While traditional media are often based on a logic of interruption and one-way communication, the Web and particularly social media are based on conversation and dialogue.
“Markets are conversations,” read the Cluetrain Manifesto, and that is truer today than ever before. This paradigm shift, if well managed, represents a great opportunity for companies to meet and engage with their audiences.
Social networks, along with search engines, are increasingly used to find out about companies and people, their skills and professionalism, and to buy online: there are numerous marketplaces and shopping via social is increasingly becoming a widespread practice loved by users.
But above all, they are valuable tools for seizing opportunities, making oneself, one’s project and one’s value known.
Target audience
Entrepreneurs, Marketing Managers, CEOs, Communication Professionals, SMEs, Marketers, Startuppers and all those who have a need and interest in using social media to create awareness, credibility and authority of their company on the web.
Methodology
Hands-on workshop, to immediately experiment with the strategies and concepts learned: technological supports, social networks and virtual simulation environments will be used through which participants can collaborate, dialogue and share their exercises in real time, thus optimizing attention, involvement and effectiveness.
Duration
2-day in-person course or webinar mode.
Goals
- Sharing the paradigm shift in Social communication: from storytelling to conversation
- Convey characteristics and peculiarities of each platform with practical examples
- Raise awareness of online reputation and credibility to make the most of social media
- Sharing the opportunities of Social to develop Advocacy Marketing activities.
Program
- How social media works
- Brand Voice
- Facebook, Instagram, YouTube, Twitter, LinkedIn, ClubHouse, Google My Business
- Facebook: optimizing pages, posts, algorithm, analyzing a fan page
- Instagram: page optimization, types of posts, stories, engagement, the importance of images, anatomy of a successful post, quality fan base
- The importance of content: social copy, mistakes to avoid, community management, crisis management, negative commentary, social graphics, hashtags, social video, Influencer Marketing
- Social listening: Google Trend and Answer the Public.
- Editorial Plan:
– the basics
– content and topics
– planning and organization
– exercises and tools for building an editorial plan - Statistics: metrics, insights
- Creativity tools, programming, for text video.
New platforms and instant messaging: how digital communication is changing
- TikTok: first steps, viral content, algorithm, planning and strategies
- The Social Media Plan: goals and action plan
- WhatsApp Business: overview, up & down, setup & strategies, customer care, groups, lists, privacy, how to chat
- Building customer care with instant messaging.
