Description

Communication services today must take into account social media. This training in digital communication strategy offers those responsible for the company's brand image the opportunity to appropriate these new communication tools as part of a digital strategy.

Who is this training for ?

For whom ?

Responsible for digital communications. Manager, communications officer. Community Manager. Executive in charge of external or global communications. Press Officer. Public Relations Officer.

Prerequisites

Training objectives

Know how to develop a digital communication strategy.

Integrate social media into your communication strategy.

Acquire the levers for success: events, advertising, links with blogs and crisis communication on social media.

Training program

• Develop your digital communications strategy
  • Evaluate the company's e-reputation and listen to communities.
  • Build a communication plan: which media and social networks for which objectives?
  • Choose the tone of your communication.
  • Understand the different uses of social media (POEM matrix).
  • Build the team: the new professions.
• Overview of networks and social media
  • Update on the evolution of different social media: Facebook; Twitter; LinkedIn; Instagram; Snapchat; YouTube...
• Establish a social media setup for an event
  • Increase the visibility of your event thanks to social media.
  • Create an omnichannel system to promote an event.
  • Use events to produce content.
• Identify advertising opportunities
  • Business models of social networks and media.
  • What objectives for Social Ads?
  • Overview of the advertising solutions offered by Facebook, Twitter, LinkedIn, Instagram, Snapchat.
• Measure digital communication actions
  • Know the different metrics: like, share, reach, impressions, RT, followers...
  • Measuring engagement, concept of ROE and ROI.
  • Community management tools - Social Media Management Systems (SMMS).
• Managing online crisis communication
  • Evaluate crises: understand the types of crisis on the Internet (fail, bad buzz, crisis, etc.).
  • Understand the importance of managing negative customer reviews on the Internet.
• Certification
  • Assessment of skills to be certified via an online questionnaire incorporating role-playing scenarios (40 minutes).