Using social media to drive brand engagement

Social media for charities Photograph: ePublicist via Flickr

Course overview

Facebook, Twitter, Instagram and other social media platforms provide you with the perfect opportunity to engage directly with your customers. This course will teach you the skills and knowledge required to get the most out of these channels.

Course content

Introduction to channels and content types

• Overview of recent Facebook, Twitter, Instagram, Pinterest and LinkedIn developments
  
• Running Q&A sessions – how and when
  
• Starting discussions
  
• Developing the look and feel of your social media channels
  
• Utilising images and videos
  

Developing your social media strategy

• Scheduling vs ad hoc management
  
• Planning your social media activity
  
• Incorporating social media into your crisis management
  
• Utilising viral trends to elevate your brand
  

Implementing your strategy and measuring its success

• Incorporating your engagement strategy into wider marketing plans and general social media activity
  
• What to measure – from reach to engagement and sales
  
• Tools and software for measuring your social media campaigns
  
• Setting benchmarks for success
  
• Analysing your performance and optimising your channels
  

Booking information

This course can also be tailored to the specific needs of your organisation. Please enquire on 020 3353 3923 or email corporate.masterclasses@theguardian.com