Prerequisite(s): STCM 130 or JOUR 180. The proliferation of social media has created a powerful tool that enables insightful, strategic, and informed decision-making for organizations and brands. Social Media analytics tools have become critical in understanding the human behavior, consumer sentiments, and emerging issues in organizations’ online environment. This course introduces concepts, frameworks, and methods for analyzing and understanding how organizations and brands can employ social media analytics tools in strategizing, implementing, and evaluating viral public relations, advertising, and marketing campaigns. Students in this course will learn various analytics tools and techniques for analyzing and interpreting various types of social media data.