Brief

This course is designed for businesses that are already active on social media but want to improve results, efficiency and strategic alignment.

Participants will learn how to build a structured social media approach aligned with business goals, customer journeys and brand positioning. The course focuses on content strategy, platform optimisation, analytics, and time-saving workflows, with deeper use of AI tools to support planning, creation and performance analysis.

The workshop is practical, strategic and outcomes-focused, helping businesses move from “posting regularly” to posting with purpose.

Who Can Benefit & How?

B2C Businesses

• Retail and eCommerce
• Hospitality, food and tourism
• Personal brands and service providers
• Local and national consumer brands

B2B Businesses

• Professional services
• Technology and SaaS
• Manufacturing and wholesale
• Training, education and consultancy

Participants should ideally have social media accounts.

Module Outline

Social Media Strategy for Business

• The role of social media within a digital marketing strategy
• Aligning social media with business goals
• Brand voice, messaging and positioning
• Customer journeys and touchpoints

Content Strategy & Planning

• Content pillars and themes
• Balancing promotional and value-led content
• Short-form vs long-form content
• Repurposing content across platforms
• Creating an efficient content calendar

Platform Optimisation

• Optimising profiles for visibility and trust
• Best practices per platform
• Community management and engagement
• Using social proof and user-generated content

AI-Powered Content & Workflow

• Using AI to:
  • o Plan content calendars
  • o Generate multiple content formats from one idea
  • o Improve captions, hooks and CTAs
  • o Speed up brainstorming and ideation
• AI for image and video captions
• Maintaining quality control and brand consistency

Analytics & Performance

• Understanding platform analytics in more depth
• Key metrics by objective (awareness, engagement, leads)
• Identifying what content performs best
• Using insights to refine strategy

Introduction to Paid Social (Strategic Overview)

• When organic social is not enough
• Boosting vs advertising (high-level overview)
• How paid social fits into the wider funnel
• Preparing content for future ad campaigns

Learning Outcomes

Participants will:

• Build a structured social media strategy aligned to business objectives
• Create more effective, consistent and purposeful content
• Use AI tools confidently to save time and improve output
• Optimise social media profiles for credibility and conversion
• Understand performance data and use it to guide decisions
• Be prepared to scale into paid social media activity

Resources For Attendees

• Social media strategy framework
• Content pillar & calendar templates
• AI prompt library for social media marketing
• Analytics review checklist
• Advanced social media jargon buster