Prerequisites

• Prior knowledge of using social media.

Course Description

In the era of network control and digital communication, an organization’s reputation is often shaped on social media platforms in real time. Unlike traditional crises, social media crises can escalate rapidly due to viral amplification, public scrutiny, and the decentralized nature of online discourse. Managing these challenges requires speed, strategy, and the ability to engage transparently under pressure. This course aims to introduce a strategic framework for crisis management on social media and to provide participants with the tools and skills required to deal with these challenges effectively and flexibly.

Course Objective

By the end of this course, participants will:
• Set up and use digital tools for monitoring digital platforms.
• Develop early warning skills and analyze trends to anticipate potential crises.
• Implement proactive and reactive crisis management strategies on social channels.
• Apply pre-crisis planning and scenario-building to minimize reputational risk.

Course Outline

• Monitoring and managing reputation on social media:
- Importance of reputation management in digital age.
- Evaluate the impact of digital platforms on the reputation of the organization.
- Methods of monitoring reputation across social media platforms.
- Develop strategies to maintain a positive reputation.

• Managing social media crises and handling models:
- Analyze potential crises on social media platforms.
- Assess the crisis threat level using the Five Levels of Crises model.
- Formation of crisis management team and dealing with reputation internally.
- Implement communication strategies during the crises.

• Tools used for reputation monitoring and crisis management:
- Design crisis response models, silence or interaction.
- Tools for monitoring reputation across digital platforms.
- Apply data analysis methods to understand the impact of crises.
- Compare and choose the most appropriate tools for crisis management.

Course Benefits

• A graduation certificate by Al Jazeera Media Institute.