Course Overview
In today’s digital-first world, social media isn't just about engagement—it’s a powerful source of actionable insights. This intensive course will introduce professionals to the world of Social Media Analytics by focusing on key metrics, tools, reporting methods, and data interpretation. Participants will learn to transform raw social data into meaningful strategies that enhance content, campaigns, and business outcomes.
Whether you're a marketing professional, entrepreneur, or data enthusiast, this course will empower you to measure what truly matters—and use those insights to drive results.
WHO SHOULD ATTEND?
This course is ideal for:
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Social Media Managers & Coordinators
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Digital Marketing Specialists
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Brand & Communications Managers
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PR & Content Strategists
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Data Analysts focusing on social platforms
Small Business Owners managing their own social media
DURATION
5 Days
Personal Impact
Participants will:
- Build confidence in interpreting and using social media data
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Enhance their digital marketing and analytical skill set
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Improve their ability to present data-backed recommendations
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Stand out in marketing, communications, and analyst roles.
Organizational Impact
Organizations will benefit from:
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Improved decision-making based on real-time data
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More effective and targeted marketing strategies
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Greater ROI from social media efforts
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Stronger brand monitoring and crisis response
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Reduced reliance on guesswork and vanity metrics
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Gain hands-on experience with industry-standard tools
Course Outline
Course Objectives
By the end of the course, participants will be able to:
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Understand core social media metrics and KPIs
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Use analytics tools to track and report on campaign performance
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Conduct social listening and sentiment analysis
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Create visually compelling reports and dashboards
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Translate analytics into clear, strategic recommendations
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Evaluate competitor performance using social data
Course Modules
Course Modules
Module 1: Introduction to Social Media Analytics
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What is Social Media Analytics and why it matters
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Understanding the social media data ecosystem
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Types of social media metrics: Reach, Impressions, Engagement, CTR, CPC, Conversions
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Aligning metrics with marketing goals and KPIs
Outcome: Participants will define meaningful KPIs for a campaign or brand of their choice.
Module 2: Tools & Techniques for Data Collection
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Overview of native analytics tools (Meta Business Suite, Twitter Analytics, LinkedIn Insights, YouTube Studio)
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Introduction to third-party tools (Sprout Social, Hootsuite, Buffer)
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Setting up UTM parameters and tracking in Google Analytics
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Basics of dashboards (Looker Studio/Google Data Studio)
Outcome: Participants will begin building a live dashboard using sample or real data.
Module 3: Social Listening & Competitor Analysis
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Social listening vs social monitoring
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Sentiment analysis: Manual vs AI-driven
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Tools: TweetDeck, Brand24, Talkwalker (demo)
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Benchmarking performance against competitors
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Identifying trends, crises, and content gaps
Outcome: Participants will perform a mini listening analysis and competitor review using selected tools.
Module 4: Reporting, Storytelling & Optimization
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Creating and customizing reports for different audiences
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Visual storytelling: Using charts, graphs, and summaries
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Automating reports and dashboards
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A/B testing and campaign optimization
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Turning insights into action
Outcome: Participants will create a report with data visualizations and strategic insights.
Module 5: Final Project & Strategic Presentations
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Final project: Analyze a brand’s campaign or social presence
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Develop and present a complete analytics report
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Strategic recommendations based on real or mock data
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Peer and instructor feedback
Outcome: Participants will present their findings, showcasing their ability to translate analytics into strategy.
Related Courses
Course Administration Details
Methodology
These instructor-led training sessions are delivered using a blended learning approach and include presentations, guided practical exercises, web-based tutorials, and group work. Our facilitators are seasoned industry experts with years of experience as professionals and trainers in these fields. All facilitation and course materials are offered in English. Participants should be reasonably proficient in the language.
Accreditation
Upon successful completion of this training, participants will be issued an Indepth Research Institute (IRES) certificate certified by the National Industrial Training Authority (NITA).
Training Venue
The training will be held at IRES Training Centre. The course fee covers the course tuition, training materials, two break refreshments, and lunch. All participants will additionally cater to their travel expenses, visa application, insurance, and other personal expenses.
Accommodation and Airport Transfer
Accommodation and Airport Transfer are arranged upon request. For reservations contact the Training Officer.
Tailor-Made
This training can also be customized to suit the needs of your institution upon request. You can have it delivered in our IRES Training Centre or at a convenient location. For further inquiries, please contact us on:
Payment
Payment should be transferred to the IRES account through a bank on or before the start of the course. Send proof of payment to [email protected]
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