Guest Lecture Introduces Social Media Analytics to Master’s Students

16.07.2024

Session Delivered by Digital Marketing Expert Eda Kop

In a world where digital platforms are widespread, understanding how to use social media analytics to build marketing strategies is essential for professionals and companies of all sectors. For this reason, Wittenborg organised a guest lecture by digital marketing expert Eda Kop for a group of master’s students on 4 June.

During the activity, Kop discussed examples of how companies utilise social media analytics. She focused on the types of metrics that can be accessed through these tools, how professionals can evaluate and interpret them and how they can use this information to improve their business and social media performance. The topics addressed also included the aims of digital communications, the best times and formats to post on social media to obtain engagement and how to target online customers.

Different platforms such as Facebook, Instagram, X (formerly Twitter) and LinkedIn were analysed in detail, providing students with insights into the best ways to employ these tools’ analytics. Moreover, the guest lecturer talked about social media management tools such as Hootsuite, Buffer and Later.

Kop said that she really enjoyed delivering the guest lecture, highlighting that participants were interested and engaged in the session. “We also discussed how companies listen and monitor customers, and how they use the data they gather for target advertising, as well as the ethical aspects concerning these practices. The students were critical and shared their experiences with such strategies.”

MBM student Parisa Rahimi, specialising in Digital Marketing & Communication, said that she greatly enjoyed the workshop and learned a lot through it. “These activities are inspiring and allow us to gain valuable insights from various experienced professionals. I am looking forward to the next guest lectures.”

Allegra Zazzaro, studying for the same degree, commented that students benefit from the practical approach of these sessions. “It was great to have the opportunity to participate in this workshop. The lecture was useful for learning the practical aspects of social media, such as optimal posting times and general guidelines for content creation techniques.”