Web Communication & Information Systems PT
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Social Media & Social Network Analysis I

level of course unit

second cycle, Master

Learning outcomes of course unit

In this course, following on from "Social Media and Social Network Analysis I", details will be covered of the usability of social network analysis (SNA), in particular the social media instruments/channels.
The students will become conversant with basic theoretical approaches (in particular statistical approaches and others supported by game theory), methods for collecting network data and various other analytical processes including the fundamentals for modeling these processes. Here, data from the first course will be accessed and analyzed using software tools.
On the basis of these activities the basic analytical possibilities in the social networks and possible conclusions will be discussed.
The questions how interactions in social networks like Linkedin, Facebook, Twitter, Google+ can be analyzed, visualized and used, and what conclusions are to be drawn from this, are central here.
At the same time, on the basis of relevant analyses, central elements for the development of (social media) strategies for applications in the company as well as on the consumer markets will be introduced.

prerequisites and co-requisites

not applicable

course contents

After completing this course the students will be in a position to explain the basic instruments and methods of using social media both in private and professional scenarios.
They will know the importance of significant instruments and the relevance of information susceptible to social media monitoring. Furthermore, they will develop a basic understanding of theoretical approaches and methods of social network analysis.
The students will be able to create their own social networks and fill them with content.

recommended or required reading

- Grabs, A. / Bannour, K. (2012): Follow me! Erfolgreiches Social Media Marketing mit Facebook, Twitter und Co. Galileo Computing
- Jansen, D.(2006): Einführung in die Netzwerkanalyse - Grundlagen, Methoden, Forschungsbeispiele. 3. Auflage, VS Verlag für Sozialwissenschaften
- Sterne, J. (2011): Social Media Monitoring - Analyse und Optimierung Ihres Social Media Marketings auf Facebook, Twitter, YouTube und Co. mitp
- Wasserman, S. / Faust, K. (1994): Social Network Analysis - Methods and Applications. Cambridge University Press

assessment methods and criteria

final examination

language of instruction


number of ECTS credits allocated


course-hours-per-week (chw)


planned learning activities and teaching methods

group work, individual work, presentation, duscussion

semester/trimester when the course unit is delivered


name of lecturer(s)

Mag. (FH) Thomas Meyer

year of study


recommended optional program components

not applicable

course unit code


type of course unit

compulsory (integrated lecture)

mode of delivery

in-class course

work placement(s)

not applicable