2. Summer Academy for Social Media Trainers in
Local & Regional governments and businesses
Groningen, May 2013

3. Roadmap

4. Program
Morning: two speakers (concepts, best practices, pitfalls, challenges etc.) Afternoon: assignments for students to internalize information of morning and to receive feedback on analysis and solutions. Assessments based on teacher evaluations and peer assessment; active use of concepts and models

5. Students
Advanced in Social Media (work professionally with social media on a daily basis). Have basic training skills (are willing and able to act as advocates on Social Media in their organizations) Function at least at bachelor level Apply the knowledge (as a trainer and advocate on social media in their organization)

6. Teachers
Elaborate on their respective Lines and contact their fellow speaker
Provide concepts, models, tools and best practices that can help the students in their daily professional lives.
Provide feedback
Assess results of students

7. Morning sessions
Please contact your co-speaker on a division or approach to the topics. Please make the session interactive to avoid monologues. Useful didactic approaches could be: - in groups describe situation in your organization - prepare list of pro’s and con’s for preparation of press release and write on flip over, discuss and agree on priorities -

8. Afternoon sessions
Students have to produce output that can be assessed individually, based on goals described in the program.
There is no need to assess knowledge in the form of exams, but assignments should provide an opportunity to show the proper use of concepts and models, as well as demonstrate applying concepts into practice.
Useful didactic approaches could be:
Prepare small debate on pro and cons, take part in both sides
Evaluate internal documents on given models or concepts
Have a roll play (interviewer versus spokesperson; talk with serious opponent to social media;etc. )

9. Service
We can provide the service of checking your presentations on English proficiency. In case you should like to discuss the choice of your assignment and the way to present it please feel free to contact Jan Liefers

10. Request
Please send in the final PowerPoint no later than 2 weeks in advance. We can send them to all the speakers to be prepared on the interrelations between your presentations.

11. Assignments
Please look at the following assignments. They are suggested to you as a possibility. Feel free to alter them, as long as it stays within your “Line”. Feel free to define two assignments matching the area of expertise of the two speakers.

12. What is the position of your organisation in the networked society?
27th May: Assignment Discovery Frank Willems; Davied van Berlo; Marijke Lemal
What is the position of your organisation in the networked society?
Perform a SWOT analysis of the social media readiness of your organisation (e.g. of employee support, organisation culture) and of your stakeholders (how ‘social’ are your target groups: businesses, citizens) and reflect on how this can be improved. Take into consideration in the confrontation matrix how you will see your role as a trainer.
Present the findings to the group

13. 28th May: Assignment Strategy & Tactics Otto Thors; Sjef Kerkhofs
Clear communication targets
Take one target from an internal policy document (related to communication) relevant to a specific audience and work out a strategic and tactical plan (in bullet points)
Describe how you could implement a content strategy
Present the findings to the group
Select from all the presentations those elements that would work for your organization.

14. Increase participation
29th May: Assignment Implementation Gerrie Smits; Eric Drenth + Marieke Hellevoort; Jenny Brodén
Increase participation
Describe the position of several of your services on the participation ladder and develop a plan using online tools to bring one or two of these services one (or several) step(s) up the participation ladder (e.g., through conversation management or co-creation).
Present the findings to the group

15. 30th May: Assignment Governance Rennie Hooi; Corné Kox; Renske Stumpel
Monitor what is being said about your organization using a social media monitoring tool.
Set up a strategy for monitoring you organization on social media and how to manage this.
Perform an monitoring analysis, using Radian 6.
Develop a plan for disseminating the knowledge you gathered during this training to your organization and to your network (through trainings,…).
Present the findings to the group

16. Questions and Remarks
Please do not hesitate to contact us: Marijke Lemal: Nancy Huttenga: Jan Liefers :