Social Media Marketing

Plan, publish, and measure social content that reaches people

Why It Matters

Social media can reach audiences that traditional outreach misses, but many organizations post inconsistently, chase every platform, and measure likes rather than results. Staff feel pressure to keep up without clear goals. A focused approach lets small teams do more with less. Organizations build recognizable voices, engage communities, and connect social activity to real goals like enrollments, event attendance, donations, or sales, which makes the effort easier to justify.

Course Description

Participants start by setting one or two clear goals for social media and matching them to the platforms their audience actually uses. They then define content pillars, brainstorm post ideas, and practice writing captions and short-form video concepts for different platforms. A planning exercise produces a month-long content calendar sized to realistic staff capacity. The group reviews basic platform analytics, distinguishing vanity numbers from meaningful indicators such as clicks, shares, and conversions. Discussion covers community management, responding to comments, accessibility features like alt text and captions, and brand consistency. Each participant leaves with a draft calendar and a plan to review results after the first month.

Key Focus Areas

Participants explore and practice:

Setting social media goals linked to organizational outcomes
Choosing platforms based on where your audience is
Content pillars, captions, and short-form video ideas
Building a content calendar your team can sustain
Measuring engagement, clicks, and conversions
Community management and accessible posting

Learning Outcomes

Participants will be able to:

Select platforms that fit their audience and goals
Draft posts for each content pillar across platforms
Build a month-long content calendar
Use platform metrics to decide what to change

Who Should Attend

Marketing and communications staff
Nonprofit outreach coordinators
Small business owners
Program staff managing organizational social accounts

Delivery and Customization

Examples, scenarios, and activities are adapted to your audience and goals. Delivery is available in person, virtually, or in a hybrid format, as a standalone session or as part of a series. Format and length are agreed during scoping.

Related Courses

Digital Marketing Fundamentals · Sales, Marketing & Business Development
Marketing Basics · Sales, Marketing & Business Development
Social Media in the Workplace · Technology & Workplace Safety
Media and Public Relations · Sales, Marketing & Business Development

Bring Social Media Marketing to your team

Tell us about your audience and goals. We will follow up to scope objectives, format, and timing.

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