Social media analyticsLaajuus (5 cr)

Objective

You learn how to understand the role of social media analytics in business contexts.
You learn how to utilize popular social media analytics tools from Europe and elsewhere.
You learn how to analyze and interpret key performance indicators (KPIs) such as engagement rates, reach, impressions, and conversions.
You learn how to apply sentiment analysis and text mining techniques to assess public opinion.
You learn how to develop data-driven social media strategies for businesses and organizations.
You learn how to create reports and dashboards to present insights effectively to stakeholders.

Content

What does social media analytics cover?
How to apply key metrics and performance indicators to social media analytics?
What are social listening and sentiment analysis, and how are they used?
How to perform audience segmentation and targeting effectively?
What is competitor benchmarking, and why is it important?
How to use data visualization and reporting for social media insights?
What are the ethical considerations in social media data analysis?

Evaluation

Students can
a. use professional vocabulary and concepts in an expert way in different situations.
b. assess information sources critically
e. choose appropriate models, methods, software and techniques according to the purpose and justify these choices.
g. apply critically the ethical principles of the professional field in different situations.

Qualifications

Basic familiarity with social media platforms and introductory statistics is helpful but not required.