Growing Up: Build Your Social Media Strategy for the 2020s

An active social media program consists of content that gets noticed, connections with key audiences, and metrics that demonstrate how social media contributes to overall business health. Yet even in the best of programs, social media practitioners have a hard time keeping up with the constant change of what works in social media. If you aren’t working from a strategy built in the last year, you don’t have a social media strategy. This advanced social media masterclass bridges the gap between preparation and opportunity, to best set you up for social media success. Together, we’ll spend the day talking about what a social media strategy needs to look like in 2020, and demonstrating how to build one from the ground up. During the class, we’ll also walk through the steps of a social media audit to evaluate your existing organic and paid social media marketing activities, and understand how to benchmark against an industry or set of competitors. Learn about content best practices and how to make content move, sing, and smile to capture your audience’s attention. Understand what matters in measurement and reporting, and create a framework of KPIs that demonstrate program health. Build a social media playbook you can take back and implement immediately, and learn how to make adjustments, so your strategy leads to more winning moments. You’ll receive an online interactive workbook to use during class, which will allow you to walk through exercises, and personalize what you learn to your company or brand. Attendees need to bring a laptop or tablet and be able to log into your own social media channels. Group activities will provide opportunities for hands-on learning while making new connections. You’ll walk away with the clarity of social media strategy rooted in a strong foundation. By knowing how to prepare, you’ll understand how to succeed when the opportunity arises. At the end of this masterclass, you’ll be able to:

• Audit your current state of social
• Identify landscape and competitive benchmarks
• Use content that moves, sings and smiles to capture audience attention
• Refresh social media reports for your organization
• Choose KPIs that demonstrate campaign health
• Understand how paid media augments a healthy organic strategy
• Create a social media playbook for your brand
• Dial in the best tools and processes for you and your team