Social media with impact: a focused approach for digital and marcom professionals

Comms and digital teams are juggling multiple channels, internal expectations and increasing pressure to show meaningful results. With organic reach continuing to fall across platforms, it’s no longer sustainable to post everywhere or respond to every new trend.

This online course is designed in partnership with Ross McCulloch, Third Sector Lab, to help sharpen your focus and build a strategic, user-led approach that your whole organisation can align behind.

The aim of this course is to look at the major shifts shaping social media in 2026: Instagram’s pivot to Reels, TikTok’s impact on attention and discovery, LinkedIn’s growth for professional storytelling, and YouTube’s mixed ecosystem. We’ll also look at how AI is changing both content production and how users encounter posts across these channels. The emphasis is on choosing the right platforms for your audiences - not trying to keep up with all of them.

We will explore why a digital strategy shouldn't be a static 40-page PDF, but an evolving process that helps your organisation adapt, learn, and deliver better services. You will work on a practical "roadmap" to help get your board, senior leaders, and frontline staff on board for the journey.

We’ll cover practical approaches to:

• Prioritising channels based on audience insight (Instagram, TikTok, LinkedIn, YouTube, Facebook and beyond)
• Using short-form video strategically, not reactively
• Improving team workflows so planning and approvals run smoothly
• Applying research, data and user behaviour to guide content decisions
• Using AI for efficiency - idea generation, content variation and workflows
• Aligning social activity with organisational goals and campaigns
• Measuring what matters, and knowing what to stop doing

Led by Ross McCulloch this course blends strategic models with practical examples from real charity teams. You’ll leave with a clearer direction, a more focused set of channels and tactics, and a strategy built for impact in 2026 and beyond.

Through a blend of breakout sessions and individual tasks you’ll discover:

• How to build a user-led social media strategy aligned with organisational aims
• How to use data, research and insight to prioritise the right platforms
• Approaches for integrating short-form video into a strategic content plan
• Practical ways AI can support efficiency, ideation and content adaptation
• How to improve workflows and cross-team collaboration
• How to measure progress and refine your strategy for 2026 and beyond

This workshop is for comms and digital managers and senior leaders who are responsible for the future direction of their organisation. It is also suitable for frontline staff who want to champion digital change and help their organisation navigate the shift shaping social media in 2026.

There are no formal entry requirements.

This online course takes place on the afternoon of 25 June from 1pm to 4pm.