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The Value of a Hashtag: Social Media Monitoring and Listening

Companies use social listening to develop insights on product features that could add value and increase market share through better pricing, to identify which features of existing products are less important to consumers and thus suitable for elimination or modification to optimize costs. With social monitoring you don’t have to ask people what they want, as that can lead to skewed answers, misinformation, and potentially failed products or campaigns. If you want to know what clients want - just listen to their conversations, understand what that means to you and use these insights to figure out what the clients need. The social monitoring masterclass will be structured around the 3 key components of a digital conversation: Listening and monitoring, interpreting for your organisation and responding accordingly.

Turning 'Theory' into 'Practice'?

This intensive 2-day course is designed specifically to assist managers and staff with marketing and communications responsibilities to recognise and interpret both analytical data and organic trends on social media, so that they may understand the true value of their social media activity, and the return on investment it presents to the company. Attendees will not only be shown an array of internal and third-party tools that present key metrics, but will have the opportunity use these tools against their own data in order to start the process of evaluating performance in real time. They will also have the opportunity to learn from valuable case studies highlighted by the presenter, as well as the experiences of fellow participants

Who should attend?

• Senior marketing managers • Marketing Directors • CEOs • CMOs • Head of Digital Marketing • Digital marketing managers • Social media managers • Research and development managers • Head of communications

Key areas to be covered in the programme and documentation

Day One

Understand the current social media landscape and how it impacts business
• How different social media platforms interact with one another
• The key demographics that exist on each platform
• How success is typically attained from platform to platform
• Likely trends to come about in social media in the near future

Group Discussion: What platforms does everyone use, what are your strengths and weaknesses?

Case Study: A company that changed platforms used in order to generate more business. This illustrates the importance of choosing platforms that align with your business goals

Fundamentals of effective social strategy
• Overview of the fundamental principles of effective social strategy
• Breaking down the algorithms: How do social platforms determine what content is show, and how can this be manipulated to our advantage

Group Discussion: What are the best practices for social media campaigns, what has been successful for you?

Practical Exercise: Identify and evaluate the key signals and predictions that the algorithm registers

Key metrics and data used to measure success
• An explanation of key terms including impressions, engagement, reach and conversions
• Evaluating the true value of metrics against business goals

Group Discussion: Challenges faced in reporting on social media activity, particular at a senior/board level, and how to overcome them

Tools and platforms to view and interpret metrics
• Review of analytical tools available internally on social platforms
• Introduction to available third-party platforms that provide additional insights into data
• Best practice for manual analysis and tracking

Practical Exercise: Identify strengths and weaknesses of profiles based on analytical data. This activity will give attendees the opportunity to try out tools on real live data that is relevant to their businesses

Interpreting qualitative data
• Understanding the true value of qualitative data
• Identifying how to obtain qualitative data, and best practice for highlighting significant trends through this data
• Evaluating the relationship between qualitative and quantitative data

Case Study: Digesting feedback at a major public event. This illustrates the value of using qualitative data to illustrate not just volume of engagement but also the sentiment of it

Day Two

Assessing the impact of paid activity
• Summarising the key paid tools that exist in social media, with a particular focus on the Facebook Ads Manager and Power Editor platforms
• Identifying metrics unique to paid activity
• Evaluation of the relationship between paid activity and the impact it has on organic growth

Case Study: Transitioning from paid print media to social media and reviewing the impact

Practical Exercise: Analysing metrics from ad campaigns to determine impact and evaluate performance of campaign

Enhancing engagement through real-time monitoring
• The challenges faced without the use of real-time monitoring
• Introduction to tools to help facilitate the monitoring of activity on social media relating to your organisation
• Best practice on how to manage the monitoring process
• Best practice on managing customer engagement and response protocols
• Monitoring and assessing activity during crisis periods

Case Study: Royal Dutch Airline and their investing in social monitoring following the European ash cloud crisis. An example of one of the best performing social media teams to demonstrate what is theoretically possible

Group Discussion: Shared experiences in ways in which real time monitoring is of value, and discussion of most effective use of monitoring in events

Practical Activity: Creation of monitoring dashboards in anticipation of upcoming real-world events

Compiling reports and demonstrating return on investment
• Collating data in a single portal
• Identifying which metrics to present, and how best to present them
• Interpreting social media metrics to assist in demonstrating ROI to parties not familiar with digital marketing concepts

Practical Exercise: creating a report on a recent campaign. An opportunity to put into practice the skills covered in the session in a meaningful and relevant way

Influencing strategic change and adapting strategies
• Reviewing social media reports over time to identify long term trends
• Assessing the impact of A/B testing on social media
• Identifying the significance of data results, and when they should be used to affect change in activity
• Assessing the impact of campaign strategy changes

Case Study: A business that underwent a fundamental strategic shift off the back of social media activity and reporting

Group Discussion: What areas of your business could benefit from insights from social media activity?

Benefits to you

• Understand the nature of social media engagements, and the potential opportunities that can be extracted from an active social media campaign
• Identify the differences between key metrics and the follow-on impact it can have on business development
• How to utilise qualitative data to illustrate and enhance the impact of quantitative reports
• Use data to influence and adapt social media strategies
• Realise the significance of untraceable results, and factoring data into impact assessments
• Develop confidence in accurately reporting the impact and results of social media activity to parties operating outside of marketing & communications

Companies already benefiting include:

Ubisoft International • Bugatti Engineering GmBH • Euronav • RELX Group • And many more...

Duration of Course

2 Day Course

Course details

23-24 September 2019, London, UK, PT4042

Looking to train larger teams in this subject?

dzingim@marcusevansuk.comTailored in-house/in-company training courses and bespoke strategy workshops designed and delivered on-site throughout Europe according to your specific requirements.

All management, personal development and project management public courses featured in our Course Directory are also delivered on an In-Company basis.

Click Here for information on how this course can be delivered for you as an In-Company Training Solution


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"This course will allow my company to develop its existing strategies to a much greater and hopefully profitable level."

Managing Director, Tarmac