Advanced Social Media Marketing

Take your social media marketing strategies to the next level

The Advanced Social Media Marketing program helps organizations currently using social media to further clarify which platforms work best for them and how to balance various strategies and objectives. The six modules in this course focus on perfecting existing social media implementations, establishing and maintaining a deeper relationship with customers, monitoring and evaluation, and the management of multiple social media channels in a team environment.

This program is delivered by instructor Lyle Wetsch synchronously through a high-definition video and audio connection with an additional expert facilitator on-site.


The Advanced Social Media Marketing program consists of six modules:

Metrics & Measurement Strategy

Simpy executing a digital and social media strategy is not enough -  it's important to understand if it's working effectively and reaching the right people. With over 100 ways to measure social media effectiveness, metrics need to be consistent with strategy. This module focuses on what should be measured and why.

Metrics and Measurement Tools

Metrics and measurement are only effective if they are easy: easy to obtain, report and understand. In this module, we'll consider a wide variety of tools that allow not only the tracking of metrics but also assist in evaluating and understanding their implications. You'll learn how to obtain data, generate reports and act on the findings.

Social Communication and Engagement

The most important word in "social media" is social. In order to effectively use digital and social media, there must be two-way communication instead of simply pushing messages out at your audience. This module provides tools and techniques to effectively engage your target audience and ensure that you're talking with them instead of at them.

Social Media Analytics

In addition to analytical tools within social media channels themselves, there are powerful aggregation tools such as Simply Measured and HootSuite that allow you to look across social media channels and compare results with key competitors within industries. This module explains how these tools work and how to use them to ensure that social media goals are achieved.

Social Listening Tools

Many conversations that are pertinent to your organization and brand don't happen on social media channels. In order to monitor for these conversations, organizations need to be using the correct social listening tools. This module introduces the appropriate tools for monitoring conversations about your business and your competitors, giving you access to better market intelligence.

Acting on the Analysis

Measuring and reporting on benchmarks is a first step for organizations on social media that needs to be followed up with ways to constantly improve. This module gives you the information you need to develop an effective audit plan and put mechanisms in place in order to make the necessary adjustments in your digital and social media plans.

Registration Policies

How to Register:

To register online, click on the Register button next to the session you would like to attend. This will take you to the online registration page for that particular session. Once you've filled out the registration page, you'll be directed to online payment.

  1. Register and pay online, OR
  2. Register online and pay with a check or P.O. by mail.

Payment Options for Your Education

We are flexible when working with individuals to ensure ease of payment in a variety of situations. The most common methods of payment are described below.

Employer Reimbursement 

If your company will pay for your continuing education, get approval from them for the specific program(s) you want to attend. You can register for the program and either pay for the program on your company card, with a PO request and check from your company, or pay with your own funds and file for reimbursement. Those are the most common methods of company payment, but be sure to talk to your supervisor or HR department to find out the specifics in your company.

Tax benefit:* If you receive educational benefits from your employer, you can exclude up to $5,250 each year from your taxes. Schooling that is job related does not count against the $5,250 cap. Educational assistance of less than this amount should not be included in your compensation statement received from your employer (IRS, p970/ch11).

Personal Investment 

In order to move ahead in your career you may need to invest in professional development. Think of this as an investment because it will open up new opportunities for you now and in the future.

Tax benefit:* The IRS offers a Lifetime learning credit which covers continuing education courses taken by employees for a 20% credit on up to $10,000 of tuition in one year [Subject to certain limits.] (IRS, p970/ch03).

Workforce Development Centers

Layoffs and cut-backs in companies across the country can be disheartening. However, people can take advantage of government funded programs through Workforce Development Centers to enroll in professional development programs. Some job transitioners use this opportunity to refine their skills in a familiar area, while others choose to learn a new skill set that can make them more marketable to potential employers.

We have experience working with these centers and try to make the process as easy as possible for you. First, meet with a counselor in a workforce development center to determine what will be of the most benefit to you and your professional development and get their approval to take a program. Next, call us and let us know you are working with one of these centers. Your counselor will then send us their official authorization and payment directly.

* Examples provided here are for informational purposes only. The tax benefits mentioned here might not apply to your situation. The University of St Thomas does not provide legal, tax, accounting or other advice. Please consult with an appropriate professional to discuss how this applies to you.


Payment and Cancellation Policies

The full fee or approved purchase order is due at the time of registration. Registration cannot be processed if payment is not enclosed. Call (651) 962-4600 for information. Substitutions or transfers can be made up to the day of the program.

If you need to cancel, please call our office at least five working days before the beginning of the program to avoid a 10 percent processing fee.

Cancellations made after the program begins are subject to the full fee. Additional registration materials, maps to the location, etc. will be sent to you after we receive your registration.

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