Course Overview
In this course, the learner will be able to utilize social media analytics to influence engagement and build an online marketing strategy to increase opportunities for revenue generation. Through the understanding of data collection methodologies and the process of analysis the learner will be skilled at utilizing analytics to leverage information with the objective to optimize brand development. The learner will be able to utilize these to expand SEO’s, determine and develop engaging content, grow page likes, increase followers and post engagements along with find new customers in an on line environment. The relationship between client, customer, and business will be explored in connection to the social media realm.
Prerequisite(s)
Credits
2.0
- Not offered this term
- This course is not offered this term. Notify me to receive email notifications when the course opens for registration next term.
Learning Outcomes
Upon successful completion of this course, the student will be able to:
- Develop strategic marketing plans to integrate social media data for brand identification.
- Define social media behaviour and influences.
- Understand types of social media measurements i.e. engagement rate, impressions, post clicks, post reach, page likes.
- Utilize various social media analytic tools i.e. Google Analytics, Sprout Social, BuzzSumo, Snaplytics etc.
- Collect and Process Data: Data mining and analysis to leverage social media data.
- Understand the three main steps in analyzing social media: data identification, data analysis, and information interpretation.
- Use different tools for collecting analyzing, and exploring social media data for research and development purposes.
- Understand data identification: structured data, language, venue, time, ownership.
- Perform data analysis: sentiment, sentiment drivers, demographics.
- Develop a data model: organize data elements into a cohesive document to inform marketing decisions.
- Create a visualization/graphics of data analysis.
Effective as of Winter 2024
Related Programs
Social Media Research for Radio Arts & Entertainment (MKTG 4345) is offered as a part of the following programs:
- Indicates programs accepting international students.
School of Business + Media
- Radio Arts and Entertainment
Diploma Full-time
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