Develop and implement an integrative approach to social media
About
IABC is proud to offer members a unique professional development opportunity to become intimate with the strategies and hone the skills that serve as a foundation for effectiveness with social media. Taught by two recognized experts in the field, the course will provide you with the knowledge you need to develop, execute and measure digital and social media communications, whether they’re ongoing and organic or campaign-based.
Description
Digital and social media have become the single most dominant channel through which communicators work. The speed of the transition from other media has been unprecedented. Most communicators have learned the ropes by the seat of their pants; on-the-job training has been the order of the day.
But there is more to success in online communication than learning the ins and outs of a social network here and a content sharing site there. As with any field of communication endeavor, models are emerging, best practices are taking shape and the means of measuring success are maturing.
What you will cover
The course will address the following dimensions of digital and social media:
- An overview of the roles social and digital media in play in communication and public relations
- A deep dive into the categories of social media
- An exploration of the means by which organizations can monitor the social media space and turn the resulting intelligence into action
- Lessons in how to strategize and measure the effectiveness of digital and social media efforts
- A review of the new skills communicators must acquire in order to deliver results in the digital era
- A look into the role digital and social media play in employee communications
- A roadmap for adapting an organization’s culture and structure to embrace social media
- A guide to adding social media to your crisis communication management and planning
Who should attend
This interactive online course is designed for mid- and senior-levels communication professionals who want to develop successful social media policies and strategies for their organizations.
Format
The series of eight learning modules include both a self-paced, asynchronous component along with a real-time online discussion of trends and issues.
Sessions start on 9 January and run through 23 February. The participants will complete the self-paced, online components 9-12 January. After the self-paced components, the participants will meet weekly for the online, real-time, 90-minute discussion starting on 19 January.
Instructors
The course will be led by Shel Holtz, ABC, IABC Fellow and Joe Thornley, CEO of Thornley-Fallis Public Relations. Holtz has written numerous books on social media. He counsels clients on the adoption and use of social and digital media. He is a longtime blogger and co-host of the first and longest-running communications-focused podcast, For Immediate Release. Thornley, who guided his agency’s transition to a digital and social media communications firm, is a longtime blogger and co-host of the Inside PR podcast.
Attendance and Recording Policy
Participation in all the online sessions of the IABC Developing and implementing an integrative approach to social media for organizations at their originally scheduled day and time is mandatory in order to receive a Certificate of Completion. All live sessions will be recorded and available for participants to review throughout the course of the program. One missed live session can be made up by listening to the session recording in full. Participants who miss more than one live session will not be eligible to receive the Certificate. If you find you need to miss/have missed a session, you do not need to notify IABC. Simply view the recording for the content you missed and if you meet the eligibility requirements IABC will mail you the Certificate of Completion within two weeks of the last session.
Registration fees:
IABC members: $995
IABC non-members: $1,195
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