Social Media Analytics

Catalog description

An introduction to analyzing social media data with an emphasis on the implications and applications for market research, communication strategy, and technology history. How do we know whether a new product is gaining market share? What features of the product are consumers discussing online? What type of consumers are most likely to buy a given product? How does the perception of a platform change after a crisis (e.g., COVID-19)? Social media data can provide valuable insights into users, brands, audiences, and technologies. This course provides the latest practical skills for collecting, analyzing, and visualizing social media data using real-world social analytics software.