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Digital Media Analytics: Introduction

Learn how to analyse social and digital media and how to turn this data into useful insights and actions.

10,489 enrolled on this course

A smartphone user silhouetted against a backdrop of social and digital media brands
  • Duration

    3 weeks
  • Weekly study

    3 hours

Understand how to get value from digital and social media

How can social and digital media help a business improve? How can we get useful data from social and digital media? What are the limitations of such data?

Get answers to these questions and more in this introductory course to social and digital media analytics. In the course, you’ll learn how to turn social and digital media information into business intelligence, and discover why it’s so useful for professionals.

You’ll look at the different types of data you can get from social media and the opportunities and limitations each presents.

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What topics will you cover?

  • Introduction to social media analytics
  • Overview of digital analytics
  • Twitter as a data source for analysis
  • Introduction to social media analytics research
  • Data science and social media analytics
  • Building a social media research program
  • Extracting meaning from data
  • Tools to track social media analytics
  • Organizing and categorizing social media data
  • Analysing social media data using t-tests and correlations

Learning on this course

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...

  • Discuss the constraints, opportunities and limitations of using data from social media
  • Evaluate the basic types of social media data relevant to professionals
  • Identify the possibilities with social media data and techniques available
  • Explore social and media data to answer questions and report actionable insights

Who is the course for?

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

What software or tools do you need?

You will need a Google account to make use of Google sheets, you will also need a Twitter account, and to install or access TAGS.

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.

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 to help you keep track of your learning
  • 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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