Social Media is more than technology- it’s about creating a social organization that can connect with a social community. In this workshop you will learn how to create a social culture within your organization, build your social media team, create engaging content, and manage your social media communities. From measuring tangible return on investment- and creating organizational “buy-in” – to strategic and sustainable growth this workshop will help you create engaged online communities.

Those responsible for social media in their organizations should attend this workshop because it will give them practical tools and resources that will help them make hard decisions on when to engage, where to engage, and how to engage in social media.

• Heads of Marketing
• Public Affairs Officers
• Media Operations Commanders
• Heads of Social Media
• Chiefs of Digital Outreach
• PR Consultants
• Unit Media Team Leaders
• Military Webmasters
• Military Recruitment Specialists
• Heads of Communications Departments
• Managers of Government Relations Departments

Workshop LEADER


Andrew Morton

Director of Social Engagement, SHRM

Andrew Morton serves as the Director of Social Engagement at SHRM. He is a marketing and PR executive who’s led public and private organizations to unprecedented levels of brand awareness through interactive strategic communications practices in traditional and new media.

Andrew is a combat veteran who’s served over twenty years as an Army Officer in leadership positions at all levels, and as the lead for the Army Reserve’s marketing, digital and social media efforts. After his military career he was as an account director at Purple Strategies- leading highly successful digital and social media campaigns for Fortune 500 clients.

Andrew has lead dozens of seminars on strategic and sustainable social media practices and has chaired and presented at conferences in numerous countries. He resides in Washington DC and is happy to claim the most important title of all- “Dad”- to his three wonderfully exhaustive kids!


The Society for Human Resource Management (SHRM) is the world’s largest HR professional society, representing 285,000 members in more than 165 countries. For nearly seven decades, the Society has been the leading provider of resources serving the needs of HR professionals and advancing the practice of human resource management. SHRM has more than 575 affiliated chapters within the United States and subsidiary offices in China, India and United Arab Emirates.

Workshop programme

8:30 Registration and Opening Remarks

9:00 What is Social Culture and how do I create it in my organization?

Andrew Morton

Andrew Morton, Director of Social Engagement, SHRM
View Bio

  • In this session we will take a look at how we got where we are over a short 25-year history of the internet. 
  • 9:30 Building the Social Media Team

    Andrew Morton

    Andrew Morton, Director of Social Engagement, SHRM
    View Bio

  • How many, who, and the how of creating a social team within your organization. 
  • 10:00 Starting with Strategy

    Andrew Morton

    Andrew Morton, Director of Social Engagement, SHRM
    View Bio

  • Identifying the right strategy and creating a plan before diving in! 
  • 10:30 Morning Coffee

    11:00 Creating and Curating Great Content

    Andrew Morton

    Andrew Morton, Director of Social Engagement, SHRM
    View Bio

  • Where does it come from, what works on different social media sites, and how can I get my hands on it? 
  • 11:30 Community Management

    Andrew Morton

    Andrew Morton, Director of Social Engagement, SHRM
    View Bio

  • Engaging with follows, friends and foes- 5 Rules to making it all work?   
  • 12:00 Measuring and Monitoring Performance

    Andrew Morton

    Andrew Morton, Director of Social Engagement, SHRM
    View Bio

  • How to gauge success and show value
  • 12:30 Closing remarks and End of Workshop


    Holiday Inn Bloomsbury

    Coram Street
    London WC1N 1HT
    United Kingdom

    Holiday Inn Bloomsbury

    Holiday Inn London-Bloomsbury is just 2 minutes' walk from the Tube at Russell Square station, for speedy connections across the capital. We're 10 minutes by bus from Eurostar connections at St Pancras station, and a 45-minute taxi ride from London Heathrow Airport. Check into your stylish Guest room, air-conditioned and connected to wireless Internet.



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    CPD stands for Continuing Professional Development’. It is essentially a philosophy, which maintains that in order to be effective, learning should be organised and structured. The most common definition is:

    ‘A commitment to structured skills and knowledge enhancement for Personal or Professional competence’

    CPD is a common requirement of individual membership with professional bodies and Institutes. Increasingly, employers also expect their staff to undertake regular CPD activities.

    Undertaken over a period of time, CPD ensures that educational qualifications do not become obsolete, and allows for best practice and professional standards to be upheld.

    CPD can be undertaken through a variety of learning activities including instructor led training courses, seminars and conferences, e:learning modules or structured reading.


    There are approximately 470 institutes in the UK across all industry sectors, with a collective membership of circa 4 million professionals, and they all expect their members to undertake CPD.

    For some institutes undertaking CPD is mandatory e.g. accountancy and law, and linked to a licence to practice, for others it’s obligatory. By ensuring that their members undertake CPD, the professional bodies seek to ensure that professional standards, legislative awareness and ethical practices are maintained.

    CPD Schemes often run over the period of a year and the institutes generally provide online tools for their members to record and reflect on their CPD activities.


    Professional bodies and Institutes CPD schemes are either structured as ‘Input’ or ‘Output’ based.

    ‘Input’ based schemes list a precise number of CPD hours that individuals must achieve within a given time period. These schemes can also use different ‘currencies’ such as points, merits, units or credits, where an individual must accumulate the number required. These currencies are usually based on time i.e. 1 CPD point = 1 hour of learning.

    ‘Output’ based schemes are learner centred. They require individuals to set learning goals that align to professional competencies, or personal development objectives. These schemes also list different ways to achieve the learning goals e.g. training courses, seminars or e:learning, which enables an individual to complete their CPD through their preferred mode of learning.

    The majority of Input and Output based schemes actively encourage individuals to seek appropriate CPD activities independently.

    As a formal provider of CPD certified activities, SMI Group can provide an indication of the learning benefit gained and the typical completion. However, it is ultimately the responsibility of the delegate to evaluate their learning, and record it correctly in line with their professional body’s or employers requirements.


    Increasingly, international and emerging markets are ‘professionalising’ their workforces and looking to the UK to benchmark educational standards. The undertaking of CPD is now increasingly expected of any individual employed within today’s global marketplace.

    CPD Certificates

    We can provide a certificate for all our accredited events. To request a CPD certificate for a conference , workshop, master classes you have attended please email events@smi-online.co.uk

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