For busy professionals, developing and implementing a social media strategy can be challenging, even before overcoming internal barriers such as scepticism, lack of resources and time. A key part of achieving organisation-wide success is proving value by measuring social media results and metrics.

How do you develop a strategic approach to social media in your organisation and achieve senior buy-in? How can you turn executives into advocates and begin to measure the real value of social media within an organisation?

Join this professional development training course to discover how to think strategically about social media and implement initiatives to ensure activity helps achieve marketing and communication goals, and support the objectives of your wider organisation.

  • Identify and overcome internal barriers to social media development
  • Learn how to develop effective social media strategies for your organisation
  • Measure social analytics and learn how to prove the value of social media activity in your organisations
  • Learn how social advocacy programmes can engage internal colleagues
  • Understand the importance of social customer service
  • Develop a social media action plan for future activity

“Great course, with a really good insight into Social Media.” – Michelle – North Kesteven District Council

TRAINER: Matt Horne 

Matt Horne is the Head of Digital Media at Newcastle University, and a freelance digital marketing expert based in Newcastle-upon-Tyne. He has worked in digital marketing for over 10 years.

Over this time he has built up a wide-ranging skill set covering paid media strategy, content creation and community management. He became Facebook Blueprint Certified during the first year the qualifications launched and holds Google Certified status for search, video and display advertising.

He has worked across many different verticals including:

  • Agriculture
  • Health and Beauty
  • Veterinary care
  • Leisure
  • Hospitality

Providing services in campaign development and management, content creation and training to help upskill agencies in the latest digital marketing trends.

Matt has also run training workshops for JISC, EMC Digital and the Association of Colleges helping upskill educational marketeers and delivery staff in the latest digital trends.

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

  • Registration & Introduction
    • Sharing introductions and discussing aims and objectives for the day
  • Overview of latest social media trends and key platforms
    • Key digital data and social media trends relevant to public sector organisations, including rise in popularity of video-led channels like TikTok
  • The Socially Mature Organisation and How Public Bodies Can Adapt to Change
    • Introduction to two social media maturity models
    • How you can assess your social maturity and start to plan change
    • Breakout discussion: What are they internal barriers to social media development within public sector organisations and how can we overcome them?
  • Break
  • 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.
  • How to Develop an Effective Social Media Strategy for Your Organisation (or a specific part of the business)
    • Why a strategic approach to social media is so important
    • How to align social media to existing marketing and communications strategiesWhat a social media strategy should include (and what it shouldn’t)
    • Producing a strategy in line with your organisation’s objectives


  • Exercise – Worksheet 2: Developing A Social Media Strategy To Meet Organisational and Business Objectives
    • Trainer to introduce sample strategy templates and discuss implementation
    • Attendees will work independently or in groups to complete supplied worksheet and feedback to the wider group.
  • Break
  • Social Analytics – measure what matters and start proving the value of social media
    • Why social analytics matter
    • Understanding analytics, what you should measure and why
    • How to use social analytics to make your content more effective
    • How analytics can help you gain executive buy-in, tell powerful stories internally and help develop your social media programme
  • Social Analytics – Measure What Matters and Start Proving the Value of Social Media
    • Why social analytics matter and what attendees currently measure
    • Understanding analytics, what you should measure and why
    • How to use social analytics to demonstrate ROI
    • Overview of analytics for key social media platforms
  • Lunch
  • Interactive quiz based on learnings from morning session
  • Social Advocacy – What is it and How to Introduce a Programme in Your Organisation
    • Identifying advocates and creating a programme that meets objectives
    • Tools and techniques to engage internal/staff advocates
    • Evaluating effectiveness of advocacy programmes
    • Breakout discussion – identifying key advocates inside and outside ofyour organisation and how they can support social media goals
  • Break
  • The Importance of Social Media Customer Service and Engagement
    • Why customer service on social media is so important to the public sector
    • The risks, user expectations and opportunities of social customer service
    • Best practice examples from the public sector and beyond
  • Break
  • 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