Social Media Analytics
Duration
- One Semester or equivalent
Contact hours
- 36
On-campus unit delivery combines face-to-face and digital learning.
2023 teaching periods
Hawthorn Higher Ed. Semester 1 |
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Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Prerequisites
NilAims and objectives
Students who successfully complete this unit will be able to:
1. Critically analyse current approaches to social media data and data analytics
2. Explore, evaluate and analyse the uses of common social media analytics tools
3. Plan and undertake a case study project that identifies, assesses and makes decisions on the basis of social media analytics
4. Present research and analysis that responds to the core ideas, uses tools and skill sets specific to data analytics
Courses with unit
MA-MCO Master of Media and CommunicationUnit information in detail
- Teaching methods, assessment, general skills outcomes and content.
Teaching methods
This Unit will involve up to 150 hours of work including:
Type | Hours per week | Number of Weeks | Total |
Face to Face Contact Lecture Tutorial | 1 2 | 8 8 | 8 16 |
Online Contact Collaborate Discussions Online Learning Material | 3 | 4 | 12 |
Specified Learning Activities Readings Online and in class discussion Online Activities and Responses In class editing and production | 10 | 10 | 100 |
Unspecified Learning Activities Independent study Assignment preparation Responding to feedback and revision | Recommended | 14 | |
TOTAL | 150 hours/12.5cp |
Assessment
Types | Individual or Group task | Weighting | Assesses attainment of these ULOs |
Online exercises (6) |
Individual |
30% |
1, 2 |
Oral Presentation of data visualisation |
Individual |
30% |
1, 2, 3, 4 |
Written Case Study analysis | Group | 40% | 2, 3, 4 |
General skills outcomes
• Teamwork Skills
• Analysis Skills
• Problem Solving Skills
• Communication Skills
• Ability to tackle unfamiliar problems
• Ability to work independently
Content
• How to “start with data” and see what it tells us
• Generating data as users and as a business/brand on social media platforms
• How Social Media Analysis is used by most platforms and media companies to drive business and drive content and traffic outside of social media
• Data-led content design, data-led audience building and engagement
• What can’t be measured: visible and invisible
• Principles of data visualisation
• How data can be used to boost, not just retain, audience and engagement
Study resources
- Reading materials.