Course Curriculum Pack

Analytics and Social Media

Program Name
B.Tech in Computer Science and Information Technology

Course Name Analytics and Social Media Course Code

Version No 1.0 Version Update date 4-12-2018

 Working knowledge with MS Excel
Pre-requisite
 A basic familiarity with R and Tableau is useful but not compulsory
In this digital age, there is an unprecedented volume, velocity, and variety of data
available to organizations. At the same time organizations are in buzz with
excitement about using this “big data” to increase profits – yet, many of them find
real, measurable value-gain to be elusive. The goal of this course is to introduce the
necessary techniques in web mining and prepare students to be effective data analysis
leaders in a landscape that involves digital initiatives and social media.
Specifically, this course is designed to help students to develop:
 A working knowledge of the social media analytics ecosystem, common
strategic goals of social media analytics, and types of data typically available
Course Outcome
for analysis.
 Processes to capture social media data using open source tools and provide
mature analysis to inform and advise executives on social media analytics
plan.
 Working model to ingest and visualize social media data, render network
visualizations, and understand accuracy, bias, validity, and repeatability in
social media representation.
 Characterization of social media clusters and discourse using natural language
processing, sentiment analysis and topic classification.
Total Credits / Total Credits= 4
L:T:P:S L:T:P:S=1:1:1:1
Teaching &
Examination Teaching Scheme Examination Scheme
Scheme
L P T S CAT CAP TEE TEP SA
1 1 1 1 50 40 50 40 20
The Course Encompasses

Sr. Instructional
Module/Units Key Learning Outcomes
No Activities
Students should be able to:
Introduction to Social
LO1: Understand the need and importance
Media Analytics  Written Test
behind social media analytics.
Theory Duration  Practical
LO2: Develop working knowledge on types
(hh.mm): 06.00 Experiment
1 of data typically available for analysis.
Practical Duration  Presentation
LO3: Utilize various Application
(hh.mm): 06.00  Class Discussion
Programming Interface (API) services to
Skill Duration Video
collect data from different social media
(hh.mm): 03.00
sources
Students should be able to:
LO1: Gain an understanding of how to assess
Social Media
the quality of the data.
Analytics Tools  Live Demo
LO2: Learn how to identify key data
Theory Duration  Lightning talk
points, create charts & graphs to visualize the
(hh.mm): 06.00  Research
2 analysis.
Practical Duration assignments
LO3: Glean insights and make actionable
(hh.mm): 06.00  Guest speakers
recommendations based on those insights.
Skill Duration 
LO4: Gain experience addressing questions
(hh.mm): 03.00
such as: “How should I target my paid ads?”,
“What are users saying about my brand?”, etc.
Data to Insights Students should be able to:
Theory Duration LO 1: Use different tools for collecting,  Article reading
(hh.mm): 06.00 analyzing, and exploring social media data.  Live Demo
3 Practical Duration LO 2: Develop a goal-based analytics plan  Class Discussion
(hh.mm): 06.00 for today’s social media landscape. Video
Skill Duration LO 3: Make adjustments to the marketing
(hh.mm): 03.00 strategy based on insights from analysis
Social Media Analytics Students should be able to:
with R and Tableau LO 1: Perform statistical analysis of social  Project
Theory Duration media data using R and Tableau.  Lightning talk
(hh.mm): 08.00 LO 2: Use appropriate visualization  Case Study
4
Practical Duration technique to gain insights into large datasets. analysis
(hh.mm): 08.00 LO 3: Learn to evaluate different analytics  Class Discussion
Skill Duration approaches and will gain hands-on practice Video
(hh.mm): 04.00 gathering and analyzing large datasets.
Students should be able to:
Social Listening
LO 1: Use social media listening to monitor
Theory Duration
brand reputation
(hh.mm): 04.00
LO 2: Analyze unstructured data - primarily  Class Discussion
5 Practical Duration
textual comments - for sentiments expressed Video
(hh.mm): 04.00
in them.
Skill Duration
LO 3: Effectively react to a PR crisis on
(hh.mm): 02.00
social media channels
Syllabus

Sr. Total Hours

Module/Units Detailed Topic wise Syllabus (In bullet points)
No (L +T+P+ S)
 Phenomenology of social media and social media
Introduction to Social landscape
Media Analytics  Introduction: Computational sociology and data
Theory Duration mining.
(hh.mm): 06.00
1  Data and Application Program Interface (API) 3+3+6+3=15
Practical Duration
 Centralization and Social Theory
(hh.mm): 06.00
Skill Duration  Application in
(hh.mm): 03.00 o Industries
o Business functions
Social Media  Analytics tool by the social media platform
Analytics Tools o Facebook insights
Theory Duration o Twitter analytics
(hh.mm): 06.00  Third party options
2 3+3+6+3=15
Practical Duration  Analytics metrics for social media
(hh.mm): 06.00  Metrics that you should measure and track
Skill Duration  Identify your data-based goals and find KPIs that
(hh.mm): 03.00 fit your goals
 Data analysis language and tools
Data to Insights  Predicting the future with social media
Theory Duration
(hh.mm): 06.00
 Defining goals and measurement plans
3 Practical Duration 3+3+6+3=15
(hh.mm): 06.00  Situation analysis of existing footprint
Skill Duration  Social ties and information diffusion through social
(hh.mm): 03.00 network and link prediction
 Social Spam and Malicious Behavior
Social Media Analytics
with R and Tableau  RStudio and Tableau desktop overview
Theory Duration  R and Tableau to communicate.
(hh.mm): 08.00  Text mining application using R
4 4+4+8+4=20
Practical Duration  Methodology for advanced analytics using R and
(hh.mm): 08.00 Tableau.
Skill Duration  Prediction with R and Tableau using regression.
(hh.mm): 04.00
Social Listening  Share of voice, sentiment analysis, topic
Theory Duration classification, and other approaches for using user-
(hh.mm): 04.00 generated content to inform marketing research
5 Practical Duration and monitor brand image. 2+2+4+2=10
(hh.mm): 04.00  Emotional contagion
Skill Duration  Assessing the accuracy and tradeoffs of different
(hh.mm): 02.00 text-mining approaches.
Learning Resources
Sr.
Module / Unit Text Books
No
1. Social Media ROI: Managing and
Measuring Social Media Efforts
in Your Organization, by Olivier
1 Introduction to Social
Blanchard, Que Publishing, 2011
Media Analytics
2. Mining the Social Web, by
Matthew A. Russell, O’Reilly,
2011.
1. Social Media Analytics: Effective
Tools for Building, Interpreting,
and Using Metrics by Marshall
2 Social Media Sponder; McGraw-Hill Education
Analytics Tools 2011.
2. Social Network Data Analytics,
by Charu C. Aggarwal, Springer,
2011
1. Networks, Crowds, and Markets:
3 Reasoning About a Highly
Data to Insights
Connected World By David
Easley and Jon Kleinberg
1. Learning Social Media Analytics
Social Media with R by Tushar Sharma,
4 Analytics with R and Dipanjan Sarkar, Raghav Bali
Tableau Publisher: Packt Publishing
Release, 2017
1. Networks, Crowds, and Markets:
5 Reasoning About a Highly
Social Listening
Connected World By David
Easley and Jon Kleinberg
Reference Book / Paper /
Article / Online Resource
(link) / Other
1. http://blog.hubspot.com/m
arketing/socialmedia-
history
2. https://www.youtube.com/
watch?v=Gm-HbTvKw_0
1. https://www.facebook.com
/help/355635011174004/
2. http://www.socialmediaexa
miner.com/improve-
tweets-using-twitter-
analytics/
1. https://kenshoo.com/social
mediainsights/
2. https://sproutsocial.com/in
sights/
1. https://cran.rstudio.com/
2. https://www.tableau.com/tf
t/activation
1. http://www.forbes.com/site
s/danielnewman/2014/08/2
6/social-listening-enables-
social-business/
2. https://blog.bufferapp.com/
social-media-audit
Assessment Matrix (Assignments / Activities)

Class Discussion Video

Research assignments
Practical Experiment

Case Study analysis

Group Discussions

Prototype making
Lab Experiment
Written Test

Presentation

Role Play
Sr

Seminar
Tutorial

Project
. Module/Unit Learnin
N g
o Outcom
e

LO 1 √ √
Introduction to
Social Media LO 2 √ √ √ √
1
Analytics
LO 3 √ √ √ √
LO 1 √ √

Social Media LO 2 √ √ √
2 Analytics Tools LO 3 √ √
LO 4 √ √
LO 1 √ √
3 Data to Insights
LO 2 √ √ √ √
LO 3 √ √ √
LO 1 √ √ √
4 Social Media
Analytics with R LO 2 √ √ √ √
and Tableau
LO 3 √ √ √
LO 1 √ √ √
5
Social Listening LO 2 √ √ √
LO 3 √ √ √
Evaluation System

Description Allotted marks

Internal Theory 50
Internal Practical 40
Term end Theory 50
Term end Practical 40
Skill Assessment 20
TOTAL 200

Internal Theory Assessment –

 Unit Tests – 10 Marks each, 5 number, Best three
 Assignments – 10 Marks each, 2 number
Internal Practical Assessment –
 Journal Completion – 10 Marks
 Completion of Experiment / Activities – 10 Marks each, 5 number, Best three
Term end Practical –
 Viva Voce on internal practical submission – 10 Marks
 Performance in practical experiment / Activity – 20 Marks
 Presentation in viva/experiment – 10 Marks
Skill Assessment –
 Completion of Skill Journal – 5 Marks
 Completion of Activities / Projects during Skill Sessions – 10 Marks
 Viva-voce – 5 Marks

Weightage of Units for Examination

Unit % weightage

Introduction to Social Media Analytics 20

Social Media Analytics Tools 20

Data to Insights 20

Social Media Analytics with R and Tableau 25

Social Listening 15

Teaching Plan (L = 1)
Session Week
Module/Unit Description of Lecture
No Number
 Introduction
o Course Structure
1 1
o Basic concept and trend in the social media
Introduction
to Social landscape
2 Media  Data and Application Program Interface (API) 2
Analytics
 Social media analytics application in
3 o Industries 3
o Business functions
4 Social Media  Analytics tool by the social media platform 4
5 Analytics  Analytics tools by the third party 5
6 Tools  Analytics metrics that you should measure and track 6
7 Data to  Data analysis language and tools 7
8 Insights  Competitive insights in social media data 8
9  Information diffusion through social network 9
10  Data visualization with R and Tableau 10
Social Media  R for social media analytics and actionable business
11 Analytics 11
insights.
with R and
12 Tableau  Tableau: Application, use & differentiation from Excel 12
13  Advance analytics using R and Tableau. 13
14  Social listening and ways brand use it 14
Social
Listening  User-generated content to inform marketing research and
15 15
monitor brand image

Tutorial Plan (T = 1)

Session Week
Module/Unit Description of Tutorial
No Number
1 Introduction  Phenomenology of social media and social media 1
 to Social landscape
2 Media  Computational sociology and data mining. 2
3 Analytics  Centralization and Social Theory 3
4 Social Media  Facebook insights and Twitter analytics 4
5 Analytics  Data-based goals and find KPIs that fit your goals 5
6 Tools  Social Media: Demo of GEPHI (VS Node Excel?) 6
7 Data to  Predicting the future with social media 7
8 Insights  Situation analysis 8
9  Social Spam and Malicious Behavior 9
10  Data analytics with R 10
11 Social Media  R plotting and descriptive methods 11
Analytics
with R and  Measure and optimize your social media data with
12 12
Tableau Tableau
13  Tableau worksheets and dashboards 13
14  Social media listening platform 14
Social
Listening  Assessing the accuracy and tradeoffs of different text-
15 15
mining approaches.

Practical Plan (P = 1)

Session Equipment Week

Module/Unit Description of Experiments
No /Tools Number
Introduction  Understanding metrics, reporting &
1 to Social MS-Excel 1
Analytics
2 Media  Apply various Application Programming Social 2
 Interface (API) services to collect data Network APIs
from different social media sources
Analytics Social Media
3  Social media audit Analytics 3
Tools
Social Media
 Audience Insights: Interactive Facebook Analytics
4 4
insights tool Tools
Social Media Social Media
5 Analytics  Twitter analytics Analytics 5
Tools Tools
Social Media
6  Social media metrics and evaluation Analytics 6
Tools
Social Media
 Setting goal types (awareness,
7 Analytics 7
engagement & conversions) Tools
Data to
 Use Pivot tables to segment data in order
8 Insights MS-Excel 8
to glean insights.
Data
 Charts and graphs every social media
9 visualization 9
manager look for tools
 Programming in R for exploration and
10 R-studio 10
analysis of social media data.
 R eco-system to extract, process, analyze,
11 Social Media R-studio 11
visualize and model social media data
Analytics
with R and  Build interactive and actionable
Tableau
12 Tableau dashboards to explore and analyze your 12
application
data in Tableau.
Tableau
13  Work with Data Blending in Tableau 13
application
 Visualize important topics within a Data Analytics
14 14
community through text analysis. Tools
Social  Detect opinion and sentiment, extract
Listening themes, topics, and trends from Social
15 15
unstructured noisy text data from diverse listening tools
social media channels

Skill Plan (S = 1)

Session Equipment Week

Module/Unit Description of Activity
No /Tools Number
Introduction  The Value of Social Media Impressions and Excel
1 to Social 1
influence. Worksheet
2 Media  Mobile social media. Excel 2
Analytics Worksheet
 Report:
3  The promise (and reality) of social data. 3
Hootsuite
Facebook
4  Facebook Post-Level Insights. 4
Analytics
Social Media  Analyzing A/B testing of your social media Excel
5 5
Analytics campaign. Worksheet
Tools  Social media goals you could consider
Excel
6 chasing when planning your social media 6
Worksheet
marketing.
 Track and analyze your metrics and Excel
7 7
performance. Worksheet
Data to  Bringing the metrics together to tell your Social Media
8 Insights Analytics 8
social story.
Tools
Social Media
 Make actionable recommendations by
9 Analytics 9
incorporating supporting/analogous data. Tools
10  Managing text data in R R-studio 10
 Learn to leverage popular R packages for
11 Social Media R-studio 11
Analytics social media analysis
with R and  Connect Tableau to various Datasets: Excel Tableau
12 12
Tableau and CSV files application
Tableau
13  Data visualization with Tableau 13
application
 Social listening use cases and tips from Data Analytics
14 14
Social advanced social listeners Tools
Listening  Text mining in social media: Turn text into Social
15 15
data for analysis. listening tools