Overview
Social media is a fundamental way organisations communicate with their audiences; from service updates and public health campaigns to community engagement and reputation management. But mastering social media in a fast-changing digital landscape is challenging. Using outdated methods can be more damaging to your brand than having no presence at all.
In 2026, AI tools are transforming how teams create content, plan campaigns, and analyse results. This course will equip you with the latest trends, tactics, and AI-assisted approaches to increase brand awareness, audience engagement, and action, whether that’s registering for a public service or responding to a campaign.
This practical training programme will provide you with deliberate strategies for success, including how to use AI tools effectively and responsibly in your day-to-day social media work.
Training Outcomes
- Understand social media trends to adapt to right now, including the role of AI in content creation
- Develop your social media channel strategy
- Plan content that determines messaging, frequency, and format
- Apply platform-specific tactics for X, Facebook, Instagram, LinkedIn, TikTok, and YouTube to maximise reach and engagement
- Use AI tools to support content drafting, repurposing, and scheduling, with confidence in what’s appropriate
- Develop a practical social video strategy
- Measure analytics and report success to stakeholders
- Create a prioritised social media action plan to take back to your organisation
Qualification
This programme is CPD Certified by The CPD Certification Service, providing independent recognition that the course meets established standards for continuing professional development. Participants can use their attendance as evidence of structured professional learning and development.
What our Delegates say
I would recommend this course to anyone that works with social media. Joanne gave us tips, best practice which gave me some excellent ideas. I can’t wait to try some of the tools out that she recommended. She also answered my questions which were very detailed.
City of Wolverhampton Council
Communications & Campaigns Executive
An interesting insight into how to use new social media platforms and how their use can benefit us as a business.
Simpsons Malt Ltd
Marketing Supervisor
I thoroughly enjoyed the training and have a lot take away and reflect on. I will be looking to ask two of my staff members to also go on the training.
Platform Housing Group
New Customer Manager
Joanne was engaging and all of my questions were answered during the course. Highly recommend.
Futures Teaching Alliance and Futures Education Institute
CPDL, Marketing and Communications Manager
Agenda
9:30
Welcome and Course Overview
- Introductions and participant goals
- Overview of the current social media landscape
- Key challenges for public-sector content teams
09:45
Social Media Trends and the Role of AI
- What’s changing in social media right now
- Platform behaviour shifts and algorithm basics
- How AI is reshaping content creation and planning
- Public-sector considerations and safeguards
10:45
Break
11:00
Developing a Channel-Specific Content Strategy
- Defining purpose by platform
- Matching content to audience intent
- Tone of voice and brand consistency
- Planning frequency and formats
12:00
Creating Engaging Content That Drives Action
- What makes content engaging (and what doesn’t)
- Writing for social media in a public-sector context
- Visual storytelling basics
- Calls to action that work
13:00
Lunch
13:45
Platform-Specific Tactics and Social Video
- Best-practice tactics for X, Facebook, Instagram, LinkedIn, TikTok and YouTube
- Developing a practical social video strategy
- Repurposing content across platforms
14:45
Break
15:00
Using AI Tools for Content Creation and Planning
- AI for drafting and refining posts
- Repurposing long-form content
- Scheduling and content planning
- What’s appropriate and what to avoid
- Maintaining authenticity and accuracy
15:45
Measuring Success and Reporting Impact
- Key content performance metrics
- Understanding success by objective
- Simple reporting structures for stakeholders
- Linking content performance to organisational outcomes
16:15
Action Planning and Close
- Prioritising improvements
- Immediate next steps and longer-term considerations
- Final questions and reflections
Course Instructor
Joanne Sweeney
Joanne Sweeney is a digital marketing specialist, author and podcaster. As well as partnering with agencies to deliver specialised programmes, Joanne’s own accredited programmes attract students from across the world.
A former broadcast journalist, she is also a three-time author. Her latest title Public Sector Marketing Pro has been described by former President Barack Obama’s Chief Digital Officer as, ‘the handbook I needed when in the White House, it would have saved me years of learning by error.’
Who should attend?
This course is designed for professionals responsible for managing, creating, or overseeing social media activity within their organisation, including:
* Social media managers and digital communications professionals
* Marketing and communications specialists responsible for campaigns and audience engagement
* Content creators and digital marketers looking to improve strategy, reach, and performance
* Public sector communications teams managing service updates, campaigns, or public engagement
* PR and corporate communications professionals responsible for reputation management
* Community engagement and stakeholder engagement officers
* Small business owners and entrepreneurs managing their own social media presence
* Agency professionals delivering social media services for clients
* HR and internal communications professionals using social media for employer branding or engagement
* Anyone looking to use AI tools to improve social media planning, content creation, and analysis
**No advanced technical skills are required. The course is suitable for both beginners and experienced practitioners who want to modernise their social media approach, incorporate AI tools responsibly, and improve measurable outcomes.**
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