The semester is on to a great start! The brand new course in social media analytics is being well received by students in the Scripps College of Communication as it advances their social media skills to a new level. As part of the Social Media Certificate, the course is already proving to be a game changer. It not only builds upon the in-depth understanding of social media strategies but also trains students to gather, organize and analyze social media data to solve real-world problems.
Organizations and businesses are increasingly overwhelmed by a constant stream of data about users, their location, and their online participation on social media. The flood of data, often in unstructured forms, present a myriad of challenges that can be best understood and addressed by individuals who have a thorough understanding of social media analytics. However, such skills are in short supply. A study by McKinsey & Co. points to a shortage more than a million analytics professionals in the US by 2018.
Students in the course are working on impactful projects extracting real-world data from various platforms such as Twitter, Instagram, Facebook and YouTube. Insights obtained from such data will help organizations make better decisions. The social media analytics course follows a rigorous regiment organized around case studies, analytics tutorials, assignments and projects that train students not only in the art of descriptive but also predictive analytics.
It is truly a delight to teach a smart group of students at both the undergraduate and graduate levels. Having taught globally, I can safely say that Ohio University students are second to none. I have witnessed their exceptional talent and enthusiasm and they will certainly prove to be future leaders in their respective fields.
This introductory analytics course teaches much needed industry-centric skills that are instrumental in enhancing engagement, defining and measuring metrics that matter, using data to optimize content, and creating effective reports for various stakeholders.
If this course sounds like something you'd be interested in taking, it will be available as online course in Summer 2016!
Dr. Khan is an Assistant Professor in the School of Media Arts and Studies where he teaches the Social Media Analytics course. He is also the director of the Social Media Analytics lab in the Scripps School of Communication. Follow him on Twitter at @drlaeeqkhan.