Social Media Strategy


(Registration 08:45 - 09:00)

IAB UK Events and Training Space, 14 Macklin Street, London, WC2B 5NF

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Event Overview

Find out where social is headed and how to harness this for the benefit of your business. We'll cover the importance of risk management and having a coherent content strategy, plus the psychology of content and why some campaigns just 'work'. 

What will you learn?

  • The evolution of social and where it is headed next
  • The organisational challenges and value of social media
  • Reputation, risk management and community strategy in social media
  • Underpinning social with a content and content marketing strategy
  • The psychology of social media marketing - why some content ‘works’
  • ‘Social selling’ and the role of internal influencers
  • External influencers and how to ID and manage them

This course is perfect for...

  • Supply Side: Account Managers and Executives
  • Buy Side: Account Managers and Executives
  • Advertisers: Marketing Executives and Marketing Managers


Breakfast & registration

Context and developing a social media strategy

A snapshot of the evolution of social media (owned, earned and paid), including the organisational challenges and opportunities for social media, as well as the role and impact of new, disruptive social media platforms.

Context for developing a framework

We’ll explore frameworks for developing an optimal social media strategy for brand marketing and activation, PR and communications, sales, business development, customer insight and customer experience.


Social media & community strategy

In this session, we’ll cover: community strategy and community management in social; reputational risk and aligning crisis and issues management; social customer experience and customer service; governance and legal considerations.


Social media + content strategy + content marketing

Why is it important to underpin social media activity with a content strategy and content marketing? Discover how social media can support all stages of the customer journey (paid and organic).

Persuasion & psychology

We dig into the role of persuasion and psychology in social media marketing. Explore models for effective, engaging and shareable social media campaigns, including how to identify reactive topics and execute an agile response.


'Social selling’ & the role of influencers

What’s the role of thought leadership, social selling and employee advocacy in social media? We take a closer look as methods and tools to manage influencer campaigns.

The role of data in social media

Find out how to use data at all stages of the social marketing lifestyle, including planning, targeting, optimising and measurement.


A summary of the day, Q&A and discussion.

Meet the trainer

Michelle Goodall
Michelle Goodall
Social Media, Digital Transformation and Communications Consultant
Michelle Goodall
Michelle Goodall
Social Media, Digital Transformation and Communications Consultant

Michelle is a professional Digital Consultant, Speaker and Trainer with 20 years' agency and consultancy experience.

Our training is CPD accredited

Continued professional development logo

This training is worth 5 credits towards your continued professional development

Looking to boost your skills?

Lasting two hours each, our virtual training modules have been designed to fit into your day while you work from home and provide you with the opportunity to learn new skills and keep your team up-to-date with latest best practice.