[SMK] Social Media Knowledge

Strategy Course – Online Reputation, Crisis & Community Management

Current Status
Not Enrolled
Price
1295 +GST
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Overview

Issue discovery, rise of privacy & corporate governance

  • Listening and monitoring
    – Signal vs noise
    – Why bad news isn’t always bad
    – Privacy paradigm shift
  • Brand safety and moderation features
  • Social media hubs
    – Duplication
    – Trolling
    – Fraud
  • Transparency
    – Ad targeting and creative
  • Messaging and bots
    – Website integrations

Community Management, culture wars, brand processes

  • Common crisis themes by channel
    – Facebook
    – Instagram
    – LinkedIn
    – Twitter
    – YouTube
    – TikTok
  • Raging Culture Wars
    – Brand purpose challenges
  • Developing processes and procedures
    – Tone of voice and escalation
  • How and why social algorithms exacerbate problems
  • Shifting legal frameworks

Rules, regulations & legalities

  • Copyright
    – Image galleries
    – Reels, Facebook vids etc.
    – UGC and collaboration
  • Influencer disclosure
    – Rules
    – Branded content
  • Defamation
    – Monitoring and removing posts
    – Ad standards
    – ACCC stance
  • Misleading claims
  • Online Reviews
    – GMB
    – Google
    – Facebook to add
  • Data regulations

Staffing & leadership woes, empowering internal advocacy

  • Common staff issues
  • Challenges with managing staff social media blowouts
  • Dealing with spokespeople and leadership issues online
    – Cancel culture
    – “Freedom of speech”
  • Social media policy development
    – Education not just PDFs
  • Proactively harnessing internal advocates online
    – Inspiration
    – Setting boundaries
    – Managing and reporting