Social Media Analytics & Performance Optimization Course

Register for this course

We are committed to delivering this course in multiple training formats to accommodate your needs. Our state-of-the-art learning facilities ensure a comfortable and engaging experience. With our flexible face-to-face training calendar, you can select any classroom course and have it delivered at a venue of your choice, offering you unparalleled convenience and exceptional value.

Course Overview

This course equips professionals with the skills to collect, interpret, and act on social media data to drive strategic decisions. Participants will explore platform-native analytics, third-party dashboards, and AI-powered sentiment analysis to measure campaign performance, audience behavior, and brand health. With a focus on real-time insights, cross-platform attribution, and ethical data use, learners will gain the confidence to lead data-informed social strategies that align with business goals and audience expectations.

Course Duration

5 Days

Target Audience

Social media managers and digital marketers
Brand strategists and communication officers
Data analysts and marketing consultants
Entrepreneurs and content creators
Public sector and nonprofit communication teams

Personal Impact

Gain confidence in interpreting and presenting social media data
Build a portfolio-ready analytics dashboard and reporting suite
Strengthen their ability to lead data-informed marketing decisions
Stay ahead of trends with AI tools and real-time insights

Organizational Impact

Improve campaign ROI through data-driven optimization
Increase transparency and accountability in digital reporting
Build internal capacity for agile, insight-led decision-making
Ensure compliance with global privacy and ethical standards
Foster a culture of continuous improvement and performance tracking

Course Level: Intermediate

Course Objectives

By the end of this course, participants will be able to:

Set up and interpret analytics dashboards across platforms (Meta, TikTok, LinkedIn, YouTube)
Use GA4 and native analytics tools to track engagement, conversions, and ROI
Apply social listening tools to monitor sentiment and brand mentions
Create performance reports that inform strategy and stakeholder decisions
Align KPIs with campaign objectives and audience behavior
Ensure ethical data collection and compliance with privacy regulations

Course Outline

Module 1: Foundations of Social Media Analytics

What to measure and why: metrics vs. KPIs
Owned, earned, and paid media analytics
Overview of platform-native tools (Meta Insights, TikTok Analytics, LinkedIn Analytics)

Module 2: Setting Up Analytics Infrastructure

GA4 configuration for social traffic
UTM tagging and campaign tracking
Integrating Brevo for email + social performance

Module 3: Audience Behavior & Engagement Metrics

Reach, impressions, engagement rate, and retention
Scroll depth, click-throughs, and bounce rates
Identifying high-performing content and formats

Module 4: Sentiment Analysis & Social Listening

Tools: Brandwatch, Talkwalker, Sprout Social
Monitoring brand mentions, hashtags, and competitor activity
AI-powered sentiment scoring and trend detection

Module 5: Campaign Performance & ROI

Attribution models: first-click, last-click, multi-touch
Calculating cost per engagement, lead, and acquisition
A/B testing and optimization loops

Module 6: Reporting & Visualization

Building dashboards with GA4, Brevo, and Data Studio
Visual storytelling with charts, heatmaps, and timelines
Reporting for executives, clients, and internal teams

Module 7: Ethics, Privacy & Compliance

GDPR, Kenya Data Protection Act, and platform policies
Consent management and ethical data use
Avoiding bias in data interpretation

Module 8: Case Study – Data-Driven Campaign Optimization

Analysis of a campaign that pivoted based on real-time analytics
Tools used, insights gained, and results achieved
Application to capstone project

Module 9: Capstone Project

Design and present a social media analytics dashboard and reporting framework
Include campaign KPIs, insights, and optimization recommendations
Peer review and instructor feedback

Course Administration Details:

METHODOLOGY

The instructor-led trainings are delivered using a blended learning approach and comprise presentations, guided sessions of practical exercise, web-based tutorials, and group work. Our facilitators are seasoned industry experts with years of experience, working as professionals and trainers in these fields. All facilitation and course materials will be offered in English. The participants should be reasonably proficient in English.

ACCREDITATION

Upon successful completion of this training, participants will be issued a Skillstate Institute certificate.

TRAINING VENUE

The training will be held at a Skillstate Institute 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 PICKUP

Accommodation and airport pickup are arranged upon request. For reservations contact the Training Officer.

Email: info@skillstateinstitute.org
Phone: +254100920301

TAILOR-MADE

This training can also be customized to suit the needs of your institution upon request. You can have it delivered in our Training Centre or at a convenient location. For further inquiries, please contact us on:

Email: info@skillstateinstitute.org
Phone: +254100920301

PAYMENT

Payment should be transferred to our Skillstate Institute account through a bank on or before the start of the course. Send proof of payment to info@skillstateinstitute.org