Course Outline:

Module 1: Introduction to Social Media Analytics

• Why analytics matter in social media marketing

• Key performance metrics (engagement, reach, CTR, conversions)

• Overview of free & paid analytics tools
  Case Study: How analytics improved campaign ROI for a brand

Module 2: Facebook & Instagram Analytics

• Insights from Meta Business Suite

• Tracking ads performance (CPC, ROAS, CPA)

• Custom reporting dashboards
  Practical Exercise: Export and analyze ad data in Excel

Module 3: LinkedIn & Twitter (X) Analytics

• LinkedIn company page analytics & content insights

• Twitter Analytics: tracking engagement & sentiment

• Using Excel & Power BI to compare platforms
  Exercise: Build a comparative performance dashboard

Module 4: TikTok & YouTube Analytics

• TikTok Creator Studio: audience trends & engagement metrics

• YouTube Studio: watch time, retention, and subscriber growth

• Optimizing video strategies based on insights
  Case Study: Viral video performance breakdown

Module 5: Google Analytics & Social Traffic Tracking

• Linking social campaigns to website traffic & conversions

• UTM tagging for campaign tracking

• Multi-channel funnel analysis
  Exercise: Track social media traffic in Google Analytics

Module 6: Advanced Excel for Social Media Reporting

• Pivot tables, charts, and dashboards

• Automating reports with macros

• Combining multi-platform datasets
  Practical: Build a weekly reporting template in Excel

Module 7: Power BI for Social Media Dashboards

• Connecting APIs and datasets from social platforms

• Building interactive dashboards

• Automating reporting workflows
  Workshop: Create a real-time social media dashboard in Power BI

Module 8: AI & Automation in Social Media Analytics

• Using ChatGPT & Jasper for insights summaries

• Social listening tools (Sprout Social, Brandwatch, Talkwalker)

• Automating sentiment analysis
  Exercise: Generate a trend report using AI

Module 9: Reporting for Different Stakeholders

• Reporting for executives vs. marketing teams

• Visual storytelling with data

• Best practices for presentations & reporting frequency
  Case Study: Executive reporting pack for a global campaign

Module 10: Capstone – Building a Social Media Analytics Playbook

• Designing KPIs aligned with business goals

• Setting up a monthly reporting system

• Presenting insights-driven recommendations
  Capstone Project: Participants build and present a full analytics & reporting framework