To be successful on social media, public sector organisations need a clear roadmap—a well-defined social media strategy—that aligns with their goals, audiences, and messaging. A key component of this strategy is analytics, which provide valuable insights into audience behaviour, content performance, and impact. Understanding who you’re reaching, how they’re engaging, and whether they are moving from inaction to action, apathy to interest, or ignorance to knowledge is essential for driving meaningful public engagement.
In this one-day interactive workshop, participants will develop a high-level social media strategy tailored to their organisation and gain the skills to create a full strategy in-house. The session will also dive deep into social media analytics, breaking down key performance indicators (KPIs) for different platforms, identifying what to measure, and learning how to report effectively.
By the end of the workshop, attendees will leave with a structured social media strategy framework, a better understanding of audience engagement, and the tools to track and optimise performance across social channels.
TRAINING OUTCOMES:
- Develop a high-level social media strategy aligned with organisational goals, target audience, and messaging.
- Set 12-month social media goals and KPIs tailored to organisational objectives.
- Create a channel strategy based on segmented target audiences.
- Understand platform-specific metrics and reporting tools for Facebook, Instagram, X, LinkedIn, YouTube, and TikTok.
- Use analytics to assess audience demographics, behaviours, and engagement to refine content strategies.
- Analyse content performance to determine what types and formats drive engagement and action.
- Structure social media reports that clearly communicate performance insights to stakeholders.
- Address challenges such as misinformation, accessibility, and audience segmentation in communications.
Upon completion of the course participants will receive a social media strategy template and a monthly social media report template.
For more information or to make a booking please call 0330 0947 344
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Registration & Introduction
- Sharing introductions and discussing aims and objectives for the day
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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
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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?
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Break
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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.
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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
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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.
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Break
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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
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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
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Lunch
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Interactive quiz based on learnings from morning session
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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
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Break
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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
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Break
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Exercise – Worksheet 3: Developing a Social Media Action Plan to Take Back to Your Organisation
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Trainer’s Summary, Delegate Feedback and Close
*Programme Subject to change
Who Should Attend?
This course is ideal for social media managers, marketing and communications professionals, public relations specialists, digital marketing teams, content creators, strategic planners, data analysts, and leaders or managers overseeing social media and digital marketing efforts. It is designed for anyone seeking to develop or enhance a strategic approach to social media, optimise content performance, and leverage analytics to refine audience engagement and achieve organisational goals.
For more information or to make a booking please call 0330 0947 344
- Public Sector Rate: £495.00+VAT
- Private Sector Rate: £595.00+VAT
- Voluntary Sector Rate: £445.00+VAT
