Publication Date

2020

Semester

Fall

Abstract

Course Description: This course was developed to help you (a) understand the need and importance behind social media and other digital platform analytics and (b) to teach you how to leverage the data made natively available by Facebook, Twitter, Instagram and LinkedIn, as well as Google Analytics, to evaluate social and digital PR/marketing campaigns. A bulk of this course will be spent working first-hand with data. After working with the data, you will learn how to identify key data points, create charts and graphs to visualize your analysis, glean insights and make actionable recommendations based on those insights. You will then learn how to put together a robust deliverable (i.e., a measurement and analytics plan) that highlights key findings from your analysis and provides sufficient detail for stakeholders to gain a thorough understanding of social performance.

Keywords

syllabus, syllabi, journalism, communication, media, strategic media

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