Promotion, Analytics, and Optimization

This unit focuses on distributing content, growing and managing communities, running platform-specific promotions, and measuring results to optimize social media programs. Students will apply analytics tools, calculate ROI, and refine strategic plans using platform insights and real‑world promotion tactics.

Learning Objectives

• Analyze social media and web analytics (platform insights, Google acquisition data, hashtag tracking) to identify performance trends, measure campaign ROI, and prioritize optimization opportunities
• Apply platform-specific promotion and community-building tactics (Pinterest, YouTube/Google, Snapchat, Instagram Live, Facebook Groups, X, guest blogging, bookmarking) to expand reach and engagement according to campaign goals
• Demonstrate development and adjustment of a strategic social media marketing plan by comparing hard and soft costs to income, calculating ROI, and recommending budget and content reallocations
• Evaluate content distribution and timing strategies (submission timing, scheduling, geomarketing, search optimization, quality vs. quantity) and recommend specific optimizations to improve search ranking, buzz, and conversion rates