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Introduction to Social Media Analytics
  • Level Foundation
  • Duration 9 hours
  • Course by Emory University
  • Offered by

About

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.

Modules

Basics of Social Media Listening

    • 3 Videos
    • 2 Readings
    • 1 Discussion
    • 1 PeerReview
    • 1 Assignment
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1 Assignment

  • Module 1 - Practice Quiz

1 Peer Review

  • Social Media Listening

1 Discussions

  • Social Media Crisis Management

3 Videos

  • Social Media Monitoring - Part 1
  • Social Media Monitoring - Part 2
  • Social Media Monitoring - Part 3

2 Readings

  • Social Media Monitoring Versus Listening: Does it Matter?
  • The Social Economy

Opinion Science and Dynamics

    • 4 Videos
    • 2 Readings
    • 1 Discussion
    • 1 PeerReview
    • 1 Assignment
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1 Assignment

  • Practice Quiz

1 Peer Review

  • Opinion Science and Dynamics

1 Discussions

  • Pre-video Discussion

4 Videos

  • Opinion Science and Dynamics - Part 1
  • Opinion Science and Dynamics - Part 2
  • Opinion Science and Dynamics - Part 3
  • Opinion Science and Dynamics - Part 4

2 Readings

  • Online Reviews Rate High for Customer Insights
  • Better Customer Insight - in Real Time

Crimson Hexagon Walkthrough

    • 5 Videos
    • 1 Readings
    • 1 PeerReview
    • 1 Assignment
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1 Assignment

  • Practice Quiz

1 Peer Review

  • Social Media in Action

5 Videos

  • Platforms - Part 1
  • Platforms - Part 2
  • Platforms - Part 3
  • Platforms - Part 4
  • Platforms - Part 5

1 Readings

  • Applications of Social Media Monitoring

Applying Analytics to Social Media Activity

    • 3 Readings
    • 1 Discussion
    • 1 PeerReview
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1 Peer Review

  • Shifts in Social Media Volume

1 Discussions

  • Social Media Monitoring Benefits

3 Readings

  • Exercise
  • Finding the Right Role for Social Media in Innovation
  • The Customer Profile: Your Brand’s Secret Weapon

Auto Summary

Discover the power of social media data with "Introduction to Social Media Analytics." This foundational course in Sales & Marketing, led by Coursera, teaches you to transform social media activity into valuable marketing insights. Over 540 minutes, you'll learn social media listening, monitor creation, and metrics, while exploring the benefits and limitations of social data. Ideal for beginners, the course offers Starter and Professional subscription options.

David Schweidel
Instructor

David Schweidel