Being present on social media
- Changes in communication practices.
- Small-world theory: The founding principle of social media
- From Web 1.0 to the collaborative Web: Influencing consumer opinions.
- Impacts of e-reputation on the brand.
- From e-reputation to e-lobbying.
Hands-on work
Updating your company's e-reputation.
Different types of social media
- Major social media practices and emerging trends.
- Benefits, purposes, and business applications.
- What social media should you integrate into your presence strategy?
Hands-on work
How do you enhance your brand on social media? Taking stock of its presence and how it is used.
A winning Social Media strategy
- A methodology for setting your strategy.
- Identifying your targets and practices.
- Identifying your leverage: A selection strategy.
- Impacts on the organization: New roles (Community Manager, CDO, etc.).
- Adapting your organization and businesses.
Hands-on work
Crafting a social media presence strategy (phase 1/4).
Community Management
- Definition and roles.
- Internal and external charters for proper use of social media.
- Following the charter for maintaining the goal and cohesion of the community.
- Identifying obstacles and opportunities for implementing your actions on social media.
Hands-on work
Crafting a social media presence strategy: Identifying obstacles (phase 2/4). Reviewing examples of charters.
Influence strategy
- Social Media planning: Setting up a multichannel communication strategy.
- From communication to conversation. Risk of information overload.
- Taking into account changes in customer experience.
- Engaging and responding in the company's name.
- Leading your community.
- What place is there for a corporate blog?
- Moving towards content platforms.
- Community Manager tools: Creating visual content, improving the organization and production of that content.
Hands-on work
Enhancing the administration features of a Facebook page. Discovery and practice of Social Media Management solutions.
Going further in engagement
- Proprietary social media.
- Setting up leadership actions, optimizing your Facebook page with third-party applications.
- Fighting the decline of your reach with Social Advertising.
- Monetizing your products with Social Commerce.
- Promoting and building loyalty among your ambassadors: Going beyond social media.
- New trends: Networks, formats, social video, messaging, etc.
- The temptation of "buzz".
Hands-on work
Customizing a Facebook page. Discovering community leadership solutions. Discovering pay campaign solutions. Using curation and storytelling tools.
Content Management
- Mastering style and substance. Knowing how to tell a story.
- Broadcasting exclusive and adapted content.
- Knowing best practices to improve the visibility of your publications.
- "Picture Marketing": Creating engagement on Instagram.
- Speaking on behalf of the company.
- Twitter: Usages, best practices, and rules for caution...
- Moderating. Engaging in conversation and answering. Anticipating and surprising.
- Managing the impact of your Facebook reach.
Hands-on work
Optimizing the writing and visibility of your posts (Facebook, Twitter, Instagram, Pinterest). Crafting a social media presence strategy: Identifying content, setting the editorial line, choosing the right social networks (phase 3/4).
Managing a crisis situation
- Identifying different types of crisis.
- Channeling and managing the blow-up of a crisis on the Internet.
- Adopting the right communication strategy for the situation.
- How to better manage a crisis with the Internet and social media.
- Preparing and training your organization in crisis management.
- Manging critiques: Best practices and errors to avoid.
Evaluating ROI and the performance of your actions
- Return on Investment (ROI) vs Return on Attention (ROA).
- Quantitative and qualitative indicators (KPIs).
- Statistical analysis tools for Twitter, Instagram and Pinterest.
- Goals and areas to watch.
- Free observation tools.
- Optimizing monitoring through Twitter.
- Professional monitoring and engagement measurement solutions.
Hands-on work
Discovering statistics (Twitter, Instagram et Pinterest). Discovering effective hashtags for your business and influencers. Creating your monitoring dashboard. Crafting a social media presence strategy: Defining appropriate measures for your strategic plan (phase 4/4).
3d
- 21h00 
