Social Media Analytics - CB9136

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Module delivery information

Location Term Level1 Credits (ECTS)2 Current Convenor3 2021 to 2022
Spring 7 15 (7.5) DR R Perez Vega checkmark-circle


Social 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


Contact hours

21 hours lectures and lab-based seminars



Method of assessment

100% coursework
Group Written report (2000 words) (20%)
Individual Project (2000 words) (60%)
VLE Test (20%)

Indicative reading

Sponder, M. (2014). Social media analytics: Effective tools for building, interpreting, and using metrics, 1st Ed, McGraw-Hill Education. ISBN-10: 0071824499

See the library reading list for this module (Medway)

Learning outcomes

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.


  1. Credit level 7. Undergraduate or postgraduate masters level module.
  2. ECTS credits are recognised throughout the EU and allow you to transfer credit easily from one university to another.
  3. The named convenor is the convenor for the current academic session.
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