Social Media Listening & Analytics

Listen, measure, and analyze social media conversations globally

Active listening is not limited to interpersonal communication and various companies and brands are starting the recognize the importance of deeper listening and thoughtful communication with consumers and constituents. Many brands and organizations are starting to use social media as a way to listen to their audience, and this course will take a deeper dive into what this process looks like, what it may mean for consumers and organizations, and what career opportunities in this sub-field of social media might look like for participants. More specifically, in this course students will:

  • Gain an understanding of what social listening is and how it can be used
  • Use Talkwalker - a leading social listening platform
  • Learn the importance of campaign measurement and key metrics
  • Discuss data privacy and the social implications of social listening 

Students will learn about the importance of data, measurements, and insights within the creative world of digital media. Upon completion of this course students will be able to understand that a social media marketing campaign is  more than just creative talent and subjective ideas. In today's business environment, no creative ideas exist without the ability to research, measure and monitor their proposals or results. This course will provide those basic tools to a student who aspires to work in the digital space. 


John Murphy spent 30+ years working in the technology field prior to coming to UCONN as a Professor of Social & Digital Media. John founded a software consulting agency that provided digital solutions for brands in the Music &  Entertainment, Banking, Manufacturing, Pharma, and Retail industries. It is only in the past decade that John has transitioned to the social and digital media space where he founded the Cigna Social Media Listening team, and headed up Aetna's social media marketing organization.

Now as a member of UConn's Digital Media & Design program, he focuses on using the latest analytics platforms and technologies to help small businesses, nonprofits, political candidates and campaigns, advocacy organizations, and individuals with everything from creating a digital or social media department to discovering new ways to leverage data for increased productivity. 

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At a Glance:

Sessions Offered:

  • Session 1: June 28th - July 4th

Location: UConn Storrs

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