COM 310 (Campus) - Social Media
This guide is a companion to Professor Boroshok's COM 310 course to guide students through the social media marketing plan project for their selected nonprofit organization.
Measurement & Analysis
Depending on the social media platforms selected for the client, corresponding metrics will need to be outlined to determine the effectiveness of the time and resources spent marketing via each platform, and to establish benchmarks for your proposed social media campaign.
Social Media Metrics/KPIs for Benchmarking
Most social media platforms supply metrics to assess usage (clicks, likes, shares, etc.) and you will be asked to establish KPIs (Key Performance Indicators) for your clients. You will learn about these in your course materials. Here are some potentially helpful sources:
- 17 Social Media Metrics You Need to Track in 2024 [BENCHMARKS] This link opens in a new window - (Hootsuite, 2023)
- What is social media analytics? The complete guide. (Hootsuite, 2024)
- Social Media Benchmarks This link opens in a new window (Social Status) - See also tabs for Metrics and Best Practices
- Competitive benchmarking to boost social media growth (Sprout, 2024)
- A Complete Guide to Social Media Benchmarks to Refine Your Marketing Strategy This link opens in a new window (Influencer Marketing Hub, 2024)
Major Social Media Platform Metrics Tools
- Google Analytics This link opens in a new window
- Facebook Analytics was retired July 1, 2021. Use Meta Business Suite This link opens in a new window and their Insights tool
- X (formerly Twitter) Analytics This link opens in a new window
- Instagram Insights This link opens in a new window (You need to have a business or creator account on Instagram to view insights.)
- Snapchat Insights This link opens in a new window
- Pinterest Analytics This link opens in a new window
- LinkedIn Page Analytics This link opens in a new window
- TikTok Creator AcademyThis link opens in a new window
- YouTube Analytics This link opens in a new window
Social Media Management Tools - Metrics/Analytics features
- Buffer This link opens in a new window
- Hootsuite Analytics This link opens in a new window
- How to Use Hootsuite Analytics This link opens in a new window (Video Tutorial)
- Hootsuite Platform Training Course This link opens in a new window (course is free, but certification is $99)
- Later's Instagram Analytics This link opens in a new window (Video Tutorial)
- Later's Facebook Analytics This link opens in a new window
- Later’s X (formery Twitter) Analytics This link opens in a new window
- Later's Analytics for TikTok This link opens in a new window
- Later’s Pinterest Analytics This link opens in a new window