Description:
This course takes a deep dive into the different categories of social and digital data that an organization may access, including owned, paid, and earned media, with an emphasis on owned media and social media channels.
By the end of this course, you will be able to:
- Understand and describe what owned media is, what its strengths are, and how it differs from other forms of social media content
- Explore tools used for social auditing
- Summarize how social media auditing can improve owned media performance
- Discuss the different categories of social media audits
- Evaluate owned social media channels
- Reflect on the value of earned, owned and paid media
Course topics:
- Introduction to social media auditing
- How and why to conduct social media audits
- Social media auditing strategies and techniques
- Facebook, LinkedIn and twitter analytics