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| Course ID: | ADPR 5750/7750. 3 hours. | | Course Title: | Social Media Analytics, Listening, and Engagement | Course
Description: | Social media is integral to the daily work of public relations
and advertising professionals. This class 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. | | Oasis Title: | Social Media Analytics | | Duplicate Credit: | Not open to students with credit in ADPR 5750E or ADPR 7750E | | Prerequisite: | (ADPR 3100 or ADPR 3100H or ADPR 3850 or ADPR 3850H) and permission of department | Semester Course
Offered: | Offered every year. | | Grading System: | A-F (Traditional) |
| | Course Objectives: | This class will have three components:
(1) In class: Students will 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.
(2) In lab: Students will master a variety of social media
analytics and listening tools to collect and analyze social
media data.
(3) Group projects: Students will work in a specific area of
inquiry and will 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. | |
| Course ID: | ADPR 5750E/7750E. 3 hours. |
| Course Title: | 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. |
| Oasis Title: | Social Media Analytics |
| Duplicate Credit: | Not open to students with credit in ADPR 5750 or ADPR 7750 |
| Nontraditional Format: | This course will be taught 95% or more online. |
| Prerequisite: | (ADPR 3100 or ADPR 3100H or ADPR 3850 or ADPR 3850H) and permission of department |
Semester Course
Offered: | Offered every year. |
| Grading System: | A-F (Traditional) |
|
| Course Objectives: | This course will have three components:
(1) In class: Students will 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.
(2) In lab: Students will master a variety of social media analytics and listening tools to collect and analyze social media data.
(3) Group projects: Students will work in a specific area of inquiry and will 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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