Organised by The Guardian
A comprehensive three-part masterclass that will reveal everything you need to know about building a social media campaign for your business
It goes without saying: social media is a busy space. Between the brands, influencers, media outlets, and your friends and family all carving out their own space in the digital world, it can be difficult to cut through the noise. If your goal is to communicate a brand identity, value proposition or mission statement, it can feel virtually impossible.
In this intensive masterclass, you will work with the marketing leader Edwina Mullins, over the course of three hands-on sessions, to learn how to employ smart strategy and intelligent thinking to your social media campaigns.
In a small group, you will have invaluable face-time with an expert in the business, to really get into the weeds of social media. You will be provided with practical, proven frameworks that you can take away and work with immediately.
Absolutely crucial to anyone who works with social media in their business – be it a start-up, as part of a large team, or anything in between – this course will set you up for success, in 2023 and beyond.
Session 1: Strategy and campaign planning
Edwina will kick things off with a detailed look at the social media landscape, encouraging you to think about where you slot into it now, and where you aspire to be.
You will set goals for your own social media campaign, with Edwina guiding you through how to know where to start, how to identify strengths and weaknesses, and how to set clear objectives.
You will learn what a content calendar is and why it’s essential for planning your content, and Edwina will brush you up on the three pillars of feeding your audience: how to find them, understand them and influence them.
Finally, you will learn what a brand tone of voice is, why authenticity is essential, and how to identify your own.
Session 2: Platforms and creative
Now that you have the foundational knowledge about social media, you will use this second session to start thinking about content creation. Far from being as simple as purely designing a graphic and putting it out there, you will discover the importance of driving engagement, building a community and the benefits of video content.
You will revisit your campaign plan, and begin getting close to different platforms – Facebook, Instagram, Twitter, YouTube, TikTok, Pinterest and LinkedIn – with the intention of getting into the nitty gritty about what each platform offers and how your brand fits (or doesn’t fit) on each one.
Edwina will take you through best tactics for maximising your engagement, as well as top tips for managing – and boosting – your reputation, to really help your brand voice sing.
Session 3: Metrics, and an introduction to paid media
What are the true measurements of success? In this final workshop, Edwina will introduce you to the metrics that matter, as well as how to read and analyse them to enhance future activity.
You will get to grips with Google Analytics and discover how to track and refine campaigns, as well as be guided through the principles of A/B testing.
Finally, you will be taken through an introduction to paid social media, from key examples to a budgeting guide – which will set you up nicely for our new masterclass on paid media marketing.
Tutor profile
Edwina Mullins is marketing leader, consultant and trainer covering all industries but with a passion for B2Bs and NGOs. Edwina advises clients in the best direction for their marketing, digital & social media strategies and helps them to build a sustainable suite of digital assets for both external and internal communications. She leads a marketing team that concentrates on delivering growth and change within the tech innovation community through effective communications strategies, go-to-market insights, and capability development. Outside of her head of marketing role and freelance training for SocialB, Edwina has a passion for food and farming; she supports sustainable and regenerative agriculture and is acting vice president for a rural charity. She is also on the board of directors for Turtle Doves, a CIC that empowers young women to gain confidence and experience in the workplace, through work placements, mentoring and training.
Course Details
- Date: Across three afternoons; Monday 27 February, Tuesday 28 February and Tuesday 14 March 2023
- Time: 2pm-4pm (GMT/BST)
- Event capacity: 30
A catch up recording will be shared after the class and will be available for two weeks.
This masterclass is available globally. If you are joining us from outside the United Kingdom, please use this time zone converter to check your local live streaming time.
2pm GMT | 3pm CET | 6am PST | 9am EST
You will be sent a link to the webinar 24 hours and 30 minutes before the start time. Please email masterclasses@theguardian.com if you do not receive the access link 24 hours before the scheduled start time.
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We aim to make all Guardian Masterclasses accessible to all. If you require any adjustments to enable your participation in this course, please get in touch with us at masterclasses@theguardian.com.
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