SOCIAL MEDIA INTELLIGENCE

Course Description

This course focuses on the multi-faceted impact of new media and the disappearing distinction between content production and content consumption in collaborative environments. It discusses the analysis, customization and reuse of user-generated content, and how the gathered intelligence from media monitoring tools can help optimize an organization’s communications strategy. Facilitating ad-hoc communication and leveraging collective intelligence by matching similar or related users have become essential to many applications. The course will cover the adoption of advanced Web technologies to leverage this collective intelligence for strategic positioning and stakeholder engagement, the convergence of previously disparate media, and the seamless integration of different content creation models: individual (monographs), edited (traditional newsrooms), evolutionary (Wiki applications), and automated (news aggregators).

Course content

  • Content Production vs. Content Consumption
  • Web 2.0 and Beyond: User-generated Content, Collective Intelligence and Rich Internet Applications
  • Network Effects in Social Media (Metcalfe's Law)
  • Semantic and Geospatial Web Technology
  • Human Computer Interaction (HCI)
  • Text Mining and Media Monitoring
  • Quantitative and Visual Methods to Analyze the Structure and Dynamics of Social Networks

Teaching Methods

Interactive seminar with guest lectures and technology demonstrations. Students are expected to prepare for the course and actively participate in the discussions. Concepts and theoretical background of the topics will be introduced along with real-world applications in various domains.

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