Market research tools - Media and Communication - Resources for Master Students

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Level: Beginner Released: 10/9/2019

Proving social media return on investment (ROI) is one of the toughest challenges facing marketers. This course helps you transcend vanity metrics, such as number of likes, to demonstrate precisely how social media creates value for your organization. Instructor Carlos Gil covers tools and strategies for accurately measuring social media ROI to make smart, data-driven decisions. Learn about the measurements that really matter; how to define them; how to use built-in reporting tools on Twitter, LinkedIn, and other major social networks to define and track measurements; and how to use this information to produce actionable insights and drive continuous improvement for your business.

Learning objectives

Linking business strategy and social media
Key performance indicators to measure
Social media tools to help measure ROI
Decoding social media analytics
Driving Facebook sales with offers and ecommerce
Growing your personal brand on LinkedIn
Getting more clicks with Twitter analytics
Driving sales with Instagram stories

Course details

Level: Beginner Released: 4/20/2020

Want to make more data-driven decisions? Learn how to set and track key performance indicators (KPIs) using Google Analytics. In this in-depth course, instructor Michael Taylor details how to set up your KPIs, as well as ensure that you're using the right KPIs for your business. Michael goes over how to import dashboards to measure your KPIs and keep track of relevant data. He explains how to implement event tracking, familiarize yourself with the different stages of the marketing funnel, and map your own business's funnel. Plus, he shows how to use indicator metrics as KPIs when you don't have enough data; relate what you can measure back to actions you can take to achieve your goals; and determine which KPIs to track for six common business models.

Books and eBooks

Social media analytics strategy by Alex Gonçalves
ISBN: 9781484231012
Publication Date: 2017
Social Media Marketing, Second Edition by Emi Moriuchi
ISBN: 9781948976787
Publication Date: 2019-04-04
Faced with constant changes in consumer behavior, marketers are seeking various tools to promote and market their brands. Among those tools, the most impactful is consumer-generated content (CGC). CGC is viewed as consumers' vote of confidence, which is a form of social proof. CGC allows consumers to be involved with the companies' marketing strategy. Brands and companies have enabled consumers to be producers of original content, cocreators for an existing brand, and curators for trending ideas in the marketing place. The author explains why it is even more important today that brands need consumers' voices to advocate their brands. In this lively and practical book, she uses theories to explain consumers' psychology and offers practical examples of which social media platforms are conducive to CGC and why. In addition, she explains how consumers use CGC in different countries, the importance of influencer marketing, and ultimately teaches the strategy of using CGC effectively.
Social Media Marketing for Dummies by Shiv Singh; Stephanie Diamond
ISBN: 1119617006
Publication Date: 2020-02-11
Make friends and sell things to people through social media Social media technology is restlessly inventive, providing thousands of awesome ways for you to market your business inexpensively and on a large scale--often directly into the pockets of consumers. But in the proliferating, ever-changing world of tweets, influencers, handles, and alerts, it can be hard to know where to begin and then to evaluate what's actually working for you. In the new edition of Social Media Marketing for Dummies, leading SMM voices Shiv Singh and Stephanie Diamond clear away the confusion and show you the smartest, most effective ways to plan, launch, manage, and assess your campaigns--and then iterate and optimize for increased success. Incorporating the latest trends and presented in a friendly, easily digestible step-by-step style, you'll find the ultimate blueprint for developing your best SMM strategy. In no time, you'll find out how to line up with Facebook, Twitter, Tumblr, and Google, develop a unique and compelling voice, and influence your key audience all the way to the bank. Choose the best SMM combination for you Avoid common mistakes and pitfalls Track your customers from awareness to retention Try out the latest stuff that really works Whether your organization is large or small, it simply doesn't pay to be shy. Find your voice, get social, and chat your way to attracting and keeping new customers today!
The Sage handbook of social media research methods by Luke Sloan
ISBN: 9781473916326
Publication Date: 2016
The SAGE Handbook of Social Media Research Methods offers a step-by-step guide to overcoming the challenges inherent in research projects that deal with 'big and broad data', from the formulation of research questions through to the interpretation of findings. The handbook includes chapters on specific social media platforms such as Twitter, Sina Weibo and Instagram, as well as a series of critical chapters. The holistic approach is organised into the following sections: Conceptualising & Designing Social Media Research Collection & Storage Qualitative Approaches to Social Media Data Quantitative Approaches to Social Media Data Diverse Approaches to Social Media Data Analytical Tools Social Media Platforms This handbook is the single most comprehensive resource for any scholar or graduate student embarking on a social media project.

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Media and Communication - Resources for Master Students

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