Courses Details
Course Overview
Since the beginning of the web, there have been vast changes and variations in how media is disbursed and produced. At the forefront of this media evolution is social media - a participatory phenomenon that is no longer being used by the few but by the many, and should be considered an essential part of any businesses' digital marketing strategy. This training course will give you an understanding of the shifts in media that have been occurring; show the depth and breadth of social media, some of the technologies behind it and what makes media 'social'; examine why it's important to understand this network economy; and how your business or brand can begin putting together a strategy for integrating it into areas such as marketing, product development and customer services.
Course Schedule
Target Audience
Managers, and marketing, sales and communications personnel
Course Prerequisites
Marketing and/or business understanding and experience
Expected Accomplishments
  • Understand the depth and breadth of social media and its drivers.
  • Understand what makes a media social and how it differs from the broadcast media model.
  • Analyze the importance of trust, honesty and transparency
  • Understand social media demographics and how they relate to brand engagement.
  • Discover how other businesses, organizations and brands are using social media.
  • Understand how it can go wrong and how to react to problems when they arise.
  • Understand and apply best practices, ethics and legislation relating to social media.
  • Understand basic techniques and tools for benchmarking your social media presence.
  • Understand and develop the first steps in creating a social media strategy for your business or brand.
  • Discover some of the latest services and trends.
Course Outline
Social Media Overview
Current marketplace
Trends and latest developments
Basic principles behind using Social Media

Principles of Social Media
Reciprocity and Sharing of information
Conversations through Social Media - how to create a dialogue
Driving word of mouth
Cultivating relationships through Social Media
Delivering trust
Importance of honesty and integrity

Types of Social Media
Communication forums - including blogs, discussion groups, micro-blogs
Collaboration - including wikis, social bookmarking, social news
Multi-media sharing - including photos, videos, audio sharing
Reviews, comments and opinions across all sectors
Entertainment, including games, virtual worlds, game sharing

Audiences for Social Media
Demographics and statistics
Driving factors

Why Social Media Matters
Understanding how it affects brands and businesses
Understanding the network economy
Case studies - good and bad examples

Monitoring your brand's presence
Official and unofficial - what people are saying about your brand in the Social Media space
Basic analysis techniques and tools
Interpreting the results
Benchmarking practices

Ethics - the laws behind Social Media
Best practices

Creating a Social Media strategy for your brand
Informal discussion about objectives for your brand
Group exercise, including feedback