Behind the Screens: Unlocking Social Media Analytics

Catalog description

From TikTok trends to Formula 1 rivalries, from US Open tennis upsets to the latest must-have drop — social media shapes what’s trending, what we talk about, and what we buy. This 7-week course introduces students to social media analytics, blending real-world business insights, data driven analysis, and the technology behind today’s big digital moments. Students will explore how brands, influencers, and platforms harness data to make strategic decisions. Each week pairs real-world case studies with hands-on Python labs to teach how to collect, process, and analyze social media data. Industry examples from fashion, sports, and viral internet culture keep the content fresh and relatable. By the end of the course, students will have built a mini analytics project on a topic they care about — applying the tools professionals use to decode the digital world. This course has no prerequisites and is designed to be accessible to all students. No prior coding experience is required; all necessary Python skills will be introduced gradually during class. Each activity will be guided step by step to ensure full participation and confidence, regardless of background. For the assigned readings, students are asked to focus on selected sections, such as the introduction and data description, to gain a general overview. We will go through the more detailed parts together in class, so you can approach the readings without pressure and simply use them as a starting point for our discussions.