Social Media Analytics - 2nd semester


Social media analytics is the methodology of gathering data from vast amounts of semistructured
and unstructured social media data to extract
insights that help to make better business decisions.
The course offers concepts, tools, tutorials, and case studies to extract and analyse social media data.
The course objectives are:
LO1. Understand different types of social media and social media analytics.
LO2. Understand text analytics and sentiment analysis concepts, techniques, and tools.
LO3. Understand social media networks concepts, techniques, and tools
LO4. Understand social media location analytics concepts, techniques, and tools
LO5. Understand social media risks and privacy and ethical considerations.

General characterization





Responsible teacher

Roberto Henriques (NOVA IMS)


Weekly - 3 letivas + 1 tutorial

Total - Available soon

Teaching language





Poston, L. (2012) Social Media Metrics for Dummies. Hoboke: Wiley
Sterne, J. (2012) Social Media Metrics How to Measure and Optimize Your Marketing Investment. Hoboke: Wiley.
Lewis, M. (2011) Stand Out Social Marketing: How to Rise Above the Noise, Differentiate Your Brand, and Build an Outstanding Online Presence. New York: McGrawHill

Teaching method

The unit is based on a mix of theoretical lectures and practical lectures and tutorials. The theoretical sessions include the presentation of theoretical concepts and methodologies and resolution by the teacher of application examples.
The main objective of the practical classes is to familiarize students with the software to perform the analysis and data explorations tasks.

Evaluation method

1st term Test (60%), Project (40%)
2nd term Test (60%), Project (40%).

Subject matter

S1. Introduction to social media
S2. Social media analytics: an overview
S3. Social media text analytics and sentiment analysis
S4. Social media networks analytics
S5. Social Media Location Analytics
S6. Managing Social Media Risks
S7. Privacy and ethical considerations.


Programs where the course is taught: