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Digital Media Analytics: Using 'Listening Data'

Explore different social listening tools and discover advanced social media analytics.

5,125 enrolled on this course

Digital Media Analytics: Using 'Listening Data'
  • Duration

    2 weeks
  • Weekly study

    6 hours

Learn how you can use social listening tools

On this course you’ll review general-purpose tools to investigate online sentiment and how fast messages spread about competitors or other trends on social media.

You’ll look at some off-the-shelf tools and at creating bespoke social media listening tools using advanced “API spigots” or tools that tap directly into social media flows. You should leave the course with a new awareness of tools for social learning, and how to turn social listening take into useable business insights.

What topics will you cover?

  • Advanced methods to extract and analyze data from social media
  • Introduction to API’s
  • API marketing strategies
  • Advantages and disadvantages of using API’s to extract and use data
  • Mobile marketing
  • Types of mobile marketing strategies
  • The future of mobile marketing

Learning on this course

You can take this self-guided course and learn at your own pace. On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?

By the end of the course, you‘ll be able to...

  • Develop advanced methods to extract and analyse data from social media
  • Identify how API’s can be used to get relevant data to create actionable business insights
  • Explain the differences between mobile analytics and other digital analytics
  • Apply API marketing strategies effectively
  • Describe how mobile marketing strategies work

Who is the course for?

This course is for professionals looking to advance their careers and learn more about social media and digital media analytics.

What software or tools do you need?

To make the most of this course, you will need to: ensure you have access to Excel spreadsheets, ensure you have a Twitter account; use a laptop or desktop computer. You will also need to know some technology. You will also need to download and use the free NodeXL Basic program to extract data from Excel sheets.

Who will you learn with?

Dr. Matei is the College of Liberal Arts Associate Dean of Research and Professor of Communication in the Brian Lamb School of Communication at Purdue University.

I am a Ph.D. candidate in the Brian Lamb School of Communication at Purdue University. My research interests include pedagogy and social media interaction.

Who developed the course?

Purdue University

One of the four best public universities in the US, Purdue delivers an engaging learning experience and a world-class degree.

Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps, but you can complete them as quickly or slowly as you like
  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

  • Experience the power of social learning, and get inspired by an international network of learners
  • Share ideas with your peers and course educators on every step of the course
  • Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

  • As you work through the course, use notifications and the Progress page to guide your learning
  • Whenever you’re ready, mark each step as complete, you’re in control
  • Complete 90% of course steps and all of the assessments to earn your certificate

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