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Harnessing Social Media


A two-day course in London £755+VAT


27–28 March & 4–5 September 2012


This constantly updated course will help you cut through the jargon and the hype about social media and Web 2.0. It will show you practical ways to harness the ever-increasing power of media such as RSS, blogs, Twitter, Facebook, YouTube, and much more. You will gain a realistic understanding of what you can expect to achieve by using social media to promote your brand and explore case study examples of how others have implemented successful social media strategies.


You will also learn about the risks involved and how to avoid practices that could see you branded as unethical. This is a fully interactive course with group discussions, Q&As and hands-on sessions. The course assumes no prior experience or technical expertise, however, by the end of the two days you will have much more confidence when dealing with those responsible for technical implementation.


On completion of this course you will:


• understand the underlying principles of social media and Web 2.0 •


effectively create compelling content to increase your social media presence


• be able to monitor the success of social media campaigns. Programme


Day One


• Understanding social media – What is social media?


– How can it help your organisation? – Trends and latest developments – Conversations and relationships – Where are your audiences? – The key social media tools and networks


– The importance of listening and measurement


• RSS and APIs – Syndicating and sharing content, portals and start pages


• Collaboration services – Wikis, social bookmarking and social news


• Corporate blogging – Four ways to use blogs


– Why blog and what to blog about – The key types of blog post – Creating fresh, relevant content – What to do about blogging burnout – Engaging the audience with video and podcasting


– The best blogging tools – Marketing your blog: getting visible on search engines, RSS, linking, tagging and categories


• Twitter


– What is it and how does it work? – Setting up an account


– The right content – The jargon: RT, hashtags, lists and direct messages


– Embedding in your website – Case studies – Monitoring


Day Two • LinkedIn


– Your profile and pretty URL – Building connections and getting recommendations


– Using groups to drive traffic – Monitoring activity


• Facebook


– Profiles, pages and groups – Pretty URLs – Enhancing your presence with apps, content and updates


– Case studies from businesses and other organisations


• YouTube and video sharing – How are organisatons using YouTube?


– Web video tips and tricks


• Other services and platforms – Flickr, Slideshare, Mashups and other new services


• Bringing it all together – Getting all the channels and services to work together


– Your social media strategy • Future trends. Who will benefit from this course?


Web managers, editorial and marketing teams – in fact anyone who has an interest in demystifying social media and Web 2.0 applications, their opportunities and their threats.


Your tutor Sue Davis has been a freelance web consultant for more than ten years. She has advised organisations including Channel 4 Television on editing for the web; designed websites for UNICEF, the BBC, Channel 4 and many other businesses and charities; and presented TV programmes about the Internet for BBC2 (Computers Don’t Bite) and Sky TV (Download).





“I learnt a massive amount of SEO. Found course easy to follow even though I have had a little experience in this area. I have come away with lots of ideas for improving our company website. The course was informative and detailed whilst also being incredibly interesting.” Combined Academic Publishers delegate


SEO for Web Content


A one-day course in London £385+VAT


26 April & 9 October 2012


You already have a fantastic website, but how do you make sure people find it? There are a number of simple steps you can take to ensure that your website is ranked highly on the main search engines.


In one day, you will learn: •


techniques to make your web pages attractive to visitors and search engines


• how people search • how search engines work • how to write optimised copy.


This is a practical course, with plenty of exercises throughout, ensuring that you will be able to implement everything you learn straight away.


Programme • Which search engines and which directories are most important • How people search


– How users formulate queries – How users view SERPs (Search Engine Results Pages): ‘The Golden Triangle’/’F’ pattern


• How search engines work • Keyword research


– How to mine for keywords – Which keywords should you focus on? – Competitor analysis


• Quality content and copywriting – Where to put keywords, page titles, description meta tags, headings, copy, links and images


– How to use keywords effectively – Site design issues


• Link building


– How link popularity works – Link acquisition tactics


– How to maximise the power of links


– Principles of link building – priorities for kudos and link reputation – PageRank and how it works – Giving outbound links


• SEO for social media – Blogs, RSS feeds, Facebook, LinkedIn, Twitter and multimedia content


• Accurate tracking for ongoing success • How to stay out of trouble with the search engines • Future innovations that could affect your ranking.


Who will benefit from this course?


Editors, writers, publicity and marketers who have a responsibility for web content and site design.


Your tutor Sue Davis has been a freelance web consultant for more than ten years. She has advised organisations including Channel 4 Television on editing for the web; designed websites for UNICEF, the BBC, Channel 4 and many other businesses and charities; and presented TV programmes about the Internet for BBC2 (Computers Don’t Bite) and Sky TV (Download).


www.train4publishing.co.ukbookings@bookhouse.co.uk • 020 8874 2718


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DIGITAL & WEB COURSES: Web Skills


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