Derive actionable insights and assess value from social data to inform key operational strategies.听
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.
听 - Analyze social networks and influence patterns, and evaluate key opinion leaders and experts.
听 - Apply social intelligence frameworks to drive meaningful business insights.
听 - Communicate the value and risks of social intelligence to key stakeholders, including key metrics that prove its impact on business goals.
听 - Use crisis analysis tools to spot emerging threats and shifts in sentiment early.
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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.
听 - The course develops leaders who can solve problems through a high-level, advanced understanding of data 鈥� 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.
听 - Individuals interested in pursuing their Certificate in Executive Leadership + AI.
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Sample Schedule
While subject to change, the following schedule gives participants an idea of what to expect in this program.
Social Media - Utilization and Platforms
Examination of the evolution of social media platforms and how organizations use social media to inform, engage, and reach different online stakeholders.
Social Users - Audience Assessment and Segmentation
Exploration of the dynamics of platforms, audiences, and digital conversations, including identification of what can be measured and a discussion of best practices when developing social listening/ intelligence programs across different industries.
Project Part I: Boolean Search and Query Setup
Participants will use a commercially available social listening and intelligence platform to develop dashboards on generalized searches. This session will enable participants to get started with performing searches and conducting data analysis with confidence.
Organizational Use
Participants will move beyond vanity metrics toward meaningful indicators by assessing how organizations are using social insight and intelligence to understand consumer needs and consumer perception with the goal of predicting customer shifts in expectations.
Panel - Social Intelligence Entrepreneurs
Social Data in the Organization
Participants will explore who benefits from social intelligence, address the common reluctance and bias of senior leaders toward using this real-time, unstructured data, and learn how to overcome these challenges. A guided exercise will be completed where participants develop an insight-to-recommendation strategy and a framework for prioritizing these insights by balancing stakeholder value against risk.
Reducing Hurdles/Barriers to Using Social Data and Insights
This segment tackles resistance to social data, teaching participants how to reduce barriers through identifying early warning signals, applying skills learned in previous sessions and building trust through quick, experimental models. Participants will engage in a scenario designed to understand share of voice (SOV) and monitoring campaign effectiveness.
Project Part 2: Developing Insights, Hypothesis, and Experimental Models
Participants will analyze the data from Project Part 1, developing dashboards and hypotheses using the platform. Participants will then articulate insights, develop recommendations and map strategies and tactics to specific audience segments.
Social Data Use Cases
Move beyond basic metrics to explore 20 years of lessons learned in operationalizing social data exploration and assessment. This session focuses on identifying meaningful indicators, using techniques like trend mapping and topic modeling, and examining how GenAI and LLMs are reshaping data collection, analysis, and the balance of power in social intelligence.
Panel-Managing Social Intelligence
This session features a panel of leaders who oversee social intelligence platforms and programs within their organizations. The discussion will explore key challenges in data collection and assessment, as well as strategies for building trust and credibility around insights and recommendations.
Meet Your Instructor
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