Online Social Media engagement messaging is not about traditional advertisement messaging.  Before engaging online, it is important to understand the unique ways of delivering your message on different social media channels, while remaining consistent with your organizational brand. The purpose of this module is for students to learn best practices for developing their message and to gain the appropriate knowledge so that they can effectively develop messaging that is appropriate for their social channel of choice while resonating with their target audiences. Additionally, how to maintain your brand in the online space will be addressed. Students will learn how to create proper messaging strategy by taking in to account their organizational brand image, voice and tone, the channels they wish to engage on, as well as the importance of being open, transparent and informative. This module will ultimately focus on having the right message, to the right audience, at the optimal time, and to the most effective social channels.