Upon completion of this course, participants will be able to:

• Establish a clear, consistent **Brand Voice and Tone** adapted for various social media platforms.
• Develop a sustainable, engaging **Editorial Calendar** and content matrix across multiple channels.
• Master effective **Community Management** techniques, including moderation, rapid response, and scaling engagement.
• Implement strategies for maximizing organic reach and growing a quality, targeted follower base.
• Utilize social media for proactive customer service and turning complaints into positive brand interactions.
• Conduct basic social listening and sentiment analysis to inform content planning and reputation management.
• Design compelling calls-to-action and track user engagement across all social media posts.
• Develop internal workflows and approval processes for consistent social media publishing.

• Social Media Coordinators and Executives
• Small Business Owners and Entrepreneurs
• Junior Marketing and PR Professionals
• Customer Service and Community Managers
• Anyone responsible for day-to-day social media execution

• Group Brand Voice Development and Social Persona Workshop
• Case Studies on Brands with Excellent and Poor Community Management
• Individual Exercise: Drafting a One-Week Cross-Platform Editorial Calendar and Sample Posts
• Role-Playing Customer Service Scenarios and Negative Comment Moderation
• Discussions on Authenticity, Transparency, and Ethical Social Engagement

Unit 1: Foundations and Brand Voice

• Defining the brand's strategic goals for each major social platform (e.g., awareness, sales, service).
• Developing a distinct and consistent **Brand Voice, Tone, and Personality** across all channels.
• Creating audience personas and adapting content and tone to match specific platform demographics.
• Establishing a clear content mandate: what the brand posts, and what it avoids.
• Setting up and optimizing profile bios, visual assets, and platform features.

Unit 2: Content Planning and Execution

• Mastering the creation of a cross-platform **Editorial Calendar** for 30, 60, and 90-day cycles.
• Developing a content matrix that utilizes a mix of formats (images, short video, polls, text updates).
• Best practices for writing engaging, platform-native copy, including effective use of emojis and hashtags.
• Utilizing scheduling tools (e.g., Buffer, Sprout Social) for efficient and consistent publishing.
• Techniques for curating and crediting relevant third-party content to add value.

Unit 3: Community Management and Engagement

• Developing clear protocols for responding to positive comments, negative feedback, and spam.
• Strategies for scaling engagement: asking questions, running polls, and encouraging conversation.
• Utilizing social media for **Proactive Customer Service** and conflict resolution.
• Identifying and nurturing brand advocates and superfans within the community.
• Implementing basic moderation and filtering tools to maintain a positive environment.

Unit 4: Organic Growth and Discoverability

• Techniques for maximizing organic reach through platform-specific content optimization (e.g., Reels, Carousels).
• Strategies for using targeted hashtags, geotagging, and tagging other brands/creators ethically.
• Running simple contests, giveaways, and user-generated content (UGC) campaigns for growth.
• Analyzing competitor engagement tactics for best practices and gap identification.
• The importance of accessibility and inclusive content design for wider reach.

Unit 5: Basic Metrics and Reporting

• Defining and tracking core metrics: Reach, Impressions, Engagement Rate, and Follower Growth.
• Utilizing native platform analytics (e.g., Instagram Insights, Twitter Analytics) for performance reporting.
• Conducting simple A/B testing on post timing, copy, and visual formats.
• Reporting key social media findings and insights to internal stakeholders.
• Understanding basic social listening reports for brand mention volume and sentiment.