Social Media Marketing – Creating Engaging Content
Overview
Social media is a fundamental way organisations communicate with their audiences; from service updates and public health campaigns to community engagement and reputation management. But mastering social media in a fast-changing digital landscape is challenging. Using outdated methods can be more damaging to your brand than having no presence at all.
In 2026, AI tools are transforming how teams create content, plan campaigns, and analyse results. This course will equip you with the latest trends, tactics, and AI-assisted approaches to increase brand awareness, audience engagement, and action, whether that’s registering for a public service or responding to a campaign.
This practical training programme will provide you with deliberate strategies for success, including how to use AI tools effectively and responsibly in your day-to-day social media work.
Training Outcomes:
- Understand social media trends to adapt to right now, including the role of AI in content creation
- Develop your social media channel strategy
- Plan content that determines messaging, frequency, and format
- Apply platform-specific tactics for X, Facebook, Instagram, LinkedIn, TikTok, and YouTube to maximise reach and engagement
- Use AI tools to support content drafting, repurposing, and scheduling, with confidence in what’s appropriate
- Develop a practical social video strategy
- Measure analytics and report success to stakeholders
- Create a prioritised social media action plan to take back to your organisation
Testimonials:
Joanne is an excellent teacher. She has a genuine curiosity for helping her students and always goes above and beyond. I found her mindset towards teaching totally refreshing.”
“Joanne’s engaging manner and breezy approach is underpinned by a detailed knowledge of her subject and informative case studies and Best Practice examples. The course sets social media within the context of wider strategic, organisational goals, performance measures and engagement tactics. It has provided an inspirational set of ideas and suggestions for developing our digital profile ”
“Having no social media background should not stop you from participating in this course, I now have so much more knowledge and insight into what is required to fulfil my role within the organisation.”
“This course has opened my eyes to how vital it is that we stop shying away from social media and embrace it as the way forward in sharing our message and engaging with the public. The content is current, literally up to the minute and the delivery of the course is dynamic so you can use the course to suit your own exact needs.
For more information or to make a booking please call 0330 0947 344
Agenda
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Welcome and Course Overview
- Introductions and participant goals
- Overview of the current social media landscape
- Key challenges for public-sector content teams
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Social Media Trends and the Role of AI
- What’s changing in social media right now
- Platform behaviour shifts and algorithm basics
- How AI is reshaping content creation and planning
- Public-sector considerations and safeguards
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Break
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Developing a Channel-Specific Content Strategy
- Defining purpose by platform
- Matching content to audience intent
- Tone of voice and brand consistency
- Planning frequency and formats
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Creating Engaging Content That Drives Action
- What makes content engaging (and what doesn’t)
- Writing for social media in a public-sector context
- Visual storytelling basics
- Calls to action that work
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Lunch
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Platform-Specific Tactics and Social Video
- Best-practice tactics for X, Facebook, Instagram, LinkedIn, TikTok and YouTube
- Developing a practical social video strategy
- Repurposing content across platforms
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Break
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Using AI Tools for Content Creation and Planning
- AI for drafting and refining posts
- Repurposing long-form content
- Scheduling and content planning
- What’s appropriate and what to avoid
- Maintaining authenticity and accuracy
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Measuring Success and Reporting Impact
- Key content performance metrics
- Understanding success by objective
- Simple reporting structures for stakeholders
- Linking content performance to organisational outcomes
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Action Planning and Close
- Prioritising improvements
- Immediate next steps and longer-term considerations
- Final questions and reflections
Get in Touch
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- Public Sector £550 + VAT
- Private Sector £620 + VAT
- Voluntary Sector £480 + VAT
Trainer
Joanne Sweeney
Joanne Sweeney is a digital marketing specialist, author and podcaster. As well as partnering with agencies to deliver specialised programmes, Joanne’s own accredited programmes attract students from across the world.
A former broadcast journalist, she is also a three-time author. Her latest title Public Sector Marketing Pro has been described by former President Barack Obama’s Chief Digital Officer as, ‘the handbook I needed when in the White House, it would have saved me years of learning by error.’
She is the host of the award-winning Public Sector Marketing Show podcast and organiser of the Public Sector Digital Marketing Summit. She is a trainer for Google delivering their suite of Advanced Digital Marketing programmes to their biggest clients worldwide. She has also briefed Facebook’s senior government team and has spoken at Twitter Headquarters in San Francisco on Digital Citizenship.
She holds two Master’s Degrees, one in Journalism and one in Digital Marketing. Joanne’s writing has been published on Social Media Examiner, the world’s largest social media website and she has spoken on stages in the US, Australia, mainland Europe, the UK and Ireland.
