Social Media and AI: What Actually Matters

Use AI in your social media practice with intention, not anxiety

AI is changing how social media content gets made, moderated and measured, and the conversation about it tends to swing between hype and alarm. This session sits somewhere more useful: practical, honest and grounded in real experience of adopting and testing AI tools in an active social media practice.

Facilitated by a social media practitioner who adopted AI early and has learned what works, what doesn't and what to watch out for, this 90-minute training gives you a clear-eyed look at where AI genuinely helps, how to use it within ethical bounds, creating governance safeguards and understanding audience expectations. It's for practitioners who want to use AI with intention rather than anxiety.

What to expect:

• Recognise what AI can and cannot do well in a social media context

• Apply practical prompts for content creation, moderation and reporting straight away

• Use AI ethically and within appropriate boundaries, guided by a clear framework

• Ask the right governance questions before adopting AI further in your organisation

• Make considered, confident decisions about AI adoption in your social media practice

Who should attend:

• Social media managers

• Communications and marketing professionals

• Anyone responsible for an organisation's social media presence

• Practitioners who want to approach AI adoption with confidence and good judgement

Career Level: Generalist/Specialist, Strategic Advisor

GCCC certification professional development

• Planning to apply for CMP or SCMP certification? This course provides 1.5 qualifying training hours, which can be counted towards the professional development requirements for your certification application (completed within the two years before you apply).

• Already CMP or SCMP certified? This course is eligible for 1.5 continuing professional development (CPD) points towards maintaining your certification.

Course outline:

What AI is Actually Doing to the Social Media Landscape

• How AI is changing the way content gets made, moderated and measured
  

Practical Applications: Where AI Earns its Place

• The tasks where AI genuinely helps in an active social media practice

Prompts in Practice: Tools You Can Use This Week

• Practical prompts for content creation, moderation and reporting

Ethical Use and the Limits Worth Knowing

• Using AI within ethical bounds, and where the limits lie

Governance: What Your Organisation Should Have in Place

• The governance considerations to address before going further

Participants will receive:

• Practical prompts for content creation, moderation and reporting

• A framework for using AI ethically and within appropriate boundaries

• A set of governance questions for your organisation

• Certificate of attendance

About your facilitator

Felicity Cull

Co-Founder, FeBa (training arm of Pesel & Carr); Digital Content Strategist, Pesel & Carr; IABC Asia Pacific Academy Partner

Felicity Cull is a seasoned digital content strategist and co-founder of FeBa, the training arm of Pesel & Carr. Combining teaching and research experience from her time in academia with hands-on expertise in content marketing and social media operations, she brings a unique blend of tertiary-education acumen and practical know-how to her work.

At Pesel & Carr, Felicity leads a dynamic team of social media experts and content producers, creating impactful online content and building vibrant digital communities across many sectors and platforms.

Among her notable work, she led the first 18 months of the Victorian Health Department's social media response to COVID-19, managing high-stakes digital communications at scale. She has worked with multiple award-winning teams across higher education, government and agencies, leading strategies that drive engagement, raise awareness and inspire action. Whether in a crisis or a campaign, she remains a trusted leader in the field.