In today’s globally connected, online and mobile world, social media platforms are fast becoming the dominant means of communication and it is revolutionizing the way businesses communicate with their customers. Many popular social media platforms such as Facebook and Twitter allow for instant, real-time multi-way communication. Collecting and analyzing data from multiple online sources require an Information Technology infrastructure. The data collected from online create a gold mine for businesses that want to understand and predict consumer and market behaviour. By leveraging sophisticated computing technologies, big data analytics can produce actionable insights valuable to the core operations of the business. This course will explore emerging methods and applications for understanding online user behaviour on popular social media platforms. We will examine digital traces of social behavior - as observed in social media platforms as well as digital video games involving team plays such as League of Legends and World of Warcraft. This course will expose students to a variety of real-world business cases, a collection of data analytics tools, best practices and hands-on exercises.
Students will learn how to:
- Identify analytics problems
- Use data analytics tools and identify types of analysis to be performed
- Close the loop (the process of taking the analysis results and interpreting it contextually).
COURSE GOALS & LEARNING OBJECTIVES
This course aims to provide students with a broad coverage and examples of social analytics techniques and trends underlying the current and future development. In this course, students will:
- Gain an understanding of social analytics applications and techniques
- Gain an understanding of how social analytics enables business intelligence capabilities used across many industries
- Learn how to design and implement social analytics (social network aanlysis and sentiment analysis) reports and dashboard
- Learn how to monitor social media marketing campaigns by collecting data regarding social media ROI and measuring the effectiveness of the campaigns
WHAT STUDENTS SAY ABOUT IS 434
"It really opened my eyes to the role of social media in research and marketing. I picked up the technical skills of Python and Gephi along with the analytical skills of how to analyse social networks."
"Now I am equipped with the skills to analyse what people say about brands and learn how to do social network analysis. The knowledge of the latter also provides me with the opportunity to use it as a possible segmentation tool for my marketing projects and career in the future.:
"'Humans are connected in more ways than one. Social Analytics helped me to understand the different connections I have, and communities I am part of. Through web scraping and text analysis, I am able to quantify many of the interactions seen online to create quantitative evidence for what used to only be qualitative. It's actually really conflicting. As a marketing student I am fascinated by the opportunities Social Analytics presents to marketers. To really delve into customers' opinions to find out what they need and like and want. But as a consumer, I am shocked by the extent to which some organisations use Social Listening (people have accused Facebook of tapping their phones to analyse their conversations in real life, and selling the information to companies). I think Social Analytics is a really powerful tool, but like a certain superhero said "With great power comes great responsibility", and I think more care should be exercised to not misuse the wealth of information that I have learned in this class."