We’re using a unique approach we’ve been refining the past year which we call “Digital Media Simulation.” That is, we’re simulating a social media strategy project that typically takes 6-8 weeks in a 48-hour workshop. It’s intense, but the participants depart with know-how and skills they can put to use immediately in their jobs.

People can only learn so much from conference speakers, panels and lectures. People learn more by doing, in my view. And that’s what a Digital Media Simulation is all about. The trainers present about 20% of the time (or less), And the participants work on “real” strategy projects for “real” clients the other 80 percent of the time. The last module is a presentation to the real client. The trainers act like “backseat drivers” throughout the process.

You could do this for just about any type of training. At Accenture we used technology-based simulation to train GE marketing managers business planning. The Air Force and airlines have been using flight simulators for 30 years. The concepts are similar.

To do it well requires some key ingredients and preparation:

1. Real experts that can act as coaches and resist taking leadership roles in the workshop.
2. A well-defined and proven project plan and deliverables — the basis for the simulation.
3. Real clients, situations, executives, etc. — the more real you can make it the better.
4. A payoff — the opportunity for the team’s output to be used by the client.

The results are well worth the effort required.