Course Details

Course Number: 94-823

Measuring Social

Units: 12

Online social activity provide new and meaningful ways for individuals to engage, communicate, and organize as well as create, distribute and share information. As corporations explore and invest in this area, many are finding that there is a plethora of unstructured data that can be valuable in many different corporate functions including marketing, customer service, internal collaboration and innovation. We often refer to this data store as having 3 Vs – Velocity, Volume and Variety. You could also throw in Veracity. The difficulty lies in how to measure, report and justify expenditure and activity for initiatives in this area. Are traditional measures, like ROI, applicable or does social require new metrics that need to be understood and implemented. Unique social patterns, rapid evolution and adoption of social technologies, as well as the inherent viral nature of information on the web continues to exacerbate these issues.

This class will examine how to measure outcomes from online social activity including brand awareness, customer loyalty, revenue generation, community activation, etc. The class will examine data that get generated both on the social web and within a corporation. The purpose of this course is to provide students interested in the social space, real world scenarios in which corporations are looking to understand and use these applications, platforms and processes to create and implement strategies focused on development, engagement and measurement. The student teams will work with one of several project sponsors to develop a methodology and rational for a social based strategy as well as a process to measure its effectiveness. The class will include a combination of lectures, facilitated discussions, team presentations, panels and guest lectures.

Learning Objectives:

• Understand the different components surrounding social including online communities, privacy, social analytics, companies and platforms, tools, etc.
• Develop project management office (PMO) focusing on project execution, task delegation, relationship management, etc.
• Apply knowledge in researching, developing and presenting recommendations
• Analyze unstructured data stores to determine pattern correlations

• Understand success metrics around social initiatives and be able to effectively communicate their applicability


Ari Lightman