Advanced Social Media Analytics & Sentiment Analysis Training Course

Introduction

In today’s digital landscape, social media platforms generate vast amounts of data that can shape business strategies, brand positioning, and customer engagement. The Advanced Social Media Analytics & Sentiment Analysis Training Course is designed to help professionals master the art of extracting actionable insights from social media metrics, user behavior, and sentiment analysis. This course explores advanced data-driven approaches to understanding audience engagement, predicting trends, and measuring brand sentiment across platforms like Twitter, Facebook, Instagram, LinkedIn, and TikTok.

By integrating artificial intelligence (AI) and natural language processing (NLP), participants will learn to track social conversations, analyze emotions behind user-generated content, and optimize their marketing campaigns for maximum impact.

Target Audience

This course is ideal for:

• Digital Marketers & Social Media Managers looking to refine their analytics and sentiment-tracking skills.
• Brand Managers & PR Professionals who want to monitor brand perception and online reputation.
• Data Analysts & Business Intelligence Professionals interested in applying AI-driven insights to social media strategies.
• Content Creators & Influencers who want to measure audience sentiment and optimize engagement.
• Customer Experience & Community Managers seeking deeper audience insights for personalized engagement.

Course Objectives

By the end of this training, participants will be able to:

• Understand Advanced Social Media Analytics – Explore key metrics, KPIs, and performance measurement strategies.
• Leverage Sentiment Analysis Tools – Use AI-powered sentiment detection to assess audience emotions and brand perception.
• Implement Predictive Analytics – Forecast emerging trends and audience behavior through data analysis.
• Optimize Engagement Strategies – Tailor content and campaigns based on audience sentiment insights.
• Monitor Brand Health & Reputation – Track real-time social conversations to mitigate crises and capitalize on positive sentiment.
• Utilize AI & Machine Learning in Analytics – Integrate advanced tools like NLP and deep learning for superior audience insights.
• Create Data-Driven Reports – Develop impactful reports with actionable insights to inform business and marketing strategies.

This course provides hands-on experience with industry-leading analytics platforms, empowering professionals to make data-backed decisions that drive engagement and business success.

Duration

10 Days

Course content

Module 1: Introduction to Social Media Analytics

• Overview of social media analytics and its significance
• Key metrics and KPIs for tracking social media performance
• Understanding social media platforms' data structures

Module 2: Tools and Platforms for Social Media Analytics

• Introduction to popular social media analytics tools (e.g., Google Analytics, Hootsuite, Brandwatch)
• Exploring AI-powered tools for in-depth analysis
• Setting up and integrating platforms for tracking social media data

Module 3: Advanced Metrics & KPIs in Social Media Marketing

• Tracking engagement metrics: likes, shares, comments, retweets, and clicks
• Measuring reach, impressions, and conversions
• Analyzing audience demographics and behaviors

Module 4: Sentiment Analysis Fundamentals

• Understanding sentiment analysis: its role in marketing and brand management
• Types of sentiment: positive, negative, and neutral
• Introduction to Natural Language Processing (NLP)

Module 5: Sentiment Analysis Techniques

• Sentiment classification and keyword extraction
• Understanding polarity and subjectivity in social media content
• Advanced sentiment analysis with machine learning algorithms

Module 6: Data Collection and Extraction for Social Media Analytics

• Techniques for collecting data from various social media platforms
• Using APIs and web scraping tools for data extraction
• Ethical considerations and data privacy concerns

Module 7: Analyzing Social Conversations in Real-Time

• Social listening tools and strategies
• Tracking brand mentions and key trends across platforms
• Setting up real-time social media monitoring

Module 8: Predictive Analytics in Social Media

• Introduction to predictive analytics for forecasting trends
• Identifying emerging trends through data
• Using historical data to predict future social behavior

Module 9: Social Media Audience Segmentation

• Segmenting audiences based on behavior, preferences, and demographics
• Building audience personas from social media data
• Personalizing content for different audience segments

Module 10: Advanced Social Media Reporting & Dashboards

• Creating interactive dashboards for social media insights
• Best practices for presenting social media analytics data
• Tools for generating reports with actionable insights

Module 11: Brand Health & Reputation Monitoring

• Measuring and managing brand sentiment online
• Using sentiment analysis for brand reputation management
• Strategies for handling crises based on sentiment trends

Module 12: Influence of Influencers and Social Advocacy

• Understanding influencer sentiment analysis
• Measuring the impact of influencer campaigns
• Tracking social advocacy and its role in brand perception

Module 13: Integrating AI and Machine Learning in Social Media Analytics

• How AI and machine learning enhance sentiment analysis
• Using deep learning models for more accurate sentiment detection
• Integrating AI-based solutions for continuous optimization

Module 14: Social Media Strategy Optimization Based on Insights

• Tailoring content strategy based on social media insights
• Adjusting social media campaigns for better engagement
• Aligning business objectives with social media metrics

Module 15: Ethical Considerations and Privacy in Social Media Analytics

• Navigating ethical issues in social media data collection
• Protecting user privacy while using social media analytics
• Legal considerations for sentiment analysis and data usage

These modules will equip participants with the necessary skills to master advanced techniques in social media analytics, sentiment analysis, and data-driven decision-making, empowering them to optimize their social media strategies and engagement efforts.

Training Approach

This course will be delivered by our skilled trainers who have vast knowledge and experience as expert professionals in the fields. The course is taught in English and through a mix of theory, practical activities, group discussion and case studies. Course manuals and additional training materials will be provided to the participants upon completion of the training.

Tailor-Made Course

This course can also be tailor-made to meet organization requirement. For further inquiries, please contact us on: Email: info@skillsforafrica.org, training@skillsforafrica.org  Tel: +254 702 249 449

Training Venue

The training will be held at our Skills for Africa Training Institute Training Centre. We also offer training for a group at requested location all over the world. The course fee covers the course tuition, training materials, two break refreshments, and buffet lunch.

Visa application, travel expenses, airport transfers, dinners, accommodation, insurance, and other personal expenses are catered by the participant

Certification

Participants will be issued with Skills for Africa Training Institute certificate upon completion of this course.

Airport Pickup and Accommodation

Airport pickup and accommodation is arranged upon request. For booking contact our Training Coordinator through Email: info@skillsforafrica.org, training@skillsforafrica.org  Tel: +254 702 249 449

Terms of Payment: Unless otherwise agreed between the two parties’ payment of the course fee should be done 5 working days before commencement of the training.