Social Media & Web Analytics

Meaning and role of social media in marketing; digital marketing ecosystem; rules of engagement in social media; target audience identification; influencers and content strategy; development of social media marketing plan; blogging, microblogging, social networks, video sharing, podcasts, live streaming, webinars; use of blogs for branding and lead generation; introduction to blog analytics.

Overview of major platforms: Facebook, Instagram, LinkedIn, Twitter, YouTube; content types and engagement strategies; social bookmarking and collaboration tools; picture sharing and video marketing; content planning and scheduling; virality and engagement metrics; online reputation management basics.

Introduction to social media analytics; key performance metrics (reach, impressions, engagement rate, CTR, conversions); social media monitoring tools; sentiment analysis and brand monitoring; performance tracking techniques; introduction to analytics tools for social platforms.

Introduction to Pay-Per-Click (PPC) marketing; Google Ads structure; Facebook Ads structure; CPC, CTR, CPA concepts; keyword research basics; SEO vs PPC keywords; bidding strategies and quality score; ad performance optimization; conversion tracking; call-to-action (CTA); campaign reporting and performance analysis.

Introduction to web analytics and importance in business; key website metrics (page views, visits, bounce rate, conversion rate); traffic sources (organic, direct, referral, paid); introduction to Google Analytics; account setup and tracking code; dashboard overview; real-time, audience, acquisition, behaviour and conversion reports; interpretation of web analytics data.