Mechanics of Search & Social Media Strategies

The aim of this module is to present the student with the technical background necessary to understand how to effectively develop forward-thinking strategies to analyze personal and online data to develop enhanced information access, support and communication strategies. The module will firstly explain the basics of digital marketing, giving an overview of marketing strategies and the methods used to communicate effectively with the individual online. Following that the module will (building upon previous modules) provide a through grounding in the mechanics of how information access systems operate and how to use this knowledge to design effective communication strategies. The module will then explore how to mine knowledge from individual data to support next-generation content search, recommendation and personalization. Then the module will consider design issues specifically related to online communication with the individual, including Human-Computer Interaction, methodologies to ensure a designed artifact is effective, easy to use and attractive and optimizing website layout and structure. New devices and methods will be considered here also. In addition, current generation social media communication strategies are covered including strategies and tools for effective digital communication. The final section of the module explores how to effectively track performance of all aspects of digital marketing and communications strategy and how to optimize such a strategy. The student will finish the course with a solid understanding of personal data, search and utilizing this information to communicate with the individual.