Social media has rapidly evolved from a promotional marketing tool to an essential engine for market research, business strategy, and efficient operations.
This transformation presents unique opportunities, but it also amplifies critical challenges and inherent risks, especially concerning the intricacies of diverse social platforms and the complexity of data collection, interpretation, and strategic execution.
Historically confined to measuring customer impressions in paid campaigns, social media analytics is now demanded by key functions including product management, public relations, and research and development. In response, organizations are relentlessly focused on integrating and operationalizing social data to provide real-time, measurable benefits across specific business areas, such as customer engagement and loyalty, trend mapping and topic modeling, risk management, organizational alignment, and more.
In this intensive two-day session, participants will critically assess and compare the current social media landscape, understanding platform differentiation and the profound implications for corporate use. Participants will gain a deeper appreciation of the cultural phenomena, technological development, and regulatory concerns impacting social media, including the critical challenges presented by misinformation, echo chambers, deepfakes, cancel culture, doxing, and the rise of LLM/GenAI. The program features hands-on, applied learning utilizing Boolean search string construction, engaging in sophisticated NLP analysis, and interpreting social insights with advanced AI tools.
Participants will learn directly from renowned industry experts who have successfully developed comprehensive social insight strategies, tactics, and robust measurement tools while effectively addressing the complex risks and ethical concerns inherent in leveraging social data to inform high-stakes business decisions.
Key Takeaways
- Build stronger skills for analyzing and interpreting social data using a variety of methods.
- Analyze social networks and influence patterns, and evaluate key opinion leaders and experts.
- Apply social intelligence frameworks to drive meaningful business insights.
- Communicate the value and risks of social intelligence to key stakeholders, including key metrics that prove its impact on business goals.
- Use crisis analysis tools to spot emerging threats and shifts in sentiment early.
Who Should Attend
- This program is designed for middle managers or higher who are responsible for making business decisions based on data insights. Participants should have an interest in understanding and using social data to develop strategies and actionable recommendations.
- The course develops leaders who can solve problems through a high-level, advanced understanding of data — how to recognize and prioritize business use cases for data analytics, how to lead teams empowered to use data, how to interpret and translate the findings into business decisions, and how to communicate the associated business value.
- Individuals interested in pursuing their Certificate in Executive Leadership + AI.
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