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Building and implementing a social media strategy requires an understanding of your audience, your objectives, and the culture of your organization. Remember - Facebook is not a strategy - it's a potential tactic that's a result of a well-thought out strategy. In this workshop you will learn how to answer seven questions that will drive your organization's success. From building the plan, to assembling the team, to managing the communities you build, this session will combine the best-practices of the most successful private organisations with the propriety and privacy realities of leveraging social within the military - allowing you to create a plan that's tailored to your organisation.

  • Define and explain what the social media objectives are for your organization
  • Understand why social media is important and how it can support the mission, values and selected activities through outreach and visibility, for your organisation through suitable content
  • Assess your current online communications presence and consider how you can plan for social media within your organization
  • Learn how to apply demographics, trends and a new strategic framework for making decisions about social media whilst understanding the audience and your team.
  • Consider plans for the future success of your social media content and lessons for continued improvement and optimization.

• State & local government officials in Communication / PR / Digital media roles
• Social Media Management Software
• Content Creation / Management Services
• Mobile Apps / App Development
• Social Networks
• Analytics / Measurement Software
• Social Listening / Monitoring Tools
• Content Management Systems / Microsites
• SMS Alert Services
• Email Marketing Automation Platforms

Previous Attendees Include:

7th Army Training Command; Advanced Tactical Resources Limited; Afghanistan Border Police; Airbus Group; Analox Military Systems Ltd; Army Headquarters; Army Media & Comms ; Barisan Nasional; British Army; Cranfield University; CyTech Solutions ; Czech MoD; Defence Academy of the United Kingdom; Defense Media Activity; DND - Public Affairs - Director General of Marketing and Web; DSTL Porton Down; EU Naval Force; FNSS Savunma Sistemleri A.S.; Guy's and St Thomas NHS Trust; IHS Janes; IHS Jane's; INVISIO Communications; IOM Tajikistan; Irish Defence Forces; Italian Air Force; Italian Defence; Janes Information Group; JMRC US Army; Kelvin Hughes Ltd; Kripos; Leonardo Company; Military Academy at ETH Zurich MILAC; MINDEF; Mindef Singapore; MINDEF, Singapore; Ministry of Defence ; Ministry of Defence, Finland; Ministry Of Defence, Singapore; MKU Limited; MoD; MOD Austria; NATO MARCOM; NATO Shape; NATO STRATCOM Centre of Excellence; NATO/SACT HQ; Nexter Systems; Nigerian Navy; Northrop Grumman Uk Ltd; Norwegian Armed Forces Media Centre; Oreet - International Media; QinetiQ; Republic of Singapore Navy; Royal Air Force; Royal Norwegian Navy; SAAB AB; SHAPE NATO; SHRM; Singapore Armed Forces; Tadaweb; Tajikistan Border Guards; Thales UK; Twitter; U.S. Army Europe; US AFRICOM; US Army; US Army Europe;

Workshop LEADER


Andrew Morton

Director of Social Engagement, SHRM

Andrew Morton serves as the Director of Social Engagement at SHRM. He is marketing and PR executive who's led public and private organisations to unprecedented levels of brand awareness through interactive strategic communication practices in traditional and new media.

Andrew is a combat veteran who's served over twenty years as an Army Officer in a leadership position at all levels, and as the lead for the Army Reserve's marketing, digital, and social media efforts. After his military career he was an account director of Purple Strategies - leading highly successful digital and social media campaigns for Fortune 500 clients.

Andrew has led dozens of seminars on strategic and sustainable social media practices and has chaired and presented at conferences in numerous countries. He resides in Washington DC and is happy to claim the most important title of all - "Dad" - to his three wonderfully exhaustive kids!


The Society for Human Resource Management (SHRM) is the world's largest HR professional society, representing 285,000 members in more than 165 countries. For nearly seven decades, the Society has been the leading provider of resources serving the needs of HR professionals and advancing the practice of human resource management. SHRM has more than 575 affiliated chapters within the United States and subsidiary offices in China, India and United Emirates.

Workshop programme

13:00 Registration & Coffee

13:30 What are our social media objectives and how do they align with core business goals / objectives of our organisation?

Andrew Morton

Andrew Morton, Director of Social Engagement, SHRM
View Bio

14:00 Who is our audience, what types of content do they respond to, and where to they live online?

Andrew Morton

Andrew Morton, Director of Social Engagement, SHRM
View Bio

14:30 What stories do we want to share and how can we make them relevant to our audience?

Andrew Morton

Andrew Morton, Director of Social Engagement, SHRM
View Bio

15:00 Afternoon Tea

15:40 Who needs to be involved in content production and marketing?

Andrew Morton

Andrew Morton, Director of Social Engagement, SHRM
View Bio

16:30 How will we measure the success?

Andrew Morton

Andrew Morton, Director of Social Engagement, SHRM
View Bio

16:30 How will we optimize, improve and adapt what we're doing?

Andrew Morton

Andrew Morton, Director of Social Engagement, SHRM
View Bio

17:00 Chairman’s Closing Remarks and Close of Day One


Copthorne Tara Hotel

Scarsdale Place
London W8 5SR
United Kingdom

Copthorne Tara Hotel

The Copthorne Tara Hotel London Kensington is an elegant contemporary four-star hotel in prestigious Kensington, located just a two minutes walk from High Street Kensington underground station, making exploring easy. The hotel offers well-appointed and comfortable guest rooms combining Standard, Superior and Club accommodation. Club rooms offer iconic views over the city and include Club Lounge access for complimentary breakfast and refreshments. Guests can sample the authentic Singaporean, Malaysian and Chinese cuisine at Bugis Street, traditional pub fare at the Brasserie Restaurant & Bar or relax with a delicious drink at West8 Cocktail Lounge & Bar.

The Copthorne Tara Hotel boasts 745 square meters of flexible meeting space, consisting of the Shannon Suite and the Liffey Suite, ideal for hosting conferences, weddings and social events. Facilities include access to the business centre 24 hours a day, fully equipped fitness room, gift shop, theatre desk and Bureau de Change. With ample onsite parking outside the London congestion charge zone and excellent transport links via Heathrow Airport, the hotel is the perfect location for business or leisure stays. The hotel is within close proximity to the shops of High Street Kensington, Knightsbridge and Westfield London, Olympia Conference Centre, Royal Albert Hall, Kensington Palace and Hyde Park.




speaker image






CPD stands for Continuing Professional Development’. It is essentially a philosophy, which maintains that in order to be effective, learning should be organised and structured. The most common definition is:

‘A commitment to structured skills and knowledge enhancement for Personal or Professional competence’

CPD is a common requirement of individual membership with professional bodies and Institutes. Increasingly, employers also expect their staff to undertake regular CPD activities.

Undertaken over a period of time, CPD ensures that educational qualifications do not become obsolete, and allows for best practice and professional standards to be upheld.

CPD can be undertaken through a variety of learning activities including instructor led training courses, seminars and conferences, e:learning modules or structured reading.


There are approximately 470 institutes in the UK across all industry sectors, with a collective membership of circa 4 million professionals, and they all expect their members to undertake CPD.

For some institutes undertaking CPD is mandatory e.g. accountancy and law, and linked to a licence to practice, for others it’s obligatory. By ensuring that their members undertake CPD, the professional bodies seek to ensure that professional standards, legislative awareness and ethical practices are maintained.

CPD Schemes often run over the period of a year and the institutes generally provide online tools for their members to record and reflect on their CPD activities.


Professional bodies and Institutes CPD schemes are either structured as ‘Input’ or ‘Output’ based.

‘Input’ based schemes list a precise number of CPD hours that individuals must achieve within a given time period. These schemes can also use different ‘currencies’ such as points, merits, units or credits, where an individual must accumulate the number required. These currencies are usually based on time i.e. 1 CPD point = 1 hour of learning.

‘Output’ based schemes are learner centred. They require individuals to set learning goals that align to professional competencies, or personal development objectives. These schemes also list different ways to achieve the learning goals e.g. training courses, seminars or e:learning, which enables an individual to complete their CPD through their preferred mode of learning.

The majority of Input and Output based schemes actively encourage individuals to seek appropriate CPD activities independently.

As a formal provider of CPD certified activities, SAE Media Group can provide an indication of the learning benefit gained and the typical completion. However, it is ultimately the responsibility of the delegate to evaluate their learning, and record it correctly in line with their professional body’s or employers requirements.


Increasingly, international and emerging markets are ‘professionalising’ their workforces and looking to the UK to benchmark educational standards. The undertaking of CPD is now increasingly expected of any individual employed within today’s global marketplace.

CPD Certificates

We can provide a certificate for all our accredited events. To request a CPD certificate for a conference , workshop, master classes you have attended please email events@saemediagroup.com

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Opening Hours: 9.00 - 17.30 (local time)
SAE Media Group , Ground Floor, India House, 45 Curlew Street, London, SE1 2ND, United Kingdom
Tel: +44 (0) 20 7827 6000 Fax: +44 (0) 20 7827 6001
Website: http://www.smgconferences.com Email: events@saemediagroup.com
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