1

Writing a social media strategy

• Refreshers on the founding principles of social media.
• Identifying the impacts of e-reputation on the brand.
• Switching from e-reputation to e-lobbying.
• Learning a methodology for setting your strategy.
• Identifying your targets and practices: The persona method.
• Identifying your leverage: A selection strategy.
• Adapting your organization and businesses.

2

Managing a community

• Implementing a multichannel communication strategy.
• Going from communication to conversation.
• Taking into account changes in customer experience.
• Knowing how to engage and respond in the company's name.
• Knowing how to moderate. Engaging in conversation and answering. Anticipating and surprising.
• Leading your community.
• Moving towards content platforms.

3

Creating and optimizing your content

• Community Manager tools: Creating content and visuals, improving the organization and production of that content.
• 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.
• Tweeting better: Usages, best practices, and rules for caution...
• Knowing how to manage the impact of algorithms with social advertising.
• Optimizing your Facebook page with third-party applications, monetizing your offering with social commerce.
• Promoting and building loyalty among your ambassadors: Going beyond social media.

4

Evaluating your performance

• Knowing quantitative and qualitative indicators (KPIs).
• Telling apart Return on Investment (ROI) from Return on Attention (ROA).
• Statistics tools for Facebook, Twitter, and Instagram.

5

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.
• Preparing and training your organization in crisis management.
• Manging critiques: Best practices and errors to avoid.