You’ve probably heard of the major social media tools – Facebook, Twitter, Youtube, Flickr, LinkedIn, blogs. Chances are you’re using some or all of them in a personal capacity, and to a lesser extent in work. But how can these tools be best used in a professional environment? Training courses run by Jon Worth can provide answers for you and your colleagues. If you’re wondering whether this is for you, have a look at some of our questions about social media for public administration, public diplomacy, NGO campaigns and party politics.

Jon is best known for his role in the Atheist Bus Campaign that famously raised £150000 online in order to display atheist slogans on buses across the UK. In party politics he has run online campaigns for Harriet Harman and Diane Abbott and more than two dozen MEPs and MPs from numerous European countries. His blog – – is also widely read and respected. Jon has been working in professional training since 2005, and he is also a visiting lecturer at the College of Europe (Bruges), the University of Maastricht, the Graduate Institute (Geneva) and the University of St Gallen.

The ideal approach is to design a bespoke training course to match your organisation’s needs – please do contact Jon about this. A list of suggested training modules is provided below.

Training Modules

1. Web 2.0 and new communication patterns
– Introduction to the most important social media tools
– Engagement pyramid – how particular tools are relevant to different groups
– How to engage people to participate in social media

2. Strategies for Twitter, Facebook, LinkedIn and other social networks
– The difference between the platforms
– Relevant case studies
– The power of Google: getting your social media content highly ranked in search engines

3. Online writing and blogging
– ABC for web writing
– How to write for web vs. print
– Developing a blogging strategy

4. Monitoring, RSS and online reputation management
– How to use RSS efficiently
– The monitoring tools that exist and how they function
– How to deal with and respond to critique online

Does your organisation need social media training?

Social media… for public administration
Should the public sector even be using these tools? Within a sensitive, public sector communications environment, how can social media be integrated with the regular communications functions? What social media tools work well and which are best avoided? What staff policy is needed to embrace social media effectively? How do you keep an eye on what people are writing about you online?
Clients to date: European Commission DG COMM, DG JUST, DG Connect, DG REGIO, EU Interreg Programmes, European Economic & Social Committee, Maribor 2012 European Capital of Culture

Creative Commons Licensed Image - click for full informationSocial media… for public diplomacy
Can an embassy effectively blog, tweet or use Facebook? What role should political staff play in this process, and what should be left to communications teams? How can influential bloggers be identified and brought into online discussion? Which combination of languages work best for public diplomacy purposes online? How should a social media policy for staff be drafted?
Clients to date: Embassy of the Netherlands to the UK, Foreign & Commonwealth Office, Diplocat

Creative Commons Licensed Image - click for full informationSocial media… for NGO campaigns
How are reputations forged (and destroyed) online? What is the return on investment for social media campaigns? Is there a way to move beyond the email-to-action model? What blogs are important to NGOs? Can Facebook be used to drive donations to charities? How can ‚clicktivism‘ be transformed into genuine offline activity? What are the new trends in social media, and how can these be best exploited?
Clients to date: BirdLife International, Friends of the Earth Europe, Plan International, CEEWeb, eCampaigning Forum

Creative Commons Licensed Image - click for full informationSocial media… for party political campaigns
Should a candidate blog, tweet or use Facebook? If so, how, and what are the common pitfalls? How can workflow be streamlined to ensure a candidate’s precious time is not wasted? How can open source software be used to reduce costs? Is blogging worthwhile, and should it be done on a candidate’s own site, or elsewhere? What is the best way to reply to online critique?
Clients to date: Liz Kendall MP, Netroots Sörmland, Socialist Group in the European Parliament, Personal Democracy Forum Europe