Social Media Analytics

Catalog description

Social Media Analytics is designed to ensure that students are exposed to both the benefits and limitations of relying on social media data compared to traditional methods of marketing research. This course provides students 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 students how social media data can be used to provide insights into market structure and consumers' perceptions of the brand. Students will focus on accessing and assessing meaningful social media data and applying best practices to "listening" to that data.