Empowering communication professionals with a complete understanding of the role, risks and opportunities of social media, as well as social media strategies to manage content and stakeholder relationships.

Social Media and Public Relations

Most organisations, including government bodies, are more familiar with the traditional media of print and broadcast, despite the exponential growth of not only the use of social media, but the channels that deliver information. Social media has not only democratised the flow of information, narrowing the gap between provider and consumer, but also its velocity. The course aims to give participants a thorough grasp of social media nomenclature, social media tools like online press releases, SEO management, blogs and RSS, as well as strategies on using social media to extend stakeholder relationships and creating compelling content that leverage crowdsourcing.

 

This 2-day professional course is designed to provide communication professionals with a complete understanding of the role, risks and opportunities of social media, as well as social media strategies to manage content and stakeholder relationships.

 

Course Outline

  1. Introduction to Social Media
    • Definition of social media
    • The social media revolution
    • Terms and concepts of social media, i.e. Web 1.0 vs. web 2.0 vs. web3.0/Social networks and social networking sites/New media vs. social media
    • Social media tools, i.e. Online press release/SEO/Digital media kit/Company website/Internet meme/Blogs/RSS
    • Other new media technologies, i.e. QR Codes/Interactive TV/Augmented reality /Juxtaposition of social media and real-life/Mobile technologies/Social gaming/Location based services
    • Locus of control 
    • Social media and communication management (The fifth P in marketing/Interactivity/Engagement/User participation)
  2. Management & Strategies Part 1: Using Social Media for Engagement and Relationship Management
    • Theoretical foundation: Dialogic theory & Relationship management
    • Different types/levels of engagement
    • Relationship building and maintenance
    • Online communities and reviews
    • Real-time marketing
  3. Management & Strategies Part 2: Content Creation and Management
    • Theoretical foundation: Opinion Leadership (Two Step Flow)/Diffusion of Innovation
    • Types of content and the editorial calendar
    • What makes content go viral?
    • Media relations (Bypassing the journalist/Citizen journalism/ Blogger relations)
    • Crowdsourcing and the sharing economy‚Äč

Course Details

Date/Time: 28 - 29 September 2017, 9:00 AM - 5:00 PM
Venue: NUS Central Library, Theatrette 2

Downloadable Resources

Pending

Recommended Readings

Pending

Trainer


Mr Adrian Heng

Vice President, Communications and Marketing
Booqed Southeast Asia Pte Ltd



Funding

The fee for this course is SGD$2,140 w/GST. Because this course is part of Singapore SkillsFuture stable of industry-related courses, participants can now use their SkillsFuture Credits to offset their course fees. For more information on claiming SkillsFuture Credit, visit our help page: How to claim SkillsFuture Credit.

Networking

Connect with CNM and other participants through our social media channels. Learn more