Social Media Analytics and Sentiment Insights

This course is part of Market Research Analyst Professional Certificate Professional Certificate

Instructor: Professionals from the Industry

Access provided by ExxonMobil

7 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

6 hours to complete

Flexible schedule

Learn at your own pace

7 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

6 hours to complete

Flexible schedule

Learn at your own pace

What you'll learn

Schedule and manage a data-tagged weekly content calendar using social media tools, then analyze performance metrics to optimize future posts.
Build audience personas from behavioral and demographic data, and evaluate how persona-based content performs to refine your content strategy.
Monitor customer interactions across digital channels, document them in a CRM with sentiment tags, and meet service-level response standards.
Apply sentiment analysis to classify and trend customer feedback, then synthesize findings into clear, stakeholder-ready insights for your team.

Skills you'll gain

Tools you'll learn

Customer Relationship Management (CRM) Software

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

15 assignments¹

AI Graded see disclaimer

Taught in English

See how employees at top companies are mastering in-demand skills

Learn more about Coursera for Business

logos of Petrobras, TATA, Danone, Capgemini, P&G and L'Oreal

Build your Marketing expertise

This course is part of the Market Research Analyst Professional Certificate Professional Certificate

When you enroll in this course, you'll also be enrolled in this Professional Certificate.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate from Coursera

There are 7 modules in this course

Turn social media activity into strategy. In this course, you will build the end-to-end skills that digital marketing professionals use every day — from scheduling content and tracking performance to understanding your audience and responding to customer feedback with confidence.

You will start by setting up and managing a weekly content calendar using industry-standard social media tools, attaching UTM codes and optimizing hashtags for discoverability. From there, you will dig into performance analytics to identify what content works and why — then use those insights to sharpen your strategy. You will also develop detailed audience personas from real behavioral and demographic data, map them to platform habits, and evaluate how different content performs across audience segments. Finally, you will practice monitoring customer interactions, documenting them in a CRM, and translating sentiment data into clear, actionable briefs for your team. By the end, you will have a portfolio-ready project that demonstrates the kind of integrated, data-informed workflow employers look for in digital marketing and social media roles.

You will learn the foundational skills of systematic social media management by implementing professional scheduling tools to create structured content calendars with proper tracking and asset organization.

What's included

3 videos1 reading2 assignments

3 videos Total 22 minutes

Social Media Scheduling Transforms Marketing ROI 3 minutes
Essential Social Media Management Tools and Features 9 minutes
UTM Tracking and Campaign Attribution Setup 10 minutes

1 reading Total 7 minutes

Content Calendar Components and Asset Requirements 7 minutes

2 assignments Total 9 minutes

Create a Weekly Content Calendar with Assets 6 minutes
Social Media Management Fundamentals Assessment 3 minutes

You will develop expertise in systematic performance analysis by interpreting social media analytics data, identifying optimization opportunities, and creating actionable recommendations that improve campaign effectiveness and audience engagement.

What's included

1 video2 readings3 assignments

1 video Total 12 minutes

Performance Analysis Frameworks and Best Practices 12 minutes

2 readings Total 16 minutes

Key Performance Metrics and Analytics Interpretation 10 minutes
Podcast: Generating and Interpreting Hootsuite Analytics Reports 6 minutes

3 assignments Total 30 minutes

Social Media Optimization Mastery Assessment 12 minutes
Analyze Performance Data and Create Optimization Recommendations 15 minutes
Performance Analysis and Optimization Assessment 3 minutes

You will transform raw audience analytics into actionable user personas by synthesizing demographic and behavioral data to create detailed profiles that inform strategic content decisions.

What's included

1 video2 readings2 assignments

1 video Total 9 minutes

Essential Components of Data-Driven Persona Development 9 minutes

2 readings Total 13 minutes

Platform Engagement Mapping: Converting Data Into Content Strategy 5 minutes
Creating User Personas Using Analytics Data 8 minutes

2 assignments Total 15 minutes

Build Your First Data-Driven Persona Profile 10 minutes
Audience Insights and Persona Development Check 5 minutes

You will analyze persona-specific content performance metrics and systematically optimize content scheduling strategies to maximize engagement and ROI across different audience segments.

What's included

1 video2 readings3 assignments

1 video Total 10 minutes

Analytics Framework for Content Schedule Optimization 10 minutes

2 readings Total 16 minutes

Performance Metrics That Drive Content Strategy Decisions 8 minutes
Strategic Guide: Optimizing Content Schedules Using Performance Analytics 8 minutes

3 assignments Total 26 minutes

Persona-Based Content Optimization Mastery Assessment 8 minutes
Optimize Your Content Calendar Using Performance Analytics 15 minutes
Performance Evaluation and Optimization Mastery Check 3 minutes

You will master systematic customer engagement workflows including response crafting, SLA compliance, and CRM documentation practices essential for digital marketing professionals.

What's included

3 videos1 reading1 assignment

3 videos Total 18 minutes

Customer Engagement Procedures Matter in Digital Marketing 3 minutes
Standard Response Procedures and CRM Documentation 7 minutes
CRM Documentation Workflow Demonstration 8 minutes

1 reading Total 7 minutes

Customer Engagement Best Practices Across Digital Channels 7 minutes

1 assignment Total 3 minutes

Customer Engagement Knowledge Check 3 minutes

You will master systematic sentiment analysis workflows including data interpretation, trend identification, and actionable insight generation for strategic customer intelligence and team briefings.

What's included

3 videos1 reading3 assignments

3 videos Total 29 minutes

Sentiment Analysis Fundamentals for Digital Marketing 9 minutes
Weekly Reporting Best Practices for Sentiment Intelligence 10 minutes
Sentiment Analysis Workflow Implementation 10 minutes

1 reading Total 6 minutes

Sentiment Analysis Tools and Techniques for Marketing Teams 6 minutes

3 assignments Total 25 minutes

Comprehensive Sentiment Analysis Skills Evaluation 10 minutes
Weekly Sentiment Report Creation 12 minutes
Sentiment Analysis Knowledge Check 3 minutes

You will create a comprehensive social media management and optimization strategy by integrating content scheduling, audience analysis, and sentiment monitoring. This project synthesizes skills from social media data insights, persona-based content optimization, and customer sentiment analysis into a portfolio-ready deliverable.