1

Being present on social media

• Changes in communication practices.
• Small-world theory: The founding principle of social media
• From Web 1.0 to the collaborative Web: Influencing consumer opinions.
• Impacts of e-reputation on the brand.
• From e-reputation to e-lobbying.

2

Different types of social media

• Major social media practices and emerging trends.
• Benefits, purposes, and business applications.
• What social media should you integrate into your presence strategy?

3

A winning Social Media strategy

• A methodology for setting your strategy.
• Identifying your targets and practices.
• Identifying your leverage: A selection strategy.
• Impacts on the organization: New roles (Community Manager, CDO, etc.).
• Adapting your organization and businesses.

4

Community Management

• Definition and roles.
• Internal and external charters for proper use of social media.
• Following the charter for maintaining the goal and cohesion of the community.
• Identifying obstacles and opportunities for implementing your actions on social media.

5

Influence strategy

• Social Media planning: Setting up a multichannel communication strategy.
• From communication to conversation. Risk of information overload.
• Taking into account changes in customer experience.
• Engaging and responding in the company's name.
• Leading your community.
• What place is there for a corporate blog?
• Moving towards content platforms.
• Community Manager tools: Creating visual content, improving the organization and production of that content.

6

Going further in engagement

• Proprietary social media.
• Setting up leadership actions, optimizing your Facebook page with third-party applications.
• Fighting the decline of your reach with Social Advertising.
• Monetizing your products with Social Commerce.
• Promoting and building loyalty among your ambassadors: Going beyond social media.
• New trends: Networks, formats, social video, messaging, etc.
• The temptation of "buzz".

7

Content Management

• Mastering style and substance. Knowing how to tell a story.
• Broadcasting exclusive and adapted content.
• Knowing best practices to improve the visibility of your publications.
• "Picture Marketing": Creating engagement on Instagram.
• Speaking on behalf of the company.
• Twitter: Usages, best practices, and rules for caution...
• Moderating. Engaging in conversation and answering. Anticipating and surprising.
• Managing the impact of your Facebook reach.

8

Managing a crisis situation

• Identifying different types of crisis.
• Channeling and managing the blow-up of a crisis on the Internet.
• Adopting the right communication strategy for the situation.
• How to better manage a crisis with the Internet and social media.
• Preparing and training your organization in crisis management.
• Manging critiques: Best practices and errors to avoid.

9

Evaluating ROI and the performance of your actions

• Return on Investment (ROI) vs Return on Attention (ROA).
• Quantitative and qualitative indicators (KPIs).
• Statistical analysis tools for Twitter, Instagram and Pinterest.
• Goals and areas to watch.
• Free observation tools.
• Optimizing monitoring through Twitter.
• Professional monitoring and engagement measurement solutions.