Knight Center
Knight Center


Social Media Analytics for Journalists: register now for online course and learn how to measure your success

Amanda ZamoraUPDATE: April 24: Registration is now closed for this course after reaching maximum capacity.

Having a presence on social media has become an essential requirement for journalists, media practitioners and many other professionals. But it is not enough. To be really effective, journalists must learn also how to use the digital tools available to measure if their social social media strategy is effective and distinguish what works and what doesn’t.

That’s where Amanda Zamora comes in with her new Big Online Course (BOC) called “Social Media Analytics for Journalists: Measuring Your Success.” This four-week online course, offered by the Knight Center for Journalism in the Americas, runs from April 20 to May 15 and costs $95.

Registration is available here and space is limited.

Zamora, the senior engagement editor at ProPublica, was one of the instructors of a Massive Open Online Course (MOOC) the Knight Center offered last year called "Social Media for Journalists," which had 6,300 registered students from 149 countries.

In addition to MOOCs that usually have thousands of participants, the Knight Center now offers also BOCs that normally have a few hundreds students. MOOCs are free, open and cover more general, introductory topics. BOCs are paid, closed to a specific group and cover more advanced or specializing topic.

The BOC "Social Media Analytics for Journalists" is open to anyone, but students must have a working knowledge of social media platforms and an interest in developing an audience via social media platforms.  The course is directed at professionals who work in newsrooms, but it is open to anyone else who wants to learn about this topic. Zamora will lead the immensely informative online class, which is designed to create six outcomes:

• Using data to understand your social audience;

• Setting goals for professional and/or newsroom use of social media;

• Basic content optimization strategies for news publishers;

• Audience engagement techniques for individuals and news brands;

• Analyzing audience data to monitor performance and progress;

• Newsroom experiments for increasing social audience and engagement.

In her welcoming video, Zamora says students will learn “how to use social to grow and engage your audience.” The course will review some “higher level concepts” at the beginning, Zamora says, but students will also be “hands on” when it comes to understanding data and how to measure your audience.

The course will employ a mix of videos, readings, discussion groups and quizzes.

"At the Knight Center, we are very excited to offer this course, because we know the need for this type of in-depth analysis is sought at media companies around the world,” said Professor Rosental Alves, founder and director of the Knight Center. “We will continue working to offer MOOCs, which are open and free courses on broader issues, but we are also producing inexpensive courses for limited groups of participants on more specialized topics. The MOOCs are more general while closed courses, such as this one, are more specialized and more advanced.”

Nearly 50,000 people from 160 countries have benefited from the MOOC program launched in October 2012 by the Knight Center. Before that, from 2003 to 2012, the Center trained more than 7,000 journalists in Latin America and the Caribbean through online courses offered to limited groups of participants, similar to this one on data visualization.

The Knight Center for Journalism in the Americas was created in 2002 by Professor Rosental Alves, who holds the Knight Chair in Journalism and the UNESCO Chair in Communication at the University of Texas at Austin School of Journalism. In the past, the Center was financed by major grants from the John S. and James L. Knight Foundation, as well from other donors, such as Open Society Foundations. Currently, the Center receives support from the University of Texas at Austin's Moody College of Communication and donations from the public.


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