Social Media Analytics and Sentiment Insights

Turn social media activity into strategy. In this course, you will build the end-to-end skills that digital marketing professionals use every day — from scheduling content and tracking performance to understanding your audience and responding to customer feedback with confidence. You will start by setting up and managing a weekly content calendar using industry-standard social media tools, attaching UTM codes and optimizing hashtags for discoverability. From there, you will dig into performance analytics to identify what content works and why — then use those insights to sharpen your strategy. You will also develop detailed audience personas from real behavioral and demographic data, map them to platform habits, and evaluate how different content performs across audience segments. Finally, you will practice monitoring customer interactions, documenting them in a CRM, and translating sentiment data into clear, actionable briefs for your team. By the end, you will have a portfolio-ready project that demonstrates the kind of integrated, data-informed workflow employers look for in digital marketing and social media roles

• Schedule and manage a data-tagged weekly content calendar using social media tools, then analyze performance metrics to optimize future posts
• Build audience personas from behavioral and demographic data, and evaluate how persona-based content performs to refine your content strategy
• Monitor customer interactions across digital channels, document them in a CRM with sentiment tags, and meet service-level response standards
• Apply sentiment analysis to classify and trend customer feedback, then synthesize findings into clear, stakeholder-ready insights for your team

• Basic computer and internet skills
• Ability to read course instructions in English and complete short practice activities