FutureLearn

Digital Media Analytics: Earned Media (FutureLearn)

Offered by Purdue University,
Digital Media Analytics: Earned Media (FutureLearn)

Learn about the importance of earned media and how to evaluate it so you can understand how to improve your online presence. Discover the importance of earned media. Earned media are the articles and mentions on social media that are produced by others about you. They can play a key role increasing the size of your online presence.

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On this course you will learn about strategies for setting up social media listening and monitoring programs. You will also learn how to collect Twitter data using two different methods on Google Spreadsheets.

What topics will you cover?

  • Understanding and making the most of earned media
  • How to get earned media
  • Best practices for earned media campaigns
  • Earned media strategies for content marketing plans
  • Introduction to social listening
  • Benefits of social listening
  • How brands use social listening
  • Engaging customers on social media
  • Tools for social media analytics
  • Collecting tweets from social media
  • Social media listening tools

Learning on this course
You can take this self-guided course and learn at your own pace. On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?
By the end of the course, you'll be able to...

  • Evaluate earned media produced by organisations
  • Improve your online presence by collecting and analysing earned media
  • Evaluate the benefits of social listening
  • Explore how brands use social listening to improve their message
  • Identify effective social media listening tools

Who is the course for?
This course is for professionals looking to advance their careers and learn more about social media and digital media analytics.

What software or tools do you need?
To make the most of this course, you will need to: ensure you have a Google account to make use of Google sheets; ensure you have a Twitter account; install or access TAGS; use a laptop or desktop computer, download the Twitter Archiver from the Google add-ons store. You will also need to know some technology.

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