Training Course List

The Art of Like: Mastering Social Media Marketing for NGOs - 2-Day Course

Introduction

Unlock the full potential of your social media impact! This course empowers participants to drive engagement, build authentic connections, and amplify mission-driven stories, transforming both your audience reach and organizational growth.

This course empowers the learners to master social media storytelling, strategy, and performance for mission-driven impact. The learners will explore digital trends, craft audience-centric narratives, and design strategic content using tools and AI. Through hands-on activities—including persona creation, content calendar planning, AI brainstorming, and campaign simulations—the learners will develop creative and analytical skills to engage communities online. They will discover how to navigate platforms such as Instagram, Facebook, LinkedIn, and emerging tools like Threads, gaining confidence in content creation, campaign execution, performance tracking, and digital growth strategies tailored for NGOs.

Objective

Storytelling That Moves Hearts: The learners will master emotional, authentic storytelling techniques that inspire action and bring their NGO’s mission to life online.
Smarter Strategies with AI: The learners will harness beginner-friendly AI tools to uncover audience insights, plan impactful content, and generate creative campaign ideas—faster and easier.
From Post to Performance: The learners will confidently create, publish, and optimize social media content using real-world tools and AI.
Engagement That Builds Community: The learners will learn how to create meaningful two-way conversations, manage feedback and comments, and foster long-term supporter relationships.
Campaign Confidence in Action: Through hands-on challenges, the learners will plan campaigns, analyze performance, test ad strategies, and simulate crisis responses—preparing them for real digital success.

Content

【Day 1: Create to Connect — Storytelling, Strategy & Content that Stick】

[Key Topics]

Social Media & Digital Trends: Explore the latest shifts in user behaviour, platform innovations, and content consumption patterns to stay ahead of the curve.
Audience Persona Development: Build detailed audience personas and map their digital journey to inform content that truly resonates.
Storytelling for Digital Impact: Master emotional and authentic storytelling techniques to drive engagement, connection, and action.
Content Strategy & Content Pillars: Structure your brand’s digital presence with clear content pillars aligned to your goals and audience needs.
Content Calendar Planning: Design a practical monthly content calendar that incorporates campaign themes, peak dates, and creative formats across multiple social media platforms.
Tools for Planning & Storytelling: Discover essential tools to streamline content planning, uncover audience insights, and bring stories to life — making content creation easier, faster, and more impactful, even with limited resources.
AI for Audience Analysis (Basics): Learn how to use AI tools to uncover audience insights, interests, and pain points for smarter targeting.

【Day 2: Scale to Succeed — Engagement, Ads & Tactics for Social Media Growth】

[Key Topics]

Platform Functionalities & Algorithm Tips: Decode platform-specific features (IG Reels, Facebook Groups, LinkedIn Articles etc.) to optimise reach and engagement.
Content Creation Tips for Efficiency & Impact: Best practices for writing, designing, and editing across social platforms — with limited time and budget.
Campaign Planning & Activation: Design and schedule impactful digital campaigns with clear objectives and audience targeting.
Measuring Success: KPIs & Analytics — Learn to track performance using platform insights and key metrics that show real engagement and growth.
Ad Placement Basics: Explore introductory ad strategies for boosting content, audience targeting, and allocating small budgets effectively.
Community Engagement & Crisis Management: Develop strategies for nurturing authentic engagement, handling comments, and managing online crises with confidence.
Tools & Advanced Tactics for Growth: Elevate your digital execution with tools and tactics to grow your presence, boost engagement, and measure performance. Explore advanced strategies like influencer marketing, mascots, and UGC to create impactful, shareable content.
AI for Content Creation (Basics): Use AI to generate content ideas, write captions, and enhance visuals.

Details

Course Code	:	25A-04
Date(s)	:	18 & 25 Sep 2025 (Thu)
Time	:	0930 - 1700 (12 Hours)
Venue	:	Rm 101, 1/F, First Commercial Building, 33-35 Leighton Road, Causeway Bay, HK
Target Participants	:	Maximum two applicants from each service unit / project, it is recommended that one from the management level and one has hands-on experience in managing social media for the organisation Participating NGOs should have official Facebook and / or Instagram Page for their organisations or programmes
Class Size	:	50
Language	:	Cantonese (supplemented with English)
Fee	:	HKD 3,320.00
		HKD 2,980.00 (For HKCSS Agency Member Staff Only)
Early Bird Fee	:	HKD 2,660.00 (Payment on or before 22/08/2025 for HKCSS Agency Member Staff Only)
Enquiries	:	2864 2905 / 2864 2955 or [email protected]
Speaker(s)	:	Dr. WONG Bernie 黃啟亮博士 Founder of Social Stand / Vice Chairmen of HKAIM (Hong Kong Association of Interactive Marketing) / Digital and Social Media Marketing Consultant, Trainer, and Speaker / Columnist, Radio Host, and University Lecturer Social Stand Dr Bernie Wong founded Social Stand Limited, which specialises in digital and social media marketing. Through collaborations with Fortune 500 brands such as Marks & Spencer, GAP, Adidas, and Disney, Dr Wong has established himself as a pioneer in using brand storytelling to engage target audiences and expand brand influence. As the founder of Social Stand Limited, he utilises the transformative power of digital storytelling to deepen connections between brands and their target audiences. Dr Wong's proficiency in digital marketing has garnered recognition in the industry. He is a highly sought-after speaker known for his engaging and informative approach to hosting seminars and workshops. In these, he shares professional marketing strategies and experiences, bridging theoretical knowledge with practical applications. His diverse professional knowledge is evident in his roles as a radio show host, newspaper columnist, and university lecturer. Dr Wong holds a Doctor of Business Administration in Marketing from the Polytechnic University of Hong Kong and a Master of Science in New Media from the Chinese University of Hong Kong.

Remarks

"Small NGO Talent Development Subsidy Programme" does not apply to this course. For other financial support, please click HERE .

The course does not operate on a first-come, first-served basis. 
To be considered fully enrolled, applicants must complete the following procedures:
1. Register via this webpage;
2. Submit the course fee; 
3. Complete the 【Pre-course Questionnaire】by clicking here.
(The information collected through the questionnaire will be used by HKCSS Institute
 and the course instructors for selection purposes.)
Please note that failure to complete the questionnaire will result in your registration being deemed incomplete, 
and your application will not be considered.

Remarks:

Applicants have to use the online membership system of the HKCSS Institute for enrollment. The membership is on an individual basis, for the application of the courses and activities of the HKCSS Institute only.
Staff from HKCSS Agency Members will not automatically become members of the HKCSS Institute. The membership is not equivalent to the membership status of HKCSS Agency Member.