This workshop will provide insight into the most cost effective tools and techniques to use to plan, manage and evaluate social media activity and teach how it can be incorporated into broader public relations and communication activity.
Who should attend?
Suitable for delegates who already have their own personal social media accounts and may have begun dabbling with social media at work, but have never had to create, run or evaluate a social media based campaign.
What to expect
- practical live demonstrations
- group discussions and case studies
- insight from a trainer who is a specialist online PR, SEO and analytics consultant.
Workshop objectives
Participation in the workshop will provide you with knowledge of:
- the right tools and the best practices to use to decide what platforms you should have a presence on
- how to work out whether you are meeting your objectives
- different social media campaign methodologies, for example, 'Listen. Publish. Engage. Monitor.'
- how different organisations are successfully integrating social media into broader communications programmes
- key social media evaluation and measurement techniques.
Note: Delegates are advised to bring laptops/iPads with them on the day.
CIPR Trainers
Andrew Smith MCIPR
Andrew Smith MCIPR is Managing Director of escherman, a specialist online PR, SEO and analytics consultancy. With a career spanning 29 years of public relations and journalism, he has developed and implemented many highly successful strategic PR and marketing communications programmes for some of the world's biggest brands including IBM, CapGemini, MySQL, Apple (FileMaker) and Checkpoint.
Andrew has been a consistent PR innovator, being among the first UK practitioners to exploit email (1991), the World Wide Web (1994) and Twitter (2007). Described as the "de facto godfather of PR blogging", he is a regular speaker and media commentator on the integration of PR with social media, search optimisation and analytics. He is also co-author of two bestselling social media books, Share This and Share This Too, and a member of the CIPR's Social Media Panel.
Heather Baker MCIPR
Heather Baker is founder and CEO of award-winning B2B communications consultancy, TopLine Communications. TopLine helps companies grow by designing and implementing digital lead generation strategies that bring together public relations, social media, email marketing, content marketing, search engine optimisation and video. Clients include WorldPay, Sony DADC and Syscap.
Heather is the editor of the award-winning B2B PR Blog and she also runs www.smallbusinessheroes.co.uk. She has an MA in Psychology from the University of Cape Town and an MBA from London Business School and is a board member for the UK chapter of the Entrepreneurs' Organization.