APRD 4301 - Social Media Listening

Course Description:
This course covers the practical understanding and application of strategic social (media) listening from the brand perspective in advertising and public relations framed around critical thinking and the ethics of using social media data.
Learning Outcomes
  • Knowledge of how strategic social listening is useful in advertising and public relations.
  • Applicable skills in using industry-leading social listening tools, including Brandwatch, Social Studio, Meltwater, Hootsuite, native platforms, and others. Students will attain certifications in Brandwatch and Hootsuite. 
  • Experience in discovering influencers, protecting a brand’s reputation, crafting responses, creating personalized content through uncovering insights found in social listening. 
  • Skills to collect and present actionable insights in a concise, professional manner.
  • Skills on how to apply social listening at an individual level through platforms like LinkedIn to help with your career.
  • A complete picture of what can be learned from social media conversations as a complement to other market/customer research methods like surveys and focus groups.
  • Understanding of the ethical concerns and implications around using social media content in a business.

Course Objectives:

  • Show students how listening to conversations on social media (social listening) is an integral part of the daily work of professionals in advertising and public relations whether their roles are technical, creative, or managerial.

  • Provide students with hands-on experience in industry-leading listening tools including Brandwatch, Social Studio, Meltwater, and Hootsuite.

  • Equip students with the skills needed to find relevant conversations, uncover insights then apply their perspectives to management for business impact.

Project 1 Description:

  • Input: Create precise query expands beyond just brand mentions to find deeper insights

  • Audience Types (Analysis): Identity expected and unexpected users that are influencers, advocates, or critics.

  • Behavior Trends (Analysis): Identify behavior trends (interests, behaviors, opinions, etc)

  • Interpretation: Goal: Provide rationale on findings and classifications in the above areas