This training is for professional development purposes and the certificate obtained does not replace the MYK authorization certificate in trainings where MYK authorization is required.

Purpose of the Training

This training is designed to help transform social media management into a more professional, sustainable, and academically suitable communication structure. The program does not include consulting, account management, data analysis report generation, practical workshops, or social media account auditing. Concepts, methods, and example approaches that can be used in these areas will be explained.

Expected Learning Outcomes

• Understand brand positioning logic in the congress and event sector.
• Recognize social media language, content themes, and trust elements for university academics.
• Understand the expectations of target audiences focused on medicine, academia, and corporate events.
• Interpret social media visibility in terms of followers, shares, engagement, comments, and platform behavior.
• Learn corporate language, accuracy, ethics, and visual narrative limits in AI-supported content creation.
• Understand how event photography, digital stage design, and visual content contribute to brand storytelling.
• Relate service marketing, customer experience, and event journey concepts to congress social media.
• Evaluate social media communication in terms of online reputation, customer relations, and advertising perception.

Instructors’ Expertise and Program Roles

Training Content Map

Lesson Contents and Topics

Module 1: Brand Positioning in the Congress and Event Sector

• Basic logic of brand positioning in congress and event sector
• Brand architecture and digital identity
• Trust, reputation, expertise, and professionalism perception in scientific events
• Meaning of congress brand for university academics
• Brand promise creation in medical congresses and academic symposiums
• Reading competitor visibility strategically for training purposes
• Corporate language differences in national and international congresses
• Sustainable social media identity for congress brand

Module 2: Congress Social Media for University Academics

• Which types of congress content attract university academics on social media?
• How trust and quality perception form in academic target audience
• Balancing scientific rigor and engagement in congress announcements
• Differences in LinkedIn, Instagram, and web announcement language for academics
• Content for congress chair, organizing committee, invited speakers, and call for papers
• Social media elements enhancing participation motivation
• Using scientific program, keynote speakers, accreditation/indexing, and location info in communication
• Visual simplicity, text clarity, and trust-building design for academic audiences

Module 3: Social Media Visibility, Audience Data, and Digital Literacy

• How to interpret social media visibility?
• Meaning and limitations of followers, shares, and engagement rate
• Competitor congress companies’ digital visibility assessment for training purposes
• Monitoring public demand signals in medical congresses and symposium areas
• Introduction to audience data, platform data, and web analytics
• Brand personality, sentiment analysis, and comment data interpretation
• Reading digital traces in tourism and congress sectors
• Data-driven perspective for regional service opportunities and online service communication

Module 4: AI-Supported Content Creation and Visual Storytelling

• Generating congress social media content ideas with AI
• Logic for announcements, speaker introduction, call for papers, and post-event thank-you texts
• Writing prompts: target audience, tone, platform, length, purpose
• Accuracy and source control in producing text for academic audience
• Creating brand story from event photos, stage design, and short videos
• Composition, emphasis, corporate colors, text density, readability in visual content
• Copyright, privacy, ethics, and corporate reputation risks in AI usage
• Human touch: transforming AI output into professional congress language
• How AI should NOT be used

Module 5: Congress Content Strategy and Platform-Specific Content Language

• Creating content pillars in congress social media
• Pre-event content: announcement, call, program, speakers, last call
• During-event content: real-time visibility, story language, stage and participant experience
• Post-event content: thank-you, summary video, success numbers, photo selection
• Sponsor visibility and corporate stakeholder communication
• Professional success story language for LinkedIn
• Visual flow, reels, and carousel logic for Instagram
• Content consistency between website and social media

Module 6: Service Marketing, Customer Experience, and Event Journey

• Characteristics of congress and event sector from service marketing perspective
• Customer experience, event journey concepts, and bad examples
• Pre-event touchpoints: announcement, registration, information, transport, accommodation
• During-event touchpoints: reception, flow, stage, technical support, photography, media management
• Post-event touchpoints: thanks, certificate, photo sharing, satisfaction, repeat collaboration
• Differentiating speaker, participant, sponsor, and organizing committee experiences
• Service quality perception reflected in social media content
• Building trust and repeat preference through experience sharing

Module 7: Online Reputation, Customer Relations, and Advertising Perception

• Online reputation management and trustworthy social media language
• Customer relations perspective in congress and event sector
• Digital communication with sponsors, participants, speakers, and organizing committee
• Professional principles for comment and message management
• Communication tone in negative feedback, delays, registration issues, dissatisfaction
• Ad perception, ad fatigue, and avoiding disturbing content
• References, thank-you messages, social proof elements
• Customer relations language supporting corporate trust

Module 8: Digital Advertising Logic and Basic Structure of Congress Campaigns

• Difference between organic and paid reach
• Awareness, traffic, and registration goals in congress announcements
• Basic logic of Meta, LinkedIn, and Google ads
• Ad copy and visual language for academic audience
• Advertising approach for sponsor visibility
• Audience selection, retargeting, and ad frequency concepts
• Key metrics in ad performance: reach, clicks, engagement, registration intention
• Trust, clarity, and professionalism in ad messaging

Recommended Training Duration and Format

Standard recommended format: 3 days / total 21 hours of face-to-face training. An intensive version can be prepared depending on the institution's time constraints. However, for proper transfer of academic audience, social media strategy, AI, and service experience topics, the 3-day format is recommended.

The training is open to institutional collaborations (package for institution/company legal entities), and individual applications are not accepted. The training content can be reorganized according to your institutional participant profile and needs. As a result of mutual discussions, the scope and method of the training (face-to-face / online) are determined and the relevant processes are completed. In case of mutual agreement, the date, time, and location of the training are planned in line with the availability of your institution’s participants and our instructors.