Communication

Day-long event Social Media Management: A Strategy Development Framework 2024

In an ever evolving social media landscape, what are the current algorithmic trends? What are the consequences on your social media and content strategy? How can you measure the results? And what to do in case of an online crisis?

Information

Period

28 June 2024
8 Teaching hours
8.15 am - 6 pm

Language

English

Format

On-site

Contact

Coordination: Sandra ZANELLI and Karen PELLETIER
Sandra.Zanelli(at)unige.ch / Karen.Pelletier(at)unige.ch
+41 (0)22 379 91 84 / +41 (0)22 379 81 96
Secretary:
Joëlle FRETZ (Joelle.Fretz(at)unige.ch)
+41 (0)22 379 91 96

Registration

Registration deadline

14 June 2024

Fees:

CHF 600.-

Contribution to the SDGs

Goal 5: Achieve gender equality and empower all women and girls Goal 9: Build resilient infrastructure, promote inclusive and sustainable industrialization and foster innovation Goal 10: Reduce inequality within and among countries Goal 16: Promote peaceful and inclusive societies for sustainable development

Objectives

  • Develop or refine your social media strategy and processes
  • Set and measure objectives
  • Manage an online crisis

Audience

Anyone in charge of Communications Management

Programme

  • Social Media Theory, Data and Algorithms
  • Current Content and Dissemination Trends
  • Developing a Strategy, Setting Up Key Performance Indexes and Governance Processes
  • Online Crisis Management Strategy and Processes

Director(s)

Prof. Giovanna Di MARZO SERUGENDO, Geneva School of Social Sciences, University of Geneva

Coordinator(s)

Sandra ZANELLI and Karen PELLETIER, University of Geneva
Every organization is on social media nowadays, wanting to increase its visibility, to be discovered by prospects, to better know their customers and to interact with them. But is it? In an ever evolving sociologic and algorithmic landscape, how to make sure social media management is truly integrated to the global marketing and communications strategy? And then, how to measure the results?
The objective of this seminar is to offer participants a framework to develop a social media strategy and processes that allows them to reach objectives related to their business model and to measure those by setting up specific key success indicators, as well as preventing and reacting to online crises in an integrated, efficient, process based way.

Cancellation Policy

Any withdrawal before the start of the programme will incur an administration fee of CHF 100.-. Fees will be payable in full once the course has begun.


Yan Luong

Yan Luong has participated in the digital integration of institutions such as Radio Télévision Suisse (RTS), the Federal Polytechnic School of Lausanne (EPFL), the Montreux Jazz Festival (MJF), the Federal Department of Foreign Affairs (FDFA) , the International Committee of the Red Cross (ICRC) or the City of Vevey. In his practice as a strategic consultant in digital communication, his clients include the State of Vaud, the Canton of Valais and the Pro Helvetia Foundation.

He offers a strategic approach to managing social media and digital engagement – from defining operational objectives and developing a holistic strategy to setting up governance – through concrete examples from of his professional experiences.

Contribution to the SDGs

Goal 5: Achieve gender equality and empower all women and girls Goal 9: Build resilient infrastructure, promote inclusive and sustainable industrialization and foster innovation Goal 10: Reduce inequality within and among countries Goal 16: Promote peaceful and inclusive societies for sustainable development

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