Social Your Media: How to Enlist, Engage, and Activate Your Audience
Designed specifically for professionals in health communication and promotion
|100% Live, Synchronous||1.5 hours/course||Interactive||Earn Certificate of Completion|
Who is this certificate for?
- Any professionals with responsibilities in communication outreach and promotion who seek to refresh and reinvigorate their knowledge about social media engagement strategy, campaign design, and metrics
- Health communication professionals
- Administrators working in public health who wish to gain new skills and perspectives about organizing and creating public health awareness campaigns
- Individuals seeking professional development opportunities in social media theory and research
Why Murrow Executive Education Program?
Established in 2021, the Murrow Executive Education Program was created to enhance our mission to expand Edward R. Murrow’s legacy through the creation and delivery of quality programs that serve professionals working in the evolving fields of communication and mass communication. We seek to apply Murrow’s values and expertise in programs designed for communication professionals who are new, emerging, or mastering their craft and credentials. It is our vision to serve the needs of non-degree seeking individuals interested in short courses, professional certifications, digital badges, and professional development opportunities.
“We are excited to launch the Murrow Executive Education program and serve both an entirely new population of communication professionals alongside our alumni and friends. We have designed the MEE to further our mission to deliver quality content and programs that facilitate articulate, effective, and ethical communication through non-credit short courses, webinars, and specialty programs that are bite-sized and accessible. We want to embrace new educational pathways catered to individuals interested in micro-credentials, continuing education credits, and professional certifications that enhance their career goals.” – Bruce Pinkleton, Ph.D., Dean, Edward R. Murrow College of Communication
Session 1: Strategizing for social media use: Implications from theory and research
- Identify and discuss theories that can inform social media efforts
- Understand the basics of theory-driven social media campaigns
- Apply relevant research findings related to social media promotion efforts to your own work
Session 2: Styling Your Social Brand Story
- Define and understand importance of a “social media style guide”
- Identify the basic components needed to create a style guide
- Identify and discuss brand personality (voice, tone)
- Develop a working outline for a social media style guide
Session 3: Strategically Crafting Your Digital Campaign
- Message design in public health awareness campaigns
- Identifying target audiences and appropriate social channels
- Tools and tactics to reach your audience
- Formulating a campaign plan
Session 4: Engaging Your Audience & Evaluating Success
- Best practices in execution (mediums, frequency, reach, etc.)
- Setting benchmarks to define success
- Metrics in health communication
- Optimizing for improved outcomes
Upon completion of this webinar series, you will be able to:
- Analyze your existing social media engagement practices so you may enhance, improve, and implement more effective strategies and tactics
- Assess and predict audience behavior and response to your outreach efforts through the formulation of a targeted and strategic social media campaign plan
- Evaluate the effectiveness of your campaigns by applying practical approaches to optimizing and measuring your outreach efforts.
- Create a contemporary and useful social media style guide that is easy to adapt, evolve, and modify in the ever-changing landscape of public health awareness
- 4 sessions (taken as a package or a la carte)
- Offered over four Tuesdays in October (4:00-5:30pm Pacific)
- Live, interactive sessions run via Zoom
- Designed and delivered by five research and scholarly professors in Murrow College
- $50/session or $150 for the package of four sessions
- All sessions will be recorded
- Session materials housed in Canvas learning management tool
Participants will have access to the content for 60 days
All sessions will be delivered, live, synchronous via Zoom. Each session will be moderated by an administrator who will assist with chat, polls, and interactive activities. In addition to delivering quality content, instructors will lead participants through a series prompts and opportunities to engage with and learn from peers. Each session is 1.5 hours, recorded, and close-caption optional.
Sample Interactive Activities
- Interactive polls
- Breakout activities with case scenarios and discussion
- Collaborative breakout sessions with shared documents and engagement activities
- Live chat prompts
Social media theory and research
Social media engagement strategy
Digital campaign metrics and reporting
Editorial calendar creation and management
Audience engagement strategy
Digital storytelling across channels
Stacey J.T. Hust, Ph.D.
Associate Dean of Faculty Affairs & College Operations & Chair of the Strategic Communication Department
Jessica F. Willoughby, Ph.D.
Associate Professor of Strategic Communication
Rebecca Cooney, MA.
Scholarly Associate Professor of Strategic Communication and Director of Murrow Online Programs
Corrie Wilder, MA
Scholarly Assistant Professor of Strategic Communication and Director of Murrow College Marketing & Communication
Chelsea Newman, MA
Scholarly Assistant Professor of Strategic Communication and Faculty Advisor for the Public Relations Student
Society of America (PRSSA) Jay Rockey Chapter
Certificate of Completion
Participants who register for and attend all four sessions will receive a digital badge and certificate of completion easily shared on LinkedIn and with supervisors to demonstrate the more than six hours devoted toward professional development and growth in social media engagement strategy specific to public health awareness campaigns.
“Certifications help to keep you relevant within your industry by providing the training you need to keep on top of current trends as well as shifts or changes. This not only tells your supervisor (because you will be sure to tell them of your training), but it also impresses recruiters and those who interview you should you seek a new job.” – Melissa Kehl, President of Rieke Office Interiors