Intensive: Mastering Social Media Training


Implementing a robust social media strategy can deliver vastly improved business effectiveness, but it needs to be planned meticulously.

Social spans all areas of the organisation and must involve thorough governance and reputational risk planning.

This three-day course will help you understand how social media can help your business. It will also give you the practical skills to engage and assess the effectiveness of an evolving set of social media platforms.

Econsultancy’s intensives are three-day programmes offering you a deep dive into specific digital disciplines. With content drawn from our academically accredited digital certificates, the intensives offer the practical training without the need for long-term commitment.

Intensives offer:

  • Expert trainers
  • Practical exercises
  • Resources to support the training
  • Certificate of completion


‘Learn by doing’ is a large part of this three-day programme.  You’ll have the opportunity to participate in lots of practical exercises (both individual and team-based) that will allow you to develop and apply your knowledge.

You’ll also be encouraged to build your own ‘Action Plan’ to support you when you’re back in the office.

Course Requirements: Use of a laptop or tablet is recommended.

Every attendee will gain access to a complimentary Econsultancy report valued at £600. Choose from over 500 reports covering in-depth best practice advice, market data and the latest digital trends.

Who should attend?

This course is ideal for anyone involved in social media, communications, ecommerce, customer experience or marketing

Intensives are ideal for professionals looking to develop a new skillset or deepen their knowledge in a particular discipline.

They are also ideal for teams embarking on a new project where it’s important that there’s a strong, shared understanding of customer experience principles.

How will I benefit?

On successful completion delegates will be able to:

  • Sell the benefits of developing an integrated social media strategy
  • Develop a social media strategy for their organisation
  • Design a social media strategy that benefits from best practice approaches
  • Iterate and evolve a social media strategy as customer expectations and habits change over time

What will I learn?

Day 1 - planning

Creating the business case

  • Creating the business case
  • Challenges to successful business integration
  • Social media maturity modelling
  • Example social organisations

Critical Success Factors

  • Understanding departmental needs and interdependencies
  • People planning - essential roles and processes
  • Capabilities and skills
  • Governance, regulation, policies and guidance
  • Change Management


  • Examples of best practice to highlight successful social media integration
  • Cross departmental alignment
  • Agency alignment

Developing the strategy

  • Internal and external research/audits
  • Aims and objective setting
  • Audience analysis and mapping
  • Operating models
  • Roadmaps
  • KPIs and measurement

Day 2 - Social media management

Social media platform management

  • Platform Typologies
  • Platform Planning (PESO - Paid, Earned, Shared, Owned)
  • Platform Management and engagement
  • Community Management and engagement
  • Content planning and management
  • Reputation Management
  • Crisis/issues management and escalation processes
  • Social customer service
  • Advanced techniques for optimum PESO engagement

Vendor/Technology Market Place 

  • Industry Overview
  • Toolkits and Technologies - management, measurement and moderation
  • Implementation Considerations 

Day 3 - Measurement and Optimisation

Information Management

  • Data Management
  • Content Management
  • Insight management

Measurement approaches

  • Metrics and KPIs
  • Appropriate Frameworks

In-company training

This course can also be delivered exclusively for your team. In-company training ensures everyone is up to best practice standard and you'll benefit from a more open environment to discuss your most pressing issues.

For more information, please get in touch with the team at or call us on (UK & Europe): +44 (0)207 970 4167 or US: 212-971-0630.

We are a registered provider with the CPD Standards Office. Delegates completing this course may be issued with a CPD Certificate of Attendance, which can be used within their formal CPD record for a professional body, institute, or employer.



Michelle Goodall

Michelle Goodall specialises in digital transformation, communications, content, community and social media strategies.

Formerly Head of Digital at Lexis Public Relations she has over 16 years’ developing social media strategies, working on digital transformation projects and developing customer engagement strategies.

Michelle’s clients, past and present span many industries and include Dove, Direct Line, Charities Aid Foundation, Econsultancy, BBC, Building Research Establishment, Coca Cola, Domino’s, eBay, Camelot, Penguin Random House, Macmillan, Diageo, Boots, McCarthy & Stone, Agricultural and Horticultural Development Board and Barclaycard.

She worked with LOCOG, the organising body for London2012 over a 4-year period and was involved in the highly successful social media/communications activity during the games itself.

Tutor for: Fast Track Digital Marketing, Intensive: Mastering Social Media, Mini Masters in Digital Marketing Online, Online Community Management, Social Media & Online PR, Social Media Customer Service, Social Media Paid Advertising