New Social Media Analytics Course Overview
The rapid proliferation of social media creates an unprecedented opportunity for enterprises to engage in real-time interactions with customers, and enhance brand, customer loyalty, competitiveness, growth and profitability. This course is designed to showcase the virtually unlimited opportunities that exist today in leveraging the power of social media. It focuses on a host of issues related to strategic and operational aspects of a firm’s social media initiatives; the metrics needed to capture social influence and business outcomes; and the predictive analysis used to link social media chatter to business performance. This course is especially valuable to students contemplating careers in business analytics, digital marketing, prediction modeling, consulting and general management. Students taking this course will develop expertise in the following areas:
- Strategic aspects and business value of social media analytics
- Metrics for assessing the effectiveness of social media strategies
- Collecting, analyzing, deriving insights from, and dashboarding social media chatter
- Techniques for sentiment analysis and text analytics
A significant part of the course involves real-world projects using software tools including Radian6, SAS Enterprise/Text Miner, SAS sentiment analysis studio, and a host of network analysis tools.
-Instructor Professor Anitesh Barua