Digital Media Analytics
Offered By: Purdue University via FutureLearn
Course Description
Overview
How do businesses make sense of the large amounts of data coming from social and digital media? What are the best strategies for extracting and using this data? Explore the answers to these questions, and more, with this program of courses exploring digital media and social media analytics.
You will get an introduction to digital and social media analytics, before progressing to examine social media research, owned media, earned media, paid media, and using ‘listening data’. At the end of the program you should feel confident in applying your knowledge in your own professional life.
Syllabus
Courses under this program:
Course 1: Digital Media Analytics: Introduction
-Learn how to analyse social and digital media and how to turn this data into useful insights and actions.
Course 2: Digital Media Analytics: Social Media Research Plans
-Get to grips with social media analytics and prepare to launch your own social media analytics project.
Course 3: Digital Media Analytics: Earned Media
-Learn about the importance of earned media and how to evaluate it so you can understand how to improve your online presence.
Course 4: Digital Media Analytics: Paid Media
-Learn how to analyse and improve social media advertising campaigns, and understand how to effectively use Google Analytics.
Course 5: Digital Media Analytics: Using 'Listening Data'
-Explore different social listening tools and discover advanced social media analytics.
Course 6: Digital Media Analytics: Using Data from Owned Media
-Learn how to get valuable insights from social media by translating your past and present social media 'flow' into data.
Courses
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Understand how to get value from digital and social media
How can social and digital media help a business improve? How can we get useful data from social and digital media? What are the limitations of such data?
Get answers to these questions and more in this introductory course to social and digital media analytics. In the course, you’ll learn how to turn social and digital media information into business intelligence, and discover why it’s so useful for professionals.
You’ll look at the different types of data you can get from social media and the opportunities and limitations each presents.
This course is for professionals looking to advance their careers and learn more about social media.
You will need a Google account to make use of Google sheets, you will also need a Twitter account, and to install or access TAGS.
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Prepare to analyse social media
Analysing social media can be a complicated process. How do you plan your research? What methods can you use?
Get answers to these questions and more with this course. You will learn the basics of quantitive research to analyse social media. You will learn how to turn word-based questions into useful data. You will also explore how to turn hunches into testable propositions, concepts and variables.
This course is for professionals looking to advance their careers and learn more about social media and digital media analytics.
There is no special prior experience or knowledge required to participate. To make the most of this course, you will need to: ensure you have access to Excel and that you have a Twitter account; install or access TAGS- (https://tags.hawksey.info/get-tags/); use a laptop or desktop computer. You will also need to know some technology and statistics.
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Discover the importance of earned media
Earned media are the articles and mentions on social media that are produced by others about you. They can play a key role increasing the size of your online presence.
On this course you will learn about strategies for setting up social media listening and monitoring programs. You will also learn how to collect Twitter data using two different methods on Google Spreadsheets.
This course is for professionals looking to advance their careers and learn more about social media and digital media analytics.
To make the most of this course, you will need to: ensure you have a Google account to make use of Google sheets; ensure you have a Twitter account; install or access TAGS; use a laptop or desktop computer, download the Twitter Archiver from the Google add-ons store. You will also need to know some technology.
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Ensure your social media campaigns are effective
On this course you will learn how to look closely at how your social media ad campaigns perform, how they can be improved, and expanded. You will consider how social media campaigns affect your website and learn more about the various ways your website can be used to capture social media buzz if content is properly tagged and tracked. You will also discover the richness and depth of the data provided by Google tracking and how you can enable your site to track data through Google Analytics.
This course is for professionals looking to advance their careers and learn more about social media and digital media analytics.
To make the most of this course, you will need to: ensure you have a Google account to make use of Google analytics. It is helpful if you have access to a business Facebook, Twitter, and Youtube account. You will also need to use a laptop or desktop computer. You will also need to know some technology.
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Learn how you can use social listening tools
On this course you’ll review general-purpose tools to investigate online sentiment and how fast messages spread about competitors or other trends on social media.
You’ll look at some off-the-shelf tools and at creating bespoke social media listening tools using advanced “API spigots” or tools that tap directly into social media flows. You should leave the course with a new awareness of tools for social learning, and how to turn social listening take into useable business insights.
This course is for professionals looking to advance their careers and learn more about social media and digital media analytics.
To make the most of this course, you will need to: ensure you have access to Excel spreadsheets, ensure you have a Twitter account; use a laptop or desktop computer. You will also need to know some technology. You will also need to download and use the free NodeXL Basic program to extract data from Excel sheets.
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Learn how to evaluate your social media channels
In this course you will learn how to turn your current and historic social media ‘flow’ into a mineable database.
You will learn about auditing your social media channels including Facebook, Twitter and Instagram - discovering how you can generate data that visualizes the extent of your social media footprint, its variety and your viral performance and potential. You will also consider basic reporting techniques and examine tools for social auditing.
This course is for professionals looking to advance their careers and learn more about social media and digital media analytics.
Everything you need to succeed in this course can be downloaded for free. There is no special prior experience or knowledge required to participate. To make the most of this course, you will need to: ensure you have a Google account to make use of Google sheets; ensure you have a Twitter account; use a laptop or desktop computer. You will also need to know some technology.
Taught by
Sorin Adam Matei
Tags
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