Overview

Social media is an overwhelming content repository. According to data from Statista, the social media advertising segment shows average growth rates of around 22.3% per year globally. Ad spending in the social media advertising segment is projected to reach US$268.70 bn in 2023.

This makes sense considering that 4.62 billion people worldwide use social media. Specifically, 26.3% use social media to find products to purchase, and 27.7% use it to find inspiration for things to do and buy. In other words, if a company has a product or service to sell, its potential customers could be looking for a reason to buy it from the company itself or its competitors on social media.

Therefore, to determine how social media affects business, social media analytics is required!

Objectives

The Social Media Analytics course will enable the participants to grasp the analytics tools to leverage social media data and enable the learners to develop the skills required for analyzing the effectiveness of social media for business purposes. It will also familiarize the learners with the tools of social media analytics. It will involve lots of hands-on exercises.

Learning Outcomes

The curriculum will help the participants to understand the ethics used in social media. They will master the concept of analyzing the data derived from social media platforms like Facebook, Instagram, etc. They will be made acquainted with the concept of social network analysis.

Pedagogy

• PowerPoint presentations
• Classroom teaching through Tableau and Python
• Case Studies
• Interactive sessions
• Lecture notes and reference material relevant to the topics covered 
• Application based problems coverage

Who May Attend?

The program is designed to suit the requirements of Social Media Managers and Marketers, Social Media Strategists and Practitioners, Brand Owners

Content of the Programme

• Social Media Etiquettes and Ethics
• Latest trends and updates on the major social channels    
• Structured and unstructured data
• Social listening and social monitoring
• Sentiment analysis
• Social network analysis

Programme Director

Dr. Prerna Manik Mahindroo

Dr. Prerna Manik Mahindroo works as an Assistant Professor in the Business Analytics Area with K J Somaiya Institute of Management since 2014. She is a rank holder in Graduation (B.Sc. Honors Mathematics), Post-Graduation (M.Sc. Operational Research) and M.Phil. (Operational Research). She facilitates courses on Business Statistics, Basic and Advanced Business Research Methods, Operations Research, Social Media Analytics and Quantitative Methods.

She has a Doctorate Degree in Operational Research from the University of Delhi. She has publications in B and C-category journals (ABDC list) and has published over 20 research papers in international journals and proceedings of international conferences. She is a recognized Ph.D. Guide at Somaiya Vidyavihar University and also serves as Associate Editor for the journal Business Perspectives and Research (BPR), Management Journal of K J Somaiya Institute of Management, ‘C’ Category (ABDC list), UGC approved, and Scopus Indexed biannual refereed journal.

She is on a reviewer panel for various reputed research journals. Dr. Prerna has conducted several corporate training programs for INS Hamala, Mahindra and Mahindra to name a few. To remain up-to-date and relevant in the ever-evolving field of Business Analytics, she continuously updates her skill set with new tools, languages and software like Tableau, R Studio, Python, JMP (SAS), SPSS, AMOS, MINITAB, MEGASTAT, MATLAB, etc.