Master in Business Administration

Social Media Intelligence

Learning Outcomes

Social media intelligence applications help to better understand consumer perceptions and the latest trends in public debates and stakeholder communication. As such, they are invaluable tools for assessing the impact of campaigns and answer key questions of communication experts. This course focuses on the multi-faceted impact of information technology on the public debate, and the disappearing distinction between content production and content consumption in social media environments. It discusses the aggregation, analysis, verification and visualization of user-generated content, and how the gathered intelligence can help optimize an organization’s communications strategy.

The ability to identify patterns in large content repositories using big data methods in conjunction with automated knowledge extraction tools have become essential to many corporate applications. The course will cover the adoption of advanced Web technologies to leverage this intelligence for strategic positioning and stakeholder engagement - acknowledging the convergence of previously disparate media and the seamless integration of different content creation models: individual (e.g. monographs), edited (e.g. traditional newsrooms), evolutionary (e.g. Wiki applications), and automated (e.g. news aggregators).

Detailed Course Content

This course will cover topics relating to:

  • Evolution of New Media Technology
  • Representing and Visualizing Information
  • Network Effects in Social Media (Metcalfe's Law)
  • Content Production vs. Content Consumption