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Description

Community Management: Building Communities, Publishing Content and Handling Comments

One day to run your social media channels with a clear editorial line and confident replies

  • 1 day — 7 h
  • In-person or virtual
  • Foundation
  • Up to 6 participants

Many organisations post on social media without any guiding framework: content published on an ad hoc basis, a tone that shifts depending on who is writing, comments left unanswered, and a negative message that gains traction simply because no one responded quickly enough.

This 7-hour day covers the role as it is practised day to day: defining an editorial line and a tone of voice, building a publishing calendar, writing content suited to each platform, engaging the community and handling comments, including hostile ones. Each participant leaves with a four-week editorial calendar and a comment response framework.

Learning objectives

  • Define an editorial line and a tone of voice that several contributors can apply
  • Build a four-week publishing calendar
  • Adapt a single message to the formats specific to each social media platform
  • Engage a community by prompting and reviving conversations
  • Handle a critical comment according to a response level defined in advance

What makes this programme different

A four-week editorial calendar completed during the day
A comment handling framework with response levels and escalation cases
Real negative comments used as the basis for response exercises

Programme

1Setting the Editorial Line

Tone, topics and allocation of roles

  • Defining the topics to cover and those to leave aside
  • Characterising the tone of voice through examples and counter-examples
  • Selecting platforms according to the audiences genuinely present
  • Allocating roles between contributors and setting approval steps

2Producing and Publishing

Calendar, formats and writing

  • Building a realistic publishing calendar
  • Writing to suit the constraints of each platform
  • Adapting a single piece of content into several formats
  • Organising a content bank for quieter periods

3Engaging and Responding

Community, comments and tension

  • Techniques for reviving and sustaining conversations
  • Response framework based on the type of comment received
  • Handling a critical or aggressive comment
  • Criteria for reporting, hiding and internal escalation

Who is it for

Communication officers, marketing assistants and anyone taking over the management of an organisation's social media channels.

Prerequisites

Use at least one social media platform, either personally or professionally

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.