How-to: Create a modern, engaging social media strategy

How-to: Create a modern, engaging social media strategy

How-to: Create a modern, engaging social media strategy

Date: March 24 

Time: 8:30am - 2:30pm (CET) | 1:30pm - 7:30pm (GMT) 

Location: Virtual 

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Tutors

Ondřej Podráský
Ondřej Podráský

Communications expert

Czech National Bank

coming soon

Fabiola Lazowski

Senior social media specialist

Bank of Canada

Fabiola holds an honours degree in Communications from the University of Ottawa and has over a decade of experience in digital communication. Her career includes roles at the International Development Research Centre, the Canadian Food Inspection Agency, and now the Bank of Canada. She uses her expertise in storytelling and strategy to craft messages that resonate with diverse audiences.

Learning outcomes:

  • Design a modern and engaging social media strategy tailored to the unique communication needs of central banks
  • Master techniques for using social media to inform, engage, and interact directly with the public while addressing diverse audiences
  • Gain practical insights into monitoring social media conversations in real time to identify trends, potential risks, and opportunities for communication
  • Understand how to use social media as a tool to enhance transparency, build public trust, and increase accountability in the context of economic policy
  • Analyse the performance of social media initiatives, refine strategies based on audience feedback, and align communication efforts with institutional goals.

Social Media agenda

Further details on timings to follow

13:30 – 13:45

Welcome and introduction

13:30 - 13:45

  • Overview of the day
  • What participants will learn
  • Introductions to tutors and delegates

13:45 – 14:45

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

13:45 - 14:45

Starting small, thinking big

  • How to set up a team with minimal resources
  • Building workflows when you are starting from scratch
  • How to protect your social media accounts

Why social media? 

  • The strategic goals
  • Bank of Canada’s social media purpose: educating the public, increasing transparency, building
  • Understanding your audience and choosing the right platforms

14:45 – 15:45

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

14:45 - 16:00

Content creation on a budget

  • How to create templates and graphics

Maintaining consistence and engagement

  • Tools/software for content scheduling and monitoring
  • Tactics for responding to comments, staying on top of trends, and paid promotions

15:45 – 16:00

Break

16:00 - 16:15

16:00 – 17:00

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

16:15 - 17:15

Tailoring content for different demographics and platforms

  • Real-world examples of how the Czech National Bank adapted graphics, videos, and posts to reach target groups, including different nationalities
  • Adjusting content for different platforms: X (Twitter), Facebook, LinkedIn, Instagram, YouTube, Podcasts

Innovating with new content formats

  • Examples from Bank of Canada: outreach campaigns, #AsktheBoC, Reels, YouTube Shorts
  • Using video-first strategies to enhance engagement

17:00 – 18:00

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

17:15 - 18:00

Metrics that matter

  • How Bank of Canada measures success: engagement rates, reach, follower growth
  • Tools for analysing performance and identifying what works

Adapting to trends and challenges

  • Staying current on platforms like TikTok and Reels while maintaining credibility
  • Addressing challenges: misinformation, limited engagement, resource constraints

18:00 – 18:15

Break

16:00 - 16:15

18:15 – 19:00

The future of central bank social media – trends, challenges and opportunities
A forward-looking approach to building a resilient, engaging, and modern social media presence

16:15 - 17:00

  • Trends to Watch: Emerging platforms, short-form video (TikTok/Reels), and audience preferences
  • Future Challenges: Combating misinformation, adapting to algorithm changes, maintaining engagement
  • Opportunities: How central banks can strengthen public trust and outreach through innovative social media strategies o Interactive Q&A: Share challenges and strategies with participants

19:00 – 19:30

Closing Remarks and Group Reflection

19:00 - 19:30

  • Recap of the day’s key lessons
  • Open floor for feedback and final questions
  • Actionable steps for participants to take back to their teams