This advanced course is a social media skills masterclass for anyone involved in online communication and content. It presents an alternative, strategic perspective on how social media should be managed. You will be encouraged to challenge both what you already believe and what you may have been told about what constitutes an effective approach to social media. You will learn practical techniques to harness the latest online platforms and trends for strategic impact. You will learn how to ensure that activity creates measurable value, rather than simply using tools for creating engagement. This is an advanced-level course designed for Communication and Public Relations Officers in senior roles, aspiring to mastery and innovation. The course is recommended for people who are already familiar with communication and social media tools and now want to deepen their expertise.