Course Objectives
The primary objectives of the course are to help communication practitioners:
- enhance their understanding of digital channels and their unique characteristics.
- apply relevant principles to develop content that aligns with audience tastes and organizational goals.
- leverage the unique benefits of digital channels to enhance the reach, engagement and impact.
- analyze and use digital performance metrics to inform decision-making.
- apply best practices in managing online reputation, and responding to digital crises
In doing so, the course seeks to empower organisations with human capital by which to effectively engage their publics in digital spaces.
Course Topics
- Understanding Digital Channels
- Content Strategy and Creation
- Content Distribution and Engagement
- Analyzing Digital Performance
- Managing Brand Reputation during Crisis
- Trends in Digital Communication
Who should attend?
The course presents benefits for a diverse range of communication professionals, including:
- digital communication managers
- brand communication managers
- public relations professionals
- online community managers
- media planners
- social media influencers
- social media managers (including freelancers)
- advertising professionals
- marketing professionals
Training methodology
The training is delivered through presentations led by seasoned facilitators. We promote active learning through group discussions, simulations and collaborative activities.
Organisational impact
Organisations that enroll their employees stand to gain the following benefits:
- Enhanced digital presence and engagement
- Better managed social media pages
- Evidence-based digital communication
- Improved online community engagement and stakeholder satisfaction
Individual impact
As a participant of this course, you will position yourself for enhanced career growth by:
- learning to leverage digital channels to achieve organisational and personal goals
- learning to understand and apply digital performance metrics to make data-driven decisions
- learning to apply key principles in digital communication to enhance your reach, engagement and impact
Topic signposts
Understanding Digital Channels:
- Overview of digital spaces as brand communication touchpoints
- Characteristics and best practices for different channels
- Opportunities and options for leveraging digital channels
Content Strategy and Creation:
- Aligning digital channels with communication objectives
- Developing a content strategy for digital platforms
- Content creation techniques for different channels
- The multimedia content mix (images, videos, infographics)
Content Distribution and Engagement:
- Best practices for distributing content across digital channels
- Strategies for engaging with digital audiences and building communities
Utilizing user-generated content to enhance engagement
Analyzing Digital Performance:
- Key performance indicators (KPIs) for digital channels
- Tools and techniques for measuring digital performance
Using data insights to optimize content and strategy
Digital channels, brand reputation and Crisis:
- Building and maintaining a positive online reputation
- Monitoring and managing digital conversations
Responding to digital crises and negative feedback
Trends in Digital Communication:
- Emerging trends and technologies in digital communication
- Preparing for the future of digital engagement