Social Media Analytics

MDA80012 12.5 Credit Points Hawthorn


  • One Semester or equivalent

Contact hours

  • 24 hours face to face + blended

On-campus unit delivery combines face-to-face and digital learning.

Aims and objectives

The unit introduces students to Social Media Analytics as a way of gaining insight into and driving social media engagement, content design, strategy, and making effective decisions. Graduates will be introduced to the theory and history of Data Analytics as an interdisciplinary science and its practical uses in the industry – in data-led content design, and building an audience on social media platforms. Students will also be taught simple and accessible Data Visualisation practices and interpretation; how to ask the right questions of specific social media data sets; and how to use those answers to improve content and build communities, audiences and engagement.

Unit Learning Outcomes (ULO)
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