Media Training July 26 2024

Ethical and Effective Social Media Campaigns

Leveraging social media to target and engage a specific audience

What’s it about?

Organisations produce press releases to inform their audience of developments. To engage an audience in an era of information overload, press releases and newsletters must not only be clear and compelling but must get to the point rapidly before a reader’s attention wanes. This workshop is essential for anyone who writes press releases, statements and newsletters. Practical skills are shared within a strategic framework so that delegates understand why the tools they are using are important to their employer’s goals, whether in the private, public or voluntary sector.


Who should attend?

This workshop is for mid-level communication staff working for governments, aid agencies, charities, NGOs and other organisations that are involved in campaign design and/or implementation. A basic understanding of Social Media, Messaging and Strategic Communication is preferable.


Learning outcomes

  • Understand how social media can maximise campaign impact
  • Identify at least four new media techniques for campaigning
  • Learn how to write effectively for different platforms
  • Design an effective campaign using social media
  • Target and engage a desired audience with greater precision at lower cost

Benefits

Participants will benefit from a deeper understanding of how social media can be used to the greatest advantage. Organisations will benefit from a greater return from their social media campaigns and be reassured they are following best practice, and ethical guidelines. They will also see how social media campaigns can be measured an improved.

Training structure highlights

  • How to use social media to build effective campaigns
  • Using the most appropriate social media tools for different purposes
  • Best practice for X, Facebook pages, Twitter accounts and LinkedIn profiles
  • Effective targeting with ethical guardrails
  • Online engagement and advocacy
  • Grow audience interest and attract media coverage with “buzz”
  • Insights and analytics
  • Common dangers with the use of online media such as plagiarism, breach of copyright and using fact-checking tools
  • Pulling a campaign together and measuring impact
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