Social Media Intelligence


Social media analytics is the methodology of gathering data from vast amounts of semi-structured 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:
. Understand different types of social media and social media analytics.
. Understand text analytics and sentiment analysis concepts, techniques, and tools.
. Understand social media networks concepts, techniques, and tools
. Understand social media location analytics concepts, techniques, and tools
. Understand social media risks and privacy and ethical considerations

General characterization





Responsible teacher


Weekly - Available soon

Total - Available soon

Teaching language

Portuguese. If there are Erasmus students, classes will be taught in English




Social Media Metrics for Dummies, Leslie Poston; Social Media Metrics How to Measure and Optimize Your Marketing Investment, Jim Sterne; Stand Out Social Marketing: How to Rise Above the Noise, Differentiate Your Brand, and Build an Outstanding Online Presence, Mike Lewis; 0; 0

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 - Exam (60%), Project (40%)
2nd term - Exam (60%), Project (40%)

Subject matter

1. Introduction to social media
2. Social media analytics: an overview
3. Social media text analytics and sentiment analysis
4. Social media networks analytics
5. Social Media Location Analytics
6. Managing Social Media Risks
7. Privacy and ethical considerations