The Digital Voice: Strategic Social Media & Communication

The Digital Voice: Strategic Social Media & Communication

Location

MST 1031

Duration

Online / In-class

5 Days

Contact with our Team

Sector:

Tourism & Hospitality

Technical Focus Area:

Tourism Futures & Strategic Foresight

About the Course

Social media has become an essential arena where brands, organizations, and stakeholders meet, interact, and form opinions. This program equips participants with the knowledge and skills to design and implement robust online communication strategies that align with overall business objectives. The course explores best practices and case studies in digital PR, guiding participants through the process of building systems, policies, and governance structures that support effective and consistent social media engagement.

Beyond strategy, the program focuses on practical tools and techniques for managing organizational presence on key platforms such as Facebook, Twitter, YouTube, and other social networks. Participants will learn how to set up and optimize channels, engage online communities, and integrate social listening into their communication plans. Special emphasis is placed on content creation and search engine optimization (SEO), ensuring that messages are discoverable and impactful.

The course also addresses one of the most critical aspects of modern communication: managing crises in a social media environment. Participants will learn how to prepare, respond, and communicate during digital crises using rapid-response systems, clear messaging, and platform-specific tactics. By the end of the program, participants will have a practical toolkit for strategic, measurable, and resilient social media communication.

Learning Milestones

By the end of this course, participants will be able to:
- Devise and implement an online PR and communications strategy that enhances their organization’s digital presence.
- Align social media objectives and tactics with broader organizational and communication goals.
- Engage stakeholders and launch influential campaigns on Facebook and other key social media platforms.
- Establish, curate, and manage a YouTube channel as a central hub for video, podcast, and multimedia content.
- Fine-tune online content for optimal visibility in Google searches through effective SEO practices.
- Utilize Twitter and micro-blogging tools for intelligence gathering, outreach, engagement, and crisis communication.
- Design and implement systems, policies, and roles to manage social media safely and consistently.
- Assess reputational risks and develop digital crisis preparedness, intervention, and response strategies.
- Evaluate and refine social media and communication performance using analytics and feedback.

Professional Audience

- Public relations professionals managing media and stakeholder communications
- Marketing professionals responsible for digital campaigns and brand presence
- Corporate communication and internal communication specialists
- Digital and social media managers or coordinators in public or private organizations
- Anyone tasked with implementing online engagement strategies or managing organizational social media channels

Modular Syllabus

Designing Strategic Social Media and Online Communication

- Embracing best practices from case studies of exemplary online communication tactics
- Understanding the strategic role of social media in modern PR and communications
- Formulating a comprehensive online communication strategy for your organization
- Defining objectives, audiences, key messages, and success indicators
- Aligning social media strategy with brand values and corporate identity
- Designing organizational systems and processes for robust online engagement
- Governance considerations: guidelines, approvals, and escalation paths
- Activity/workshop: Drafting a high-level online communication strategy blueprint for your organization

Social Media Management and Integration with Business Objectives

- The social media communications landscape and its implications for participatory PR
- Mapping owned, earned, and paid media in the social ecosystem
- Strategic considerations: channel selection, voice, and content cadence
- Reviewing real-world case studies of effective and ineffective social media management
- Detailed guide to crafting a compelling online communication and engagement plan
- Integrating social media activities with marketing, PR, and organizational objectives
- Coordinating efforts across departments and external partners
- Exercise: Building a social media management framework (calendar, workflows, tools) for your team

Social Media Engagement, Policies, and Stakeholder Management

- Charting the digital terrain: identifying key platforms, communities, and influencers
- Social listening and monitoring: tools and techniques for understanding online conversations
- Establishing systems, policies, and processes to support engagement and moderation
- Defining social media roles and responsibilities across the organization
- Authoring a bespoke social media policy (tone of voice, do’s and don’ts, response guidelines)
- Assessing reputational risks and planning mitigation strategies
- Managing negative comments, trolls, and sensitive topics
- Group activity: Drafting key sections of a social media policy tailored to your organization

Content Strategy, SEO, and Search-Optimized Communications

- Insights into search engine optimization (SEO) best practices for communicators
- Understanding how search engines work and why SEO matters for PR and social media
- Developing strategies for links, keywords, and metadata to maximize online visibility
- Tactics to optimize press releases, blog posts, videos, and web content for search and social
- Crafting content strategies that resonate with target audiences and personas
- Integrating storytelling, visuals, and multimedia for higher engagement
- Measuring content performance using platform analytics and basic SEO tools
- Case study and exercise: Optimizing a press release or campaign announcement for search and social

Crisis Management and Real-Time Communication on Social Media

- Understanding digital crisis triggers and early warning signs
- Identifying platforms and methods for effective online intervention and engagement during crises
- Using Facebook, Twitter, YouTube, Google, and other platforms as crisis communication tools
- Creating nimble strategies, policies, and systems for quick decision-making and approvals
- Preparing online crisis resources and templates that can be deployed instantly
- Formulating messaging and positioning that communicates clearly during critical times
- Coordinating with internal stakeholders, leadership, and external agencies during a crisis
- Capstone: Simulated social media crisis exercise, from first alert to response and recovery plan

Course Dates & Prices

Location	Starting Date	Price
Dubai (UAE)	29/12/2025	2999 $
Online	05/01/2026	2299 $
Online	05/01/2026	2299 $
Dubai (UAE)	12/01/2026	2749 $
Dubai (UAE)	12/01/2026	2999$
Cairo (Egypt)	19/01/2026	2749 $
Online	19/01/2026	2299 $
Online	26/01/2026	2299 $
Muscat (Oman)	29/01/2026	2999 $
Dubai (UAE)	02/02/2026	2999 $
Muscat (Oman)	16/02/2026	2999 $
Online	16/02/2026	2299 $
Online	23/02/2026	2299 $
Dubai (UAE)	23/02/2026	2999 $
Online	02/03/2026	2299 $
Online	09/03/2026	2299 $
London (UK)	09/03/2026	3499 $
Dubai (UAE)	09/03/2026	2999$
Online	16/03/2026	2299 $
Istanbul (Turkey)	16/03/2026	2999 $
Dubai (UAE)	16/03/2026	2999 $
Online	23/03/2026	2299 $
Kuala Lumpur (Malaysia)	23/03/2026	4099$
Doha (Qatar)	23/03/2026	2999 $
Kuala Lumpur (Malaysia)	30/03/2026	4199$
Online	30/03/2026	2299 $
Dubai (UAE)	06/04/2026	2999$
Istanbul	06/04/2026	2749 $
Online	06/04/2026	2299 $
Dubai (UAE)	13/04/2026	2999$
Cairo (Egypt)	13/04/2026	2749 $
Online	20/04/2026	2299 $
Dubai (UAE)	27/04/2026	2999$
Online	27/04/2026	2299 $
London (UK)	27/04/2026	3499 $
Istanbul (Turkey)	04/05/2026	2749 $
Dubai (UAE)	04/05/2026	2999$
Kuala Lumpur (Malaysia)	11/05/2026	4099$
Online	11/05/2026	2299 $
Doha (Qatar)	11/05/2026	2999 $

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