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2020 Social Media



Ashling Hotel, Parkgate St, Dublin 8 | 09:30am-5.00pm

What can I expect?

In this masterclass, you will be provided with a roadmap to increase your online community, deepen engagement levels, improve social storytelling techniques and be prepared for a PR crisis that starts or escalates online.

Secure your spot!


About the Trainer

Joanne Sweeney

Joanne Sweeney provides social media and digital marketing consulting and training to government agencies.  A two-time published author, her books take a forensic look at how digital communications can be used for improved citizen engagement. Her current title Public Sector Marketing Pro has been described by Barack Obama’s former digital advisor, Tom Cochran as “the handbook I needed when in the White House.”

Joanne works with a broad range of government organisations across Europe. She has also developed her own accredited programmes - a 12-month Diploma in Digital Communications for Public Sector and a 6-week Certificate in Social Media Campaigns for Public Sector.

Her books are in policing and academic libraries across the world. With two decades of journalism, PR and media experience, Joanne’s digital skillset provide her with a rounded communications perspective in the Digital Age.

She is a preferred trainer for Google in Europe and is the organiser of the Public Sector Digital Marketing Summit in Ireland. She is a regular speaker at digital marketing conferences and events and has taken to stages in Brussels, San Francisco, Phoenix, London and Dublin.

Masterclass Outline and Agenda

Finding your voice and making an impact on social media can be difficult for a government agency. However, with a defined strategy that aligns with your corporate goals, social media has the potential to influence on issues of critical public importance. 

Time Topic Description
08:30-09:00 Registration Networking
09:00-09:15 Welcome Introductions and training objectives
09:15-10:00 Strategy Leadership in the S3Age | The social media influence blueprint
09:00-09:15 Welcome Introductions and training objectives
10:00-10:20 Break Morning tea
10:20-11:00 Content Content marketing | A guide to re-purposing pillar content
11:00-11:45 Facebook The changing face of public discourse on Facebook
11:45-12:30 Instagram Visual storytelling | Mastering the Instagram effect
12:30-13:15 Twitter Twitter as your digital PR war room | How to strengthen PR efforts
13:15-14:00 Break Lunch
14:00-15:00 LinkedIn LinkedIn for personal professional reputation | Positioning the public sector pro voice
15:00-15:20 Break Afternoon tea
15:20-16:15 Video Social and live video | Mastering front of screen communications
16:15-16:50 SaaS Essential tools and software | Efficient social media delivery
16:50-17:00 Close Closing remarks

Learning objectives and outcomes in a nutshell

How to influence public opinion on social media

How to execute public sector campaigns on social media

How to develop engaging content for social media channels

How to leverage social and live video for greater engagement

How to develop a social media content plan

Opportunities for the target audience once the training is complete:

  • - Social media overwhelm and no defined roadmap
  • - Understanding how to get engagement on each social network
  • - How to prioritise channels and content
  • - How to manage social media in a complex public sector organisation
  • - Interpreting social media data for strategic decision-making
  • - Streamlining work practices for efficiency and effective output

What is the challenge they are facing which will lead them to want to invest in the course?

  • - Audit and iterate existing social media approach
  • - Review priority tasks and reorient work practices and staff resources
  • - Assign resources appropriately (ad budget, staff, training, software, equipment)
  • - Use frameworks provided in the masterclass for mini-workshops in-house
  • - Assess the priority social media campaigns to align with corporate goals
  • - 12-month roadmap with goals and KPIs identified

Organisational benefit

  • - Strategic approach to social media
  • - Re-assignment of marketing budget where social media can deliver a return on investment
  • - Upskilled staff
  • - Ability to scale new approaches to social media across organisation

Additional marketing efforts

  • - Promotional videos (infomercial style)
  • - Interview with Joanne (soundbites edited
  • - Free taster webinar
  • - Social media posts (LinkedIn and Twitter)

How can I contact the organiser with any questions?

Contact Joanne Sweeney on 087 6237373 or email