1. ANALYSE (AND SUBSEQUENTLY APPLY) HOW AN ORGANISATION CAN UTILISE SOCIAL MEDIA TO EXPAND THEIR BUSINESS
Analysis
Reflection

2. DISCUSS THE FUNDAMENTAL ISSUES ASSOCIATED WITH MANAGING SOCIAL MEDIA WITH RESEPCT TO DATA. Enquiry
Learning

3. DEMONSTRATE HOW KNOWLEDGE MAY BE OBTAINED FROM SOCIAL MEDIA SOURCES TO AID A SMALL TO MEDIUM ENTERPRISES OPERATIONS
Application
Problem solving

Assignment 1

A 2000 word Report including a proof of concept: Executive report, emulating a real case scenario where you are in a work place having to develop a social media presence and are required to write an executive report to explain the problem, its characteristics and how it has been approached. Including discussions of the range of issues associated with management of social media and extracting knowledge from data Learning Outcomes 1 to 3.

This module will concentrate on use of social media (e.g. Twitter, and Facebook etc.) that could aid an organisation in expanding its business and managing its customer relationship management.

Tools and techniques will be used to understand the potential data and information that can be derived from social media sources to enable a business to grow, based on data analytics.

As social media tends to generate semi structured data this module will focus on this aspect of data analysis.

The module will also examine
- globalisation and issues associated with this topic
- Metrics and KPIs in the social media environment
- The legal side of social media
- Emergent social media trends

This module will use data analysis techniques on social media data to gain an understanding on how an organisation can gain knowledge from its social media data. The module will extensively explore data capture and analysis in order that results can be used and presented positively in a business context.

1 x 5 hour practical session a week. These workshops will cover the content described above. The content will be flexible but serves the anticipated outcomes. Flexibility in terms of the case studies is essential to address the student’s specific needs and also to keep up with the rapidly evolving nature of the subject domain. Therefore these workshops will be used to cover the following:

a. To discuss case studies
b. To test and experiment with some use cases and small examples, allowing for peer learning and hands-on practice.
c. To work on test projects
d. To deliver presentations for the assessment.

These are indicative only. Texts are updated on an annual basis and when you start to study this module, you will be referred to an online reading list, currently provided through Keylinks. You are advised not to buy any textbooks for this module without checking the online reading list.

Barker, M.S. (2017) Social Media Marketing: A strategic approach, 2nd ed. (student edition), Oxford: Cengage. ISBN: 9781491936085
Clampitt, P.G. (2018) Social Media Strategy Tools for Professionals and Organisations. SAGE. ISBN: 9781680502886
Lipschultz, J.H. (2018) Social media communication: concepts, practices, data, law and ethics, 2nd ed. Routledge. ISBN: 9781491997246
Tuten, T.L. & Solomon, M.R. (2018) Social Media Marketing, 3rd ed., SAGE. ISBN 0131103628

Access to a PC
Web browser

None