With an ever-changing digital landscape, having the confidence and ability to effectively navigate and utilise digital communications is crucial to engage with stakeholders and spread your message.

Our highly practical Mastering Digital Communications course is specifically designed to provide you with the skills and digital tools to better navigate different media platforms, enabling you to build trust with your audience and improve engagement

Develop a more effective digital communication strategy to support your organisation’s core communication objectives. Identify how social media analytics can track your progress and improve your success.

Leave the day with a personalised action plan you can bring back to your organisation that provides you with enhanced capability in digital communication, social channel management and implementation.

trainer photo
Alistair Beech
Social Media and Digital Communications Manager - The University of Manchester

Alistair is the Social Media and Digital Communications Manager at The University of Manchester, where he oversees the strategic direction of corporate channels totalling over 1 million followers and leads a hub of social media professionals across campus.

He is an experienced digital marketing and communications specialist with over twelve years’ experience in public and private sector roles, including agency and in-house. Alistair has spent the last eight years working in Higher Education and is a regular presenter and trainer.

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Learning Outcomes

  • Identify the most effective digital communications channels for your organisation
  • Develop a content strategy for day-to-day and campaign activity, ensuring accessible social media content
  • Learn how social advocacy programmes can engage internal colleagues and external audiences
  • Learn how to measure success and impact – review and track key digital metrics
  • Understand how to protect and enhance the online reputation of your organisation
All the Understanding ModernGov courses are Continuing Professional Development (CPD) certified, with signed certificates available upon request for event.

Enquire About In-House Training

To speak to someone about a bespoke training programme, please contact us:
0800 542 9414
[email protected]


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09:00 - 09:30


09:30 - 10:00

Trainer’s Welcome and Clarification of Learning Objectives

10:00 - 10:30

Introduction to Digital Communications and an Overview of the Latest Trends

  • Trends, online user behaviours and expectations
  • Developments in digital communications strategies
  • Establishing an appropriate online tone of voice
  • Social listening tools and strategies
10:30 - 10:45

Practical Session: Analyse the Effectiveness of Digital Communications in Your Own Organisation

  • Evaluate and identify gaps in your organisation’s current digital communication strategy
10:45 - 11:00

Morning Break

11:00 - 11:30

Channels, Content and Engagement

  • Understand the differences between the major platforms
  • Develop a content strategy to help meet your objectives and generate audience engagement
  • Learn how to make your content accessible to all
11:30 - 11:50

Practical Session: Develop a Digital Content Model

  • Develop a digital content model that meets your organisation’s objectives
11:50 - 12:30

Social Media Analytics

  • Understand why social analytics matter
  • Identify which metrics to measure and report on
  • Measure success and impact – reviewing and tracking metrics consistently
12:30 - 13:30


13:30 - 14:15

Social Advocacy

  • What is it and how to introduce a programme in your organisation that meets objectives
  • Tools and techniques to engage internal/staff advocates
  • Evaluate effectiveness of advocacy programmes
  • Group discussion: Identify advocates in your organisation
14:15 - 14:30

Afternoon Break

14:30 - 15:15

Getting the Most from Social Media: Paid Social, Reputation and Crisis Management

  • Maximise your key messages to reach different stakeholder audiences using paid channels
  • View examples of good practice for paid social
  • Protect reputation – how to monitor and respond to negative comments about your organisation
  • How to plan for and respond in a crisis
  • Ensure transparency and accountability with public interest messaging
15:15 - 16:00

Workshop: Developing a Digital Communications Strategy

Develop a personalised action plan to develop your digital communications and identify the best ways to ensure both your team and organisation benefit from the day’s learnings.

16:00 - 16:15

Feedback, Evaluation and Close