OverviewSocial media not only provides practitioner with a means of communicating with their customers, but also a way to better understand their customers. This module helps students to explore multiple social media platforms for data collection and apply analytical methods to convert social media data to digital marketing insights.
Topics to be covered are likely to include: Basics of social media and the role and structures of social media conversations; Collecting and extracting social media data; Social media data analysis, visualisation, and exploration; Key metrics used for analysing social media; Social media case studies; Methods for identifying trends in social data; Theories of social networks
This module appears in:
21 hours lectures and lab-based seminars
Method of assessment
Sponder, M. (2014). Social media analytics: Effective tools for building, interpreting, and using metrics, 1st Ed, McGraw-Hill Education. ISBN-10: 0071824499
Demonstrate a systematic understanding of multiple social media platforms and think critically about how organisations use social media as a communications tool; Critically apply techniques from social media analytics, text mining and social network analysis to recognise and explain network patterns in social data; Create data visualisations and identify features of social networks; Access social media data from multiple social media platforms and understand the many ethical issues related to privacy and information use online.