Core Module Information
Module title: Social Media and Analytics Project

SCQF level: 08:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: JAC08116
Module leader: Eamonn O'Neill
School School of Arts and Creative Industries
Subject area group: Screen and Performance

There are no pre-requisites for this module to be added

Description of module content:

Social Media offers a means, for instance, for private users to communicate with family and friends, and to broadcast opinion; for individuals to promote small businesses; for larger businesses to target advertising to specific demographics; for political parties and organisations to influence the electorate; and for news outlets to channel stories and opinion to target audiences. This growth in communications media is the result not of philanthropy, but of business models that rely on the exchange of personal data for access. On the one hand, this provides businesses with a means to analyse and refine the effectiveness of their social media presence. On the other, private users give away vast amounts of data about themselves, which they often have little cognisance of or control over. On this module you will develop foundational social media analytics skills. You will learn how to establish social media research questions; locate, harvest, and analyse social media data; and use this information to develop reports. You will also learn how to evaluate both images and the language used in social media posts, and the metadata underscoring these posts. In doing so you will develop an understanding of the ethical, political, and sociological issues that arise with social media analytics.

Learning Outcomes for module:

LO1: Define the parameters of a social media analytics project
LO2: Locate appropriate data for a social media analytics research project
LO3: Perform social media searches to collect qualitative and quantitative data
LO4: Report on the findings of a social media analytics project, with particular attention to the relationship between qualitative and quantitative analyses
LO5: Develop insight into the legal, ethical, political, and sociological issues of social media and analytics research.

Full Details of Teaching and Assessment
2022/3, Trimester 1, FACE-TO-FACE, Edinburgh Napier University
Occurrence: 001
Primary mode of delivery: FACE-TO-FACE
Location of delivery: MERCHISTON
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Eamonn O'Neill
Module Organiser:

Learning, Teaching and Assessment (LTA) Approach:
This module uses lectures, classroom and computer lab tutorials, and independent study to provide you with a variety of independent and group learning opportunities (LOs 1-5). It is supported by the VLE to promote independent study, discussion, and collaboration outside of class hours. Lectures, supported by preparatory readings, provide you with the concepts, research methods, and legal and regulatory frameworks to comprehend and evaluate social media as media platforms and as research resources (LOs 1-3, 5). In classroom tutorials you will discuss forming research questions and identifying relevant methodologies for these research question, and comprehend the limits that legal and ethical considerations place on social media research (LOs 4, 5). In computer lab tutorials you will learn to use relevant software packages to locate, collect, sort, and analyse qualitative and quantitative data (LOs 2-4).

Formative Assessment:
There are four main approaches to formative activities and feedback in this module. First, in classroom tutorials you will have the opportunity to discuss the concepts and research methods taught. This discursive environment will provide immediate peer and lecturer feedback on your comprehension, reasoning, and analytical abilities. These activities are available to you each week. Second, during office hours you are welcome to discuss assessment drafts with the lecturer prior to submission, and your understanding of the materials covered in the curriculum. This immediate verbal feedback will provide you with indications of where your comprehension and reasoning can be improved. Third, you will be provided with feedback on your data collection design and processes during computer lab tutorial classes. Fourth, there will be formative assignments to be completed during tutorials and out of class hours, which will be then be peer reviewed during tutorials.

Summative Assessment:
In this module you will complete two summative assessments. The first is a research dossier that presents the raw data collected (both qualitative and quantitative) and a reflective research process report that explains the question, justifies the research methods, and demonstrates legal and ethical compliance throughout the research. This dossier and its accompanying report will be approximately 3000 words in length. This is due in week 11. The second assessment, due in week 14, is a final report that evaluates the data and reaches a conclusion from the research, noting especially political and sociological issues identified. This report will be 1500 words in length.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 13
Face To Face Tutorial 13
Face To Face Practical classes and workshops 6
Independent Learning Guided independent study 168
Total Study Hours200
Expected Total Study Hours for Module200

Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Project - Written 65 1, 2, 3, 5 11 , WORDS= 3000
Report 35 1, 4, 5 14/15 , WORDS= 1500
Component 1 subtotal: 100
Component 2 subtotal: 0
Module subtotal: 100

Indicative References and Reading List - URL:
Contact your module leader