Date: May 2-10, 2017
Time: 02:20 – 07:40 PM
Duration: 40 study hours
Price:  120 € or 30 € for each class
Instructor: Levan Bzhalava
Working language: English
Free places remaining: 10

The proliferation of social media is both a threat and an opportunity for many businesses. Companies of all types and size have recognized the value of social media analytics for improving business performance. Social media not only provides companies with a means of communicating with their customers, but also a way to better understand their customers. Viewing consumers’ social media activity as the “voice of the consumer,” this course will expose learners to the analytic methods that can be used to convert social media data to business insights. In particular, students will learn the foundational skills of social media listening including the creation of monitors and common social media metrics. Moving beyond social media listening, this course shows participants how social media data can be used to provide insights into market structure and consumers’ perceptions of the brand. In this context, participants will learn the major techniques for analyzing social media data to discover interesting patterns, extract useful knowledge, and support business decision making for sales effectiveness.

Course purpose

The objective of the course is to provide students with the knowledge of theoretical and practical basis of social media marketing. In particular, this course aims to teach students the major techniques for analyzing social media data to discover interesting patterns, extract useful knowledge, and support business decision making for sales effectiveness.

Target audience

Students who are interested in statistics and data sciences as well as in social media marketing, Professionals working in digital marketing.

Results of the course

At the end of this course, students will be able to:
– analyze user generated content in social media
– use sentiment analysis and text mining for marketing
– identify influence and centrality in social media
– create measurable and actionable questions to derive business values from social media
– use data-driven social commerce
– use social media to reach or target potential customers and social media analytics for sales effectiveness

Class I

Date: 2017-05-02 (Tuesday)
Time: 02:20 – 07:20 PM 

  • Introduction to Social Media: A Brief History of Social Media, The Concept of Social Media, Social Media Types and Tools, Business use of Social Media.
  • Basics of R programming:  Basic Math Operations, Variables, Objects, Vectors, Lists, Matrixes, Data Frames.

Class II

Date: 2017-05-03 (Wednesday)
Time: 02:20 – 07:20 PM

  • Social Media Analytics for Sales Effectiveness: How to use social media to reach or target potential customers, spreading information about a product, user-generated ratings and reviews, and data-driven social commerce
  • Basics of R programming: Loops, Functions, Packages, Data interfaces, Charts & Graphs

Class III

Date: 2017-05-04 (Thursday)
Time: 02:20 – 07:20 PM

  • Introduction to structured and unstructured data analysis: Basics of regression, classification and clustering analysis. Basics of unstructured data analysis.
  • Extracting and Analyzing Facebook Pages using R program: Extracting  information from Facebook public pages, identifying the most popular post of the page (likes, comments, shares), checking who liked the post, searching Facebook group page and extracting group page post data, searching Facebook pages with keywords.

Class IV

Date: 2017-05-05 (Friday)
Time: 02:20 – 07:20 PM

  • Text mining and sentiment analysis: Basics of text mining, Transforming text, Stemming words, Frequent terms and associations, Word cloud.
  • Analyzing user generated content in Facebook: Sentiment analysis of Facebook page data.

Class V

Date: 2017-05-08 (Monday)
Time: 02:20 – 07:20 PM

  • Analyzing user generated content in Twitter: Collecting tweets as a corpus, Cleaning the corpus/text, Estimating sentiment, Sentiment polarity – data and classification.

Class VI

Date: 2017-05-09 (Tuesday)
Time: 04:05 – 07:20 PM

  • Measuring people in social media: Social Network Data in Targeted Marketing, Reach in public relations, Context in public relations, Principles of influence in social media, Measuring distribution.

Class VII

Date: 2017-05-10 (Wednesday)
Time: 02:20 – 07:20 PM

  • Analyzing user generated content in Instagram: Finding Popular Photos, People and Locations, Searching public media for a specific hashtag and Extracting user profile.


– basics of statistics;
– accounts in Facebook, Twitter and Instagram;
– own computer with installed R and Rstudio programs.


Full Name


Phone #

Company name

Contact person:

Agnė Bružaitė
Phone: +370 624 62049