Counting Down My Top 10 Favorite Learning Experiences and Sharing Advice for New L&D Professionals

#8: Developing a Social Media Strategy

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Recently I wrapped up an article series focusing on the four essential elements of impactful learning experiences. When facilitators execute these elements successfully, learners leave their training sessions feeling informed, engaged, entertained, and inspired.

I was eager to author another series but was drawing a blank on a topic. As I began reflecting upon my early years in the postsecondary classroom and more recent years in corporate training spaces, several learning experiences stood out to me.

While a late night talk show host gig is probably not in my future, I decided to compile a list of my top 10 favorite learning experiences.

Miss the previous entries on my list? View those articles and many others here.

I hope that by sharing my work, I spark your imagination, inspire you to experiment with new approaches, and encourage you to pitch audacious ideas for your learning projects. At the end of each article, I‘ll offer a few suggestions for you to consider.

#8: Developing a Social Media Strategy

In 2014, I contracted with an international client specializing in human development, education, training, and consultancy to design a two-day instructor-led course on developing and implementing a social media strategy.

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After several rounds of email consultations to better understand the client’s needs and determine the precise approach to achieve their goals, I designed the Developing a Social Media Strategy course.

The course consisted of five modules:

Module 1: Introduction Module 2: Overview of Popular Social Media Platforms Module 3: 10 Steps to Creating an Effective Social Media Plan Module 4: 7 Steps to Implementing Your Social Media Plan Module 5: Social Media Successes and Failures​​​​

I delivered the following course materials to the client electronically in editable format:

• A Facilitator’s Guide for each module including a list of materials needed, preparation tips, a talk track, and detailed activity instructions
• A comprehensive 200-page participant workbook
• Visual aids including PowerPoint presentations and handouts
• Marketing materials to promote the course

Why This Experience Makes My Top 10

Reason #1: The participant workbook was loaded with interactive elements and features to help learners engage with the content.

We know session participants are more successful at embedding their learning and retaining information when they are actively involved in the learning process. When they are not merely passive consumers of information. But are instead intentional contributors engaged in a free flowing exchange of knowledge, experiences, ideas, and insights.

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One of the more overlooked tools a facilitator has at their disposal to promote learners’ active involvement is the humble but mighty workbook. A well-designed workbook beckons its users to record their answers to questions, jot down impressions from the instruction, and memorialize Eureka moments generated by the discussions.

Writing by hand engages the brain in a powerful way that typing does not.

Writing supports memory recall. It promotes understanding of complex material as learners capture notes in ways which support their mental processing style and learning preferences.

In designing the participant workbook for this session, one of my goals was to provide a diverse range of opportunities for learners to purposefully connect with the content.

Quizzes and Fill in the Blank Activities

Module 1 opened with a fun multiple choice quiz about social media statistics. Learners had the option to complete the quiz independently, with a partner, or in a group.

Social Media Statistics Quiz

The quiz exercise was later followed by two fill in the blank activities focusing on the 15 business benefits of using social media (shown below) and the 12 reasons why social media campaigns fail.

Fill in the Blank Activity

Social Media Platform Screenshots and Questions for Reflection

Module 2 included an overview of the 10 most popular social media platforms. A bit later in the session, learners would work in groups to develop a social media strategy for their fictitious company. The material covered during this module would prove helpful as group members assessed which platforms their company should use to accomplish its campaign objectives.

The participant workbook included a screenshot of each platform’s home page and the synopsis from its About description. Appearing on the next page was a table displaying the platform’s logo and highlighting quick facts about when it was started, its founders, and its headquarters. The table also included valuable information about how the platform was used, and its usage statistics, user demographics, advantages, and disadvantages.

On the following two pages were screenshot examples from well-known companies, groups, or individuals. Learners were encouraged to browse the sites and record their impressions in the space provided. Specifically, what they liked and didn’t like. And which elements they might choose to incorporate in a social media site for their own business.

Overview of Instagram Platform

Notetaking for Steps to Create and Implement a Social Media Action Plan

Module 3 consisted of a walkthrough of the 10 steps to create an effective social media plan. Ample space was provided in the workbook for learners to jot down notes for the intricacies of each step. This note-taking would benefit learners in preparation for the class project and for their future use beyond the fours walls of the training space. This format was replicated for the 7 steps to implement their social media plan.

Aspects of Developing a Content Plan (Step 7)

Social Media Strategy Worksheets

Learners had access to two sets of social media plan worksheets in their workbooks. One set for the creation phase and the other for the implementation phase. Functional for their group project and for post-session use, the worksheets were designed to ensure every step in both phases was accounted for.

Using a table format, each step was bolded and listed in a separate main row, denoted by a light gray background. Substeps or associated components were listed in separate rows immediately below the main row. In the column to the right of each substep or component, learners could mark whether the item had been completed, describe the outcome, and add explanatory notes.

Worksheet for Creation of Social Media Strategy

Impactful learning experiences move the needle away from an abstract discussion of concepts toward a concrete exercise of real-world application.

Reason #2: Learners collaborated in small groups to create a social media strategy for their fictitious company.

I included detailed instructions for administering this practical hands-on activity in the Facilitator’s Guide.

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Here’s how I designed the project to work.

Project Groups: Participants would be randomly assigned to project groups. During designated time on Day 1, participants would meet in their groups to begin devising a social media strategy for their fictitious company. Group members would agree upon the name of their company and the specific product or service it offered. The group would also determine other pertinent details essential to complete their social media plan, such as the company’s location and target demographic.

Project Guidelines: Participants would be instructed to address each of the 10 steps reviewed by the facilitator to create an effective social media plan. Additionally, participants would be required to incorporate the use of at least three social media platforms in their strategy.

Business Scenarios: Groups would be given the option to brainstorm their own business scenario or use one or a combination of the generic scenarios provided in their workbook. The fact patterns in the generic scenarios revolved around (1) introducing a new company; (2) introducing a new product or service; (3) promoting a contest, special offer, or upcoming event; (4) answering customer service questions; and (5) driving traffic to the company’s official website.

Resources: Groups would be instructed to use the Social Media Strategy Creation Worksheet included in their workbooks to ensure they fully addressed all steps needed to create a successful plan. They would also be advised to refer to the information in their participant workbook and to conduct online research as necessary to complete their project.

Photo by Vitaly Gariev on Unsplash

Presentations: At the beginning of Day 2, each group would have 10-15 minutes to present their social media strategy to the class. Groups would be encouraged to ensure every member had an opportunity to present. Further, each group would be expected to be prepared to answer questions from the facilitator and the other session participants about the strategy decisions they made and the business justification for those decisions.

Implementation: Later in Day 2, following review of the seven steps to implement a social media plan, participants would return to work with their group to complete the Social Media Strategy Implementation Worksheet.

By the conclusion of the session, all learners would have completed a sample social media strategy plan.

Reason #3: Learners benefitted from hearing the interesting case studies of social media hits and misses.

My #10 favorite learning experience was a mash-up of reality television programming and leadership principles. In the guidance section of that article, I stressed the importance of bolstering session content with relevant case studies.

During Module 1 of this session, the facilitator would review the 12 reasons social media campaigns fail. During Module 5 on Day 2, the facilitator would review 10 examples of campaign successes and failures. Because sometimes the most valuable lessons can be learned from others’ fortunes and misfortunes.

Read an excerpt from this module below.

Session Excerpt: Social Media Successes and Failures

In the first case study, the public response to this memorable McDonald’s campaign likely left their social media team grimacing in regret.

What Went Wrong: McDonald’s launched a Twitter campaign using #McDStories hoping to inspire feel good stories about their Happy Meals. Instead, unhappy customers hijacked the hashtag and tweeted about their horror stories with McDonald’s food and service. According to the Los Angeles Times, McDonald’s pulled the campaign within two hours of its initiation. Unfortunately for the golden arches, by then it was too late.

The Lesson from This Case Study: Think about how, despite your best efforts, your campaign might backfire. Be prepared to execute an effective exit strategy and activate damage control if the worst-case scenario materializes.

McDonald’s attempted to mitigate the damage to its brand and rebuild its reputation with a new campaign.

Soon after its hashtag debacle, McDonald’s launched a new Twitter campaign. The campaign was dedicated to answering customers’ questions about the ingredients used in their food. It also promoted the campaign on its other platforms.

Consumers couldn’t get enough of this Lay’s campaign.

What They Did Right: Lay’s launched a social media campaign for its “Do Us a Flavor” contest. It featured a $1 million prize. Consumers were asked to submit suggestions for a new potato chip flavor they wanted to see added. Nearly 4 million people across 14 countries submitted their suggestions through a Facebook app. After three finalists were selected, fans could save their favorite by voting through a Facebook app, on Twitter, or via text.

The Lesson from This Case Study: Social media is a wonderful way to connect with your customers through well thought out contests which give them a stake in how you will run your business.

Guidance for New L&D Professionals

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Based upon my work in this session, consider these suggestions as you design, develop, and facilitate your next learning experience.

• Include interactive elements in your participant workbook. An agenda, illustrations and diagrams, and space for taking notes are standard. Upgrade your workbooks with additional features to engage your learners. For example, you might use QR codes for learners to participate in polls and surveys. Or prompts at the conclusion of each module to encourage learners to reflect upon their work experiences and think more deeply about the topic. For virtual delivery, digital workbooks can include fillable forms, embedded multimedia, drag and drop exercises, and links to supplemental content such as YouTube videos, journal articles, and resources in your LMS.
• Incorporate a realistic group project. The project should feel challenging, but not so difficult as to feel impossible. It should have clear, measurable learning objectives which are consistent with the overall objectives of your session. Tasks within the project should require group collaboration. Think solving, creating, or performing something. It’s also important for the project you design to reflect what learners would expect to see or experience in their workplaces. The project should require an output which demonstrates your participants’ learning. This could be a report or presentation. Finally, your learners should have an opportunity to receive feedback from you and their peers in a structured format.

Read the #7 learning experience on my Top 10 favorites list.

[embed]Counting Down My Top 10 Favorite Learning Experiences and Sharing Advice for New L&D Professionals #7: Leading from a Distance: 4 Principles to Building Committed Remote Teamsmedium.com

**4N Learning Consultants** provides comprehensive Learning & Development services. As your trusted instructional design partner, we will work closely with your team to provide original content for your sessions. We facilitate interactive in-person and virtual learning experiences for groups of all sizes, focusing on leadership development, talent management, and power (soft) skills. Contact us to schedule a free consultation today.