Community Management - Optimise your Social Media Management

With the rise of new technologies and the constantly evolving use of social media, consumers are changing the way they buy, forcing companies to rethink their communication strategy around digitalisation.

Positioning products and services is no longer a company's only concern. Businesses must now optimise their digital communication in order to make their offering visible and sell it, while standing out from the competition. It is therefore essential to define a digital communication strategy that meets the needs of the target audience, strengthens the company's presence on social media, and delivers content consistent with the specific features of each platform and the audience being addressed.

This learning path is designed to help you optimise your company's digital communication across its social networks. It will help you choose the platform best suited to the brand image you want to convey, align your content with your target audience, build and retain a community of brand ambassadors, and analyse performance so you can make informed decisions.

• Define your digital strategy by identifying your target audience
• Position your digital marketing strategy to differentiate yourself effectively from the competition
• Set up and maintain a market-monitoring strategy to keep track of trends and market developments
• Master the various social networks and choose those best suited to your company
• Get up to date on the main social networks and their latest features
• Set up and optimise your accounts to better manage visibility and increase sales
• Define an editorial line consistent with the message you want to convey and with your company image
• Create content tailored to each platform in order to maximise the impact of your communication
• Understand AI and its role as an effective support tool in content creation
• Manage your social media channels to build and maintain your community's engagement
• Protect the company’s e-reputation and know how to handle a social media crisis
• Analyse performance and ROI to assess the effectiveness of your actions
• Turn leads into customers through a well-designed digital strategy

Module 1 – Identifying Your Target Audience and Defining Your Digital Marketing Strategy (8h)

• The foundations of your digital strategy: personas, mission, competitive environment, marketing positioning audit
• Setting up your market-monitoring strategy: web trends, positioning against other companies
• Setting up a digital communication strategy on social media: target audiences, budget, preferred networks, objectives, KPIs

Module 2 – Upgrading Your Social Media Skills – Facebook, Instagram and LinkedIn (8h)

• Quick review of the features of the main social networks used in Luxembourg: Instagram, Facebook, LinkedIn
• Discovering the networks less widely used in Luxembourg: YouTube, X (formerly Twitter), Pinterest, TikTok, Snapchat, Threads
• Practical exercises

Module 3 – AI and Social Media – How to Use AI while Staying Authentic (8h)

• Understanding what is at stake and setting up your presence: authenticity as a competitive advantage, AI as a copilot rather than a pilot, profile audit, brand identity
• Creating content while keeping your own voice: brand voice, method for creating relevant content
• Managing your community, e-reputation and crisis management: comments, negative reviews, keeping the human touch, the specific risks associated with AI
• Automating intelligently: the automate / humanise logic, tools and workflow

Module 4 – Measuring, Prospecting and Selling on Social Media (8h)

• Understanding social media analytics tools (e.g. Google Analytics, Hootsuite, Socialness, Buffer) and using data to measure performance
• Improving the ROI of your digital strategy: analysing KPIs and metrics, best-practice case studies
• Prospecting and selling on social media: advertising campaigns, social selling, campaign automation, SEO
• Case studies and practical exercises

• Marketing managers and communication officers: Community Managers, Social Media Managers, etc.
• Entrepreneurs and company directors
• Anyone wishing to improve their command of social media and optimise their digital communication strategy
  

Classroom training alternating theoretical input with practical exercises carried out by participants on their own accounts and brands. Live demonstrations, real-life case studies, individual and pair work. Course materials are made available after each module.

The course ends with a written exam. Successful completion of the exam is sanctioned by a certificate of success issued by the House of Training and cosigned by the "Ministère de l'Education nationale, de l'Enfance et de la Jeunesse".