Social Media Marketing II – POEM & Analytics

In today’s business environment, understanding POEM (Paid, Owned, and Earned Media) and using analytics are crucial to running effective, data-driven social media marketing campaigns. Students learn how to design strategies that balance paid advertising, brand-owned channels, and user-generated content to maximize reach and engagement. They explore and work with analytics and the tools used to track performance, interpret data, and optimize social media campaigns. Students develop the skills to plan, execute, and measure integrated social media strategies.