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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, part facilitated and part self-paced:
Module 1. Understanding digital traces
Module 2. Social media metrics
Module 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:
Full price: $910 (GST free)*
Special price: $819 (GST free)*
This special price is available until 10 May 2021.
*Price subject to change. Please check the price at the time of purchase.
Discounts are available for this course. For further details and to verify if you qualify, please check the Discounts section under Additional course information.
Discounts are available for this course as follows:
Discounts cannot be combined and only one discount can be applied per person per course session. Discounts can only be applied to the full price. Discounts cannot be applied to any offered special price.
How to obtain your discount voucher code
This course would suit a broad range of professionals who wish to engage in effective social media research. It is suitable for:
Associate Professor Heather Ford is Head of Discipline for Digital and Social Media in the School of Communications at UTS. She has a background working for global technology corporations and non-profits in the USA, UK, South Africa and Kenya. Her research focuses on the social implications of media technologies and the ways in which they might be better designed to prevent misinformation, social exclusion, and algorithmic bias.
Heather completed her PhD at the Oxford Internet Institute at Oxford University. She has a Masters in Information Management and Systems (MIMS) from the University of California, Berkeley iSchool and has worked as a fellow at Leeds University, Stanford University, as a Google Policy Fellow and as a researcher at the University of the Witwatersrand LINK Center. Before her postdoctoral studies, she worked for a number of non-profit technology organisations including the Association for Progressive Communications, Creative Commons, the Electronic Frontier Foundation, Privacy International and Ushahidi.
In addition to the live sessions, participants will need to undertake approximately 22 hours of self-directed online learning during the 4 week course.
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