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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/social-media-analytics-introduction
课程评论：没有评论
课程名称：社交媒体分析入门 课程概述：社交媒体不仅为市场营销人员提供了与客户沟通的渠道，也为更好地理解客户提供了机会。该课程将社交媒体活动视为“消费者之声”，旨在让学习者了解将社交媒体数据转化为市场营销洞察的分析方法。在《社交媒体分析入门》中，学习者将接触到社交媒体数据相较于传统市场研究方法的优势与局限性。课程与领先的社交媒体监听平台合作，为学习者提供社交媒体监听的基础技能，包括创作监测工具和常见社交媒体指标。课程内容超越社交媒体监听，展示如何利用社交媒体数据提供市场结构和消费者品牌认知的洞察。学习者将通过观看视频讲座、完成活动、实践测验、讨论板和同伴评估等方式评估数据，并学会如何“倾听”数据。 课程大纲： 第1部分：社交媒体监听基础 描述：本模块将讲解如何评估社交媒体信息和数据。 第2部分：意见科学与动态 描述：本模块将讨论如何评估和判断社交媒体贡献。学习者将更好地确定哪些数据是有用的。 第3部分：Crimson Hexagon操作演示 描述：课程获得Crimson Hexagon的许可进行合作。本模块将介绍如何将社交媒体监测的各个方面应用于商业决策。 第4部分：将分析应用于社交媒体活动 描述：本模块将教会学习者如何检查多个社交媒体指标，以监测和识别与典型社交媒体活动的偏差。
Part: 1
Title:Basics of Social Media Listening
Description:This module will address how to evaluate social media messaging and data.
Part: 2
Title:Opinion Science and Dynamics
Description:This module will discuss how to evaluate and judge social media contributions. You will be able to better determine what data is useful or not.
Part: 3
Title:Crimson Hexagon Walkthrough
Description:*Faculty has gotten permission from Crimson Hexagon to partner up for this course. This module will address how to apply aspects of social media monitoring to business decisions.
Part: 4
Title:Applying Analytics to Social Media Activity
Description:This module will teach learners how to examine multiple social media metrics to monitor and identify deviations from typical social media activity.
Social media not only provides marketers with a means of communicating with their customers, but also a way to better understand their customers. Viewing consumers’ social media activity as the “voice of the consumer,” this session exposes learners to the analytic methods that can be used to convert social media data to marketing insights. In Introduction to Social Media Analytics, learners will be exposed to both the benefits and limitations of relying on social media data compared to traditional methods of marketing research. Partnering with a leading social media listening platform, this course provides learners with the foundational skills of social media listening including the creation of monitors and common social media metrics. Moving beyond social media listening, this course shows learners how social media data can be used to provide insights into market structure and consumers’ perceptions of the brand. Learners will have the opportunity to assess data and discern how to "listen" to the data by watching video lectures and completing activities, practice quizzes, discussion boards, and peer assessments.
