Optimization and Analytics for Social Media

This course will provide you with an introduction to optimization techniques and key performance metrics for social media. You'll learn to:

• Identify metrics that should be tracked, depending on the unique objectives of your social media content/campaigns
• Accurately track social media content and campaign success
• Optimize and improve performance of your social media efforts for optimal return on investment
  

This course is for individuals who are interested in diving into the world of social media optimization and metrics.

You should have a working knowledge of the content covered in our Introduction to Social Media: Content and Platforms course.

• Module 1: Awareness, interest/consideration and conversion metrics
  
• Module 2: Ad campaign metrics and budget optimization
  
• Module 3: Platform Analytics Part 1 – Facebook, Instagram and the Facebook Ads Manager
  
• Module 4: Platform Analytics Part 2 – YouTube, Twitter and other platforms
  
• Module 5: Analytics management tools – Buffer, Hootsuite, Sprout Social and other tools

• PC (Windows-based) or Mac
• Robust internet access, Firefox or Chrome are recommended browsers
• MS Office, including functional knowledge of MS Word and Excel

The program is delivered entirely online. To run the program, you are not required to download any additional software beyond what is noted above.

You can complete this program at your own pace, anywhere and anytime, as long as you have a computer with access to the internet and a web browser. On the program start date, you'll receive access and must complete the program within 10 weeks.

The program consists of five modules that you must complete in sequence. Each module contains:

• Instructor-led videos and resources (e.g., short readings)
• Module mini-assessment to ensure you understand the subject matter

Each module mini-assessment must be completed with a score of 80% or higher to unlock the next module. The mini-assessments are meant to ensure you understand the content and can be retaken as many times as needed to achieve a passing score. Once you successfully complete the five course modules, you must undertake and complete a short capstone project which will help you integrate material from across the five competency tiers.

The estimated time to complete this course is 18-20 hours broken down as follows:

• Video: approximately 10 hours
• Reading: approximately 1.5 hours
• Mini-assessments: approximately 1.5 hours
• Capstone project: approximately 5-7 hours
  

Upon completion, your certificate will be mailed via United States Postal Service for participants in the continental U.S. All others will be sent via United Parcel Service.

Michael Krupski
Adjunct Instructor
Marketing Department

Education
MBA, University at Buffalo
BS, Business Administration, University at Buffalo

Teaching
Krupski teaches numerous courses, including Digital Marketing, Advertising and Promotions, Principles of Marketing and Corporate Social Responsibility (seminar).

Industry Experience and Corporate Consulting/Training
Krupski has held positions in the field of digital marketing for multiple firms, working in roles ranging from e-commerce management, website management, email marketing and social media management. From 2011–2017, Krupski worked for New Era Cap Co., where he held various positions on their digital marketing team. Since departing New Era in 2017, he now manages a digital agency that specializes in website design and development, branding and social media management, while also instructing courses in the UB School of Management.

Charles D. Lindsey
Associate Professor
Marketing Department

Education
PhD, Kelley School of Business, Indiana University
MB, Kelley School of Business, Indiana University
MBA, Cook School of Business, St. Louis University
BS, Cook School of Business, St. Louis University

Teaching
Lindsey teaches numerous courses, including Digital Marketing Analytics, Statistical Analytics and Website Analytics.

Industry Experience and Corporate Consulting/Training
Lindsey has held accounting, marketing-related, research-related and management positions in the private sector. Large firms represented include: Subsidiary of Harrisons & Crosfield (formerly Division of Pfizer), Boatman’s Bancshares (now part of Bank of America), Division of Tri-Con Global (now Yum Brands) and GTE. In addition, he has served as a consultant or corporate trainer for several large firms, including M&T Bank, Health Now, GEICO, First Source, and Eric Mower and Associates. Lindsey has also written for Fortune Magazine and has been cited in a variety of national media, including the E-Commerce Times.

Payment must be received by the program start date to be granted access and can be made by credit card at the time of registration or by ACH transfer.

A 75% discount is available to a limited number of Executive MBA alumni through the Alumni Advantage program. Availability is on a first-come, first-served basis. Contact the Office of Professional and Executive Development at mgt-ced@buffalo.edu.

Discounted seats are available to employees of the University at Buffalo on a space-available basis. Contact the Office of Professional and Executive Development at mgt-ced@buffalo.edu.

Program registrations are fully refundable until the day before the program starts.