Online course

Digital Media Analytics: Using Data from Owned Media

Learn how to get valuable insights from social media by translating your past and present social media 'flow' into data.

Digital Media Analytics: Using Data from Owned Media

This course is part of the Digital Media Analytics program, which will enable you to understand digital media analytics, and how they could help your business.

Learn how to evaluate your social media channels

In this course you will learn how to turn your current and historic social media ‘flow’ into a mineable database.

You will learn about auditing your social media channels including Facebook, Twitter and Instagram - discovering how you can generate data that visualizes the extent of your social media footprint, its variety and your viral performance and potential. You will also consider basic reporting techniques and examine tools for social auditing.

What topics will you cover?

  • Introducing social media auditing
  • Using social media audits to improve your social media
  • Understanding social media audit categories
  • Types of media marketing
  • Differences between owned, earned and paid media
  • Performing a social media audit
  • Social media audit templates
  • Tools and metrics for social media audits
  • Digital marketing campaign metrics
  • Facebook insights
  • Twitter, LinkedIn, Instagram, and Google analytics

When would you like to start?

What will you achieve?

By the end of the course, you'll be able to...

  • Explore tools used for social auditing
  • Evaluate owned social media channels
  • Summarise how social media auditing can improve social media
  • Reflect on the value of earned, owned and paid media
  • Discuss the different categories of social media audits

Who is the course for?

This course is for professionals looking to advance their careers and learn more about social media and digital media analytics.

Who will you learn with?

Sorin Adam Matei

Dr. Matei is the College of Liberal Arts Associate Dean of Research and Professor of Communication in the Brian Lamb School of Communication at Purdue University.

Jessica Welch

I am a Ph.D. candidate in the Brian Lamb School of Communication at Purdue University. My research interests include pedagogy and social media interaction.

Who developed the course?

One of the four best public universities in the US, Purdue delivers an engaging learning experience and a world-class degree.

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Join this course


  • Access to this course for 4 weeks
  • Includes any articles, videos, peer reviews and quizzes


  • Unlimited access to this course
  • Includes any articles, videos, peer reviews and quizzes
  • Certificate of Achievement to prove your success when you're eligible
  • Download and print your Certificate of Achievement anytime