Social Media Analytics and Sentiment Insights

Overview

Turn social media activity into strategy. In this course, you will build the end-to-end skills that digital marketing professionals use every day — from scheduling content and tracking performance to understanding your audience and responding to customer feedback with confidence. You will start by setting up and managing a weekly content calendar using industry-standard social media tools, attaching UTM codes and optimizing hashtags for discoverability. From there, you will dig into performance analytics to identify what content works and why — then use those insights to sharpen your strategy. You will also develop detailed audience personas from real behavioral and demographic data, map them to platform habits, and evaluate how different content performs across audience segments. Finally, you will practice monitoring customer interactions, documenting them in a CRM, and translating sentiment data into clear, actionable briefs for your team. By the end, you will have a portfolio-ready project that demonstrates the kind of integrated, data-informed workflow employers look for in digital marketing and social media roles.

Syllabus

Social Media Management Tools - Foundation

You will learn the foundational skills of systematic social media management by implementing professional scheduling tools to create structured content calendars with proper tracking and asset organization.

Performance Analysis & Optimization - Application & Assessment

You will develop expertise in systematic performance analysis by interpreting social media analytics data, identifying optimization opportunities, and creating actionable recommendations that improve campaign effectiveness and audience engagement.

Foundation - Audience Insights and Persona Creation

You will transform raw audience analytics into actionable user personas by synthesizing demographic and behavioral data to create detailed profiles that inform strategic content decisions.

Core Application - Performance Evaluation and Content Optimization

You will analyze persona-specific content performance metrics and systematically optimize content scheduling strategies to maximize engagement and ROI across different audience segments.

Customer Engagement Response Procedures

You will master systematic customer engagement workflows including response crafting, SLA compliance, and CRM documentation practices essential for digital marketing professionals.

Weekly Sentiment Data Analysis

You will master systematic sentiment analysis workflows including data interpretation, trend identification, and actionable insight generation for strategic customer intelligence and team briefings.

Project: Social Media Analytics and Sentiment Insights

You will create a comprehensive social media management and optimization strategy by integrating content scheduling, audience analysis, and sentiment monitoring. This project synthesizes skills from social media data insights, persona-based content optimization, and customer sentiment analysis into a portfolio-ready deliverable.