Turn platform data into strategy that actually moves the needle.
Social Media Analytics is a six-module course built for marketers, business owners, and communicators who want to move past guesswork and lead with data. You'll start by examining how the attention economy and the rise of influencers are reshaping user behavior, then learn to read platform-specific analytics to sharpen audience targeting and content decisions. From there, you'll apply the SMART framework to turn vague marketing ideas into measurable goals, and explore how digital storytelling, brand voice, and user-generated content build authentic engagement.
The back half of the course goes deep on measurement and what's next. You'll evaluate core metrics like awareness, engagement, and conversion, and learn to spot the trade-offs when a campaign's numbers don't tell a consistent story. The final two modules turn to generative AI, examining how it can sharpen content strategy and efficiency while raising real questions about authenticity, trust, and disclosure in a fragmented, increasingly AI-influenced media landscape. Throughout, the goal is the same: give you a repeatable, evidence-based approach to social media strategy that holds up as platforms and tools keep changing.
Tuition:
$95
Format:
Self-Paced Online
Modules:
6
Prerequisites:
None
Course Developer | Utah Valley University
This course was developed by Dr. Dave Morin. As a self-paced course, there is no live instructor; instead, Dr. Morin's expertise is built directly into the videos, readings, and activities in each module, so you're learning from his approach to social media strategy at your own pace.
This course is a strong fit for marketers, small business owners, and communicators who manage social media and want to back their strategy with data instead of instinct. It's also valuable for anyone exploring a career in social media management, including those pursuing Credit for Prior Learning, since the course builds a working knowledge of platform analytics, content strategy, and AI's growing role in the field.
Do I need any experience with analytics tools to take this course?
No. The course is designed to build your analytics literacy from the ground up, so no prior experience with specific platforms or analytics tools is required.
Is this course only for people managing brand or business accounts?
How is AI covered in this course?
How much time should I expect to commit each week?
Why take this course at UVU?
