Introduction to Social Media Analytics
list 4 sequences
assignment Level : Introductive
chat_bubble_outline Language : English
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Key information

credit_card Free access
verified_user Fee-based Certificate
timer 8 hours in total

About the content

Social media not only provides marketers with a means of communicating with their customers, but also a way to better understand their customers. Viewing consumers’ social media activity as the “voice of the consumer,” this session exposes learners to the analytic methods that can be used to convert social media data to marketing insights. In Introduction to Social Media Analytics, learners will be exposed to both the benefits and limitations of relying on social media data compared to traditional methods of marketing research. Partnering with a leading social media listening platform, this course provides learners with the foundational skills of social media listening including the creation of monitors and common social media metrics. Moving beyond social media listening, this course shows learners how social media data can be used to provide insights into market structure and consumers’ perceptions of the brand. Learners will have the opportunity to assess data and discern how to "listen" to the data by watching video lectures and completing activities, practice quizzes, discussion boards, and peer assessments.

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Syllabus

  • Week 1 - Basics of Social Media Listening
    This module will address how to evaluate social media messaging and data.
  • Week 2 - Opinion Science and Dynamics
    This module will discuss how to evaluate and judge social media contributions. You will be able to better determine what data is useful or not.
  • Week 3 - Crimson Hexagon Walkthrough
    *Faculty has gotten permission from Crimson Hexagon to partner up for this course. This module will address how to apply aspects of social media monitoring to business decisions.
  • Week 4 - Applying Analytics to Social Media Activity
    This module will teach learners how to examine multiple social media metrics to monitor and identify deviations from typical social media activity.
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Instructors

David Schweidel
Associate Professor of Marketing
Goizueta Business School

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Content designer

Emory University
Emory University, located in Atlanta, Georgia, is one of the world's leading research universities. Its mission is to create, preserve, teach and apply knowledge in the service of humanity.
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Coursera

Coursera is a digital company offering massive open online course founded by computer teachers Andrew Ng and Daphne Koller Stanford University, located in Mountain View, California. 

Coursera works with top universities and organizations to make some of their courses available online, and offers courses in many subjects, including: physics, engineering, humanities, medicine, biology, social sciences, mathematics, business, computer science, digital marketing, data science, and other subjects.

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