INTRODUCTION
Social media not only provides marketers with a means of communicating with their customers, but also a means for understanding their customers. Viewing and accurately interpreting your customers’ social media activity will give you valuable insights to help you effectively frame your product offering.
This Social Media Analytics training course equips delegates with the knowledge of analytic methods they can use to convert social media data to marketing insights. Delegates will explore the benefits and limitations of relying on social media data in comparison to the traditional methods of marketing research.
Delegates will gain foundational skills of social media listening including the creation of monitors and common social media metrics. Moving past social media listening, this course demonstrates to delegates how social media data can be used to provide insights into market structure and consumers’ perceptions of the brand. Delegates will have the opportunity to assess data and discern how to “listen” to the data through interactive lectures and completing activities, practice quizzes, discussion boards, and peer assessments.
WHO SHOULD ATTEND?
The course is crucial for:
- Social Media Managers.
- Community Managers.
- PR Specialists.
- E-Commerce Managers.
LEARNING OBJECTIVES
The course will assist participants to learn:
- How set up, test, track and optimize campaigns on Facebook, Instagram, Twitter, LinkedIn and Tiktok.
- The differences between Metrics and Analytics, and why it’s important.
- How to establish campaign goals, KPIs and other important metrics to track.
- How to incorporate Google Analytics into your campaigns to view overall traffic sources that deliver visitors to your site, including social.
- How to optimize campaigns through methodical A/B testing.
COURSE OUTLINE
Introduction to Social Media Analytics
- Importance of Social Media Analytics
- Goals and Objectives of Social Media Measurement
- Key Metrics and Performance Indicators
- Tools and Platforms for Social Media Analytics
- Ethical Considerations in Data Collection
Setting Up Social Media Analytics
- Choosing the Right Social Media Analytics Tools
- Connecting Social Media Accounts to Analytics Platforms
- Setting Up Conversion Tracking
- Defining Custom Metrics and Goals
- Access Control and Permissions Management
Key Social Media Metrics
- Engagement Metrics
- Reach and Impressions
- Click-Through Rate
- Conversion Metrics
- Follower Growth and Churn
Analyzing Content Performance
- Content Types and Formats
- Content Calendar and Scheduling
- Identifying Top-Performing Posts
- Content A/B Testing
- Content Insights and Recommendations
Audience Insights and Segmentation
- Demographic Analysis
- Geographic Analysis
- Psychographic Segmentation
- Buyer Persona Development
- Identifying Audience Trends
Social Media Campaign Analytics
- Campaign Goals and KPIs
- Campaign Tracking Parameters
- Assessing Campaign ROI
- Real-time Campaign Monitoring
- Campaign Optimisation Strategies
Competitive Analysis
- Identifying Competitors
- Benchmarking Against Competitors
- Analysing Competitor Content and Engagement
- Identifying Competitor Strategies
- Using Competitive Insights for Improvement
Reporting and Data Visualisation
- Creating Custom Dashboards
- Reporting Frequency and Format
- Data Interpretation and Insights
- Storytelling with Data
- Communicating Results to Stakeholders
METHODOLOGY
The instructor led trainings are delivered using an interactive learning approach and comprises of presentations, guided sessions of practical exercise, tutorials and group work. Our facilitators are seasoned industry experts with years of experience, working as professional and trainers in these fields.
All facilitation and course materials will be offered in English. The delegates should be reasonably proficient in English.
CERTIFICATES
On successful completion of this training course, Certificate will be awarded to the delegates.
