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46 - PAM - Press and Media

PAM 101 - Digital Innovations for Media

Code Start Date Duration Venue
PAM 101 09 October 2023 5 Days Istanbul Registration Form Link
PAM 101 04 December 2023 5 Days Istanbul Registration Form Link
Please contact us for fees


Course Description

Digital Media innovation is occurring more rapidly than in perhaps any other media sector, or arguably any industry category. As previously distinct media companies collide, how do these companies maintain their competitive positions? This course studies how media companies determine which technologies to develop, how these companies create and capture the value from their innovations, and how they sustain competitive distinction despite widespread imitation and the emergence of competitive technology. The course will examine the major strategic challenges facing a variety of media platforms, and evaluate the strategies of multimedia firms. We will use various case studies, and provide students with the opportunity to work on a concrete strategic media problem confronting an existing media company

Course Objectives

  • Understanding the underlying principles of using Social Media to engage with your clients and target audience
  • Being informed about latest platforms trends and developments
  • Formulating an action plan that combines the key Social Media Networks and tools
  • Engaging social media content to increase your online presence
  • Building a content strategy and editorial plan
  • Increasing engagement through social media marketing techniques
  • Generating ideas for social media strategies that work
  • Monitoring the success of your Social Media campaigns
  • Developing an integrated, optimized social media strategy

Who Should Attend?

  • Managers
  • Media professionals
  • Marketing Officers
  • Anyone seeks to learn about the latest social media trends

Course Details/Schedule

Day 1


  • What is social media?
  • Overview of platforms
  • The growth of social media
  • Social Media best practice
  • Avoiding the pitfalls of Social Media


  • What blogging is essential
  • Writing magnetic headlines
  • Curating blog topics and content
  • Blogging and SEO
  • Guest blogging and commenting


  • Latest changes and what they mean for brands
  • Essentials for creating engaging Facebook Pages
  • Facebook Apps
  • Growing and engaging your audience
  • Best practices for managing your community

Day 2


  • Customising your Twitter accounts
  • Understanding Twitter jargon
  • Tools to make Twitter easier
  • Finding and engaging with influencers
  • Adding a Twitter widget on your site/blog


  • LinkedIn for business
  • Enhancing your profile
  • Growing your network
  • Collecting endorsements and recommendations
  • Using groups to demonstrate expertise


  • Using Google+ Plus for Business to generate traffic, leads and clients
  • Creating a profile and business page
  • Google authorship and SEO
  • Using Circles
  • Starting a Hangout
  • Using the +1 button

Day 3


  • Pinterest and why it's different
  • Using Pinterest for brand awareness and sales
  • Establishing and engaging followers
  • How to use Pinterest to improve SEO
  • Pinning and repinning
  • Addressing copyright concerns

The Social Media Landscape

  • Social Media Landscape
  • Latest trends and developments
  • Shifts in platform adoption and usage
  • Social media is more than platforms

Social Media Planning

  • Planning a successful social media strategy
  • Social media objectives and goals
  • Researching the competitor landscape
  • Audience - Demographics, Personas
  • Planning with the SWOT/SOSTAC framework
  • Converting strategy into tactcs

Day 4

Creating Killer Social Media Content

  • Social media content
  • Creating content that gets clicks
  • Creating a content plan and calendar
  • Building, engaging and growing communities
  • Case studies - effective social media campaigns

Social Media Optimisation

  • Optimising your campaigns for maximum impact
  • Integrating social media with SEO
  • The importance of Google+ and authorship

Social Media Advertising

  • Best practices for social advertising
  • Targeting audiences
  • Facebook Ads
  • Twitter advertising
  • Social media campaign management

Day 5

Social Media Monitoring and Measurement

  • Social Media monitoring tools
  • Free and paid scheduling and automation tools
  • Anlaysis techniques and tools
  • Benchmarking & measuring from your campaigns
  • Reporting on social media ROI

Social Media Reputation Management

  • Managing your online reputation
  • Crisis management and social media
  • Ethical and legal issues for social media practitioners

Developing an Integrated Social Media Strategy

  • An integrated strategy
  • Social Media guidelines & policies
  • Keeping up to date with trends
  • Strategy checklist