1. DEMONSTRATE DETAILED KNOWLEDGE AND UNDERSTANDING OF SOCIAL ANALYTICS AND DATA CAPTURE WITH SPECIFIC KNOWLEDGE OF HOW IT WORKS IN GAMES COMMUNITIES.
Knowledge & Understanding

2. DEMONSTRATE THAT YOU HAVE LEARNT TO EFFECTIVELY GATHER THE APPROPRIATE INFORMATION ABOUT SOCIAL MEDIA ANALYTICS AND THE ROLE IT PLAYS IN GAMES COMMUNITIES
Learning

3. EVALUATE AND ANALYSE SOCIAL ANALYTICS AND DATA CAPTURE FOR GAMES FROM PRACTICAL AND THEORETICAL PERSPECTIVE.
Analysis

4.CREATE A PRESENTATION TO SHOWCASE FINDINGS, BLENDING PRACTICAL AND ACADEMIC RESEARCH ASPECTS OF SOCIAL ANALYTICS IN ONE GAMING COMMUNITY
Application

Social analytics presentation, blending practical and academic research aspects of social analytics in one gaming community with supporting Bibliography and appropriate referencing. LO 1-4

Building upon the work set-up in Fundamentals of Community Management, this module will explore how to develop, build and maintain a gaming community using metrics, insight and analytics software and tools. Students will become informed and reflective community managers of the future.

During this module students will learn how to use social media analytics software to generate insight to further develop and build the community. Taking an insight-driven approach to community management, students will learn that data is the backbone to all communities and how gaining skills in this area will help a community manager to understand, develop, maintain and keep momentum with fans. Students will examine real-life case studies to study key metrics from community content to see what worked well, what the fans least engaged with, who the key demographics are on the community and what selected samples engaged most with different types of content, what content works well on different communities – from MMO, to AAA games. Reflecting on current theory on digital cultures, digital audience and social media theory, students will examine how to blend theory and practice to create insight to continuously develop and reflect as a community manager to evolve as the community grows.

Students will learn to understand different data elements, including but not limited to:

• Awareness metrics- illuminate your current and potential audience.
o Audience Growth
o Post Reach
o Potential Reach
o Social Share of Voice (SSoV)
• Engagement metrics- show how audiences are interacting with your content.
o Applause Rate
o Average Engagement Rate
o Amplification Rate
o Virality Rate
• Conversion metrics -demonstrate the effectiveness of your social engagement.
o Conversion Rate
o Click Through Rate (CTR)
o Bounce Rate
o Cost-Per-Click (CPC)
o Cost Per Thousand Impressions (CPM)
o Social Media Conversion Rate
• Consumer metrics -reflect how active customers think and feel about your brand.
o Customer Testimonials
o Customer Satisfaction (CSat) Score
o Net Promoter Score (NPS)

The module includes the development of industry required skills in social analytics and data insight. Ability for students to trial a range of social media software from free tools to paid for software.

Developing an advanced knowledge and understanding of social media analytics software and an insight-driven approach to community management.

24x 2hour sessions. These sessions will take the one of the following formats depending on the week
• Seminars where case studies are discussed. This will require students to prepared for the case study prior to the session
• Lectures or guest lecturer
• IT technical lab sessions on handling digital data

• What is Social Media Analytics - https://www.crimsonhexagon.com/blog/what-is-social-media-analytics/
• Social Analytics tools - https://sproutsocial.com/insights/social-media-analytics-tools/
• Social Media Analytics – What to measure - https://www.razorsocial.com/social-media-analytics-tools/
• Hootsuite.com
• The Role Of Business Intelligence: https://www.yellowfinbi.com/blog/2016/07/yfcommunitynews-marketing-analytics-the-role-of-business-intelligence-in-social-media-marketing-233181

University library: 24/7 access, for books, journals (PR Week and www.prweek.com a recommended window to the industry) and electronic resources including access to www.cipr.co.uk the industry-standard and professional portal for PR practitioners.

Blackboard: 24/7 access online, for course information, notes, links to publications and updates.

The Media Centre: Editing suites and studios and free loans of all equipment including audio kit, video and stills cameras.

Social media insight, Google Analytics
Social planning tools - Hootsuite
Social analytics: Crimson Hexigon, Sysomos.

Pre-requisites - Fundamentals of Community Management

Building upon the work set-up in Fundamentals of Community Management, this module will explore how to develop, build and maintain a gaming community using metrics, insight and analytics software and tools. Students will become informed and reflective community managers of the future.