Applied Social Media Strategies for Public Sector Communication Course

Register for this course

We are committed to delivering this course in multiple training formats to accommodate your needs. Our state-of-the-art learning facilities ensure a comfortable and engaging experience. With our flexible face-to-face training calendar, you can select any classroom course and have it delivered at a venue of your choice, offering you unparalleled convenience and exceptional value.

Course Overview

This course equips public sector professionals with the skills to design, manage, and evaluate social media strategies that foster citizen engagement, transparency, and public trust. Participants will explore how to use social media platforms and AI tools to deliver timely, inclusive, and compliant communication across diverse communities. With a focus on crisis communication, content creation, and cross-platform strategy, learners will gain hands-on experience using tools like Brevo, Canva, and AI-powered moderation to manage public interaction and drive policy awareness.

Course Duration

10 Days

Target Audience

Government communication officers and public affairs professionals
Social media managers in public institutions and NGOs
Civic engagement and community outreach coordinators
Policy advisors and digital transformation leads
Students and professionals in public administration or political communication

Personal Impact

Gain confidence in managing public-facing digital communication
Build a portfolio-ready strategy and content suite
Strengthen their ability to lead inclusive, ethical engagement
Stay ahead of civic tech trends and AI-powered tools

Organizational Impact

Improve transparency and citizen trust through strategic communication
Increase public participation in policy and service delivery
Build internal capacity for agile, compliant digital engagement
Strengthen crisis response and reputation management protocols
Foster a culture of digital inclusion and accountability

Course Level: Intermediate

Course Objectives

By the end of this course, participants will be able to:

Design and implement a public sector social media strategy aligned with institutional goals
Create accessible, transparent, and engaging content for diverse audiences
Manage real-time communication during crises using social platforms
Use AI tools for moderation, sentiment analysis, and content scheduling
Evaluate campaign performance using GA4, Brevo, and platform-native analytics
Ensure compliance with data protection, accessibility, and ethical communication standards

Course Outline

Module 1: Social Media in the Public Sector

Role of social media in governance and service delivery
Case studies of successful public sector campaigns
Overview of key platforms: Threads, Facebook, LinkedIn, TikTok, YouTube

Module 2: Strategic Communication Planning

Setting SMART objectives and KPIs
Audience segmentation and stakeholder mapping
Aligning messaging with public service values

Module 3: Content Creation & Visual Storytelling

Writing for clarity, transparency, and accessibility
Tools: Canva, Adobe Express, Lumen5
Formats: infographics, livestreams, explainer videos, press releases

Module 4: Platform Management & Scheduling

Platform-specific strategies and tone adaptation
Scheduling tools and content calendars
AI-assisted moderation and response workflows

Module 5: Crisis Communication & Real-Time Response

Social media protocols for emergencies and misinformation
Coordinating with internal teams and media
Templates for rapid response and public reassurance

Module 6: Community Engagement & Feedback Loops

Building trust through two-way communication
Managing public feedback and online discourse
Moderation policies and escalation procedures

Module 7: Data Ethics, Privacy & Compliance

GDPR, Kenya Data Protection Act, and platform policies
Consent management and ethical data use
Accessibility standards and inclusive design

Module 8: Analytics & Reporting

Tools: GA4, Brevo, Meta Business Suite
Measuring reach, engagement, sentiment, and conversion
Reporting frameworks for internal and public stakeholders

Module 9: Case Study – Cross-Agency Social Media Collaboration

Analysis of a multi-agency digital campaign
Strategy, execution, challenges, and outcomes
Application to capstone project

Module 10: Capstone Project

Design and present a full public sector social media strategy
Include content samples, crisis plan, and analytics dashboard
Peer review and instructor feedback

Course Administration Details:

METHODOLOGY

The instructor-led trainings are delivered using a blended learning approach and comprise presentations, guided sessions of practical exercise, web-based tutorials, and group work. Our facilitators are seasoned industry experts with years of experience, working as professionals and trainers in these fields. All facilitation and course materials will be offered in English. The participants should be reasonably proficient in English.

ACCREDITATION

Upon successful completion of this training, participants will be issued a Skillstate Institute certificate.

TRAINING VENUE

The training will be held at a Skillstate Institute Training Centre. The course fee covers the course tuition, training materials, two break refreshments, and lunch. All participants will additionally cater to their travel expenses, visa application, insurance, and other personal expenses.

ACCOMMODATION AND AIRPORT PICKUP

Accommodation and airport pickup are arranged upon request. For reservations contact the Training Officer.

Email: info@skillstateinstitute.org
Phone: +254100920301

TAILOR-MADE

This training can also be customized to suit the needs of your institution upon request. You can have it delivered in our Training Centre or at a convenient location. For further inquiries, please contact us on:

Email: info@skillstateinstitute.org
Phone: +254100920301

PAYMENT

Payment should be transferred to our Skillstate Institute account through a bank on or before the start of the course. Send proof of payment to info@skillstateinstitute.org