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Description

Social Media Level 2: Building a Strategy, Planning and Producing

Move from ad hoc posting to an editorial line you can sustain over time

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

The pages are set up and active, but every post is decided the day before. Topics repeat themselves, quiet spells alternate with bursts of activity, and no one can say what the organisation is actually trying to achieve from its social presence. The production workload often rests on a single person.

This second level builds the strategy over two days: objectives and audiences, editorial line, formats and content pillars, publishing calendar, production workflow and the handling of sensitive situations. Detailed performance measurement and trade-off decisions are covered at the third level.

Learning objectives

  • Define presence objectives linked to the organisation's priorities
  • Build an editorial line and its content pillars
  • Draw up a quarterly editorial calendar
  • Organise content production and approval flows
  • Prepare responses to sensitive situations

What makes this programme different

Each participant leaves with the editorial calendar for their next quarter
Content pillars are tested by producing a sample post for each one
An approval and escalation procedure is drafted with clearly assigned roles

Programme

1Objectives and Audiences

Knowing what you expect from your presence

  • Linking social presence to the organisation's priorities
  • Describing target communities and their expectations
  • Analysing competitor presence
  • Choosing which channels to strengthen and which to drop

2Editorial Line

Giving consistency to your posts

  • Defining your territory of expression and tone of voice
  • Building recurring content pillars
  • Balancing expertise, proof-point and behind-the-scenes content
  • Setting brand rules and no-go areas

3Calendar and Production

Keeping the rhythm without burning out

  • Building a quarterly editorial calendar
  • Anticipating peak moments and quiet periods
  • Repurposing and adapting content across several formats
  • Allocating roles across copy, visuals and approval

4Community and Sensitive Situations

Preparing for what will happen one day

  • Facilitating conversations and encouraging contributions
  • Working with internal advocates and ambassadors
  • Spotting a sensitive situation as it builds
  • Preparing standard responses and the escalation chain

Who is it for

Community managers, communication officers and marketing managers who already run social media accounts and need to structure their approach.

Prerequisites

Regular hands-on management of at least one professional social media account.

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.