There’s a bit of math involved, but don’t worry — we’ll make it simple! In Week 2, we’ll tackle the often tricky—but vital—task of tracking your social media performance. From understanding engagement and conversion rates to decoding social listening and sentiment analysis, this session will help you understand what’s working and why. You’ll leave knowing how to transform those numbers into meaningful insights that drive real-world action and support your strategic goals. Plus, you’ll have what it takes to build a toolkit for predicting shifts in audience behavior and adjusting your approach to maintain relevance. You’ll learn:
- Metrics That Matter: Use tools like Google Analytics, Sprout Social, and Hootsuite to track and optimize performance over time, and prioritize the right metrics and integrate them into your reporting structure.
- The Power of Listening: Platforms such as Brandwatch, Talkwalker, and Meltwater can help you monitor audience sentiment, uncover key interests and identify pain points. Enhance your content based on real-time feedback and improve audience engagement.
- The New Social Landscape: Stay ahead of trends in the creator economy and evolving user preferences with tools such as CreatorIQ and TikTok Analytics.
- Risk and Reputation: The social media listening tools you need to monitor for social media trends—including how to monitor the darkweb, closed Facebook groups, and Discords.
- Reporting Across Teams: How to turn raw data into compelling narratives that resonate with executives, clients and teams. Master reporting techniques that provide clarity and inspire decision-making in your organization.
- Case Study: Next-Gen Analytics: Learn about cutting-edge and AI-powered platforms like Keyhole, Sendible, Followerwonk and Rival IQ to access real-time insights and pivot strategies instantly.
Conduct a one-sheet tool analysis for your brand, outlining key analytics or social listening tools per platform/channel (e.g., Instagram, YouTube, Twitter). For each tool, briefly explain its primary function and how it could be applied to generate new insights and optimize your brand's performance on that platform.
