Strategic Social Media Engagement for Public Sector and Non-Profit Organizations

This workshop can be customized in length and delivered online (or in-person once public health guidelines allow for it) directly to your team. The ideal group size for maximum interactivity is under 15 people, however, special exceptions can be made. The most popular online format for the delivery of this workshop is four 3-hour sessions (with 30 min breaks each + lunch) over the course of two days.


The modern era of social media and the subsequent democratization of content has had a major impact on how public sector and non-profit organizations communicate and engage with their audiences. The world of one-way communication, of one source to many readers, viewers or listeners – has changed into a heavily fragmented communications universe, where niche-audience customization and increased relevancy have been made possible. To take advantage of the opportunities and deal with the challenges presented by this new reality, organizations need to go beyond tactics and employ a strategic approach to their engagement on digital channels. Actions need to take place that go far beyond merely opening a few social accounts and/or hiring a community manager. As organizations mature in their approach to digital, specific resources are being assigned to content strategy, brand stewardship, service delivery, data analytics, video production, online writing, channel strategy, technology and overarching digital strategy at the most senior levels. Organizational leaders need to realize that the true foundation beneath all the tools is a powerful paradigm shift, led by a citizen culture that embraces and expects timely participation, collaboration and transparency.

Goal of the workshop

To provide practical guidance and a strategic framework for anyone that has been tasked with the development of a social media strategy for their public sector or non-profit organization/initiative.

What will you learn?

  • The most recent statistics in the digital space at a global and national level
  • The key digital trends that are taking place right now to which you need to adapt to
  • How public sector organizations are evolving as a result of digital disruption
  • Step by step instructions on how to develop a strategic social media engagement plan
  • A process for formulating strategies and tactics based on your organizational strengths
  • How to develop goals and objectives that are aligned with your strategic priorities
  • How to monitor and analyze social data for better business intelligence gathering
  • How to reach specific niche online target audiences
  • How to identify influential online content creators in your industry (nano, micro and macro)
  • How to create content that maximizes visibility based on the latest algorithm updates
  • How to drastically build up your web presence/digital footprint for optimal findability
  • How to find your online voice and build a consistent brand that resonates with your audience
  • Strategies for dealing with misinformation, disinformation and mal-information
  • How to effectively change organizational structures to better support digital
  • How to better manage risks posed by the digital channel
  • How to measure the performance of your specific digital engagement activities
  • How to derive actionable insights from your metrics

What will you take away?

  • PDF copy of the CEPSM “Strategic Social Media Engagement for Public Sector and Non-Profit Organizations” Workbook
  • PDF copy of the CEPSM “Strategic Social Media Engagement for Public Sector and Non-Profit Organizations” Presentation Slides
  • Official CEPSM Certificate of Completion

What people have said about Mike’s workshops:

“I wanted to take this opportunity to let you know that the session with Mike, Strategic Social Media Engagement for Government Organizations, was simply outstanding. While I have mentioned it to him, I wanted to let you know that he has given much for me and the CPC to consider moving forward. There is a lot we need to do, however, I feel we are much better positioned having had this session with Mike and having benefitted from his guidance. I thank him immensely for his understanding, passion and … just knowledge!” Doris Mirella, Communications Strategist, Canadian Police College, Royal Canadian Mounted Police (RCMP)

“The first training session I have taken that included more than expected and fully delivered to meet the needs of participants” Valerie Ladouceur, Senior Communications Advisor, National Research Council of Canada

“I recently attended a Strategic Social Media Engagement for Governments session and was blown away! Mike knows his stuff and imparts it in an effective, passionate, interesting and soap box free manner. Not only will I be able to use what I learned here at work but it will be invaluable in my volunteer life as well. AWESOME!”Sean Dionne, Senior Program Specialist, Business Development, Ontario Ministry of Revenue

“Mike was clear, articulate, interesting, and really conveyed a sound knowledge of the subject matter. Individuals have approached me and sent me emails with high praise for Mike and the session and the volume and quality information that they were able to take away from it. This is my second session with Mike and I am continually impressed with his knowledge and how he keeps up with all of the latest trends and information all the while maintaining the importance of the human contact.”  Susan Butson-Lewis, Senior Manager, Business Development, Ontario Ministry of Revenue

“Great to have a teacher who marries the worlds of social media, social/behaviour change marketing, and the public sector” Matthew Rae, Senior Analyst, External Stakeholder Management, Bank of Canada

“Mike doesn’t just help you dip your toes into the vast ocean of valuable information on the Web – he makes you want to jump in, play around and get as involved as possible to get the best ROI for your time and efforts. His simple approach to demystifying digital trends walks you through the best way to set yourself up to use the Web to your advantage, personally and professionally. My takeaways: information, tools, hints and inspiration. Thanks, Mike!”  Tresa Labaj, Change Agent, Work in Progress

 “Mike is the guru of all things digital but absolutely not an aloof expert. He is extremely passionate and so truly believes in what he teaches that he not only imparts knowledge but motivates you to succeed. He’s been a great inspiration to me as I’ve gone from social media newbie to having the ability to implement a full social media plan for my association in just six months. Mike has led me every step of the way and has never been too busy to offer assistance and advice. He is a fabulous teacher and a terrific resource.” Angie D’Aoust, Director of Communications, Canadian Association of Speech-Language Pathologists and Audiologists

“First and foremost, thank you for sharing your wealth of knowledge with us. I am sure that it was just the tip of the iceberg of what you could have brought to the session. I can honestly say that I’ve learned a tremendous amount of information and still have much more to explore in the social media world. It’s been a real eye-opener for me. Your training will help enrich my knowledge and put me on the right track to become more efficient with the tools provided”. Guylaine Mallet, Regional Advisor, External Communications, Réseau de santé Vitalité

“Mike has presented twice to executive-level and management-level groups here at Infoway. He is a dynamic, personable and engaging speaker who thinks on his feet to build a presentation that he takes the time and trouble to customize so that it’s relevant to his audience. He even took a survey of our groups here prior to the presentations, to get a sense of pain points, interests, etc. He is very knowledgeable about social media in Canada, particularly for non-profit and government organizations. He combines background knowledge with some hands-on examples if that’s what’s indicated. I can’t recommend him highly enough”. Nicole Filiatrault, Marketing, Communications, and Media Executive

Detailed Agenda

Instructor Information

  • Mike Kujawski

    Mike Kujawski has nearly 20 years of experience as a management consultant, trainer, and professional speaker for major government, non-profit, and association clients in Canada and around the globe. He’s… Read full bio


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