Social Media in Practice

This is a very practical, hands-on course that equips those at the social media ‘coal face’ with the knowledge and online resources to effectively drive awareness of their brand or organisation on the social web.

For much of the day you will be working online, using tools and network accounts specially set up for the course, practising the tips and techniques taught in the course in a simulated or live environment.

By the end of this course you will know how to:

• Define KPIs and objectives for social among your existing marketing mix
• Identify opportunities to engage on social channels
• Measure and monitor online discussion around your brand, competitors or industry in general
• Set up and manage a Facebook page and Twitter profile
• Create an efficient day-to-day workflow for publishing content to Facebook and Twitter
• Create valuable content worth sharing
• Increase engagement with your customers on social channels
• Integrate social functionality on your existing website
• Run a paid campaign on Facebook’s ad platform

Who should attend?

Marketing Executives, Marketing Managers and Community Managers who are responsible for implementing their brand or organisation’s social media marketing.

Structure

Introduction

• Social Media 101: Facebook, Twitter and Online Forums
• Social engagement framework: Listen – Respond – Drive
• Goals and KPIs – how to define success in social media

Part 1: Listen Phase

• Why listen?
• Finding discussions, influencers and trends
• Utilising Facebook and Twitter search
• Using free and paid tools to monitor the social web
• Using Google Analytics to monitor social traffic to your website
• Interpreting the data and extracting tangible marketing opportunities

Part 2: Respond Phase

• Why respond?
• Securing your organisation’s name on the social web
• Facebook
  • Setting up a Page
  • Facebook Page elements
• Twitter
  • Setting up a Twitter profile
  • Twitter Lists
• Utilising online resources and staying up to date with the evolving functionality of Facebook and Twitter
• Establish a workflow for monitoring, responding and ongoing measurement using free and paid tools

Part 3: Drive Phase

• Creating valuable content worth sharing
• Facebook
  • Strategies for increasing engagement and gaining Likes
  • Running contests and campaigns
• Twitter
  • Who to follow
  • Strategies for encouraging interaction and gaining Followers
• Integrating social functionality on your existing website and e-mail marketing
  • Facebook’s Like button
  • Twitter’s Tweet button
  • Authenticating users with their Facebook or Twitter accounts
• Advertising on Facebook
• Advertising on Twitter
• Beyond Facebook and Twitter:
  • Google’s new social network: Google+
  • Video sharing and creating a YouTube channel
  • Photo sharing on Flickr
  • Promoting specials on Foursquare
  • Publishing content on Blogs