Social media in the new age: how to do it right

Social media marketing is an essential part of any digital marketing strategy, using social networking platforms to increase brand, services and product exposure as well as to nurture meaningful relationships with customers and stakeholders online.

According to Statista, as of 2024, there were over 5bn social media users worldwide. This means that more than half of the world now uses social media (61.2%). With this number in mind, it's no surprise that social media can be incredibly valuable to businesses to reach and engage their audiences and drive business results.

The incredible growth of social media has unquestionably led to an important shift in digital marketing, altering how customers engage with brands. As social media users become more and more savvy, businesses need to stay on top of the changes shaking this space to continue to add value to engage effectively. They also need to be prepared for the changes that will shape social networks in the near future.

Join our new social media update course! Participants will learn about the recent changes in the social media landscape and debate future developments. During this course, we will also show how to place social media in the digital marketing arena and outline a plan to take action.

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

• understand the role of social media in digital marketing and how to take advantage of interactions with other channels (blog, website, etc)
• define a tangible business objective for your social media strategy and select the most appropriate social networks to achieve it
• define and implement a social media content strategy
• grasp the value of developing an employee advocacy programme
• understand the importance and basics of social media advertising
• develop data-driven insights using social media tools

• The role of social media marketing in the digital marketing universe (definition, benefits, how it fits into the consumer's journey)
• A look into key and emerging social platforms and their "personality"
• Social media content strategy: social media as content distribution tools vs social media storytelling
• Social media and employee advocacy: the power of your people's voice
• Social media advertising (or paid social, the best option to achieve business goals and reach the desired audiences)
• Social media tools overview for analytics

This training is coordinated by Pauline André, Director at PwC Luxembourg.

Pauline, Director and Head of Marketing & Communications, joined PwC’s Marketing & Communications (M&C) team in 2013. She is experienced in developing M&C strategies and plans (at country level), project management for integrated M&C campaigns, as well as team management. She provides consultancy on all M&C dimensions for a large variety of sectors and specialises in the financial services.?

She manages complex projects with multiple stakeholders and competencies, but also supports PwC's and clients’ top priorities by translating M&C strategies into actionable M&C objectives. She provides high-level expertise with clients regarding M&C plan set up and execution, including brand management and compliance, design, content structure and messaging, event strategy, client acquisition, change management. Pauline develops tailored on/offline communications campaigns, both for external or internal audiences.