SHA746 - Measuring Social Media Marketing Success

Course Description

What makes a social media marketing campaign successful? Is it growth in followers? More engagement on social channels? Greater positive sentiment about the brand? What about increases in sales leads or in sales revenue? Social media success might be reflected in all, some, or just one of these outcomes. Ultimately, however, success is a function of how well the campaign performed in meeting its marketing objectives. Measuring this performance used to be elusive for social media, but as the practice has evolved, so has the means to determine what worked and what did not.

In this course, you will identify the right metrics for measuring and benchmarking social media success across the marketing funnel. From measures of impressions to engagement, to conversion, and to advocacy, you’ll examine how brands and agencies link campaign objectives — activity — and outcomes to assess, test, and optimize campaign results. Additionally, you’ll explore how existing and emerging performance-reporting tools and dashboards help social media managers control dynamic campaigns to best ensure social media success.

Faculty Author

Robert Kwortnik, Jr.

Stephanie Cartin

Benefits to the Learner

• Identify the right metrics for social media marketing goals
• Measure and benchmark awareness and engagement across the customer purchasing funnel
• Measure conversion and financial metrics that link social media marketing activity to firm profitability
• Develop methods for testing, evaluating, and optimizing results
• Leverage reporting tools and dashboards to control dynamic campaigns

Target Audience

• Marketing channel managers
• Product managers
• Entrepreneurs
• Account executives
• Brand marketers
• Social media community managers
• Marketing communications specialists
• Copywriters
• Marketing consultants

Applies Towards the Following Certificates

• Digital Marketing 360 : Core Courses
• Social Media Marketing : Core Courses