Social Media Strategy and Analytics
Overview
To be successful on social media, public sector organisations need a clear roadmap, well-defined goals, audiences, and messaging. A key component of this strategy is analytics, which provide valuable insights into performance and impact. Understanding who you’re reaching, how they’re engaging, and whether they’re moving from awareness to action is essential for driving meaningful public engagement.
In 2026, AI tools offer new opportunities to work smarter, from drafting content and analysing performance data to identifying trends and streamlining reporting. Knowing how to use these tools effectively and appropriately in a public sector context is now a core skill.
In this one-day interactive workshop, participants will develop a high-level social media strategy tailored to their organisation and dive deep into social media analytics. The session will cover platform-specific metrics, what to measure, and how to report effectively, including how AI can support faster, smarter analysis.
TRAINING OUTCOMES:
- Develop a high-level social media strategy aligned with organisational goals, target audiences, and messaging
- Set 12-month social media goals and KPIs tailored to organisational objectives
- Create a channel strategy based on segmented target audiences
- Understand how AI tools can support content creation, analytics, and reporting, and what’s appropriate for public sector use
- Understand platform-specific metrics and reporting tools for Facebook, Instagram, X, LinkedIn, YouTube, and TikTok
- Use analytics to assess audience demographics, behaviours, and engagement to refine content strategies
- Analyse content performance to determine what types and formats drive engagement and action
- Structure social media reports that clearly communicate performance insights to stakeholders
Upon completion of the course participants will receive a social media strategy template and a monthly social media report template.
For more information or to make a booking please call 0330 0947 344
Agenda
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Welcome and Context Setting
- Introductions and participant objectives
- Overview of the day and learning outcomes
- Public-sector social media challenges in 2026
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Building a High-Level Social Media Strategy
- Defining organisational purpose on social media
- Linking social media activity to corporate and service objectives
- Understanding audience needs, behaviours, and barriers
- Aligning messaging to outcomes (awareness, trust, action)
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Break
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Audience Segmentation and Channel Strategy
- Identifying and prioritising audience segments
- Choosing the right platforms for different audiences
- Mapping content types to channels
- Accessibility, inclusion, and public-sector standards
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Analytics Foundations: What to Measure and Why
- Moving beyond vanity metrics
- Setting meaningful KPIs over a 12-month period
- Platform-specific metrics overview: Facebook and Instagram, X (Twitter), LinkedIn, YouTube, TikTok
- Understanding reach, engagement, and action
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Lunch
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Using Analytics to Improve Content and Performance
- Interpreting audience demographics and behaviours
- Analysing content formats and messaging effectiveness
- Identifying trends and opportunities
- Turning insights into practical changes
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Break
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AI for Social Media Analytics and Reporting
- Where AI adds value (and where it doesn’t)
- Using AI to analyse performance data
- Identifying patterns and trends
- Speeding up reporting processes
- Governance, ethics, and public-sector considerations
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Reporting, Stakeholders, and Action Planning
- Structuring clear, decision-focused reports
- Communicating insights to senior stakeholders
- Translating insight into next steps
Get in Touch
Book Now
- Public Sector £550 + VAT
- Private Sector £620 + VAT
- Voluntary £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.
