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Detalhe da Disciplina
Curso: Pós-Graduação em Sistemas de Informação Empresariais
Unidade curricular: Social Media Analytics
Semestre: Primavera
Número de créditos: 7,5
Docentes: 
Nuno Maria Filipe do Amaral Frazão
 (Docente responsável)

Número de horas de aula por semana: 2.00
Objetivos da unidade curricular:

Social media platforms provide an innovative paradigm to address various cultural (e.g., freedom of speech), sociological (e.g., community opinions), and technological problems (e.g., media recommendation and popularity prediction) which were otherwise hard to address purely by traditional approaches. These platforms have not only changed the way we communicate but how we see the world and interact with contemporary society. As techno-social mediators, social media serve different purposes (e.g. personal communication, marketing strategies, social research, political or branding monitoring, etc.) for different stakeholders (ordinary users, small business account holders, artists, politicians, etc.). Rooted in the mechanisms of the Web and driven by software functioning, the changeable mode of social media has challenging traditional approaches of social data mining.


In this background, social media analytics have been carried out as the methodology of gathering data from vast amounts of (semi) structured and unstructured online data to extract insights that help to make better business decisions. In this course, this latter methodology is challenged by the preposition of analysing social media through following the logic of the medium (platforms) and by repurposing the platform native data (e.g. URLs, posts, hashtags). The course offers a theoretical-practical-technical introduction to social media analytics by introducing the concept and practice of doing digital methods. Students will be challenged to develop a group project based on one of the following approaches: i) hashtag engagement research; ii) visual network analysis; iii) identifying trends; iv) ¿time¿ perspective study; v) event-based analysis; and vi) textual &-or visual content analysis.

Requisitos de frequência:

  

Língua de ensino: Português. Em caso de existirem alunos ou professores estrangeiros, as aulas serão dadas em Inglês.

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