Benefits for you
- Navigate challenging issues like social responsibility and online activism
- Investigate how various types of organizations are using social media differently
- Explore social media mechanisms for increasing visibility, trust, engagement and reputation
- Learn best practices for primary social media platforms
- Mitigate the dynamics of divisiveness in challenging times
Program content
- Social media principles, characteristics, benefits, issues, opportunities and risks
- How social media facilitates human relationships, connection and good will
- Creating value for your audience, even in the absence of tangible commercial exchange
- Online community development: social responsibility and communicating authentic care for people
- Social media objectives for various types of organizations
- Communicating your organization’s mission, vision and values, for social as well as economic good
- Brand voice: communicating consistently while respecting the norms of each social channel
- Social search and social listening: learning what’s important to your audience
- Sourcing content (social news, blogs, podcasts, RSS, newsreaders, etc.)
- A review of best practices common to major social media channels
- Social media resources for ongoing learning
Program leader

Tristan Jutras
Tristan helps people make smart technology decisions. With a background in broadcasting, web development, marketing and communications, he has over 20 years of experience collaborating with local start-ups and global brands on online endeavours. He also leads courses on digital marketing, web analytics, online security and more. An active speaker and media personality, he contributes regularly to tech stories on TV as well as on podcasts and YouTube channels.
Upcoming Offerings
Stay tuned for future offerings of this program! Please contact us to notify you when it will be offered again. You may also subscribe to our email list for Executive Education program updates and exclusive event invitations.
For financial assistance opportunities, please refer to Financial Assistance, Scholarships and Team Rates .

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Contact a learning advisor for more details.
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Get in touch
604.822.8400 or 1.800.618.3932
exec.ed@sauder.ubc.caVisit our contact page for more information.
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