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Social Media Audit and Analytics: Exercises for Marketing and Public Relations Courses
Abstract
Beyond influencing the ways we communicate and we do business, social media is currently challenging traditional higher education in many respects: from the way in which courses are delivered and students interact with each other and with their lecturers to the content that the courses cover. In particular, the emergence of the social media specialist working in marketing-communications, creative industries or journalism, and their use of ever-changing content management and analytics tools require adaptation of courses to the constant changes in industry. Starting from two case studies of teaching social media auditing and analytics as part of courses taught in Belgium and Bahrain, this chapter aims to present a model exercise for marketing and public relations classrooms covering these topics. The discussion of the challenges of teaching social media audit and analytics emphasizes the need of more and constant collaboration between academia and industry as well as the need to ensure that students have a high level of media literacy before they embark on such a career route.
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