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Social Media Analytics, Listening, and Engagement

Course Description

Social media is integral to the daily work of public relations and advertising professionals. This course focuses on social media activities, such as analytics, listening, and engagement. Drawing from emerging research and social media practices in the profession, key concepts of social media metrics will be introduced and implemented.

Additional Requirements for Graduate Students:
Evaluation of graduate students differs significantly from that of undergraduate students. Not only will graduate students be assigned more readings and additional projects, but they will also be graded with higher expectations than undergraduate students. Specifically, graduate students will be assigned an additional research or applied project depending on the discretion of the instructor. Research projects may involve secondary research reviews and synthesis, whereas primary research studies will involve the collection and analysis of data. Applied projects will consist of an original professional-level project delivered as a written report and/or oral presentation.

Athena Title

Social Media Analytics

Equivalent Courses

Not open to students with credit in ADPR 5750 or ADPR 7750

Non-Traditional Format

This course will be taught 95% or more online.

Prerequisite

(ADPR 3110 or ADPR 3110E) and ADPR 3120 and permission of department

Semester Course Offered

Offered every year.

Grading System

A - F (Traditional)

Student Learning Outcomes

  • Students will understand how to investigate the role of social media in campaigns and the daily work of marketing, public relations, and advertising professionals. They will review social media-related research, including measurement for successful and unsuccessful engagement tactics, and case studies of campaigns. The analytical mechanisms and measurements will be introduced, providing the foundation for lab exercises.
  • Students will master a variety of social media analytics and listening tools to collect and analyze social media data.
  • Students will understand how to work in a specific area of inquiry and will then measure, listen, and evaluate related activity on social media.

Topical Outline

  • 1. Analytics: Understanding social media metrics, measurement, and evaluation.
  • 2. Strategic listening: Using a range of social media monitoring services and data collection tools to follow targeted social media conversations, communities, and key players.
  • 3. Engagement: Students will work throughout the semester to evaluate social media presence and activity of an organization or an issue of their choice.

Syllabus

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