Social Media Training: 3 Day Intensive Advanced Class

A three day social media training covering campaigns and strategies, revenues and measurement, monitoring and creation of social media content. Course is lecture, group activities and computer exercise based. Sydney, Brisbane, Melbourne, Canberra.

If you are a company, government department or organisation interested in social media training for your staff, this three day class held privately at your premises (or we can organise premises for you) suits those looking for a more indepth course. The courses are a mix of lecture, group challenges and computer based exercises (if you have laptops/computer ). Social Media Press Releases & Media Rooms for Bloggers and Twitterers, Social Media Campaign vs Strategy vs Tactics: Facebook Pages and Google Plus for Business and Twitter Tools including Measurement and Monitoring. See Day by Day Schedule below to learn more.

Prerequisites: While the first part of each session is for beginners, this workshop is aimed at advanced users. A Facebook personal profile and a LinkedIn or Twitter account is assumed. Those who do not yet have any social media profiles online may struggle as this course is fast paced.

Lecture: Laurel was named in 2012 by Forbes magazine in the Top 50 Social Media Influencers globally, and June 2011 4 Marketing Magazine named her “Head of Industry, Social Media”. She has consulted globally including with Singapore Government and Middle East Broadcasting, and in Australia, with Westpac, Sony, local, State and Federal Government. Laurel is the CEO of The Community Crew managing massive gaming and online communities including Facebook and forums for reality TV shows such as Junior Masterchef. Since 2005, Laurel has been teaching online community management at the University of Sydney, Australian Film and TV School, Metro Film School  and she has been managing virtual communities since 1989. In the last few months Laurel has appeared on Finance Quarter, Lateline, 7:30 Report, Midday Report ABC, and in the Australian Financial Review, The Australian, Radio National and other media channels. AdAge named in the Top 150 Media Bloggers, and she is on Google’s Plus Recommended List. SEE MORE on ABOUT PAGE

Dates:  June – Monday 4 to Wednesday 6th of June OR July Monday 9th to Wednesday 11th OR August 6th to 8th. 

My apologies ahead of time, there is very little likelihood of other dates becoming available and I expect these 3 to be taken by the end of the week. While I am based in Sydney, many of my workshops take place interstate or overseas. Please enquire.

Please contact Cheryll my assistant on for special 3-day pricing/invoicing, and testimonials, technical setup etc. Please note: I will be in Europe from next week for the month of May and then in Asia for most of June, so after Friday 4th May, please contact Cheryll via email

Social Media Workshop Outline

Three Day Class for the Advanced Social Media Specialist

8 ways to deal with negative criticism online – what happens when your brand receives negative feedback in social media? This section takes the student through 8 different options including best case and worst case scenarios with case studies. From Ignoring to Suing to Confessing, Fighting back and so on, each approach is evaluated with case studies.
OUTCOME: Students gain a comprehensive toolkit for dealing with negative criticism online. 
Computer Session: Build an social media monitoring station 


– Afternoon
The 7 steps of social media Engagement – understanding social media from an organisational evolutionary perspective. The steps include:  developing Social Media Policies and Guidelines for Staff, Building Viral Engagement for promotion in social media sites,  Collaborating with Customers in building Social Products and Services. This segment takes you through all seven steps that most organisation evolve through and prepare for the next session on Nine Steps of a Social Media Strategy.
OUTCOME: Students will gain an understanding of the 7 Steps of Social Media Engagement.
Computer Based Session: Build a social media press room with socmed press releases, blog and social objects. 


– Morning
Nine Steps of a Social Media Strategy. Before you build a social media campaign, you need a strategy. This section takes the student through all nine steps of building a Strategy including: Purpose and Values and determining why and what customers will follow on social media sites, Influencer and Blogger Relationship strategies – how to determine who will help promote your products online and how to encourage Twitter users, and bloggers and Facebook users to connect  with you and the other 7 steps. Two steps (campaign and diary) will be covered tomorrow in depth).
OUTCOME: Students will have enough information to work on their own 9 Step Social Media Strategy.
Computer Based Session:  Build a business hub on emergent social tools such as Google Plus and Pinterest 


– Afternoon
This afternoon and tomorrow, we work in depth on two aspects of the nine step social media strategy covered in Day One –  5 step Social Media campaigns including building a hub and spoke practical demonstration session and Creating a Conversation Diary to facilitate in-depth, community building conversations. This afternoon, The Five Steps of a social media campaign will cover from how to Monitor social media through the campaign lifecycle to brief introduction to Social Media Measurement (covered in more depth on Day THREE). No matter whether your campaign is to promote a product or service, to recruit new staff or to offer online customer service, these 5 steps are the way to effectively engage in social media.

OUTCOME: Students be able to build a 5 Step Social Media Campaign.
COMPUTER SESSION: Maximise Twitter account, and apps to schedule, measure effect of tweets, auto tweeting do’s and don’ts and tools.


– Morning
Creating a Conversation Diary – the importance of a calendar for working with staff, creating social objects for conversations, FBO (Facebook Optimisation) and SMO (Social Media Optimisation). Understanding Facebook, Twitter, LinkedIn optimisation
OUTCOME: Students will gain a thorough understanding on how to create a Conversation Diary for better SEO, FBO and SMO rankings.
COMPUTER SESSION: Maximise Facebook Business Page and tools to ensure engagement and FBO 


– Afternoon
Six Key Performance Indicators in  social media – The Return on Investment (ROI) and the Cost of Inaction (COI) figures. Six points of measurement from Circulation (number of followers) to Reach ( number of Shares) to Velocity, Sentiment and so on. We look in depth at tools and analyse statistics and bottom line figures in social media.
22 Revenue streams in Social Media – by building a community, it’s possible to monetise the relationships with the customer through paid for services. We look at transactional based APIs (selling on Facebook) to Freemium (free and plus premium tiers) and marketing intelligence. What are social networks making money from and where is the money going? The Social Economy is the economy of the future and will change the way we do business forever.

OUTCOME: Students will know how to read or create a Social Media Measurement Report. Students will develop strategies on how to monetize their customer communities.
COMPUTER SESSION:  Analyse using social media measurement tools the six KPIs of a campaign.  Explore, identify and evaluate different social media revenue tools including Facebook shopping carts.

Note: If you choose NOT to have a computer based class, other exercises and case studies will be substituted.

Available Dates:

  • May – not available
  • June – Monday 4 to Wednesday 6th of June
  • July – Monday 9th to Wednesday 11th
  • August – Monday 6th to Wednesday 8th

Please contact Cheryll my assistant on for special 3-day pricing/invoicing, and testimonials, technical setup etc. Please note: I will be in Europe from next week for the month of May and then in Asia for most of June, so after Friday 4th May, please contact Cheryll.


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