Digital-First Communications: Strategy, Social Media & Impact

Schedule

Module 1: Foundations of Digital Marketing: Social Listening and Strategic Research
Wednesday, February 25; 3–4:30 p.m. ET

This module establishes the foundation for strategic digital marketing by exploring how modern communicators use social listening to inform campaigns and build stakeholder relationships. We examine the evolution from traditional PR to digital-first strategy, the Social Principle (relationships over broadcasting) and how to extract meaningful insights from social data. The module introduces AI-powered listening tools, competitive analysis frameworks and ethical considerations in data collection that PR professionals need to navigate in 2026.

During this module, participants will learn about:

• The convergence of PR and digital marketing in today’s landscape.
• Social listening tools and translating data into strategic insights.
• Competitive analysis and audience research methodologies.
• AI-powered research capabilities and ethical considerations.

Module 2: Strategic Campaign Design Part A: Planning for Impact
Wednesday, March 4; 3–4:30 p.m. ET

In this module, we explore how to translate business objectives into effective digital marketing strategies. The focus is on building the strategic foundation that separates purposeful campaigns from random content posting. We cover how to develop SMART objectives, identify and segment modern audiences (including Gen Z and creator economy considerations), build authentic brand voice and establish governance through social media policies. Special emphasis is placed on platform selection strategy for 2026 and preparing for crisis scenarios before they occur.

During this module, participants will learn about:

• Developing SMART objectives aligned with business goals.
• Modern audience segmentation and platform selection strategy.
• Building authentic brand voice and persona.
• Social media policy development and crisis preparedness.
• Budget considerations and resource allocation.

Module 3: Strategic Campaign Design Part B: Creative Engagement and Content Strategy
Wednesday, March 11; 3–4:30 p.m. ET

Focusing on the creative and tactical execution of strategy, this module introduces frameworks for authentic content creation and community building. We cover content strategy fundamentals, the role of influencers and creators in modern campaigns, how to approach corporate social responsibility and brand purpose, and the art of newsjacking and real-time marketing. The module emphasizes AI’s role in content creation while addressing transparency, authenticity and ethical considerations. By understanding how to balance creativity with strategic intent, professionals can build campaigns that truly resonate.

During this module, participants will learn about:

• Content strategy frameworks and planning approaches.
• Influencer partnerships and creator economy strategies.
• Corporate social responsibility and brand purpose positioning.
• AI tools for content creation and ethical disclosure requirements.

Module 4: Implementation, Platform Execution and Community Management
Wednesday, March 18; 3–4:30 p.m. ET

As digital campaigns move from planning to execution, operational excellence becomes crucial. This module explores platform-specific best practices for 2026; community management fundamentals; the integration of paid, earned and owned media; and crisis monitoring and response protocols. The module discusses how to manage real-time conversation, build social care teams and navigate dark social and messaging strategies. We examine case studies of successful campaign implementation and cautionary tales to help professionals anticipate challenges before they arise.

During this module, participants will learn about:

• Platform-specific best practices for major social channels.
• Community management and social care strategies.
• Paid, earned and owned media integration.
• Crisis monitoring and rapid response protocols.
• Real-time marketing opportunities and case studies.

Module 5: Measurement, Analytics and Demonstrating ROI
Wednesday, March 25; 3–4:30 p.m. ET

This module addresses one of PR’s most critical challenges: proving the value of digital marketing efforts. We explore the difference between KPIs and vanity metrics, attribution models for social media, sentiment analysis and brand health tracking. The module covers AI-powered analytics tools that provide deeper insights and how to create executive-ready reports that communicate impact to leadership. Additionally, we examine benchmarking, competitive tracking and how to use data to optimize campaigns in real time. Understanding measurement is essential for securing resources and demonstrating digital marketing as a strategic function.

During this module, participants will learn about:

• KPIs versus vanity metrics and what actually matters.
• Attribution models and measuring digital impact.
• AI-powered analytics tools and reporting dashboards.
• Building executive-ready presentations that demonstrate ROI.

Module 6: The Future of Digital Marketing: Emerging Trends and Career Growth
Wednesday, April 1; 3–4:30 p.m. ET

This final module looks ahead to the rapidly evolving future of digital marketing and public relations. We explore emerging AI capabilities, new platform developments and how communicators can stay ahead of technological change. The module addresses building personal brands as PR professionals, career pathways in digital marketing and what skills will be most valuable in the coming years. We examine cutting-edge case studies of brands pushing boundaries and discuss how to position yourself and your organization for success in an increasingly digital world.

During this module, participants will learn about:

• Emerging AI capabilities and platform developments.
• The creator economy’s impact on public relations.
• Building personal brands and career pathways in digital marketing.
• Current case studies and practical action planning.