Social Media Marketing: Analytics and User Engagement

Course details

Course Overview

In this course, we cover social media analytics and insights, how to extrapolate from user data on Facebook and Twitter, and determine user engagement. Third-party analytics and management platforms will also be covered, along with CPC models for Facebook ads and sponsored stories.

Section 1 - Facebook and Twitter ad management

1) Twitter and Facebook Advertising APIs

2) Ad structures and creating “click-friendly” ads

3) Page post, domain and sponsored stories

4) CPC vs CPM models

5) Creation of effective ad copy and graphics

6) Measuring the efficiency of ad campaigns

Section 2 - Facebook + Twitter insights and analytics

1) Page Insights and Reach

2) ‘Talking about this’ function

3) Virality and engagement metrics

4) Measuring impact

5) Edgerank algorithm

6) Twitter analytics and using ow.ly OR bit.ly to measure page clicks

Section 3 - Tools to use Facebook and Twitter even more effectively: 3rd party apps

1) Hootsuite Vs Tweetdeck

2) Extrapolating data to determine user behavior

3) Reporting within 3rd party apps

4) The best list managers around

5) Using Tweetadder to find your target audience and increase followers

About The Instructor

Iba Masood is currently the account director, at the Australian based social media and web design firm, 3elements Digital. She is also a co-founder of Gradberry.com, and has received several awards for her work in digital marketing, including being nominated alongside international and regional marketing campaigns for the Internet Awards, for the Gradberry.com launch. She started Gradberry.com and The Fruit Bowl (a leading careers blog for students) with a $0 social media marketing budget. Iba is a recipient of the Cartier Women's Initiative Award, and has written for the Huffington Post on digital marketing and entrepreneurship.