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Social Media for Social Good

21 August 2023

Are you keen to discover how to leverage the power of social media to effectively drive your Not-For-Profit's cause and enable change? Check out our 'Social Media for Social Good' short course. 


Start developing your organisation’s own social media approach and strategy.

This one-day workshop is specifically designed to support those working in non-commercial spaces, who are tasked with reaching a huge audience with limited background in social media or budgetary support.

It looks at both the benefits and pitfalls of using social media in the not-for-profit space and how best to reach your target audiences, build awareness of your cause, increase your following and, ultimately, drive behavioural change.

The course is open to all organisations, but there is an assumption that the focus of attendees will be more on social change, wellbeing initiatives or building a following with a limited budget – rather than how to promote a post to generate sales for a product or maximise ROI for promoted content. It is suitable for individuals promoting a particular cause, registered charities, educational organisations, religious organisations, community groups, NGOs, research groups, local government departments etc.


What will you gain?

By taking an evidenced-based approach that draws on theories of social change, consumer behaviour, digital cultures, and communication, you will learn how to develop a strategy and use this to effectively curate and share the right content to maintain a social media following.

By the end of the course, you will learn:

  • A deeper appreciation for what social media can and can’t do for your cause.
  • Tools to develop a social media strategy for YOUR cause, big or small.
  • A basic understanding of analytics in social media, to know what is working and what isn’t.
  • What audiences to target and the content needed for them, to maximise your reach by exploiting ‘the algorithm’.
  • The benefits and pitfalls of having social media influencers support your cause.
  • Troll wrangling tips and techniques.


Course structure

The workshop will be a combination of presentations from the facilitator and hands-on workshopping to help with developing your own social media approach and strategy. There will be lots of time dedicated to asking and answering specific questions that can help all participants.

It is designed to enhance your existing social media capabilities and add further polish to what you are doing but will go at a pace that supports all in the workshop.

A certain level of assumed knowledge is expected of course participants. They should have a strong understanding of what their organisational vision and goals are, as well as a knowledge of who they want to reach through social media and what social media platforms their organisation is currently using and why. A basic understanding of how to use social media is also required.

The course does not cover things like setting up a Facebook event, instead it will cover how to get the most out of your event page.

Pre-reading preparation can be provided, if needed.

Course Facilitator

Ekant Veer

Prof. Ekant Veer is a multi-award winning teacher and researcher at the University of Canterbury. Most notably he has won an Ako Aotearoa Tertiary Teaching Excellence award, is a five-time recipient of the UCSA Lecturer of the Year award, has received a UC Teaching Medal, and was named in 2017 as one of the “Top 40 under 40” business academics globally.

He is a driven and passionate academic that spends as much time out of the office as he does in it, ensuring his academic work can be translated into real-world impact. His research explores how marketing can be used to benefit society and drive social wellbeing, as well as how social media, digital spaces and online cultures form and grow.

The intersection of these two worlds is demonstrated in his ongoing work with various non-academic groups, such as supporting the digital and social media strategy for the All Right? Wellbeing Campaign that was launched following the Canterbury Earthquakes.

Comments from previous participants

Informative, current, interactive – The Social Media for Social Good course was well worth attending and provided an even mix of information relating to how social media works and practical hints and tips related to everyday social media posting. 

While the learnings provided were suitable for any organisation, the focus on the not-for-profit sector and the facilitator’s knowledge of, and insight into, current social media trends and practices made it immediately applicable to our organisation’s social media strategy.

The interactive nature of the course meant it was fast paced and flowed well. A day well spent for our marketing team.


Greg Knowles, Communications Manager, Visionwest Community Trust

Upcoming course dates

  • Wednesday 11 September 2024

If you wish to pay by invoice, please email us.



Ilam campus, University of Canterbury



$1,150 including GST. Discount for Charities $575.00 Including GST.

Course fees include catering (all dietary requirements catered for), booking fees and on-site parking.

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