Who should attend
Students from all educational backgrounds welcome.
About the course
Learn how to measure where your web traffic is coming from, how much web traffic you are receiving, which messages are most effective at driving users to your desired destination, and how to report on these measures. Explore various approaches to use analytics in social media, including web search optimization and ROI analysis.
Course at a glance
- Fully online asynchronous course, accessible through eClass, the University of Alberta’s eLearning management tool.
- Aimed at those who want to better reach and communicate with their target audiences while understanding and building social media skills, including small business owners and those working in government, small to large enterprises, not-for-profits, and board-run organizations.
What you will learn
By the end of this course, you should be able to:
- Understand the language of analytics, including a working knowledge of the many acronyms and how to interpret the information provided by analytics tools.
- Identify the characteristics of social measures as they apply to traditional and digital media.
- Identify metrics that are valid for social media and describe how they can be analyzed to support business objectives.
- Describe the benefits and challenges associated with applying social media analytics to business objectives.
- Develop a reporting framework that conveys the information acquired from social media analytics.
- While there are no prerequisites for this course, a general working knowledge of Social Media platforms is recommended for student success.
- At the course start date, you’ll be expected to have valid accounts of the following: Google Analytics, Facebook, Twitter, and LinkedIn.
- Take some time before the course to become familiar with the four above-noted platforms; a basic understanding of the content, layout and navigation will help ensure we can progress together into more in-depth discussion.
- This course has the equivalent of three hours of online instruction per week (including voice over PowerPoints, readings, and resource links), plus weekly assignments.
- Students are encouraged to build relationships and network with their classmates through forums and discussions.
An active entrepreneur, educator, and practitioner, Jessica Laccetti holds a Ph.D. in Creative Technologies. She is an adjunct professor with the University of Alberta's Master of Arts in Communications and Technology, as well as an online communications specialist and web developer for the Alber...
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Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.
We are happy to help you find a suitable online alternative.