ISTM 622 Social Media Analytics (2)

From an analytical perspective, this class will focus on the difference between knowing what the stats mean and knowing which stats are meaningful. In this context, students will explore. This means first identifying what metrics are important for decision-making and focusing on these rather than “vanity” metrics. In addition to focusing on analysis and the use of dashboards, this class will equip students to make critical decisions regarding trade-offs in terms of what is most important to decision-makers: reach vs. engagement, retweet vs. click, traffic/day vs. traffic/post, subscribers vs. uniques or pageviews vs. attention.

Grading Basis: Graded