Social media: Enhancing engagement and building trust

25 November, 14:00-18:00 GMT/09:00-13:00 EST
Virtual
1 day

Bank of Canada and Czech National Bank joint program

Tutors

Danielle Smith

Bank of Canada

Senior social media specialist

Danielle Smith is the Senior Social Media Specialist at the Bank of Canada, where she leads the Bank’s social media strategy and advises on communicating complex economic and monetary policy issues to Canadians.

Drawing on more than a decade of experience in strategic communications and stakeholder engagement, she develops evidence-based digital strategies to help make central bank communications more accessible, relevant, and engaging.

Danielle is particularly interested in how social media can strengthen public understanding, build trust, and support greater transparency in public institutions.

Ondřej Podráský

Czech National Bank

Communications expert

Agenda

Building your social media strategy – foundations and purpose | A foundation for developing a social media strategy that fits your goals, size, and resources

Discussing social media’s purpose: educating the public, increasing transparency, building public trust
Understanding your audience and choosing the right platforms
Matching audiences, platforms and content for maximum impact
Social media: the shift from website-centric communications to an audience-centric digital engagement

Building and maintaining your social media presence | Practical steps to create and maintain high-quality content that resonates with diverse audiences

Content creation on a budget
How to create templates and graphics without a formal brand manual
Maintaining consistence and engagement
Tools/software for content scheduling and monitoring
Tactics for responding to comments, staying on top of trends

Creating impactful and audience-specific content | Techniques to adapt content to reach multiple audiences effectively while staying true to your institution’s integrity

Tailoring content for different demographics: examples of adapted graphics, videos, and posts to reach target groups
Adjusting content for different platforms: X (Twitter), Facebook, LinkedIn, Instagram, YouTube, Podcasts
Innovating with new content formats: spotlight on senior staff members, reels, Q&A, shorts, gamification, amongst others
The role of paid promotions and influencers

Measuring success and adapting for the future | How to measure the effectiveness of your strategy and adapt to new trends without losing institutional trust

Looking at metrics that matter: : engagement rates/shares, reach, follower growth
Tools used for analysing performance and identifying what works
Adapting and staying current on platforms like TikTok and Reels while maintaining credibility
Addressing challenges and concerns: fighting misinformation, limited engagement, resource constraints