Social Media Analytics – Tracking, Measuring and Reporting

Explore the active measurement of a social media program, and focus on the development of focused tracking materials that capture platform performance and reporting needs for a successful measurement program. Examine the development of process and documentation to capture KPIs (key performance indicators) and performance data.

Key deliverables from this course include:

  • Social Media Scorecard and Performance Report

Listen to Jamey’s podcasts on Social Media and the Social Media Manager Certificate.


Jamey Shiels

Jamey Shiels

Jamey is the Director of Social Media and Digital Communication for Aurora Health Care, an integrated health system with 15 hospitals, 90 clinics and more than 29,000 employees that serves the health care needs of Eastern Wisconsin and Northern Illinois. ... read more

Who Should Attend

  • Individuals responsible for the day-to-day management, monitoring and content development for social media programs
  • Marketing professionals who need to understand social media tracking, measuring and reporting concepts and strategy

Benefits and Learning Outcomes

  • Understand the role of measurement of social media activities
  • Understand the tools available to track social media performance within and across platforms
  • Define and capture KPIs and performance reports

Course Outline/Topics

  • Establish consistent platform metrics
  • Develop a social media tracking framework
  • Create a social media performance report
  • Explore the role of measurement of social media activities


Understanding of social media within an organization social media platforms.


Access to Course Site

You will receive an email approximately one week prior to the start date of the class with instructions on setting up your username and password and how to access the online course site.

Course Requirements

This is an instructor-facilitated, online asynchronous course. You are required to have routine access to a computer with Internet. You are also required to have a recent version of Microsoft Office Suite or comparable program. Course materials will be provided in the online course site (D2L).


Each week you will be given readings and assignments to complete. You will be expected to log in and complete assignments within the deadlines given in order to be awarded CEUs and the Certificate of Completion. However, within the deadline you will be able to complete the readings and assignments at your leisure. If you have questions about deadlines you can work with the instructor.


Certificates of Completion will be mailed once your coursework has been completed.

Dates and locations to be announced.