications or public relations.

The course aims to elevate your skills to the point where you can initiate and apply strategic approaches in social media. Tailored for communication practitioners, this program empowers you to strategically utilize social media platforms.

Objectives:

By the end of this Communication and Social Media course, participants will be able to:

• Create a PR and communications system using unique approaches for different international audiences.
• Engage target audiences and conduct successful campaigns using Facebook.
• Build and manage a YouTube channel for online videos, including vlogs, podcasts, and other multimedia content.
• Enhance content visibility on search engines through effective Search Engine Optimization (SEO) techniques.
• Utilize Twitter and microsites for intelligence gathering, engagement, outreach, and crisis management on social media.

Training Methodology:

• Interactive Lectures
• Analysis of Case Studies and Real-Life Examples
• Group Work
• Social Media Simulations
• Role-Playing
• Project Work
• Peer Reviews

Course Outline:

Unit 1: Social Media Strategy

• Best practices for organizations, drawn from online press cases that employed successful communication strategies.
• Development of a comprehensive online communication strategy for the organization.
• Structuring and process creation to maintain effective social media engagement.

Unit 2: Social Media Management

• Analysis of social media communication phenomena and its relevance to participatory public relations.
• Examination of strategic issues and practical examples.
• Step-by-step development of a communication strategy.
• Integration of technology to foster online engagement and align with broader business activities.

Unit 3: Social Media Engagement

• Mapping the digital space to identify critical sites and players relevant to the company and its objectives.
• Creation of systems, policies, and processes to support social media engagement.
• Drafting and implementing a custom social media policy for the organization.
• Identifying and mitigating risks to the organization's reputation through strategic planning.

Unit 4: Content and Search Optimization

• Understanding effective practices for search engine optimization (SEO) content.
• Formulating strategies for links and keywords to maximize online visibility.
• Optimizing press releases and web content for search engines and social media.
• Developing content strategies that appeal to target customers.

Unit 5: Crisis Management in Social Media

• Identifying platforms and methods for effective online engagement during crises.
• Utilizing social networking techniques on Facebook, Twitter, YouTube, and Google for crisis management.
• Developing flexible strategies, policies, and structures for rapid response during critical moments.
• Creating online resources for crisis management.
• Defining communication and positioning strategies for social media activity during a crisis.