This practical two-part online training course is designed to help charities make better use of social media by focusing on what really matters: understanding performance, reaching the right audiences and creating content that supports organisational goals.
Across two interactive half-day sessions, participants will gain a clear understanding of how social media platforms work today, how to measure success using meaningful data and how to turn insights into more effective strategies. Through real-world examples, hands-on exercises and guided analysis of their own channels, attendees will learn how to set achievable objectives, interpret performance metrics with confidence and identify opportunities to improve engagement and impact. The course includes practical follow-up support, enabling participants to apply their learning and build a stronger, more evidence-based approach to social media.
*Please note this training course takes places over two sessions on 4th and 18th November, by booking a place you are registering for both sessions*
Programme
HALF DAY 1
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10.00 |
Welcome and introductions with Charlotte and Athar. Here we will the scene and outline the purpose of the session. |
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10.05 |
The Basics Overview of social media, what has changed in the last few years, the cultural shift, algorithms 101 including follower vs algorithmic reach.
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10.40 |
Who is smashing it? Showcasing RNLI, RNIB, RSPB etc. Deep dive into their profiles. Social strategy vs channel strategy - what is the difference and how do they complement each other. |
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11.00 |
BREAK |
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11.15 |
Which metrics matter? Followers vs Reach vs Impressions (what they actually mean) What you should be tracking on a monthly basis per channel. How to calculate an engagement rate you can trust. |
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11.45 |
Extracting data from a channel Why is it important to go straight to the source? The importance of tracked links. Live example of extracting LinkedIn data and filling out the spreadsheet. |
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12.15 |
BREAK |
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12.30 |
Benchmarking importance Why should you do it? How do you do it? How to use the data in a spreadsheet to make these calculations. |
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12.50 |
Conclusions & Q&A - this is where we will deliver ‘homework’ to fill out the spreadsheet. |
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13.00 |
End |
Delegates will be required to complete a spreadsheet exercise reviewing their own social media activity after the first session.
This will need to be submitted to the trainers by 11th November to allow time to review before the second session.
Half day 2
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10.00 |
Welcome back! Recap of the last session and what we’ve done with the submitted data. |
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10.05 |
Data informed analysis Identifying and recommending room for improvement based on supplied data. Looking at benchmarks and how we can work to increase these numbers over time. |
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10.40 |
Based on this analysis, is the content right for the target audience of the platform etc? This can lead into a 20 minute section on working out your target audience and channel personalities exercise. |
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11.00 |
BREAK |
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11.15 |
Stripping it right back to objectives, defining what one is and how it differs to tactics or implementation. How to frame them in line with overall organisational goals. Why it is important to be realistic and not make overreaching targets. |
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11.45 |
Another look at who is smashing it, but this time based on their type of content, number of followers and recent performance? We could identify more niche accounts and draw parallels to their own accounts. Second 15 minutes channel hygiene - the simple do’s and don’ts. A starter for 10 that they can implement there and then. |
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12.15 |
BREAK |
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12.30 |
Key learnings and takeaways Social objectives need to be achievable. Good social measurement prioritises impact over output. Growth isn’t always linear. Objectives, strategy, tactics and implementation are different things. Platforms behave differently so KPIs should too. Report outcomes, not activity. Channel-native reporting is essential. A strong report doesn’t stop at results, it analyses content further to make improvements for the future. |
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12.50 |
Conclusions & Q&A - additional services and support |
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13.00 |
End |
Prices
(prices exc VAT)
Corporate subscriber rate - £300
Please note, subscribers rates apply to those who have a direct subscription through Civil Society Media to any of its three publications; Charity Finance, Governance & Leadership and Fundraising Magazine.
Find out more about these publications here.
For group bookings email [email protected]
FAQs
When will I receive course materials and Zoom link to access the course?
After booking you will receive the following correspondence:
1 week before the course – an e-mail with your joining information, this includes the course programme and any other relevant materials.
1 day before the course – an e-mail with your final information, this includes the Zoom link, course programme any other relevant materials.
When will I be invoiced for my booking?
Invoices are manually processed so this will be sent to you by our events team shortly after your booking.
Will presentation slides be provided?
Presentations are provided in advance for the majority of our courses but this can vary and is down to the course leader’s discretion.
Will the sessions be recorded?
We do not record our courses as we feel this gives delegates the opportunity to have more open discussions and freely ask questions around the running of their charities.
Will I get a reminder prior to my course?
Yes, you will get e-mails one week and one day before your course with all of the information you need. You won’t receive a calendar invite so do make sure you put the date in your diary.
What if I can no longer attend the course?
Up to and including 14 days prior to the event, a refund (less a 15% administration fee), a substitution of a colleague, or one complimentary transfer to another training date can be issued. Only one complimentary transfer can be issued, no refund will be issued for a cancelled transfer. Once a transfer has been processed, refund for the original booking will not be issued. Refunds or transfers are not available less than 14 days before the event date. Confirmation of cancellations MUST be in writing and sent to [email protected]
For any other queries, please get in touch at [email protected].
