Social Media Audience Engagement and Program Measurement

Learn tools and tricks to better connect with your target audience and drive engagement across your social media program. In this course, you gain experience in the use of personas and program measurement to reach the right audiences with the right message at the right time in the right format.

See the prerequisites section for information about the background requirements for this course.

This course can be applied to the following certificates:
Digital Marketing Certificate
Social Media Manager Certificate


Jamey Shiels

Jamey Shiels

Jamey Shiels is the Senior Vice President, Consumer and Digital Experience at Advocate Health, the third largest not-for-profit health system in the United States. Advocate Health serves nearly six million patients across 67 hospitals, over 1,000 sites of care with ... read more

Who Should Attend

Individuals who are responsible for social media in their organization or who are looking for a career change into social media

Benefits and Learning Outcomes

  • Create personas that clearly identify the needs of your audience.
  • Apply the “Jobs to Be Done” theory to ensure you are building the path to success.
  • Learn the dynamics of social media measurement and how to report on performance.

Course Outline/Topics

Know Your Audience

  • Social media monitoring
  • Content marketing personas
  • Platforms

Social Platforms

  • Facebook, Twitter, LinkedIn
  • YouTube, Instagram, Messaging

Social Media Metrics

  • Defining metrics
  • URL tracking
  • Report development


Participants have completed at least one of the following:

  • Social Media Strategy course
  • Foundations of Effective Digital Marketing course
  • One year of professional marketing experience
  • Bachelor’s degree in marketing


Course may be taken individually, as an elective for the Digital Marketing Certificate or for completion of the Social Media Manager Certificate.

Date: Mar 3-23, 2024

Delivery Method: Online

Platform: Canvas

Instructor: Jamey Shiels

Fee: $699

CEUs: 1.1

Enrollment Limit: 15

Program Number: 5026-15703

Note: Participants will receive instructions for logging into Canvas to access course materials prior to the course start date. This class is asynchronous with access 24/7. It is interactive and instructor-led. Each week has recorded presentations, reading/writing assignments, quizzes and online discussion.

Registration Deadline: Mar 3, 2024

Register Now


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