Social Media Analytics

Business Analytics

Explore the methods available today to leverage the power of social media in order to improve marketing, strategic goals and operational performance.

Overview Benefits Topics Additional Information Faculty


The rapid proliferation of social media has created an unprecedented opportunity for enterprises to engage in real-time interactions with customers to enhance brand, customer loyalty, competitiveness, growth and profitability. This class is designed to showcase the virtually unlimited opportunities that exist today to leverage the power of social media. By focusing on a gamut of issues related to strategic and operational aspects of a firm’s social media initiatives, metrics to capture social influence and business outcomes, and predictive analysis to link social media chatter to business performance, you will learn valuable techniques for using social media in the business world.

Business Analytics

Explore the ins and outs of data analytics to gain perspective and experience with the complexities of “Big Data” in the business and organizational context.

Two-Day Concentrated Program

Registration begins at 8:00 a.m. and class runs 8:30 – 4:30 both days with a one-hour networking lunch included.

Austin, Texas

Enjoy proximity to the vibrancy of the campus and downtown Austin, and the innovative, business-friendly environment of the city.


  • Participants will develop expertise in the following areas:
  • Strategic aspects and business value/ROI 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 with emphasis on predictive modeling


  • Radian6/Trackur
  • SAS Enterprise/Text Miner
  • SAS sentiment analysis studio
  • Network analysis tools

Additional Information

Prerequisites: None
CEUs: Participants earn 1.4 CEUs and/or 14 CPEs for this course. A certificate of completion will be presented from Texas Executive Education.
Course Credits: 1.00


Anitesh Barua

Dr. Anitesh Barua is the Director of the Information Management Program and the Associate Director of the Center for Research on Electronic Commerce in the McCombs School of Business, The University of Texas at Austin. He is also an Associate Professor of Information Systems and Spurgeon Bell Centennial Fellow.

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Course Details

Price: $2,950.00