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.
Offered By
Foundations of Marketing Analytics SpecializationEmory UniversityAbout this Course
Offered by
Emory University
Emory University, located in Atlanta, Georgia, is one of the world's leading research universities. Its mission is to create, preserve, teach and apply knowledge in the service of humanity.
Syllabus - What you will learn from this course
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.
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.
Reviews
TOP REVIEWS FROM INTRODUCTION TO SOCIAL MEDIA ANALYTICS
Very good introdctory course on Social Media. Areas for improvement: show more info and detail over other analytical tools. In this course the full focus was on Crimson Hexagon. But as said, very good
t h\n\nis course is for those who have little knowledge about social media listening. You will get to learn about crimson hexagon tool in this course.
The course should move away from the contents in week 3 and 4. Without practical exposures to Crimson Hexagon, the modules were of little use.
Very useful tools presented, great explanations and perfect walk through with Excel.
About the Foundations of Marketing Analytics Specialization
In this specialization you will learn how to:
Frequently Asked Questions
When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
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- The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
Is financial aid available?
Yes, Coursera provides financial aid to learners who cannot afford the fee. Apply for it by clicking on the Financial Aid link beneath the "Enroll" button on the left. You'll be prompted to complete an application and will be notified if you are approved. You'll need to complete this step for each course in the Specialization, including the Capstone Project. Learn more.
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