Overview

Many SMEs feel overwhelmed by social media pressure, trends, algorithms, and content creation. This practical session focuses on creating realistic, strategic social media plans that align with the customer journey and business goals  rather than chasing every platform or trend. Participants will learn how to create meaningful content, improve engagement, and choose the right platforms for their business type.

Key Topics

• Why random posting does not work
• Choosing the right platforms for your business
• Understanding platform behaviour

o            Instagram

o            Facebook

o            LinkedIn

o            TikTok

o            YouTube

• Content planning without overwhelm
• Understanding customer pain points through content
• Educational vs promotional content
• Storytelling for SMEs
• Human-centred marketing
• Building trust through content
• AI tools for content creation
• AI risks and authenticity
• Short-form video trends
• Social search behaviour
• Social media SEO
• Hooks, headlines and attention spans
• Community building vs broadcasting

Practical Workshop Activities

• Social media planning worksheet
• Content pillar exercise
• Weekly content planner
• Audience pain-point brainstorm
• Platform suitability matrix
• AI content prompt exercises

Learning Outcomes

By the end of this session, participants will:

• Develop a clearer social media strategy
• Understand which platforms best suit their business
• Create customer-focused content ideas
• Build realistic content workflows
• Understand how to use AI tools more strategically and responsibly
• Improve engagement through better storytelling
• Understand how social media supports wider business goals