The University of the arts

Assessing, Analyzing + Monitoring Social Media
The University of the Arts

CE 2234C 01 Assessing, Analyzing + Monitoring Social Media

CE 2234C 01

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Justin Lehmann



Fall 2017

  • (Oct. 31 to Dec. 7)
  • Tue, Thu 6:00 PM - 9:00 PM
  • 3.00 Credits
  • 3.00 Credits
  • Tuition: $600 / Fees: $20
In a rush to stay current in today's fast-paced digital marketing world? Many companies deploy a social media strategy without a plan to measure success. If you're not analyzing your strategy's effectiveness with the right markers, you could be wasting money and resources. Deploying a social media analysis and monitoring strategy will provide tangible benefits that ensure your social media strategy is a success. Monitoring social media channels can also help you manage your brand image and allow you to not only react effectively, but be proactive. Learn how to create analysis and monitoring strategies, make the appropriate adjustments to your overall strategy, work with industry influencers to promote your brand and manage a social media crisis.

Please note: This course is part of our Social Media Marketing Certificate. There are prerequisites to take this course. If you are not in the certificate program, but work in the marketing industry, freelance or have previous experience, please email for approval.

Course Overview

Gain a functional understanding of various monitoring and analytic options across a wide variety of platforms, with a focus on applying these to real-world needs. Create a portfolio of monitoring plans and samples during in-class assignments.

What will you learn in this course?

  • Determine important factors in developing social media return on investment (ROI)
  • Identify social influencers in their industry
  • Use a variety of industry-appropriate analytics tools
  • Use social media listening to monitor brand reputation
  • Effectively react to a public relations crisis on social media channels
  • Determine effectiveness of paid social advertising
  • Make adjustments to their marketing strategy based on analysis