Course Modules

Module 1: Introduction to Social Media Analytics

• What is Social Media Analytics and why it matters

• Understanding the social media data ecosystem

• Types of social media metrics: Reach, Impressions, Engagement, CTR, CPC, Conversions

• Aligning metrics with marketing goals and KPIs

Outcome: Participants will define meaningful KPIs for a campaign or brand of their choice.

 Module 2: Tools & Techniques for Data Collection

• Overview of native analytics tools (Meta Business Suite, Twitter Analytics, LinkedIn Insights, YouTube Studio)

• Introduction to third-party tools (Sprout Social, Hootsuite, Buffer)

• Setting up UTM parameters and tracking in Google Analytics

• Basics of dashboards (Looker Studio/Google Data Studio)

Outcome: Participants will begin building a live dashboard using sample or real data.

Module 3: Social Listening & Competitor Analysis

• Social listening vs social monitoring

• Sentiment analysis: Manual vs AI-driven

• Tools: TweetDeck, Brand24, Talkwalker (demo)

• Benchmarking performance against competitors

• Identifying trends, crises, and content gaps

Outcome: Participants will perform a mini listening analysis and competitor review using selected tools.

Module 4: Reporting, Storytelling & Optimization

• Creating and customizing reports for different audiences

• Visual storytelling: Using charts, graphs, and summaries

• Automating reports and dashboards

• A/B testing and campaign optimization

• Turning insights into action

Outcome: Participants will create a report with data visualizations and strategic insights.

Module 5: Final Project & Strategic Presentations

• Final project: Analyze a brand’s campaign or social presence

• Develop and present a complete analytics report

• Strategic recommendations based on real or mock data

• Peer and instructor feedback

Outcome: Participants will present their findings, showcasing their ability to translate analytics into strategy.