In today’s digital landscape, social media plays a pivotal role in shaping brand identity, building customer relationships, and driving business success. The Social Media Content and Marketing Communications training course is designed to equip professionals and enthusiasts with the skills and knowledge needed to excel in the dynamic world of social media marketing. 

This comprehensive training program delves into the core principles of effective social media content creation and marketing communications. Participants will explore content models, algorithms, and best practices for maximising the impact of their social media efforts, ultimately driving engagement, awareness, and conversions.

  • Identify the most effective social media channels for your organisation
  • Follow best practice for account and channel management
  • Develop a content plan for day to day and campaign activity
  • Understand the impact of video content marketing
  • Understand social media algorithms and how to increase engagement
  • Develop a social media action plan for future activity
TRAINER: Alistair Beech

Alistair is the Senior Social Media Coordinator at The University of Manchester, where he oversees the strategic direction of corporate channels and leads a hub of social media professionals across campus.

He is an experienced digital marketing and communications specialist with over ten years’ experience in public and private sector roles, including agency and in-house. Alistair has spent the last five years working in Higher Education and is a regular conference presenter and trainer. CIM-certified, he is a member of the Hootsuite Higher Education Customer Advisory Board.

For more information or to make a booking please call 0330 0947 344 or book online

  • Registration
  • Introduction
    • Sharing introductions and discussing aims and objectives for the day
    • Quick poll to to find out more about attendees
  • Social Media Trends and the Public Sector
    • Key digital data and social media trends relevant to public sector organisation
    • Why social media is so important for the public sector
    • Discussion: Organisations leading the way on social and what we can learn from them
  • Short Comfort Break
  • Identifying The Most Effective Social Media Channels For Your Organisation
    • Reviewing the main platforms in the social space, including Twitter, Facebook, Instagram, LinkedIn and TikTok
    • Overview of non-traditional channels, covering Next Door and WhatsApp
    • How to research and identify which channels are right for your organisation and sector and how to create a strong business case for using new channels
  • Morning Break
  • Case Studies on UK Public Sector Organisations Using These Platforms Well
  • Exercise – Worksheet 1:  Developing a Social Media Channel Strategy
    • Auditing and reviewing their organisation’s channels, attendees will work independently or in groups to complete supplied worksheet and feedback to the wider group.
  • Best Practice For Managing Social Media Accounts
    • Effectively utilising social media management platforms – an overview of tools such as Hootsuite and Sprout Social
    • Using management tools alongside native platforms such as Meta Business Manager or Tweetdeck
    • Reviewing your organisation’s social media ecosystem – multiple accounts or one unifying voice?


  • Lunch
  • Interactive Quiz Based On Learnings From Morning Session
  • Creating Content and Managing Campaigns (Part 1)
    • Overview of popular content planning tools
    • Seven reasons to plan your content
    • The eight step process for effective social media campaign planning
    • Examples of best practice in paid social
  • Exercise – Worksheet 2 Creating a Content Framework For Day-to-Day and Campaign Activity
    •  Attendees will work independently or in groups to complete supplied worksheet and feedback to the wider group.
  • Creating Content and Managing Campaigns (Part 2)
    • The eight step process for effective social media campaign planning
    • Examples of best practice in paid social, including walkthrough of Facebook Ad Library
  • Afternoon Break
  • Audience Engagement and Outreach
    • Understanding social media algorithms
    • Measures to boost engagement within target audiences on your social media accounts
    • Reviewing your engagement stats and strengthening future campaigns
  • Short Comfort Break 
  • Why Video is Critical to Social Media Success
    • Overview of why video is so important to social media and marketing content
    • Case studies of organisations using video effectively
  • Exercise – Worksheet 3: Developing a Social Media Action Plan to Take Back to Your Organisation
  • Trainer’s Summary, Delegate Feedback and Close 

    *Programme subject to change

  • Public Sector Rate: £495.00+VAT
  • Private Sector Rate: £595.00+VAT
  • Voluntary Sector Rate: £445.00+VAT