Edelman Digital 101 is focused on educating public relations students and educators about the basics of social media and strategic implementation of these tactics in a communications campaign.

A series of sessions throughout the course, facilitated by Edelman professionals, will teach students everything from learning effective strategy for and use of social media tools to actual implementation in their own “mini-campaigns.” The two-day course is designed to provide an effective balance of abundant one-on-one time and direct guidance from Edelman practitioners, as well as time for the students to brainstorm and engage their own minds.

The entire Digital 101 course will be held in the Festival Ballroom.

Edelman Digital 101
James Madison University – March 27 & 28, 2009

Friday, March 27		Session
11:30 a.m.	noon	Registration and Lunch (During registration, students will be assigned to small groups for the small groups sessions later in the course.)
Noon	12:45 p.m.	Introductions and Social Media 101 Students and educators will be introduced to the event leaders, get an overview of the expanding world of social media, and be briefed on what to expect for the rest of the event.
12:45 p.m.	1:00 p.m.	Break
1:00 p.m.	1:30 p.m.	Getting Started Edelman facilitators will show students the tools and techniques to effectively conduct an online conversation audit. (Full group session)
1:30 p.m.	3:00 p.m.	Client Research (conversation snapshot) Students will be introduced to the client, identify goals of the campaign and conduct research. (Small group session)
3:00 p.m.	3:30 p.m.	Articulate Key Findings Edelman facilitators will lead a session on the best ways to clearly articulate key findings from online research for actionable recommendations. (Full group session)
3:30 p.m.	4:00 p.m.	Situation Analysis Students will prepare a situation analysis based on research findings and perform an analysis of strengths, weakness, opportunities and threats to the current situation. (Small group session)
Saturday, March 28		Session
8:30 a.m.	8:45 a.m.	Welcome Back Intros, doughnuts, coffee and more….
8:45 a.m.	9:15 a.m.	Developing Strategy, Messaging and Tactics Edelman facilitators will provide insight into the importance of a strategy-based foundation for any campaign, and give instruction on how to develop sound strategy, messaging and tactics. (Full group session)
9:15 a.m.	9:30 a.m.	Group Brainstorm Edelman facilitators will lead a group brainstorm to initiate campaign tactics planning. (Full group session)
9:30 a.m.	11:15 a.m.	Campaign Planning: Tactics Students will develop and plan social media tactics based on the campaign’s strategy. (Small group session)
11:15 a.m.	11:45 a.m.	Lunch
11:45 a.m.	12: 15 p.m.	Implementing Tactics Edelman facilitators will lead students through best practices of implementing tactics. (Full group session)
12:15 p.m.	12:45 p.m.	Execute Tactics Students will choose one tactic from their recommendations for which to learn the basics of implementation. (Small group session)
12:45 p.m.	1:00 p.m.	Students Prep for Best Practices Students will critically analyze the results of the campaign against the goals and objectives and identify best practices and lessons learned. (Small group session)
1:00 p.m.	2:00 p.m.	Best Practices and Wrap-Up Students will talk briefly about their client, the work they did over the course of the event (including the one tactic they chose to expand upon), and will offer one or two best practices that they learned. (Full group session)

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