This post first appeared in Anthony Bullick’s Daily Post column.
A commitment to continued professional development (CPD) on social media marketing will help ensure activity is as impactful as possible, particularly in the face of constant change in the industry.
While Meta and Twitter have recently announced major updates that will impact best practice for users, another key consideration for social media training is the fact some employees are tasked with handling online accounts without prior experience or support.
Using the likes of Instagram for business is a huge step away from posting updates from personal accounts, as it requires elements including strategy, time, audience engagement, and measurement for the return on investment to be evident.
Training budgets are in the spotlight for many organisations, with the end of the financial year on the horizon.
Taking a considered approach for this year’s funds, as well as a plan of action for the following 12 months, will make sure recipients are armed with the latest knowledge to supercharge social media efforts.
Firstly, review current internal resources. For example, is the person’s line manager the best individual to analyse performance and provide in-depth feedback?
It may be more advantageous to appoint a social media agency to deliver monthly sessions and give relevant guidance.
The next step is to identify training requirements. For example, is it better to focus on strategy and planning or creative content development and evaluation? Is paid social media on the radar?
In addition, understanding what proportion of an employee’s role is social media-focused will help iron out how much time and money to invest, e.g. a full-year of study for a qualification or a monthly webinar.
Not all social media training will come at a cost. Many brands publish added value content such as daily e-newsletters direct to your inbox, so commit 10 minutes a day to check out the latest industry topics.
If there is a certain individual or business that consistently shares valuable insight, set up notifications on the likes of LinkedIn and Twitter so you receive an alert every time they post.
For more formal qualifications, look to industry bodies such as the Chartered Institute of Public Relations (CIPR). For larger commitments like this, carry out due diligence and speak to contacts who have qualified.
In addition, the CIPR runs a comprehensive CPD programme, ideal for practitioners seeking to strengthen existing and learn new skills. The organisation has a wealth of resources available including podcasts, ebooks, webinars, seminars, and books, which allows you to choose the format that works best for you.