Certificate: Certification in Social Media Listening & Analytics Instructor to Participant Ratio: 1 : 5 *

Course Details: Duration: 18 Hours Includes Mini Project: 4 Hours Placement Assistance: ✔

Available Training Modes: In-person ✔ Online ✔ On-site ✔

Mining Social Media chatter for Business benefits

Technology has changed communication modes of consumers. Moore’s law has made the data storage and analysis of consumer data scalable, creating opportunities for fine-grained behavioral analytics. Social Media listening & monitoring tools are used to provide precise and personalized customer relationship. The rise of number of smartphones and tablets has enabled location based messaging and reciprocal communication.

Track and measure how word-of-mouth conversations are driving brand awareness and brand loyalty on social channels. Learn how UGC(user-generated content) on review and ratings sites are making or breaking demand for products or services.


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Certification in Social Media Listening & Analytics - Course Topics


Overview of what web analytics is and why you should integrate metrics into campaign reporting. We cover how Web Analytics works including information about privacy, policies and a breakdown of cookies and tracking.

Overview, Foundations, and Concepts

  • History of digital analytics
  • Critical considerations for web analytics installations
  • Key analytics and conversion-tracking concepts

Data Collections

  • Overview of statistics and data sampling concepts
  • Common analytics tools, types of measurement, analytical databases, data integrity, data governance
  • Optimizing site performance and ROI functionality
  • Learn the pros and cons of integrating 3rd party data

Reporting Basics

  • Learn how to identify and explain various report views based on the target audience
  • Learn critical segmentation strategies for expert data analysis
  • Gain an understanding of the power and limitations of on-page analytics and on-site ads (CPM, CPC, CPA)



What is social media

  • Social monitoring
  • scope & the potential value it offers
  • Importance of social media channels
  • Customer Web sites, personal
  • Real time Social Media such as Twitter, etc
  • B2C Social networks (Facebook, Pinterest).
  • Forums, groups and chat
  • Consumer reviews, Q&A sites and comments.
  • Terminology in use
  • Video, podcasts
  • Online media: newspapers, magazines.
  • Print media: newspapers,
  • Photo sharing

Explain the purpose of social media monitoring:

  • Track CGM(Consumer Generated Media) activity of brands and promotions.
  • Examine the brand or company attributes people are engaged
  • Identify positive and negative sentiment and decide upon appropriate
  • Evaluate customer satisfaction and involvement.
  • Monitor changes in sentiment and volume of activity over
  • Measure social media marketing productivity.

Enterprise Social Media Monitoring Companies:

  • Listening platform vendors (eg,  ExactTarget – Google Marketing Cloud, SocialRadar and Sysomos).
  • Large companies (IBM Watson Analytics).
  • Professional bodies (eg, Social Media advertising consortium).
  • Analytics services from the main social platforms(Facebook, linkedin, twitter).
  • Analytics services provided by social sharing platforms (brandwatch, Hootsuite, tweetdeck).

Analysis options: volume, share of voice, location, mining by author, theme

  • Scales for measurement of tone of consumer
  • Share of voice and velocity
  • Describe how the following commercial tools can be evaluated for their effectiveness:
  • Expected features: cost, speed, ease of use, vendor lock-in.
  • Twitterfall, Google trends
  • Hybrid solutions (Google Marketing Cloud, TNS symfony).
  • Other solutions (Compete, Google insights).
  • Explain publication aspects of social media monitoring measurement:
  • Reports, presentations and dashboards.
  • Key Performance Indicators (KPIs).
  • Types of alerts, word
  • Importance of correct dissemination of data

Nature of conversations in the context of social media using relevant terminology including:

  • Complaints, compliments,
  • Questions, problems.
  • Forwarding and repeating (retweets, etc).
  • Engagement (length and repetition).
  • Buzz and chatter, tone.
  • Explain the process of social media monitoring by outlining the steps involved:
  • Agree on social media objectives
  • Choose suitable methods and evaluate vendor
  • Seek online conversations and activity
  • Establish the features/attributes of the product people mostly talk about (rank by importance).
  • Group positive and negative sentiment in an automated
  • Monitor competition
  • Take action – respond to individuals and collectively to audiences

Social Media Metrics


Quantify the number of times your links were clicked, your message was retweeted, and your hashtag was used and then look at how many people were responsible for the activity. You can also track @replies and direct messages if you can link them to campaign activity.


Determine the number of times your links were clicked and your messages were liked or commented on. Then break this down by how many people created this activity. You can also track wall posts and private messages if you can link them to activity that is directly tied to a specific social media campaign.


Assess the number of comments on your video, the number of times it was rated, the number of times it was shared and the number of new subscribers.


Evaluate the number of comments, the number of subscribers generated and finally the number of times the posts were shared and “where” they were shared (i.e., Facebook, Twitter, email, etc.). Measure how many third-party blogs you commented on and the resulting referral traffic to your site.

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