Certificate in Social Media
Quick links:
Register for Dublin (Sept-Oct 2010) here
Register for Cork (Sept-Oct 2010) here
Introduction
In a digitally connected world, it is becoming increasingly important that we integrate social media and social networking skills into our PR and communication programmes.
Whether you are a fully fledged convert or remain sceptical of their long-term influence, the evidence and experience of countless organisations, large and small, across the globe suggests that social media will undoubtedly take their rightful place in the communications arsenal.
To prepare PR professionals to adequately and competently exploit these new media, the Public Relations Institute of Ireland is introducing an Institute-accredited certification programme that will equip you with the practical knowledge you need to fully develop social media tools.
Do I really need to do this course?
Yes. You undoubtedly know all the buzzwords, have read widely on the subject, and may even be networking, blogging or micro-blogging but this qualification is uniquely designed to formalise your body of knowledge and bring it to the next level. Here, you will learn how to critically evaluate which social media engines offer your communication efforts most potential and why; will overcome any technology weaknesses that may be holding you back; and will be equipped to write a social media strategy for your own or a client organisation with confidence and ease.
With “social media skills now almost as important as traditional media relations skills when it comes to PR hiring decisions”, according to the 2009 Digital Readiness Report, it is only a matter of time before you ask yourself not ‘can I afford to do this course’ but ‘can I afford not to’?
What exactly will I learn?
The PRII Certificate in Social Media will provide delegates with a solid grounding in all the key concepts, techniques, theories and skills needed to develop effectively as a social media specialist. On completion of this course you will:
- Understand why social media allow communicators to practice what is arguably their most important skill: Listening
- Be able to demonstrate comprehensively how social media can have an impact not only on company and brand awareness but on the bottom line too
- Know how to properly strategise before you begin implementing
- Be capable of disseminating news and information on a number of platforms that builds a conversation, promotes trust and creates advocates for your business
- Have learned to avoid what others are doing wrong and capitalise on what is being done right
- Have the know-how to jump in and handle a crisis in real-time
- Recognise the importance of evaluation and develop appropriate research tools.
Course format
The course is a combination of classroom time (9.30am – 4.30pm over four full days), home study and examination by written assessment. Classroom sessions are intensive and participative and will include a variety of approaches including lectures, group discussions and practical exercices. A number of guest lecturers will also make presentations, aiding the overall learning experience.
About the course leader
Krishna De is an award winning digital marketing, brand engagement and social media author, speaker, commentator and mentor. Considered one of Europe’s foremost social media communications strategists, her expertise in this area is featured in several highly acclaimed books including World Wide Rave, published by Wiley, and The Career Doctor: How To Get And Keep The Job You Want, published by Currach Press.
Krishna’s unique mix of knowledge, capability and experience is the result of an extensive international career working at company executive and board level in over 30 countries around the world. Currently, her digital marketing and social media agency works with a number of Ireland’s and Europe’s leading companies, helping them to create and incorporate digital and social media programmes into their marketing and communication efforts.
A member of the Social Media Working Group of the Irish Internet Association, Krishna is also the social media expert on the faculty of the Irish Digital Marketing Institute. In addition, she was the instigator and co-founder of Ireland’s first conference dedicated to social media, PodCamp Ireland, and is the Founder and Vice Chair of The Association for Coaching in Ireland.
A sought after spokesperson on the subjects of social media, branding and career success, Krishna’s expertise has been highlighted in the broadcast media and in leading publications including the Wall Street Journal, The Guardian, The Irish Times, The Independent, The Sunday Business Post, The Sunday Times, Computers in Business, Smart Company and Marketing Age.
She is also a featured expert at Brand Republic, Small Business Branding, Business Blog Consulting, Raintoday and WebProNews.
Course dates
Dublin
- Saturday 04 September 2010
- Saturday 18 September 2010
- Saturday 02 October 2010
- Saturday 16 October 2010
Cork
- Saturday 11 September 2010
- Saturday 25 September 2010
- Saturday 09 October 2010
- Saturday 23 October 2010
Venue
Dublin: In Dublin, the course will be delivered at the Burlington Hotel in Upper Leeson Street, Dublin 4. The Burlington offers secure, on-site parking and is also serviced by Dublin Bus and Dublin Aircoach services. The city centre and nearest DART and LUAS stops are a ten-minute walk from the hotel.
Cork: In Cork, the course will be delivered at the Jury River Lee Hotel on the Western Road in Cork city.
Course materials
In addition to comprehensive course notes, delegates will be provided with two core text books. These are:
- The New Rules of Marketing and PR, David Meerman Scott
- World Wide Rave – Creating Triggers That Get Millions of People to Spread Your Ideas and Share Your Stories, David Meerman Scott.
Assessment procedure
Each delegate will be examined on the basis of their attendance record and on the result of a written assessment designed to test their knowledge of key social media, including blogging, Twitter, Facebook and LinkedIn. This assessment must be completed and submitted by 03 December 2010.
The course is accredited by the Public Relations Institute of Ireland, who will award a certificate to delegates who successfully meet the stated requirements.
Fees
Course fees are €1,460 for PRII members and €1,790 for non-members. Fees include course materials, teas/coffees and lunches, in addition to the final examination and issuing of certificates. Delegates are responsible for their own travel arrangements as well as overnight accommodation and evening meals, if required.
Cancellation policy:
Registration fees must be paid in full at the time of registration. In the event of a cancellation 14 days or more prior to the course commencement date, fees will be refunded less a 10% administration charge. Regrettably, fees cannot be refunded for cancellations received less than two weeks before the course begins but substitutions may be made.
Queries
Queries should be addressed to Annmarie Jordan at annmarie@prii.ie, or call (01) 661 8004.
Course Syllabus
Module 1
First Session – Introduction
- What is social media and the impact for PR and communications professionals
- An overview of the different platforms from wikis to blogs, from online video to social networks
- The five keys elements of your social media communications plan (listen, content, conversation, community, measurement)
- Establishing the goals and KPIs for your social media communications programme
Second Session – Listening to the Conversation
- Really Simple Syndication – what it is, how it applies in communications
- Determining what and who to listen to
- Tools for listening to conversations about your brand or business
- What this means for your business
Third Session – Communication Online
- The culture of sharing and copyright of your content
- Copywriting for social web – key words , headlines and copy
Fourth Session – Photosharing and Social Networking
- Photosharing - sharing your back story through photos
- Social networking – an overview of social networking sites
- Guest speaker/s
Module 2
First Session – Twitter
- What is Twitter and the anatomy of a Twitter profile
- How and what to post to Twitter
- Twitter terminology, tools and tips
- Best practice case studies of Twitter use in business
- Integrating Twitter into your communications plan
- Nurturing and building your Twitter community
Second Session – Facebook
- What is Facebook and how it can be used for business
- Creating your Facebook page
- Best practice case studies of Facebook pages
- Engaging fans and building your Facebook community
- Integrating Facebook into your communications plan
Third Session – Case Study
Module 3
First Session – LinkedIn
- What is LinkedIn and the anatomy of a professional profile
- Tools, tips and applications to use to enhance your visibility and profile
- Nurturing your network, researching and connecting to new business opportunities
- Integrating LinkedIn into your communications plan
Second Session – Business Blogging
- Why business blogging is effective for business
- The anatomy of a business blog
- Developing your blog – the platforms to consider, what to blog about, the editorial calendar, your blog comment policy
- Building a community through your blog and growing your blog traffic
- Engaging with bloggers and your blogger outreach policy
- Integrating your blog into your communications plan
Third Session – Case Study
Module 4
First Session – Online Audio and Video
- Business podcasting – what to create, producing your podcast, live streaming, building your audience, podcasting for profit
- Online video – best practice tips for content creation, where to syndicate your content, YouTube strategies, live streaming
- Using online audio and online video to promote, fill and profit from events
Second Session – Risk Management and Crisis Communications
- Case studies of companies impacted by social media
- Integrating social media into your risk management and crisis communications
Third Session – Your Online Media Room
- Core elements of your online media room
- Creating and distributing online press releases
- The social media press release
Fourth Session – Case Study
Fifth Session – Bringing it All Together
Creating your implementation plan