Credit Hours: 3

Prerequisites: University Advanced Standing

Provides methods in which social media activity data is obtained and subsequently measured. Examines common metrics that are used to evaluate the effectiveness of social media campaigns. Explores how social media, as a medium, can be properly evaluated in terms of valuation and return on investment. Critiques and analyzes current and past social media campaigns in order to better understand how metrics can help to modify social media strategy and tactics. Applies the associated theoretical concepts via hands-on activities using contemporary social media content management tools and analytic software.