Social media has become a core capability for organisations across all sectors, including businesses, government agencies, community organisations, and not-for-profits. Yet many organisations still approach social media as a tactical communication tool rather than a strategic organisational function.
This program explores how organisations can design, manage, and sustain social media activities in ways that support broader organisational goals. Participants will learn how to align social media with organisational strategy, understand their audiences and communities, generate insights through social listening, and translate those insights into effective communication and engagement strategies.
Rather than focusing on individual platforms or posting tactics, the program focuses on the organisational thinking and decision-making processes needed to manage social media effectively and responsibly.
About the facilitators
Professor Mingming Cheng
Professor Mingming Cheng is an award-wining researcher and educator in social media analytics. He leads the social media research lab at Curtin University. With over a decade of experience developing customised and research-informed workshops on digital marketing for high schools, government agencies and community leaders across the Asia-Pacific region. Mingming is also a popular conference keynote speaker, presenting at various forums on social media marketing and tourism including sitting on the discussion panel alongside the former New Zealand Prime Minister.
Dr Jing Zhu
Dr Jing Zhu is an associate lecturer and research fellow at the Social Media Research Lab at Curtin University with multiple international awards. Dr Zhu specialises in social media marketing and video analytics. She is passionate about solving industry challenges and marketing problems with social media data and consumer insights. She has extensive experience analysing large-scale social media data to understand how audiences interact with content and how organisations can use digital insights to support decision-making. She has worked with various stakeholders across tackling pressing social issues.