Learn Social Media Measurement Analytics & Insights

Quickly setup KPIs, and social media measurement tools with Facebook Insights, Twitter Analytics, ROI, and etc
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  • Lectures 12
  • Length 1.5 hours
  • Skill Level All Levels
  • Languages English
  • Includes Lifetime access
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    Available on iOS and Android
    Certificate of Completion
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About This Course

Published 10/2015 English

Course Description

Who Benefits from this Course? Quick and Easy Social Media Analytics and Measurement. Are you a Facebook Admin looking to write social media measurement reports? Or a marketing professional needing analytics to evaluate Twitter and Instagram return on investment of marketing time and dollars? Perhaps you run a small business and just know there must be more to Facebook and Twitter and would like to see behind the curtain? This course is for the professional social media manager, a marketing or PR person or a small business evaluating their social media presence on Facebook, Twitter etc.

What does the Social Media Measurement and Analytics Course Cover?

  1. What should you measure? How do you set KPIs (Key performance indicators or goals)
  2. Facebook Insights are all very well but what about Twitter? And the other platforms?
  3. Gain an understanding Return on Investment and Cost of Acquisition of the Customer.
  4. Native tools like Facebook Insights vs 3rd Party measurement?
  5. Learn about setting KPIs (Key Performance Indicators),
  6. Which social media measurement tools to use,
  7. What analytics is available for free on Twitter and Facebook,
  8. Cool tools (free and paid for) are covered,

Format of the course: Almost everything is in a video lecture format (I'll walk you through evaluating, setting up and measuring social media on various platforms like Facebook and Twitter) but there are also downloadable workbooks for those that prefer to read and follow along that way.

SHORT COURSE: This is a mini-course that is part of a much larger Social Media Campaign course - you will find some videos duplicated from the Campaign course on my corporate account. Some students just want a quick and easy course on one aspect of campaigns - that is the purpose of this course. So if you are just looking for measurement and analytics tools and strategies as part of social media campaigns, this is the course for you!

What are the requirements?

  • Some Familiarity with Facebook & Twitter Is Helpful

What am I going to get from this course?

  • Know How to Set Social Media KPIs and Goals for Facebook Twitter etc
  • Investigate indepth Facebook Insights & Twitter Analytics
  • Which social media measurement tools to use,
  • Gain an understanding of Social Media Return on Investment and Cost of Acquisition of the Customer.
  • Cool tools (free and paid for) are covered

Who is the target audience?

  • Marketing Professionals Managing Social Media for their Organisation
  • Public Relations Creating Measurement and Analytics Reports for Clients
  • Virtual Assistants (VAs) Managing Facebook & Twitter for Small Business
  • Small Business Identifying What Works and What Doesn't on Social Media
  • These Videos are part of the 5 Step Social Media Marketing Campaign Course - do not take this course if you are already doing that course!

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: Get Started on Facebook and Twitter Analytics

Welcome to the course, a little introduction from me, about me, and what we are going to achieve in this course. Great to have you onboard!


Getting started and the fundamental question: What do you NEED to measure in Social Media? Some people think that social media can't be measured. But the real problem is that you can measure so much, what SHOULD you measure? And what are the best tools?

  • Measurement theory - what to measure?
  • Subscribers vs Engagement vs Reach analytics.
  • Call To Action (click, download, buy, signup)
  • Reputation/Sentiment Velocity/Time
  • and ecosystem/apps.
Discussion: What is important to YOUR social media activity? Do you need to measure differently on Facebook than Twitter than Instagram? Let me know in the discussion area.



Starting fairly basically, how do you measure "circulation" - the number of people that connect with you (Subscribers)? If people Like your Facebook Page, follow you on Twitter or Instagram, connect with you on LinkedIn or circle you on Google Plus they are subscribing to you (like subscribing to an email newsletter but its on a social media platform). The most popular statistic question "how many people follow you on social media?" it is the first evaluation to perform. We call this "Owned Channel". PS You'll see in Engagement (a later lecture) that is "Earned Channel" and different analytics.

Discussion: how important is "circulation" to your organisation? Would you prefer more people saw your content or more people subscribed to your social media channels?



It's all very well to have, say, 10,000 Likes on your Facebook Page but are they liking and sharing and commenting on your content? And how do you measure engagement on your Facebook Page, Twitter account and so on?? Examining the analytics of actual Facebook and Twitter accounts (case studies), we can see social media Engagement as a factor of Likes (circulation or subscribers) vs Reach (actual receivers or readers).

  • Facebook Analytics and the various options for exploring Engagement
  • Twitter Analytics and Engagement
Discussion: Let me know how YOUR Engagement looks as a % of Likes in Discussion area ;) Are you getting the numbers you expect?



There are two types of reach on Facebook and Twitter and other social media platforms - "actual" and "possible". Just because someone has 100,000 followers on Twitter doesn't mean that they are reaching 100,000 people with every tweet. Sometimes someone with 100 followers can reach 100,000!

  • If all of YOUR Twitter followers were actually online, and if all THEIR followers were online all day you would reach a LOT Of people.
  • But of course, many of those friends of friends are not online so actual reach is only a small % of possible reach.
  • But if you get a lot of retweets, your 100 followers might reach 100,000 people with enough retweets!
In this lecture we look at social media tools for measuring both actual and possible reach.
Discussion: What % of your possible reach is the actual reach?


Section 2: Intermediate: Taking Social Media Analytics Further

Would you like to measure a social media call to action of "download this from my website" or "buy this" or "click here" or "play this video" or "please read my blog"? Do you want to know that if you put up a link or an offer on Facebook or Twitter, that people are clicking on that link and going to your website?

  • Tools that can be used to track links on Facebook, Twitter, Instagram, Pinterest etc
  • Hootsuite/Owly integration demonstration for Facebook and Twitter
  • Bitly tip for measurement of links on Facebook and Tweet.
Discussion: What call to actions would you like to measure on social media? Are you social media marketing (signup to emails, clicks to download ebooks) or social media sales (buy this product, discount coupon for that product)?



Klout is a scoring system that gives everyone a reputation score whether they are using Klout or not (it's being used in job interviews and with social CRMS). Klout and reputation scoring systems look at how influential you are on social media. Also how influential your customers are - do you have a client who can tweet or blog "buy this" and lots of people pay attention?

  • Investigate Klout dashboard and scoring of social media people
  • Integrate Klout into social media campaigns
  • Measurement of Reputation online on Facebook and Twitter
Discussion: Do you think this quantification of a person's life is helpful? Did you know that banks sometimes use your "social graph" (how influential your network is on social media) to determine if you will get a mortgage? Worth investigating!



We look at a range of sentiment/favourability tools that measure social media emotions online:

  • Start Small: Let's look at 3 or 4 basic social media sentiment tools - which one do you prefer?
  • Brand Ambassadors and "passion" measurement in social media
  • Big Tools: Integrating sentiment into Social CRMs (social media customer relationship management systems)

Discussion: Is "all Press good Press" or would a negative sentiment hurt your brand and purchasing decisions? How do YOU deal with nasty Facebook comments and Twitter trolls?


Section 3: Advanced: Return on Investment, Cost of Acquisition

How fast is your message getting out there? Did you get to 100,000 views of your YouTube video - but it took 48 hours rather than 2 years? Velocity is a unique to social media measurement (Traditional media has a short head and long tail, but social media has a J curve of velocity).

  • Learn how to measure velocity and viral-ness on social media
  • Impact of Boosting tweets and Facebook Ads on velocity
  • Measuring speed of a #hashtag on Twitter and elsewhere
Discussion: measuring over time shows peaks and flows. Did you follow the lecture along and were you surprised by any of the timings on YOUR Facebook Page and Twitter account?


Let's look at the type of customer/follower you have on Twitter - what are they like? Where do they live, what is there income and what gender/age are they? What about Facebook?
  • Evaluate gender, age, location etc of followers on Twitter
  • Keywords and interests
  • Facebook Insights and Analytics around "People"
Discussion: Who are your target market and are they the main people connecting to you on Twitter and Facebook?

Understanding the Return on Investment ROI, Cost of Inaction COI and Ecosystem in social media.

  • apps, blog posts, video mashups are a special type of engagement (semi-original content rather than discussion)
  • ROI Return on Investment, CoA Cost of Acquisition of the customers, Brand ROI, Support Savings,
  • Collaborative Consumption and peer to peer economies
Discussion: Cost of Inaction - is there a cost to NOT doing social media? Let me know in the Discussions area on the right hand side!


Section 4: Bonus Lectures

Social media courses on Facebook, social media strategy, Twitter, social media campaigns, automate, monitoring dashboards and so on. 

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Instructor Biography

Laurel Papworth, Social Media Strategist & Course Facilitator

I am a CERT IV Training and Assessment certified trainer (Diplomas and Certificates etc) and I also have taught a Masters of Convergent Media. My personal social media: Forbes Magazine named me in the Top 50 Social Media Influencers globally,named head of media, social media by Marketing Magazine and in the Power150 (AdAge Magazine) Media bloggers. I strive to show the theory/strategy with practical tactical tools in online community building.

Professionally, I manage Facebook Pages for Junior Masterchef, Idol, Big Brother etc. I have taught social media for businesses at University of Sydney for 10 years and I have 7,000 online students. My clients range from UNHCR and TV shows to small businesses and Women Matter (Saudi Arabia Women of Islam community).  I have a quarter of a million followers online, personally reaching around 6 million people per month through social media. I have taught around 100,000 people in the last 10 years how to build online communities, create social media content, write strategy documents, drive social media campaigns and improve their Facebook Page through FBO and earned attention. 

I personally have a quarter of a million followers online, personally reaching around 6 million people per month through social media. I have taught around 100,000 people in the last 10 years how to build online communities, create social media content, write strategy documents, drive social media campaigns and improve their Facebook Page through FBO and earned attention and have around 7,000 online students. 

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