Social media training, on the screen where it happens.
Most social media training is a list of things not to post. People learn the lesson and post nothing. The client wanted the opposite.
The challengeSocial media training that taught people to post nothing
The client wanted employees to understand why the company is on social media, help it by sharing and celebrating their work, and protect it by respecting confidentiality, image rights and the rules about commenting in a crisis. Those goals pull in different directions. Lead with the rules and people go quiet. Lead with enthusiasm and people overshare. The course had to do both, in the right order.
What we deliveredSocial media training for employees, built as a phone
- 1An Alignment Brief with the client’s external communications team: what they wanted employees to do, and the mistakes that cause real harm.
- 2A Story Blueprint built on one idea: the course is a phone, and every chapter is an app.
- 3An 18-minute interactive social media training course with a virtual assistant, Avi, who guides people through Contacts, each social platform, Notes, the Gallery and an Incognito app.
- 4Quiz rounds inside the phone’s own quiz app, and the do’s and don’ts available to review at any time.
The idea, and why it workedEvery chapter is an app
You unlock the phone with a fingerprint. Avi introduces the company’s channels through the Contacts app, then opens each platform to show what the company does there and who it talks to. The Notes app explains the strategy behind it. The Gallery shows how employees can help, sharing achievements and official news, and then the rules: respect confidentiality, ask before posting photos from inside the company, speak for yourself, never speculate in a crisis. The Incognito app covers what competitors can learn from an innocent post.
It worked because the course lived in the same place as the behaviour, and because the rules arrived after the reasons. People finished knowing what to share as well as what to keep to themselves.
