GTA University holds social media strategy course for directors

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The potential and risks of social media will be the focus of a new course being organised by the GTA University in conjunction with the Institute of Directors.

The course on 13 February is aimed at directors and senior executives from organisations of all sizes and from all industry sectors, particularly those interested in the strategic application of social media. It will give delegates the tools to meet the strategic, cultural and organisational challenges posed by the rise of social media.

GTA University Centre’s chief executive Dr Elaine Monkhouse said that today’s highly networked, digitalised environment represents one of the most significant shifts in technology and stakeholder behaviour in the last century. The course, she added, would look at organisational, commercial and brand management models currently being used successfully by companies.

‘This course provides a fantastic opportunity to learn from the successes of those who understand the power of social media and, most importantly, how to use it to their advantage,’ she said.

‘According to research, it took commercial television 13 years to reach 50 million households and internet service providers three years to sign their 50 millionth subscriber. But it took Facebook just a year and Twitter even less to reach the same milestone.

‘Social media has huge transformational potential but the inherent risks create uncertainty and unease with board members who often lack the requisite skills to mitigate the dangers involved and make the most of the opportunities presented. Directors, no matter what their age or social media experience and presence, need to take responsibility for their company’s approach. It is something that should be on the board agenda.’

Dr Monkhouse added that directors need to be aware of the key trends in social media and the implications for the culture and structure of their organisation.

The course, she said, would help them adopt a strategic approach to social media; to use it as a powerful and positive change agent within their organisation, enabling the delivery of rich sources of customer data and real time research, while protecting the integrity of the brand and reputation of the business within the social media space.

For more information about the Institute of Directors: Social Media Strategy for Directors course or to book a place, please contact Liesel Lindsay, liesel.lindsay@gta.gg, telephone 746884.