Knowing and Managing Your Social Media Audience

Next Session: POSTPONED



The training program provides techniques to build good content and how to respond to negative interactions. The course is broken into two 5-week sections, Wednesdays from 2:30-4:30 p.m. Central.


Part One

The first section emphasizes the importance of knowing your key audience and stakeholders, creating personas that represent their needs and behavior, then knowing the type of content that they are most likely to engage with.

  • Know Your Audience
  • Create a Persona
  • Create Visible Content
  • Set Key Objectives
  • Create Social Media Calendar

Participants receive one-to-one evaluations of their current social media resources and take part in interactive webinars that deliver the training and guidelines of social media engagement. They also learn to create a comprehensive content calendar that reflects their goals and their audiences’ needs.

Next session:

  • Week 1: March 23, 2022
  • Week 2: March 30, 2022
  • Week 3: April 6, 2022
  • Week 4: April 13, 2022
  • Week 5: April 20, 2022


Part Two

Responding to negative commentary on social media is always a challenge. Section two delivers guidelines for managing commentary that mitigates damage and avoids adding fuel to the fire.

  • Social Media Monitoring & Listening Tools
  • Sentiment Analysis
  • Responding to Negative Commentary
  • When to Acknowledge & Apologize
  • When to Take it Offline
  • When to Block and Ban

Participants learn to monitor social media for negativity towards their organization, to spot a bubbling crisis, and how/when to respond appropriately. With guidance from the trainers, participants learn to identify their strategies and content choices, develop suitable content, then receive feedback and evaluations from both the trainers and fellow participants.

This course benefits those who already have a social media and online presence, who manage platforms, and who are responsible for creating a more effective strategy to grow their audience and audience engagement.

Second session:

  • Week 1: April 27, 2022
  • Week 2: May 4, 2022
  • Week 3: May 11, 2022
  • Week 4: May 18, 2022
  • Week 5: May 25, 2022

Cost: $500 per person for Catholic Media Association members, made possible thanks to the USCCB Catholic Communication Campaign; $2,000 per person for non-members.

Registration questions? Email Rob DeFrancesco:

Program-specific questions? Email Colette Newport, The PR Training Academy: