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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Introduction to Social Media Analytics
This course is part of Foundations of Marketing Analytics Specialization
Instructor: David Schweidel
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There are 4 modules in this course
This module will address how to evaluate social media messaging and data.
What's included
3 videos2 readings1 assignment1 peer review1 discussion prompt
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.
What's included
4 videos2 readings1 assignment1 peer review1 discussion prompt
*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.
What's included
5 videos1 reading1 assignment1 peer review
This module will teach learners how to examine multiple social media metrics to monitor and identify deviations from typical social media activity.
What's included
3 readings1 peer review1 discussion prompt
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Google Cloud
University of Colorado Boulder
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University of Illinois Urbana-Champaign
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