Singapore Management University Academy (SMU Academy): Graduate Certificate in Media Communication and Strategy
Graduate Certificate in Media Communication and Strategy Module 2: Social Media Content Creation and Writing
SINGAPORE MANAGEMENT UNIVERSITY ACADEMY (SMU ACADEMY)
MARCH 2022 - PRESENT
As part of Singapore Management University’s SMU Academy for adult learners, I created a 2-day programme to achieve the following objectives:
Understand the context, background and workings of social media platforms
Structure the use of language and create content to target specific audience segments
Leverage brand communities and influencer management
The workshop was predominantly based on hands-on activities and group work. Students were also encouraged to leave the classroom to create content on different platforms. The result was a lively classroom with vibrant discussion, experimentation and a final showcase of social media campaigns that included actual content creation.
Graduate Certificate Programme Synopsis (from SMU Academy website):
Audiences in today’s digital world expect media to be first and foremost social. They also expect it to be customised for any digital device they’re using, and there should be an aspect of participation involved. So should brands modify content for each social media platform?
Advertising and marketing can no longer be limited to just a few channels. Businesses need to be available across multiple platforms if they want to stay competitive and relevant. Unlike any other form of media, social media allows brands to engage directly with its customers and build a very personal relationship, so it is critical that it is done correctly. While the messages are being retold on different media, it has to make sense to the audience as parts of a coherent ‘universe’ of brand storytelling. There is no one source of information for the full narrative. Rather, the plot elements are dispersed over numerous media, with no duplication from one to the next. The audience involvement is much higher and they try to seek out every piece of the narrative across multiple media.
Comprising 6 modules, the overall objective of this certificate programme is to equip participants with the communication tools to work across the various media platforms in the digital age.