Corporate Social Media Strategy Training Course

Duration 5 days 10 modules · 33 contact hours
Level Intermediate Certificate on completion
Who attends Social Media Managers, Digital Marketing Managers and others
Fee from USD 1,100 KSh 95,000 for Kenyan organisations
Where 52 cities + online See dates by city
Next start 16 Nov 2026 Course code SD-DM-046

Before you join: Participants should understand basic digital marketing concepts and have some experience using at least one major social platform in a professional setting.

Dates & prices

Two start dates a month in every city, and live online on weekdays or weekends. Fees are per participant; classroom fees include tuition, materials, lunch and refreshments, and the certificate.

Suggest a date or city

Showing the next six months. Later dates, other cities and private deliveries for your team are available on request.

Course overview

Corporate social media programmes often grow channel by channel without a clear business purpose, governance model or measurement discipline. Marketing teams may publish frequently yet struggle to connect content with customer acquisition, account development, reputation management or service outcomes. At the same time, poorly managed comments, employee posts, paid promotions and executive communications can create regulatory, brand and operational risks. A corporate strategy provides the decisions, roles and controls needed to make social channels accountable business assets.

This course teaches participants how to build and run a corporate social media strategy from audience research through content planning, channel selection, paid distribution, community management and performance measurement. Participants use the RACE Planning Framework to connect social activity with reach, engagement, conversion and retention objectives. They define audience segments and customer journeys, establish brand voice and editorial principles, choose meaningful KPIs, build reporting dashboards and set escalation procedures for sensitive issues.

Teaching combines focused instructor briefings with analysis of corporate campaigns, sector-based cases, group planning work, social listening interpretation, content review and response simulations. Participants apply methods to a realistic corporate brief or their own organisation’s priority audience. They leave with a structured social media strategy pack containing objectives, audience priorities, channel roles, content pillars, a publishing calendar, measurement framework and governance checklist that can be adapted for immediate use.

The course is suited to marketing and communications professionals who already work with digital channels and need a more disciplined approach to corporate social media. It is particularly relevant for teams in banks, public bodies, NGOs, B2B firms and regulated industries, where reputation, approval processes, customer trust and evidence-based reporting require close attention.

What you will be able to do

  • Develop a RACE-based corporate social media strategy linked to business objectives
  • Segment priority audiences using personas, jobs to be done and customer journeys
  • Define channel roles using audience behaviour, format fit and resource requirements
  • Build content pillars, editorial standards and a practical publishing calendar
  • Set SMART social media objectives and KPI measurement frameworks
  • Plan paid social campaigns using funnel stages, targeting and budget controls
  • Apply community management workflows, escalation matrices and response standards
  • Produce an executive-ready social media performance report with actionable recommendations

Benefits of attending

For you

  • Build a defensible social media strategy for senior stakeholder approval
  • Make channel and content decisions using audience evidence rather than preference
  • Report social media results in business terms, not vanity metrics
  • Manage reputational issues with clearer escalation and response procedures
  • Create repeatable planning documents for campaigns and always-on communications

For your organisation

  • Align social media activity with acquisition, retention, reputation and service goals
  • Reduce duplicated content production through defined channel roles and content pillars
  • Improve governance for approvals, employee advocacy and sensitive customer interactions
  • Allocate paid social budgets using funnel objectives and measurable campaign criteria
  • Give leaders consistent performance reporting and evidence-based improvement priorities

Course modules

10 modules over 5 days

Participants can define the strategic role of corporate social media and connect it to measurable business priorities.

  • Corporate social media roles across marketing, communications, service and employer brand
  • RACE Planning Framework linking reach, action, conversion and engagement outcomes
  • Business case structure for audience growth, lead generation and retention
  • Owned, earned, paid and shared media within integrated campaign planning
  • Stakeholder mapping for customers, employees, partners, regulators and media
  • Strategic choices between always-on communications and time-bound campaigns

Participants can identify priority audiences and turn social insight into focused communication decisions.

  • Persona development using demographic, behavioural, attitudinal and needs-based evidence
  • Jobs to be Done interviews identifying functional, emotional and social motivations
  • Customer journey mapping from problem recognition through advocacy and renewal
  • Social listening queries using brand terms, category terms and competitor mentions
  • Sentiment analysis limits, coding rules and qualitative theme interpretation
  • Audience prioritisation matrix scoring value, accessibility, need and strategic fit

Participants can select and assign clear roles to social channels within a corporate portfolio.

  • Channel audit assessing audience fit, content performance and operational cost
  • Platform roles for LinkedIn, Instagram, Facebook, YouTube, X and TikTok
  • B2B LinkedIn planning for thought leadership, demand generation and recruitment
  • Channel selection criteria covering audience behaviour, formats, risk and resources
  • Native content formats matched to platform algorithms and user expectations
  • Channel sunset decisions based on strategic value and management capacity

Participants can establish content pillars and editorial rules that produce coherent corporate communication.

  • Brand voice matrix defining personality, language choices and prohibited expressions
  • Content pillars derived from audience needs, business priorities and brand proof
  • Message house structure for consistent corporate, campaign and product communications
  • Editorial standards for accuracy, accessibility, attribution and inclusive language
  • Content mix balancing education, proof, community, promotion and entertainment
  • Creative briefing fields covering objective, audience, message, format and call-to-action

Participants can design a workable content operating model and editorial calendar.

  • Editorial calendar structure covering campaigns, themes, formats, owners and deadlines
  • Content atomisation turning reports, webinars and events into channel assets
  • Workflow design for briefing, drafting, review, approval, publishing and archiving
  • RACI matrix assigning accountable, responsible, consulted and informed roles
  • Approval routes for regulated claims, legal review and executive communications
  • Content lifecycle management using refresh, reuse, retire and repurpose decisions

Participants can improve organic social activity through purposeful interaction and employee participation controls.

  • Organic distribution factors including relevance, retention, interaction and timing
  • Community management standards for questions, complaints, praise and misinformation
  • Response prioritisation using impact, urgency, vulnerability and reputational risk
  • Employee advocacy policy covering disclosure, confidentiality and personal opinions
  • Executive social media programmes built around expertise, credibility and consistency
  • Conversation prompts that encourage useful comments without engagement baiting

Participants can plan paid social campaigns with clear audiences, objectives, budgets and test criteria.

  • Paid social funnel mapping from awareness through conversion and remarketing
  • Campaign objectives aligned with platform optimisation events and business outcomes
  • Audience targeting using first-party data, interest signals and retargeting pools
  • Budget allocation using test budgets, learning periods and marginal performance
  • Creative testing matrix comparing hooks, formats, messages, offers and calls-to-action
  • UTM parameter conventions connecting paid social traffic with web analytics

Participants can build a measurement framework that translates social metrics into management decisions.

  • KPI tree connecting business goals, marketing outcomes and channel measures
  • SMART objectives with baselines, targets, timeframes and named owners
  • Engagement rate calculations and limitations across platform reporting interfaces
  • Google Analytics 4 attribution for social traffic, events and conversions
  • Dashboard design separating operational metrics from executive decision metrics
  • Monthly performance narratives explaining results, causes, risks and recommended actions

Participants can establish social media governance controls and respond appropriately to high-risk incidents.

  • Social media policy covering acceptable use, confidentiality and account ownership
  • Governance framework for access permissions, passwords, records and audit trails
  • Issue escalation matrix defining severity levels, decision rights and response times
  • Crisis communication holding statements for incidents, allegations and service failures
  • Misinformation response decisions based on reach, harm, evidence and intent
  • Data protection considerations for direct messages, screenshots and audience targeting

Participants can assemble a practical implementation plan for a corporate social media strategy.

  • Strategy-on-a-page combining objectives, audiences, channels, content and measurement
  • Ninety-day implementation roadmap with milestones, owners, dependencies and review points
  • Resource planning for people, agency support, production and media spend
  • Cross-functional alignment with sales, customer service, legal and communications teams
  • Management presentation structure for strategy approval, investment and accountability
  • Personal application plan identifying immediate actions and stakeholder conversations

Exercises and examples are adapted to each cohort's sectors and roles.

What you take back to work

  1. RACE-based social media strategy template
  2. Audience persona and journey mapping workbook
  3. Channel role and content pillar model
  4. Editorial calendar and RACI workflow template
  5. Paid social campaign planning sheet
  6. Social media governance and escalation checklist

Who should attend

  • Social Media Managers — need a structured strategy and reporting approach
  • Digital Marketing Managers — need to connect social activity with campaign outcomes
  • Corporate Communications Managers — need controlled channels for reputation and stakeholder communication
  • Content Marketing Managers — need content systems matched to audience and channel priorities
  • Brand Managers — need consistent brand expression and campaign governance
  • Customer Experience Managers — need social listening and service-response processes

Skills and tools covered

Social media strategyAudience segmentationContent planningPaid social planningCommunity managementPerformance reporting

Tools and standards

RACE Planning Framework, SMART objectives, UTM parameters, Google Analytics 4

How the course runs

Training methodology

The course uses short instructor briefings to introduce strategy models, planning methods and governance practices. Participants analyse corporate social media cases, interpret example performance data and assess channel decisions against business objectives. Group work develops audience priorities, content pillars, publishing plans and paid campaign structures. Response simulations address complaints, misinformation and sensitive stakeholder issues. Facilitated peer review tests strategic assumptions, while application planning helps participants adapt the course materials to their own organisation, team or campaign portfolio.

Requirements and prerequisites

Participants should understand basic digital marketing concepts and have some experience using at least one major social platform in a professional setting. Familiarity with posting, basic audience metrics, campaign briefs or content approval processes is helpful. The course assumes participants can discuss their organisation’s customers, products, services and communications priorities. Prior experience buying social advertising, using analytics platforms or managing a social media team is not required. No coding, graphic design, video production or specialist data-analysis background is needed.

A typical training day

08:30 – 10:30First session
10:30 – 10:45Refreshment break
10:45 – 12:30Second session
12:30 – 13:30Lunch and networking
13:30 – 15:00Third session
15:00 – 15:15Refreshment break
15:15 – 16:30Workshop and daily review

Live online deliveries follow the same structure in East Africa Time, with shorter screen blocks and longer breaks.

What the fee includes

  • Instruction by a practitioner facilitator
  • Full course workbook and materials
  • Exercise files, templates and case studies
  • Refreshments and lunch on classroom deliveries
  • Certificate of completion
  • Post-course application plan

Frequently asked questions

Participants should have basic familiarity with professional social media activity and digital marketing concepts. They do not need paid advertising, analytics or team-management experience.

Bring a laptop if attending in person and any available information about your organisation’s audiences, channels, campaign plans or reporting challenges. Access to live corporate accounts is not required.

It is designed for social media, digital marketing, brand, content, communications and customer experience professionals. It also suits managers responsible for approving or evaluating corporate social media activity.

This course focuses on strategic choices, governance, planning, paid distribution and measurement rather than filming, design or copywriting techniques. Participants learn how to direct content activity toward defined business outcomes.

Participants can use the strategy template, channel model, editorial calendar and reporting framework with their own team after the course. The materials are designed for adaptation to ongoing communications or a specific campaign.

The five days provide approximately 32.5 contact hours, delivered from 08:30 to 16:30 each day. Time is divided between instructor input, case analysis, planning work, peer discussion, response simulations and application planning.

Questions about this course?

Ask about dates, fees, group bookings or running it for your team. Our training team replies by email.

Ask on WhatsApp info@skillsetdevelopment.com

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