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.


Fall courses: all online

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

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

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