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In this course, you will discover how social scientists from industry and academics around the world are analysing the digital traces embedded in social media posts.
Beginning with a survey of the digital traces used to understand audiences, citizens and consumers on social media, you will then examine the use of common metrics and automated tools for analysing social media conversations. Next, you will work through the strengths and weaknesses of quantitative approaches using current examples from industry and academic research, before having the opportunity to explore a range of innovative mixed method approaches designed to overcome some of the inherent weaknesses of purely quantitative methods.
You will gain an understanding of the meaning, benefits and limits of common metrics for evaluating digital media messages and a toolbox of innovative social science methods for avoiding risks and embracing the challenges of social media data for research.
The course comprises three modules and is delivered over four weeks. The course is part facilitated and part self-paced.
1. Understanding digital traces
2. Social media metrics
3. Digital methods
Over the short course, you will be immersed in UTS’ innovative learning experience with:
Upon successful completion of this course, you should be able to:
To complete this online course you will need access to a computer or device with a reliable internet connection and Zoom for online classes.
A discount of 10% is available to UTS Alumni or UTS Staff enrolling in this short course. If you’re eligible for this discount, please ensure you have provided your UTS Student or Staff ID number in your UTS Open Profile (under ‘a bit about you’).
When signing up for the session, use the relevant voucher code to apply the discount to your cart:
Please note, only one discount can be applied per person per course.
This course would suit a broad range of professionals who wish to engage in effective social media research. It is suitable for:
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