Improving Online Engagement: Measuring Impact and Performance

New communication channels have opened between organisations and public citizens thanks to increased connectivity, new technology and use of social media. 

This can be both an opportunity and a challenge for organisations who actively engage and collaborate with audiences online.

Some level of organisation-wide change or 'digital transformation' is required to: 

  • Consult with online audiences
  • Engage new communities
  • Raise awareness of new schemes
  • Digitise services
  • Deal with user feedback

Many organisations also face pressing resource challenges, which means that digital engagement must be cost-effective, valuable and demonstrate measurable impacts. 

The training

Join us on the 26 October 2017 to improve your online engagement and learn more about measuring the performance and impact of your actions.

This course will provide marketers, PR professionals and senior managers with guidance on how to improve user engagement in more transparent and measurable ways.  ​


08:45 Registration and Refreshments

09:30 Session 1

Identifying Key Audiences

  • What is an audience segment?
  • How can audience segments help us engage with service users? 
  • The pitfalls of engaging with ‘the public at large’

Targeting Key Audiences

  • Locating audiences via social media
  • Targeting audiences with social content
  • Effective communication and the psychology of persuasion
  • Incentivising user engagement

11:30 Refreshment Break

11:45 Session 2

Engaging With The Public

  • Conversation management: how and when to join in
  • How to join existing conversations
Measuring Engagement
  • Where audience data comes from (tools and resources)
  • Measuring and evaluating audience engagement
  • Measuring and evaluating social media
  • Setting organisational Key Performance Indicators (KPIs)

12:30 Networking Lunch

13:30 Session 3

Audience Segmentation and Targeting
  • Exercise in how to bring together data to define an audience segment resulting in (a) collective view of who to target and how (b) how to measure audience engagement

Reflection and Feedback​​

  • Reflection
  • Five key Takeaways
  • Feedback 
15:00 Close of Training
*Agenda subject to change

Your trainer

Simon Heyes is an award winning blogger and current head of Social Media at 8 Million Stories with more than 12 years' of experience under his belt.

Simon has exceptional experience within the industry having led digital strategies for brands such as Starwood Hotels, Burts Bees and Skype.

He's also been in an international role since 2008, making him the ideal guy to help you get to grips with a strategy spanning several markets.

Specialising in Social Media, Outreach and linking it into the wider marketing mix, Simon's scooped several awards recognising his expert work.



In association with:




Holyrood Communications Ltd, Panmure Court, 32 Calton Road, Edinburgh EH8 8DP | MAP


Delegate rates (excluding VAT)

  • Discounted rate: £245 (Voluntary / charitable organisations with an annual income of less than £1m)
  • Reduced rate: £345 for 1 place | £295 per place if 2 or more are booked (Central government departments and agencies, local authorities, universities, colleges, NHS, police, professional associations and voluntary / charitable organisations with an annual income over £1m)
  • Full rate: £395 (Commercial organisations e.g. plc, Ltd, LLP)
26 October 2017


Share this page