Social media is one of the first places people will go to research your association, learn about your values, and see what other people are saying about you. Whether it be prospective members, suppliers or stakeholders that are visiting your social channels, it is paramount that your social media activity reflects the overall objectives of your association.

In this live-online masterclass, the tutor will give you the knowledge, skills, and confidence to develop a social media strategy that specifically supports your association’s objectives, by selecting the right channels and creating relevant and engaging campaigns.

Whatever your goals with social media activity, you need to work backwards and consider all of the steps you need to take to reach your objectives and see the return on investment. This masterclass will show you how to set your goals and create a strategy that aligns with your association.

Who should attend?

  • Communications Officers & Managers
  • Heads and Managers of Membership & Marketing
  • Directors & CEO's

This will also be of interest to anyone who has invested time and money in digital marketing. Maybe it didn’t go as well as you expected or you would like to be more organised – Simon can help!


This online live-masterclass is in two 3-hour parts, on separate days (Tuesday 13 September) between 10:00 Hrs - 13:00 GMT (Tuesday 20 September) 

10:00 Welcome, Introductions & Objectives for the day
  Getting started with your 2022 strategy
  • ​​​​​​The role of social media and digital marketing strategy in relation to your wider organisation strategy
  • Hands-on-Exercise - what are your KPI's/Goals?

The Customer Journey

  • What is your target audience's journey?
  • How to identify and understand your target audience, including their wants and needs
  • Hands-on-exercise - Mapping your target audience
  • How you can understand your target audience better in order to meet your objectives - making money, increasing or retaining members
  • Hands-on-Exercise - creating the content that your audience needs and understanding which channels are best

Summary review & Close

10:00 Welcome, Introductions & Objectives for the day including a quick recap of Part One

Building Your Social Media Strategy

  • Using Google Analytics to understand where your target audience comes from
  • Understanding the value of Google Search Console
  • Hands-on Exercise - where does your audience come from and what are they most interested in?
  • Creating goals, milestones and measuring your success against these
  • Hands-on Exercise - what goals do you need to be tracking?

Measurement & Reporting

  • Creating monthly reports that help make informed decisions
  • Hands-on Exercise - map out your monthly report
13:00 Summary review & Close

By the end of this online live-masterclass series you will have created a first prototype social media sheet.

The Masterclass includes:

  • Course workbook 
  • Practical examples
  • Case studies
  • Group work
  • Tutor's slides (after the session)

Delegate Fees

Early-booker (up to 13 August): GBP 395.00
Late-booker: GBP 495.00
Prices are subject to VAT at 20%