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David Schweidel
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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What's inside
Syllabus
Basics of Social Media Listening
This module will address how to evaluate social media messaging and data.
Opinion Science and Dynamics
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.
Read more
Syllabus
Basics of Social Media Listening
This module will address how to evaluate social media messaging and data.
Opinion Science and Dynamics
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.
Read more
Crimson Hexagon Walkthrough
*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.
Applying Analytics to Social Media Activity
This module will teach learners how to examine multiple social media metrics to monitor and identify deviations from typical social media activity.
Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
Covers social media analysis, which is valuable for marketing
Provides foundational skills in social media listening
Utilizes Crimson Hexagon, a leading platform in social media monitoring
Course taught by David Schweidel, who instructors social media at UC Berkeley
Save this course
Save Introduction to Social Media Analytics to your list so you can find it easily later:
Save
Save
Reviews summary
Social media analytics course
Learners say this course is outstanding and very useful. It features great explanations and a perfect walk through with Excel. Some learners report that they learned a lot from it.
This course offers a thorough walkthrough of Excel.
"perfect walk through with Excel"
Learners have the potential to learn a lot.
"it is very good course. one can learn a lot from this course."
Very useful tools and explanations.
"Very useful tools presented, great explanations"
"you will also learn best practices and use."
Activities
Be better prepared
before
your course. Deepen your understanding
during
and
after
it. Supplement your coursework and achieve mastery of the topics covered
in Introduction to Social Media Analytics with these
activities:
Review past coursework or notes on marketing or social media
Show steps
Brush up on relevant concepts and theories.
Browse courses on
Marketing
Show steps
-
Identify and review key concepts from previous coursework or notes
-
Summarize and reinforce your understanding of the material
Read 'Social Media Marketing for Dummies'
Show steps
Gain fundamental knowledge of social media marketing principles and practices.
View
Nonprofit Management All-in-One For Dummies...
on Amazon
Show steps
-
Read the chapters on social media strategies and tactics
-
Summarize the author's key insights on social media marketing
Participate in online discussion forums
Show steps
Engage with peers and instructors to discuss course material and exchange ideas.
Show steps
-
Read and respond to discussion questions posted by instructors
-
Share your insights and perspectives on course topics
-
Provide feedback and support to fellow classmates
Six other activities
Expand to see all activities and additional details
Show all nine activities
Review previous marketing research experience
Show steps
Deepen your understanding of marketing research methods and techniques.
Show steps
-
Identify key concepts and theories of marketing research
-
Review different data collection methods and their applications
-
Practice analyzing and interpreting marketing research data
Analyze social media data using Crimson Hexagon
Show steps
Develop practical skills in using a leading social media listening platform.
Show steps
-
Set up a Crimson Hexagon account and create a social media monitor
-
Gather and analyze social media data using Crimson Hexagon's tools
-
Generate insights from the analyzed data
Attend a workshop on social media marketing analytics
Show steps
Explore advanced concepts and techniques in social media marketing analytics.
Browse courses on
Social Media Marketing
Show steps
-
Identify and register for a relevant workshop
-
Attend the workshop and actively participate in discussions
-
Implement insights and best practices learned in your own work
Develop a social media marketing plan for a chosen brand
Show steps
Apply course concepts to create a comprehensive marketing plan for a real-world brand.
Browse courses on
Brand Marketing
Show steps
-
Identify target audience and define marketing objectives
-
Develop social media strategies and tactics
-
Create a content calendar and engagement plan
-
Monitor and evaluate campaign performance
Create a social media infographic on a relevant topic
Show steps
Visually synthesize key course concepts and share them with a wider audience.
Show steps
-
Identify a topic related to social media analytics
-
Gather and analyze data to support your topic
-
Design and create an infographic using a tool like Canva or Piktochart
-
Publish and share your infographic on social media
Contribute to open-source social media analytics projects
Show steps
Gain hands-on experience and contribute to the development of real-world tools.
Browse courses on
Open Source
Show steps
-
Identify open-source social media analytics projects
-
Join the project community and explore the codebase
-
Contribute bug fixes or new features to the project
Review past coursework or notes on marketing or social media
Show steps
Brush up on relevant concepts and theories.
Browse courses on
Marketing
Show steps
Show steps
Show steps
- Identify and review key concepts from previous coursework or notes
- Summarize and reinforce your understanding of the material
Read 'Social Media Marketing for Dummies'
Show steps
Gain fundamental knowledge of social media marketing principles and practices.
View
Nonprofit Management All-in-One For Dummies...
on Amazon
Show steps
Show steps
Show steps
- Read the chapters on social media strategies and tactics
- Summarize the author's key insights on social media marketing
Participate in online discussion forums
Show steps
Engage with peers and instructors to discuss course material and exchange ideas.
Show steps
Show steps
Show steps
- Read and respond to discussion questions posted by instructors
- Share your insights and perspectives on course topics
- Provide feedback and support to fellow classmates
Six other activities
Expand to see all activities and additional details
Show all nine activities
Review previous marketing research experience
Show steps
Deepen your understanding of marketing research methods and techniques.
Show steps
Show steps
Show steps
- Identify key concepts and theories of marketing research
- Review different data collection methods and their applications
- Practice analyzing and interpreting marketing research data
Analyze social media data using Crimson Hexagon
Show steps
Develop practical skills in using a leading social media listening platform.
Show steps
Show steps
Show steps
- Set up a Crimson Hexagon account and create a social media monitor
- Gather and analyze social media data using Crimson Hexagon's tools
- Generate insights from the analyzed data
Attend a workshop on social media marketing analytics
Show steps
Explore advanced concepts and techniques in social media marketing analytics.
Browse courses on
Social Media Marketing
Show steps
Show steps
Show steps
- Identify and register for a relevant workshop
- Attend the workshop and actively participate in discussions
- Implement insights and best practices learned in your own work
Develop a social media marketing plan for a chosen brand
Show steps
Apply course concepts to create a comprehensive marketing plan for a real-world brand.
Browse courses on
Brand Marketing
Show steps
Show steps
Show steps
- Identify target audience and define marketing objectives
- Develop social media strategies and tactics
- Create a content calendar and engagement plan
- Monitor and evaluate campaign performance
Create a social media infographic on a relevant topic
Show steps
Visually synthesize key course concepts and share them with a wider audience.
Show steps
Show steps
Show steps
- Identify a topic related to social media analytics
- Gather and analyze data to support your topic
- Design and create an infographic using a tool like Canva or Piktochart
- Publish and share your infographic on social media
Contribute to open-source social media analytics projects
Show steps
Gain hands-on experience and contribute to the development of real-world tools.
Browse courses on
Open Source
Show steps
Show steps
Show steps
- Identify open-source social media analytics projects
- Join the project community and explore the codebase
- Contribute bug fixes or new features to the project
Career center
Learners who complete Introduction to Social Media Analytics will develop knowledge and skills
that may be useful to these careers:
Social Media Manager
Social Media Manager
A Social Media Manager is responsible for managing a company's social media presence. They develop and implement social media strategies, create content, and engage with customers. Social media analytics is essential for Social Media Managers to understand how their campaigns are performing and to make data-driven decisions. This course can help you build a foundation in social media analytics and provide you with the skills necessary to succeed in this role.
Marketing Manager
Marketing Manager
A Marketing Manager creates and implements marketing plans. They are responsible for developing and executing marketing campaigns, managing budgets, and tracking results. Social media is a key component of modern marketing campaigns. This course can help you build a foundation in social media analytics and provide you with the skills necessary to succeed in this role.
Market Research Analyst
Market Research Analyst
A Market Research Analyst conducts research to identify consumer needs and preferences. They analyze data to understand market trends and develop marketing strategies. This work can be done for a variety of companies, including advertising agencies, consulting firms, and market research firms. Social media data is increasingly being used by Market Research Analysts to understand consumer behavior. This course can help you build a foundation in social media analytics and provide you with the skills necessary to succeed in this role.
Digital Marketing Specialist
Digital Marketing Specialist
A Digital Marketing Specialist is responsible for developing and implementing digital marketing campaigns. They use a variety of digital channels, including social media, to reach customers and achieve marketing goals. Social media analytics is an essential part of digital marketing. This course can help you build a foundation in social media analytics and provide you with the skills necessary to succeed in this role.
Community Manager
Community Manager
A Community Manager is responsible for building and managing online communities. They create content, engage with members, and moderate discussions. Social media analytics is essential for community managers to understand how their communities are growing and what content is most engaging. This course can help you build a foundation in social media analytics and provide you with the skills necessary to succeed in this role.
Content Marketing Specialist
Content Marketing Specialist
A Content Marketing Specialist is responsible for creating and distributing content that is valuable, relevant, and engaging to a target audience. Social media is a key channel for content distribution. This course can help you build a foundation in social media analytics and provide you with the skills necessary to succeed in this role.
Public Relations Specialist
Public Relations Specialist
A Public Relations Specialist is responsible for managing a company's reputation and building relationships with the media. Social media is an important tool for public relations professionals to communicate with the public. This course can help you build a foundation in social media analytics and provide you with the skills necessary to succeed in this role.
Customer Service Representative
Customer Service Representative
A Customer Service Representative provides support to customers via phone, email, or chat. Social media is increasingly being used by customers to get support. This course can help you build a foundation in social media analytics and provide you with the skills necessary to succeed in this role.
Sales Representative
Sales Representative
A Sales Representative is responsible for selling products or services to customers. Social media can be a valuable tool for sales representatives to connect with potential customers and build relationships. This course can help you build a foundation in social media analytics and provide you with the skills necessary to succeed in this role.
Product Manager
Product Manager
A Product Manager is responsible for managing the development and launch of new products. Social media analytics can be used to understand customer needs and to develop products that meet those needs. This course may be useful for Product Managers who want to learn more about social media analytics.
Web Developer
Web Developer
A Web Developer is responsible for designing and developing websites and other web applications. Social media analytics can be used to understand how users interact with a website and to make improvements to the website's design and functionality. This course may be useful for Web Developers who want to learn more about social media analytics.
Consultant
Consultant
A Consultant provides advice and guidance to businesses. Social media analytics can be used to understand customer behavior and to make recommendations for improving business strategies. This course may be useful for Consultants who want to learn more about social media analytics.
User Experience Designer
User Experience Designer
A User Experience Designer is responsible for designing and improving the user experience of websites and other digital products. Social media analytics can be used to understand how users interact with a website or product and to make improvements to the user experience. This course may be useful for User Experience Designers who want to learn more about social media analytics.
Business Analyst
Business Analyst
A Business Analyst is responsible for analyzing business processes and making recommendations for improvements. Social media analytics can be used to understand customer behavior and to make recommendations for improving business processes. This course may be useful for Business Analysts who want to learn more about social media analytics.
Data Analyst
Data Analyst
A Data Analyst is responsible for collecting, analyzing, and interpreting data. Social media data is a valuable source of data for data analysts. This course may be useful for Data Analysts who want to learn more about social media analytics.
For more career information including salaries, visit:
OpenCourser.com/course/da1qwz/introduction
Reading list
We've selected 20 books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
Introduction to Social Media Analytics.
This advanced text is an excellent choice for those seeking a comprehensive understanding of social media analytics, going beyond the basics covered in this course.
Focuses specifically on social media analytics, providing learners with the tools and techniques they need to extract insights from social media data. It valuable resource for learners who want to develop their skills in this area.
Save
Provides a comprehensive overview of social media marketing, including planning, execution, and analysis. It valuable resource for learners who want to gain a deeper understanding of the field.
Provides a comprehensive overview of social media marketing, including social media listening, content creation, community management, and measurement. This book is helpful as additional reading.
Save
Theoretical and practical guide to using data science techniques for social media analysis. It covers topics such as data collection, cleaning, analysis, and visualization. This would be useful for advanced learners.
Provides a comprehensive guide to ethical practice in the digital age. It provides background and prerequisite knowledge on the ethical implications of social media use.
Provides a comprehensive overview of social media marketing, covering a wide range of topics. It valuable resource for learners who want to gain a broad understanding of the field.
Provides a practical guide to using data analysis to improve your social media marketing campaigns. It includes case studies and examples to help you understand how to use data to make better decisions.
Save
Demonstrates how to use Microsoft Excel to perform marketing analytics for your social media marketing efforts.
Takes the perspective of data science in social media, with a focus on techniques and algorithms. While not necessary for this course, it would be useful for those who want to explore more advanced topics.
Provides a comprehensive overview of sentiment analysis, covering topics such as text preprocessing, feature extraction, and classification. It also discusses the use of sentiment analysis for social media and other applications.
Serves as a comprehensive guide to social media marketing and would be quite useful as additional reading for this course. While it doesn't specifically focus on analytics, it would provide a wealth of knowledge on how to effectively use social media platforms for businesses.
Provides a basic overview of social media marketing, making it a good choice for learners who are new to the field.
Save
Provides a step-by-step guide to measuring the ROI of your social media marketing activities. It includes case studies and examples to help you understand how to measure the impact of your social media campaigns.
Provides a comprehensive overview of social media marketing, including how to develop a social media strategy, create engaging content, and measure your results.
Save
Provides a step-by-step guide to building a social media marketing strategy, including how to choose the right social media platforms, create engaging content, and measure your results.
Provides a comprehensive overview of social media marketing, including how to use social media to reach your target audience, build relationships with customers, and drive traffic to your website.
Provides a comprehensive overview of social media marketing, including social media listening, content creation, community management, and measurement. This book is helpful for those who are new to social media marketing.
Provides a comprehensive overview of data mining and analysis, covering topics such as data preprocessing, clustering, classification, and association rule mining. It also discusses the use of data mining for social media and other applications.
Save
Provides a comprehensive overview of social media marketing, covering topics such as content creation, community management, and paid advertising. It also discusses the use of social media for different industries.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/da1qwz/introduction
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Emory University
Instructor
David Schweidel
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This course belongs to a
collection
called
Foundations of Marketing Analytics. It's comprised of six courses:
- Introduction to Social Media Analytics (viewing)
- Meaningful Marketing Insights
- Marketing Analytics Capstone Project
- Managing Uncertainty in Marketing Analytics
- Forecasting Models for Marketing Decisions
- Survey analysis to Gain Marketing Insights
Good to know
Covers social media analysis, which is valuable for marketing
Provides foundational skills in social media listening
Utilizes Crimson Hexagon, a leading platform in social media monitoring
Course taught by David Schweidel, who instructors social media at UC Berkeley
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