Social Media Analytics for Marketing

Time: 02:20 – 07:40 PM
Duration: 40 study hours
Working language: English

The proliferation of social media is both a threat and an opportunity for many businesses. Companies of all types and size have recognized the value of social media analytics for improving business performance. Social media not only provides companies 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 course will expose learners to the analytic methods that can be used to convert social media data to business insights. In particular, students will learn 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 participants how social media data can be used to provide insights into market structure and consumers’ perceptions of the brand. In this context, participants will learn the major techniques for analyzing social media data to discover interesting patterns, extract useful knowledge, and support business decision making for sales effectiveness.

Course purpose

The objective of the course is to provide students with the knowledge of theoretical and practical basis of social media marketing. In particular, this course aims to teach students the major techniques for analyzing social media data to discover interesting patterns, extract useful knowledge, and support business decision making for sales effectiveness.

Target audience

Students who are interested in statistics and data sciences as well as in social media marketing, Professionals working in digital marketing.

Results of the course

At the end of this course, students will be able to:
– analyze user generated content in social media
– use sentiment analysis and text mining for marketing
– identify influence and centrality in social media
– create measurable and actionable questions to derive business values from social media
– use data-driven social commerce
– use social media to reach or target potential customers and social media analytics for sales effectiveness

Requirements:

– basics of statistics;
– accounts in Facebook, Twitter and Instagram;
– own computer with installed R and Rstudio programs