Social Media Marketing: Analytics and User Engagement

Learn how to analyze and effectively carry out your brand's Social Media Campaigns!
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  • Lectures 8
  • Length 2 hours
  • Skill Level Intermediate Level
  • Languages English
  • Includes Lifetime access
    30 day money back guarantee!
    Available on iOS and Android
    Certificate of Completion
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About This Course

Published 11/2013 English

Course Description

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 OR 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, 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 launch. She started 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.

What are the requirements?

  • Social Media Marketing 101
  • OR a complete understanding of the concepts covered in SMM 101

What am I going to get from this course?

  • By the end of the course, the student will be able to recognize the concepts of social media analytics and insights
  • Be able to extrapolate real consumer behavior from data
  • Understand virality and user engagement metrics
  • Implement, run and monitor ad campaigns on Facebook
  • Learn to measure the effectiveness of current social media strategy and manage content accordingly
  • Use 3rd party apps to find your target audience and increase following
  • Be able to create reports from extracted data, to determine user engagement

Who is the target audience?

  • Companies that are looking to target specific users or target markets via Social Media
  • Brands who want to find out how effective their current Social Media Campaigns are
  • Firms looking to improve their Social Media strategy and carry out more effective campaigns
  • Those looking to add additional skills and qualifications to their résumé
  • Individuals interested in being more adept at Social Media Marketing

What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.


Section 1: Facebook and Twitter Management

Lesson Summary:

1) Introduction to Facebook Ads

2) Key Terms and Definitions

3) Exploring your ‘Dashboard’

4) Recommended for Ad Success


Lesson Summary:

1) Facebook Ads: Domain and Page Post Ads

2) Sponsored Stories

3) Twitter Ads

4) Four Steps to a Success Campaign on Twitter

Section 2: Facebook + Twitter Insights and Analytics

Lesson Summary:

1) Facebook Algorithms

2) Content Timing


Lesson Summary:

1) Page Insights:

- Demographic

- Reach

- Takeaway


Lesson Summary:

1) Exploring Twitter Analytics:

- twitonomy

- Twitter Counter


Section 3: Tools to use Facebook and Twitter even more effectively

Lesson Summary:

1) Introduction to Hootsuite

2) User Behavior and Reporting


Lesson Summary:

1) Tweetdeck

2) The Best List Manager

Course Outcome
2 pages

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Instructor Biography

Gradberry Academy, The Courses and Careers Platform

The Gradberry Academy, by the leading skills and jobs website, offers live, interactive courses in new and emerging industries to over 25,000 users from field experts. Current courses available are in social media, digital marketing, SEO, SEM, Google analytics and web design, and new courses are offered on a monthly basis at

For more info on gradberry, visit

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