Overview

Social media is a fundamental way organisations communicate with their audiences; from service updates and public health campaigns to community engagement and reputation management. But mastering social media in a fast-changing digital landscape is challenging. Using outdated methods can be more damaging to your brand than having no presence at all.

In 2026, AI tools are transforming how teams create content, plan campaigns, and analyse results. This course will equip you with the latest trends, tactics, and AI-assisted approaches to increase brand awareness, audience engagement, and action, whether that’s registering for a public service or responding to a campaign.

This practical training programme will provide you with deliberate strategies for success, including how to use AI tools effectively and responsibly in your day-to-day social media work.

Training Outcomes:

  • Understand social media trends to adapt to right now, including the role of AI in content creation
  • Develop your social media channel strategy
  • Plan content that determines messaging, frequency, and format
  • Apply platform-specific tactics for X, Facebook, Instagram, LinkedIn, TikTok, and YouTube to maximise reach and engagement
  • Use AI tools to support content drafting, repurposing, and scheduling, with confidence in what’s appropriate
  • Develop a practical social video strategy
  • Measure analytics and report success to stakeholders
  • Create a prioritised social media action plan to take back to your organisation
Agenda
  • Welcome and Course Overview
    • Introductions and participant goals
    • Overview of the current social media landscape
    • Key challenges for public-sector content teams

  • Social Media Trends and the Role of AI

    • What’s changing in social media right now
    • Platform behaviour shifts and algorithm basics
    • How AI is reshaping content creation and planning
    • Public-sector considerations and safeguards
  • Break
  • Developing a Channel-Specific Content Strategy
    • Defining purpose by platform
    • Matching content to audience intent
    • Tone of voice and brand consistency
    • Planning frequency and formats

  • Creating Engaging Content That Drives Action

    • What makes content engaging (and what doesn’t)
    • Writing for social media in a public-sector context
    • Visual storytelling basics
    • Calls to action that work
  • Lunch
  • Platform-Specific Tactics and Social Video
    • Best-practice tactics for X, Facebook, Instagram, LinkedIn, TikTok and YouTube
    • Developing a practical social video strategy
    • Repurposing content across platforms
  • Break
  • Using AI Tools for Content Creation and Planning
    • AI for drafting and refining posts
    • Repurposing long-form content
    • Scheduling and content planning
    • What’s appropriate and what to avoid
    • Maintaining authenticity and accuracy
  • Measuring Success and Reporting Impact
    • Key content performance metrics
    • Understanding success by objective
    • Simple reporting structures for stakeholders
    • Linking content performance to organisational outcomes
  • Action Planning and Close
    • Prioritising improvements
    • Immediate next steps and longer-term considerations
    • Final questions and reflections

     

Pricing
  • Public Sector : £550+VAT
  • Private Sector: £620+VAT
  • Voluntary Sector: £480+VAT