Course Details

Course Number: 94-823

Measurement & Analysis Social Media Initiatives

Units: 12

Online social initiatives 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 activity that can be valuable for everything from marketing to customer service to internally focused collaboration and innovation. The difficulty lies in how to measure, report and justify expenditure and activity. 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 campaigns including brand awareness, customer loyalty, revenue generation, community activation, etc. The purpose of this course is to provide students interested in the Web 2.0 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 Web 2.0 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.

Companies that have participated in the class include:

• eBay
• Adidas
• Comcast
• Hilton
• SONY
• Thomson Reuters
• Aetna
• Microsoft
• SAP

This class CANNOT be taken pass/fail.

Soft Prerequisites:

94-707: Principles of Marketing

Syllabus

Faculty:
Ari Lightman