Analytics and Reporting for Social Media

  • Online delivery
  • eClass
  • 21 hour course, no prerequisites

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.
Take note:

  • 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.
This course has no prerequisites

Students from all educational backgrounds welcome. You can register for this course without applying and enrolling in a program.

Offered:

Course duration
Jan 5, 2021Feb 22, 2021
Asyn­chro­nous online learning, eClass

21 hours of instruction

In asynchronous online courses, students are expected to move through the course material at the same pace as their peers, but there are no real-time virtual classroom sessions to attend. All components of this type of course are accessible through eClass, the University of Alberta’s eLearning management tool. for­mat details

Your Instructor

Jessica Laccetti

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 Alberta Geological Survey. Jessica has nearly 20 years of industry experience, holding progressively senior communications roles in organizations within Canada and Europe. She also loves creating communications strategies and putting them into action for local businesses and government via her own company.

Class info
  • This is an asyn­chro­nous online learn­ing course. To start your online learn­ing expe­ri­ence at the Fac­ul­ty of Exten­sion, vis­it https://​ext​-leo​.ca/​s​t​u​d​e​n​t​s​/​e​c​l​a​s​s​-​e​s​s​e​n​t​ials/
  • 21 course hours in total
  • Cost assistance: May be eli­gi­ble for the Cana­da-Alber­ta Job Grant and the Canada Training Benefit. (view all)
    Cor­po­rate mul­ti-reg­is­tra­tion pack­ages (groups of 4 or more) are avail­able for most Exten­sion cours­es. Con­tact us at corporate.learning@ualberta.ca for pre­ferred pricing.
  • Department consent required to register. Please contact us at extnreg@ualberta.ca
Course duration
May 4, 2021Jun 21, 2021
Asyn­chro­nous online learning, eClass

21 hours of instruction

In asynchronous online courses, students are expected to move through the course material at the same pace as their peers, but there are no real-time virtual classroom sessions to attend. All components of this type of course are accessible through eClass, the University of Alberta’s eLearning management tool. for­mat details

Your Instructor

Jessica Laccetti

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 Alberta Geological Survey. Jessica has nearly 20 years of industry experience, holding progressively senior communications roles in organizations within Canada and Europe. She also loves creating communications strategies and putting them into action for local businesses and government via her own company.

Class info
  • This is an asyn­chro­nous learn­ing course. To start your online learn­ing expe­ri­ence at the Fac­ul­ty of Exten­sion, vis­it https://​ext​-leo​.ca/​s​t​u​d​e​n​t​s​/​e​c​l​a​s​s​-​e​s​s​e​n​t​ials/
  • 21 course hours in total
  • Cost assistance: May be eli­gi­ble for the Cana­da-Alber­ta Job Grant and the Canada Training Benefit. (view all)
    Cor­po­rate mul­ti-reg­is­tra­tion pack­ages (groups of 4 or more) are avail­able for most Exten­sion cours­es. Con­tact us at corporate.learning@ualberta.ca for pre­ferred pricing.
  • Open for registration until May 4, 2021. Register at least one week before the course start date to secure your spot. If space is available you may register until the day the course starts.
Currently counts towards

* If you are already enroled in this program, please refer to your specific program requirements as outlined at the time of your admission: Bear Tracks > Academic Advisement.

You can register for and take a course without applying and enrolling into the program.

We recommend that you apply to the program as soon as possible to lock in your course requirements as they are subject to change.

This is a skills-enhancing course in
Looking for different course dates?

New course schedules are released each June and November.

  • Offered now
  • Online delivery
  • 21 hour course, no prerequisites


A note about courses during COVID-19: all online

All courses will be delivered online, including many that were previously unavailable in the online format.

If you do see a course or program on our website announced as an in-person or downtown Edmonton offering, please disregard the format – but not the course. There will be no in-person offerings through the Faculty of Extension for the Winter, Spring, and Summer 2021 terms.

Get ready to keep learning! Register for a course and join us online this year.