Social Media Management

Course Overview
Course Outline
Course Assessment
Course Offering
CTS Support
Additional Information

In today's rapidly evolving data-driven business world, organisations continue to recognise the strength and value of maintaining an active and robust presence on digital and social media platforms. These platforms are providing additional points of contact with stakeholders and creating new avenues to strengthen relationships. With valuable and unprecedented access to data about products, competitors and consumer behaviour, businesses with an effective social media presence and strong engagement strategy are better poised for strategic advertising, marketing, sales and customer service.


The question therefore remains- Are you there yet?


For success in today's digital world, you must have a plan to integrate your social and mobile marketing strategies into your business strategy. Whether your company has a sophisticated engagement strategy or you are a new start-up, the CTS College immersion exercise will help you to strengthen your top level strategy, structure your review and management of digital analytics, improve your business intelligence on social media and leverage evolving trends to grow provable market share and build stronger relationships with your high value markets.


The objective of the programme is to provide participants with the practical knowledge and insights required to manage their individual and business presence on social media. It includes a practical project where students will create and evaluate a comprehensive social marketing strategy for an organisation of their choice. This project in the Social Media Marketing will put the methodologies, tools, and insights they have learned to the test as they create a multifaceted plan to assure effective social marketing is an integral part of their business strategy.


What do I need for this course?

  • Basic computer skills and knowledge
  • A creative mind-set
  • A passion for communications, advertising, marketing, social media and data mining


Who should attend?

  • Social Media Marketers
  • Organisations seeking to establish a marketing presence on social media
  • Anyone interested in social media communications and marketing
  • Entrepreneurs

What am I going to learn?

  • The evolution of social media marketing in the context of Trinidad and Tobago
  • Current practices in social media marketing
  • To properly identify and select social media platforms to engage businesses and consumers
  • To develop, manage, measure and adjust your traditional and social media marketing strategies, matching markets to strategies to position your brand in the global digital marketplace, maximise your business’ competitive advantage and profitably grow your business.
  • To create targeted content and spark dialogue with various digital and social communities
  • To manage reputational issues on social media
  • To make more informed decisions about the structure of social media teams
  • To apply analytical techniques correctly to monitor and measure your social media performance on multiple platforms
  • To use the proper tools and tactics for listening to your customer
  • To appropriately use the insights gathered to target continuous improvements


The following will be covered:


1: Introduction to Social Media

  • The turning point in communications- Myths and facts about social media
  • Understanding the social media landscape
  • Understanding what makes content go viral
  • How and why social media is working for companies today
  • Developing a Marketing Pitch to get businesses started on social media


2: Developing your social media strategy

  • Aligning social media marketing with overall business strategy
  • Developing SMART objectives for social media strategies and campaigns
  • Identifying and researching the behaviour of Target Audiences on social media
  • Identifying influencers on social media
    • Distinguishing homophily from influence
    • Leveraging peer influence for business


3: Twitter

  • Introduction to Twitter
  • Getting started using Twitter
  • Building Relationships: Finding the right people & accounts to follow
  • Searching for information & competitors
  • Finding and developing your voice
  • Creating and managing tweets
  • Using Twitter lists as a marketing tool
  • Monitoring conversations about your business
  • Measuring your impact on Twitter (Analytics)


4: Facebook

  • An introduction to Facebook, review of new features
  • Managing a personal presence
  • Creating a Business Page, Groups
  • Targeting and Building audiences
  • Improving Facebook fan engagement
  • Creating Engaging Status updates
  • Treating with Trolls
  • Polls & surveys for brand measurement/ audience engagement
  • Facebook events & marketing techniques
  • Facebook photos & videos
  • Facebook ad techniques to increase revenue
  • Ad metrics and how to figure out what is working
  • Connecting Facebook to Instagram


5: Instagram

  • Introduction to Instagram
  • Managing a personal and business presence on Instagram
  • Targeting and building audiences
  • Instagram photos and videos
  • Marketing on Instagram
  • Analytics


6: LinkedIn

  • Establishing a personal presence on LinkedIn
  • How to find and build connections relevant to you and your industry
  • Job Searcher or Employer- Using LinkedIn as an HR machine
  • Managing your LinkedIn company page
  • Optimization strategies
  • How to use LinkedIn to support content marketing
  • LinkedIn groups


7: Pinterest

  • Introduction to Pinterest
  • Pinterest in the Trinbagonian context
  • Pinterest Business Etiquette
  • Using Pinterest in Your Marketing Campaigns


8: Snapchat

  • Introduction to Snapchat
  • Snapchat content strategy
  • Managing & Tracking customers on Snapchat


9: Social Media Mining and Measurement

  • Understanding social media mining and measurement:
    • Listening, Monitoring, Community analysis, Sentiment analysis, User engagement analysis
  • Analysing methods to leverage search and data mining to generate advertising and win sales on social media


10: Developing a social media editorial calendar


11: Social Media Reputation Monitoring and Crises Management strategies

Students will be required to complete a final project where they will create and evaluate a comprehensive social marketing strategy. This final project will put the methodologies, tools, and insights learned to the test as students create a multifaceted plan to assure effective social marketing is an integral part of their business strategy.


On Completion

Students will receive a certificate of completion.

Course Offering

DayTimeDurationTuition CostLecturer
Mondays 5:30pm to 8:30pm 8 weeks $1500.00 Afiya Ray


Class Schedule

NoStart DateEnd Date
1 Monday, 12th September 2016 Monday, 31st October 2016
2 Monday, 7th November 2016 Monday, 16th January 2017

Lecturer’s Profile:

Afiya Ray

Afiya Ray is an author, corporate communications practitioner and the Managing Director of Oyez Media Limited, a company founded to simplify news and current events for young readers. A former journalist, Ray has 17 years' experience in media and communications.

During the period 1999 to 2003, Ray worked for all three daily newspapers in Trinidad and Tobago, beginning as a freelance writer with the Trinidad Express in 1999 and developing the skills to contribute to all desks including crime, health, features, politics, business and general news. She later accepted opportunities for promotion to work with the Trinidad Guardian and then the Newsday before leaving the media to seek employment in the energy sector.

In 2003, Ray was employed as a writer by the Petroleum Company of Trinidad and Tobago Limited (Petrotrin) to provide articles, speeches and media releases. There, she was given the exposure and opportunity to develop skills beyond journalism.At Petrotrin, Ray led the development of the Company’s official presence on social media, restructured the Company’s monthly newsletter and designed its internal e-letter in 2012. She was also instrumental in the restructure and redesign of the Company’s internet in 2014 and its intranet in 2016 among other internal initiatives.

In 2010, Ray wrote and published the novel “Voices” and provided writing and consultancy services for a number of different organisations including the Chaguanas Chamber of Industry and Commerce. She also continued to freelance for the Trinidad Express, providing articles for the Express Woman publication during that period.

Today, in addition to her regular job as a senior corporate communications officer at Petrotrin, Ray gives English and Creative Writing lessons to primary and secondary students and continues private studies in Law and as an ABE student. Ray is the mother of three beautiful and talented boys.


Programme Manager’s Profile:

Jude Bernard

Jude Bernard is CTS College's Programme Manager for the Business Professional Courses. Holder of a BSc and an MSc, Jude also possess several years of experience in the role of student support and programme management.


Mr. Jude Bernard

Phone: 796-2140

E-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.

Required Texts

No books required. CTS will provide all handouts for the programme.


Tuition Cost


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MBA and BBA Information Session

CTS College will be hosting a free information session on the AIB MBA and BBA programmes at the Radisson Hotel on Saturday 5th November from 10:00am to 11:00am.

CTS Graduation 2016

Sunday December 11th, 2016

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