Social Media Analytics Training

Extract valuable insights from social media data to understand your audience and optimize your communications strategy

Custom Corporate Training

16 Hour Course

Interactive Webinar Format

What You'll Learn


How to analyze the reach and impact of communications


How to discover your audience's demographics and interests


How to understand communities and their interactions

Course Outline

Module 1 – Introduction to Social Media Analytics

Learn how social media and data analytics work, and the advantages and limitations of this research method. Get an overview of strategies and tools for social media monitoring and analytics.

Module 2 – Basic Searches & Metrics

Understand social media metrics such as impressions, reach and impact. Learn how to conduct simple searches using our KI Data media analytics tool. Practice refining results using keywords/search teams.

Module 3 – Boolean Operators

Become familiar with Boolean operators (e.g., AND, OR, NOT) and how they can be used both to include and exclude results. Learn how to create a brand query to monitor your organization’s social media presence.

Module 4 – Engagement & Impact

Explore how your social media content can be analyzed for engagement with the public and impact on online conversations. Learn how to analyze popularity trends. Understand your place within online conversations, and identify key influencers and narratives affecting your public image.

Module 5 - Sentiment & Opinion

Understand metrics for public sentiment and opinion, what they tell us, and how they can be used. Identify sentiment (positive/negative/neutral) related to social data. Learn how to analyze sentiment drivers using manual analysis, as well as AI filters and data visualizations.

Module 6 – Audience Identification and Geographic Location

Learn about the importance of demographics such as gender, language, and location. Understand social media influence and identify influencers. Learn how to identify and understand your audience based on demographic patterns and conversation themes. Discuss privacy and ethical principles for social media analysis.

Module 7 – Industries & Conversations on Social Media

Learn how to use the various tools and methods of social media analytics to explore a particular topic of conversation and interpret the results. Practice different filtering techniques and query-building approaches.

Module 8 – Comparative Deep Dive Searches

Learn how to conduct comparative analysis using our KI Data analytics tool to measure your share of voice and benchmark your organization against competitors. Explore best practices for developing complex and useful queries with more advanced Boolean operators, that filter out irrelevant and redundant content.

Instructor Bio

Waël Hassan, PhD

Dr. Waël Hassan is one of North America’s leading advisors in the fields of data analysis, privacy compliance, and data management. Waël has been working in the field of data science and privacy for over twenty years, and is the principal designer of the KI Data analytics platform.

Take the Social Media Training Anywhere

You can take this course online from the comfort of your own home or office. Our training programs are conducted in a hands-on environment that works best when participants are logged in on individual computers.



New York

Los Angeles



What is Social Media Monitoring?

Social media monitoring is the process of tracking social media platforms for mentions of a specific topic, such as a brand, product, or service. Social media monitoring is performed by tracking keywords, influential accounts, replies to your accounts, mentions of your accounts, and more.

What are Social Media Analytics?

Social media analytics are measures pertaining to conversation around a topic, including but not limited to the volume of discussion on a topic, the demographics of people discussing a topic, what people are saying on this topic, which major influencers are participating in the discussion, and the sentiment of the discussion around the topic.

What is the benefit of monitoring and analyzing social media?

Social media monitoring and analysis can be used in many areas of business, including:

  • Brand reputation monitoring
  • PR and outreach
  • Market research
  • Competitor analysis
  • Crisis detection and management

Is the entire eight-module program needed to begin using social media analytics?

The first three modules enable learners to begin using social media monitoring using our KI Data platform with ongoing support. The remaining five modules enable to learners to create their own complex queries, and to analyze and interpret social media conversations independently.

What kind of background do people have that take this course?

KI Design's Social Media Analytics course was created for people in the fields of communications, public relations, and data analysis with varying levels of technical knowledge. No prior technical training is needed.

What social media platforms will this training cover?

Our Social Media Analytics course will train you to perform analytics on all major social media platforms, including but not limited to Twitter, Facebook, Instagram, Tumblr, Reddit, and YouTube. We also offer training on media analysis for online news, blogs, and forums.