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Online workshop


An 8-week interactive workshop

Getting Strategic with Social Media








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Hear more about the workshop from instructor, Shel Holtz, at http://holtz.com/

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, moving from diversion to business-critical, from communication channel to day-to-day business platform in one short decade. 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, models are emerging, best practices are taking shape and the means of measuring success are maturing.

IABC is proud to offer members a unique professional development opportunity to explore the strategies and hone the skills that serve as a foundation for effectiveness with social media. This series of eight learning modules includes both a self-paced, asynchronous component along with a real-time discussion of trends and issues. 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.

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 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 management and planning
  • A close-up examination of content marketing, including the burgeoning field of native advertising (or "sponsored content")

Who should attend

This interactive online course is designed for mid- and senior-level communication professionals who want to develop successful social media policies and strategies for their organizations.


“Getting Strategic with Social Media” combines three components:

  • An online, multimedia, interactive learning module you can review at your own pace
  • A closed Facebook group where you can interact and engage with the course instructors and other participants (along with participants from the last two cohorts who took the course in 2013 and 2012)
  • a weekly webinar to review key material, raise new issues and answer lingering questions

New dates: Sessions start on 13 February and run through 3 April 2014. Participants will complete the weekly self-paced, online modules on their own. They will then meet every Thursday at 9 a.m. Pacific Time for the online, real-time, 60-minute discussion of each week’s module.

View schedule and detailed outline


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 and is a longtime blogger and co-host of the first and longest-running communication-focused podcast, For Immediate Release. Thornley, who guided his agency’s transition to a digital and social media communication firm, is a longtime blogger and co-host of the Inside PR podcast.

Attendance and Recording Policy

Certificate of Completion

Participation in the online sessions of the "Getting Strategic with Social Media" at their originally scheduled day and time is mandatory in order to receive a Certificate of Completion.

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 four weeks of the last session. 

Recording Policy

All live sessions will be recorded and available for participants to review for six months after the close of the course. Handouts of the weekly live sessions will be emailed to participants following each session. All online training modules will be available for six months after the close of the course. Handouts of the modules will not be provided.

Registration fees:

IABC members:  US$795

IABC non-members: US$995


IABC Education Department