Course Catalog

SOCIAL MEDIA ANALYTICS

Course Overview
In Social Media Analytics, you’ll move beyond posting and “hoping it works” to making strategic, evidence-based decisions grounded in real social data. The course explores how influencers and the attention economy shape user behavior, then builds your skill in analyzing demographic trends, platform differences, and performance indicators to improve results. You’ll learn to translate broad marketing ideas into clear SMART goals, strengthen audience segmentation, and develop a consistent brand voice that supports authentic engagement. From there, you’ll connect key metrics (awareness, engagement, conversion) to campaign outcomes by evaluating performance ratios and synthesizing insights into actionable recommendations. Throughout the course, you’ll also examine the growing role of generative AI—how it can improve efficiency and planning, where ethical concerns emerge, and how to maintain credibility and audience trust. Finally, you’ll look ahead to emerging trends, algorithms, and content models to map a future-ready strategy that balances innovation with genuine human connection.
Course Developer
Dr. David Morin is an Associate Professor in the Department of Communication at Utah Valley University. He currently teaches a wide variety of courses in the Public Relations and Strategic Communication major. His scholarly interests include political and science communication from a media effects perspective. When not working, Dave enjoys playing sports, reading, and traveling.
Available Courses

SOCIAL MEDIA ANALYTICSOnline Campus

Fee: $95.00
Format: Self-Paced Online
Course Length: 6 Modules

Email to a friend

Course Overview
In Social Media Analytics, you’ll move beyond posting and “hoping it works” to making strategic, evidence-based decisions grounded in real social data. The course explores how influencers and the attention economy shape user behavior, then builds your skill in analyzing demographic trends, platform differences, and performance indicators to improve results. You’ll learn to translate broad marketing ideas into clear SMART goals, strengthen audience segmentation, and develop a consistent brand voice that supports authentic engagement. From there, you’ll connect key metrics (awareness, engagement, conversion) to campaign outcomes by evaluating performance ratios and synthesizing insights into actionable recommendations. Throughout the course, you’ll also examine the growing role of generative AI—how it can improve efficiency and planning, where ethical concerns emerge, and how to maintain credibility and audience trust. Finally, you’ll look ahead to emerging trends, algorithms, and content models to map a future-ready strategy that balances innovation with genuine human connection.
Course Developer
Dr. David Morin is an Associate Professor in the Department of Communication at Utah Valley University. He currently teaches a wide variety of courses in the Public Relations and Strategic Communication major. His scholarly interests include political and science communication from a media effects perspective. When not working, Dave enjoys playing sports, reading, and traveling.
Available Courses

Social Media Analytics gives you practical tools to turn platform data into smarter marketing decisions. Learn how to interpret audience and performance metrics, set measurable goals, refine targeting, and build data-informed content strategies—while navigating the real-world impacts of AI, authenticity, and trust in today’s fast-changing social landscape.

COURSE FORMAT: This course is delivered in a self-paced format, allowing you to access materials anytime and progress on your own schedule. All coursework must be completed by August 31, 2027.

Some Title

Course Overview

Course Developer

Available Courses