Introduction to Social Media Analytics

About this course: 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.

Who is this class for: Prerequisites: It is recommended that you complete the "Meaningful Marketing Insights" course offered by Coursera before starting this course. Learners should have the ability to extract information from the data available and make meaningful insights, understanding of regression methods, and basic knowledge of Microsoft Excel.

Created by:  Emory University

• Taught by:  David Schweidel, Associate Professor of Marketing

  Goizueta Business School

Basic Info Course 5 of 6 in the Foundations of Marketing Analytics Specialization Language English How To Pass Pass all graded assignments to complete the course. User Ratings 4.4 stars Average User Rating 4.4See what learners said Coursework

Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.

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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.

Syllabus


WEEK 1


Basics of Social Media Listening
This module will address how to evaluate social media messaging and data.


3 videos, 2 readings, 1 practice quiz expand

1. Reading: Social Media Monitoring Versus Listening: Does it Matter?
2. Reading: Unlocking Value from Social Data
3. Video: Social Media Monitoring - Part 1
4. Video: Social Media Monitoring - Part 2
5. Video: Social Media Monitoring - Part 3
6. Discussion Prompt: Social Media Crisis Management
7. Practice Quiz: Module 1 - Practice Quiz

Graded: Social Media Listening

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.


4 videos, 2 readings, 1 practice quiz expand

1. Discussion Prompt: Pre-video Discussion
2. Reading: Online Reviews Rate High for Customer Insights
3. Reading: Better Customer Insight - in Real Time
4. Video: Opinion Science and Dynamics - Part 1
5. Video: Opinion Science and Dynamics - Part 2
6. Video: Opinion Science and Dynamics - Part 3
7. Video: Opinion Science and Dynamics - Part 4
8. Practice Quiz: Practice Quiz

Graded: Opinion Science and Dynamics

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.


5 videos, 1 reading, 1 practice quiz expand

1. Reading: Applications of Social Media Monitoring
2. Video: Platforms - Part 1
3. Video: Platforms - Part 2
4. Video: Platforms - Part 3
5. Video: Platforms - Part 4
6. Video: Platforms - Part 5
7. Practice Quiz: Practice Quiz

Graded: Social Media in Action

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.


3 readings expand

1. Reading: Exercise
2. Reading: Finding the Right Role for Social Media in Innovation
3. Reading: The Customer Profile: Your Brand’s Secret Weapon
4. Discussion Prompt: Social Media Monitoring Benefits

Graded: Shifts in Social Media Volume