Social Media Marketing

Social Media Marketing M K 3 2 1 2 The proliferation of social media is both a threat and an opportunity for many businesses. Companies of all types and size have recognized the value of social media analytics for improving business performance. Social media not only provides companies 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 course will expose learners to the analytic methods that can be used to convert social media data to business insights. In particular, students will learn 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 participants how social media data can be used to provide insights into market structure and consumers’ perceptions of the brand. In this context, participants will learn the major techniques for analyzing social media data to discover interesting patterns, extract useful knowledge, and support business decision making for sales effectiveness. ECTS 5 ECTS , , , , 1 : . 599 199 450 კ [email protected] STAT 3110 22 9 , 2 4 4 , 1 2 1 .4 , 1 , 2 2 . 3 2 . 95 The objective of the course is to introduce students the business use of social media. In particular, students will have possibility to learn the best practices of social media marketing and how to develop the skills to connect business objectives with social media strategy, platforms and tactics. In this course, participants will also learn how to analyze and visualize the data from various social media platforms and how to convert social media data into business insights. Moreover, the aim of the course is to discuss the advantages and disadvantages of social media marketing for business in comparison to traditional marketing methods. At the end of this course, students will be able to:         use data-driven social commerce identify influence and centrality in social media use social media to reach or target potential customers analyze user generated content in social media use sentiment analysis and text mining for marketing predict future from social media create measurable and actionable questions to derive business values from social media use social media analytics for sales effectiveness Lutz Finger and Soumitra Dutta (2014) Ask, Measure, Learn: Using Social Media Analytics to Understand and Influence Customer Behavior. Publisher: O’Reilly. 2 Nathan Danneman and Richard Heimann (2014) Social Media Mining with R. Packt Publishing Sharan Kumar Ravindran and Vikram Garg (2015) Mastering Social Media Mining with R. Packt Publishing.         / (collaborative) (PBL) (Brain storming) , , – ნ . . . . . 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Social media analytics for sales effectiveness :     Using social media to reach or target potential customers Spreading information about a product User-generated ratings and reviews Data-driven social commerce Lutz Finger and Soumitra Dutta (2014) Ask, Measure, Learn: Using Social Media Analytics to Understand and Influence Customer Behavior. Publisher: O’Reilly. Chapter 1 and 2 -3  3. Public Relations :      Measuring people in social media Reach in public relations Context in public relations Principles of influence in social media Measuring distribution Lutz Finger and Soumitra Dutta (2014) Ask, Measure, Learn: Using Social Media Analytics to Understand and Influence Customer Behavior. Publisher: O’Reilly. Chapter 3 -4  4. Customer Care :      New Voice of the Customer Customer Care 2.0 Automation and business intelligence Analyzing user generated content in social media Sentiment analysis and text mining for marketing Lutz Finger and Soumitra Dutta (2014) Ask, Measure, Learn: Using Social Media Analytics to Understand and Influence Customer Behavior. Publisher: O’Reilly. Chapter 4 : I, 8 5 -5  5. Social Customer Relationship Management: Market Research :     Customer Relationship Management in the era of big data Value Creation by Social Customer Relationship Management Issues with traditional Social Customer Relationship Management Tips and Tricks for Social Customer Relationship Management Lutz Finger and Soumitra Dutta (2014) Ask, Measure, Learn: Using Social Media Analytics to Understand and Influence Customer Behavior. Publisher: O’Reilly. Chapter 5 -6  6. Social Network Data and Predictive Mining :     Social Network Data in Targeted Marketing Knowing the Expert Influencers Reaching the Expert Influencers Predicting future from big data and social media Lutz Finger and Soumitra Dutta (2014) Ask, Measure, Learn: Using Social Media Analytics to Understand and Influence Customer Behavior. Publisher: O’Reilly. Chapter 7 -7 :  7. Deriving      I, 5 Business Values from Social Media and Big Data : Ask the Right Question Use the Right Data Define the Right Measurement Big data analytics starts with asking the right question Create measurable and actionable questions to derive business values from social media and big data Lutz Finger and Soumitra Dutta (2014) Ask, Measure, Learn: Using Social Media Analytics to Understand and Influence Customer Behavior. Publisher: O’Reilly. Chapter 9 -8 15 -9 9 - 10  8.     Introduction to R program : Why R? The basics – assignment and arithmetic, functions, arguments Vectors, sequences Visualization in R Nathan Danneman and Richard Heimann (2014) Social Media Mining with R. Packt Publishing. Chapter 2 -11  9. Mining Twitter with R :        Obtaining Twitter data Preliminary analyses Basics of text mining Transforming text Stemming words Frequent terms and associations Word cloud Nathan Danneman and Richard Heimann (2014) Social Media Mining with R. Packt Publishing. Chapter 3 -12 :  10. Estimating sentiment      : Collecting tweets as a corpus Cleaning the corpus Sentiment and its measurement Estimating sentiment Sentiment polarity – data and classification Nathan Danneman and Richard Heimann (2014) Social Media Mining with R. Packt Publishing. Chapter 4 and 5 : I, 10 5 -13  11. Analyzing Facebook    Pages : Getting Facebook page data Trending topic analysis Influencers Sharan Kumar Ravindran and Vikram Garg (2015) Mastering Social Media Mining with R. Packt Publishing. Chapter 3 -14  12. Finding Popular Photos on Instagram :     Searching public media for a specific hashtag Extracting user profile Who does the user follow? Number of times hashtag is used Sharan Kumar Ravindran and Vikram Garg (2015) Mastering Social Media Mining with R. Packt Publishing. Chapter 4: 93-104. -15 :  13. I, 5 Popular personalities and locations :         Who has the most followers? Who follows more people? Who shared most media? Overall top users Locations with most likes Locations most talked about What are people saying about these locations? Most repeating locations Sharan Kumar Ravindran and Vikram Garg (2015) Mastering Social Media Mining with R. Packt Publishing. Chapter 4: 110-117. 11 -16 -17 -18 -19 -20 FX- 12