Start a conversation ↗

Description

Social Media Intermediate Level: Build Your Strategy, Produce and Measure

Move beyond ad hoc posting and steer a social media presence aligned with clear objectives

  • 2 days — 14 h
  • In-person or virtual
  • Intermediate
  • Up to 6 participants

Once the accounts are up and running, the question changes in nature: what are you trying to achieve and how will you verify it. Posting regularly is no longer enough if the content serves no objective, if audiences are not defined and if results are never analysed. Decisions on time and budget are then made blind.

These two days are designed for those who are already comfortable with day-to-day publishing. Participants define an editorial strategy for each platform, build a tone of voice and recurring formats, organise content production and set up performance tracking. Learning to operate the platforms themselves belongs to the previous level.

Learning objectives

  • Define social media objectives and the indicators attached to them
  • Profile your audiences and adapt the message to each platform
  • Build an editorial line and recurring content formats
  • Organise content production and the publishing calendar
  • Analyse platform statistics to adjust formats and posting rhythms
  • Decide between organic reach, collaborations and paid distribution

What makes this programme different

The strategy is built on participants' real accounts and their own statistics
Recurring formats are defined and then tested through a first production round
A performance tracking dashboard is set up during the session

Programme

1Strategy and Objectives

Deciding what your social presence should deliver

  • Framing objectives for brand awareness, engagement or lead generation
  • Defining priority audiences and understanding their expectations
  • Positioning by platform and allocation of resources
  • Reviewing the social presence of comparable players in the sector

2Editorial Line and Formats

Giving content a recognisable consistency

  • Building content pillars and recurring sections
  • Choosing the tone of voice and adapting to the codes of each platform
  • Short-form video, carousels and long-form posts
  • Reusing a single piece of content across platforms without crude repetition
  • The role of community-generated and employee-generated content

3Production and Organisation

Keeping up the pace without spending all day on it

  • The content production chain and the roles involved
  • Batch preparation and anticipating key moments in the calendar
  • Planning and scheduling tools for publications
  • Image bank, usage rights and visual consistency
  • Internal approval workflow and handling urgent posts

4Measurement and Trade-Offs

Making decisions based on observed results

  • Indicators available on each platform and what each one really means
  • Tracking reach, engagement and traffic generated
  • Analysing top-performing content and forming explanatory hypotheses
  • Choosing between organic reach, collaborations and paid distribution
  • Presenting results to management and adjusting the plan

Who is it for

Communication and digital marketing officers, community managers, marketing managers in SMEs and independent professionals already running active social media accounts.

Prerequisites

You should already publish regularly on at least one social platform on behalf of an organisation.

Dates & locations

36 scheduled dates between November 2026 and December 2027. Seats are confirmed in the order enquiries are received.

November 2026

December 2026

January 2027

February 2027

March 2027

April 2027

May 2027

June 2027

September 2027

October 2027

November 2027

December 2027

None of these dates suit you? We open additional sessions on request, and any programme can be run privately for your team.

Practical details

Before the programme
Online positioning questionnaire. Your development objectives are shared with the trainer, who tailors the practical case studies to your context.
Teaching methods
Theoretical input, workshops and practical case studies. Digital course materials and method sheets provided.
Assessment
Multiple-choice tests and role-play exercises. Assessment of learning at the start and end of the programme, with immediate and 60-day follow-up evaluations.
After the programme
One year of access to the e-learning platform. Self-assessment of the skills acquired and a 30-day follow-up session with your trainer.
How to register
Registration online or on the basis of a quotation.
Lead time
11 working days after confirmation of registration.
Accessibility
Accessible to people of determination. Contact our accessibility coordinator to design a suitable solution: contact@mpf-academy.ae
Start dates
Rolling intake: in addition to the scheduled sessions, this programme can start on request.