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Use Social Media to Engage Course Participants and Build Trust

By Jean Feroldi, Assoc. AIA
Manager, CES Communications & Review

As course providers, you may be effective in marketing your courses to first time customers but find it challenging to keep participants coming back to your presentations. Or, maybe you are looking for new possibilities to encourage participants to become more vocal about the content of your presentations. Connecting with adult learners outside of the classroom or beyond the bound of course content is a skill that is always evolving with new technology and practices. A recent article in Forbes by Brent Gleeson, “6 Ways Brands Build Trust Through Social Media” highlighted ideas that to help businesses engage their audience and strengthen relationships with customers. While these tips may be focused on social media tools, the underlying concepts can be applied almost anywhere in your marketing strategies. Here are some highlights that can help you use social media effectively to communicate your content and engage adult learners in the architectural profession.

    Communicate through Leadership

    This strategy is something that will benefit both your business and the architect who attends your course. Communicating through Leadership is about creating content that is relevant and valuable to the adult learner. “Social media is the perfect platform for a brand to communicate their expertise in a given industry, and do so by providing great content that people will share with others. This is how companies can become thought leaders in their space.” If you aren’t producing worthwhile, it won’t stick with your audience or be shared. Quality is the key.

    Create Transparency

    In this new age of social interaction, course participants increasingly want to know WHO you are as a company. This means they want to hear from everyone from your support specialists to your course presenters to the CEO. Being able to associate your course content with a face will help participants trust your voice. “Companies need to embrace this and get involved in guiding [the] conversation.”

    Improve Customer Service through Quick and Responsive Communication

    When using social media, the more responsive you are to course participants comments and questions the more often users will come to you for answers. “If consumers know they can reach out to your company via social media and are encouraged to do so, this is a good opportunity to provide great service in front of a large audience.”

To learn more about this topic, read Brent Gleeson’s “6 Ways Brands Build Trust Through Social Media.”


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