Public Relations: Build and Manage Social Communities

Boost your brand’s visibility and engagement across social channels

Level: Beginner
Instructor: Sarah Mendelsohn

Public Relations: Build and Manage Social Communities

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  • Self-paced instruction
  • 16 video lessons
  • 2.5 hours of lesson content
  • Exercises to build your social strategy
  • Led by an industry expert
  • Lifetime access
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Who Should Take This Course

Social Media Managers, PR Specialists, Marketers, Community Managers

Skills You Will Learn

Identify your brand’s social media objectives—who, what, when, where and why—then select the right platforms to meet those objectives

Create a relevant content calendar based on trends, holidays and cultural moments

Identify, pitch and utilize social media influencers based on their relevance, reach, and resonance

Utilize backend CMS and social media management tools

Gather feedback and use it to reinforce or tweak your strategy

Tips for hashtags

Develop a plan for social listening, with or without tools

Track competition, establish your brand’s key metrics and measure your success against them

Create an ongoing, working plan for long-term success based on performance

Why Take This Course

Public relations pros do more than write press releases and pitches. In many organizations, the PR department is responsible for developing and managing social communities which require strategy, flexibility and a clear brand vision.

This course will teach you how to launch social communities on today’s premier platforms—Facebook, Instagram, Twitter and Snapchat—as a means to strengthen your brand’s PR and communication efforts. Create a strategy that puts your audience first, includes relevant content and taps into social influencers. You’ll also learn how to track and measure your social PR efforts so you can continuously improve upon your successes.

Session 1

How to Grow and Engage Your Audience on Social Media

  • Lesson 1: Welcome / Introduction of the Largest Social Media Platforms: Facebook, Instagram, Snapchat, and Twitter
  • Lesson 2: Getting Started - How to Enter Into a Social Community
  • Lesson 3: Influencer Marketing
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Session 2

CMS Tools – What You Need & What You Don’t

  • Lesson 1: Develop a Content Calendar Based on Client Needs and Campaigns
  • Lesson 2: Identify the Right Posting Cadence and Scheduling Tools / Understanding the Evolution of Social Media
  • Lesson 3: Create Agile, Socially Relevant Content Based on Social Trends
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Session 3

Social Listening – How Listening to Consumers can Shape a Successful Social Media Strategy

  • Lesson 1: What is Social Listening? And Tools You Can Use to Achieve It
  • Lesson 2: Utilizing Feedback on Social Media to Reinforce or Alter Your Strategy
  • Lesson 3: Identify Industry Trends Using Social Media/Incorporate Industry Trends Into Your Social Content and Strategy
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Session 4

Develop KPIs to Measure The Success Of Your Social Strategy

  • Lesson 1: Determine Your Brand’s Social Media Objectives
  • Lesson 2: Why Competitor Share of Voice is Important on Social Media
  • Lesson 3: How to Measure Long-Term Success on Social Media
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About the Instructor

Sarah Mendelsohn

Sarah Mendelsohn is the Head of Social Media for Maybelline New York, where she leads social strategy for the brand and manages communities on Instagram and Twitter. She also freelances as a social media strategy consultant, community manager, and content creator for a variety of brands including, Shiseido, Pinnacle Foods, Volvo, Keurig, and more. As a publicist and consultant to startups in creative industries, Sarah has been able to successfully place her clients in recognized outlets such as Good Morning America, Complex, GQ, Billboard, Huffington Post, Vibe, Hypebeast, Vogue, Lucky, and more.