Social Media II

second cycle, Master

Students are able to apply models, methods and approaches of social media marketing to specific application scenarios in the area of social media. They understand the possibilities of analyzing and evaluating data from (social) networks and are able to initialize, execute and interpret analyses with current software tools.

WBW

Building on the course “Social Media I”, this course is focused on consolidating the applicability of social media instruments and channels. Fundamental theoretical approaches and methods for acquiring network data and various analysis procedures are conveyed. Data from the first course is reviewed and evaluated via software tools. Based on these activities, fundamental analysis options in social networks and possible conclusions are discussed. The following questions are at the core of the matter: How can interactions in social networks such as LinkedIn, Facebook and Instagram be evaluated, visualized and used and which conclusions can be drawn from it. Building on analyses, central elements for the development of (social media) strategies for applications in companies and on consumer markets are introduced.

- Easley, D., & Kleinberg, J. (2010): Networks, Crowds, and Markets - Reasoning about a Highly Connected World. Cambridge University Press
- Russel, M. (2011): Mining the Social Web - Analyzing Data from Facebook, Twitter, LinkedIn, and Other Social Media Sites. O'Reilly

Project work

German

6

20

2.0

Seminar, group work, presentation and task discussion

3

Prof. (FH) Dr. Wolfgang Reitberger

2. year of studies

VT.SMA.1

seminar-degree

Compulsory

not applicable