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Online Influence and Persuasion

Online Influence and Persuasion

This course is part of Social Media Analytics Specialization

Instructor: Ian McCulloh

Included with

Learn more

5 modules

Gain insight into a topic and learn the fundamentals.

Intermediate level

Recommended experience

2 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

5 modules

Gain insight into a topic and learn the fundamentals.

Intermediate level

Recommended experience

2 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

What you'll learn

Understand the foundations of social media analytics and its impact on organizational behavior.
Explore theories of online influence, including the role of misinformation and platform manipulation.
Examine how cognitive biases shape beliefs and behaviors within social media networks.
Acquire hands-on skills in managing social media data using APIs for comprehensive analysis.

Skills you'll gain

Tools you'll learn

Application Programming Interface (API)

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

12 assignments

Taught in English

91%

of learners achieved a positive career outcome

See how employees at top companies are mastering in-demand skills

Learn more about Coursera for Business

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Build your subject-matter expertise

This course is part of the Social Media Analytics Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 5 modules in this course

In the "Online Influence and Persuasion" course, learners will explore the intricate dynamics of social media through the lens of Social Network Analysis (SNA). This course is designed to equip you with essential skills to analyze how social media influences behaviors, perceptions, and organizational structures. By mastering key SNA measures and clustering techniques, you will uncover valuable insights into network subgroups and social forces.

What sets this course apart is its comprehensive approach to understanding online influence, including the neurobiological aspects of social media addiction and the interplay between misinformation and persuasion. You will gain hands-on experience managing social media data through APIs, enabling you to extract, transform, and analyze data effectively. By the end of this course, you will not only understand the theoretical foundations of online influence and persuasion but also acquire practical skills that can be applied in various contexts, from marketing to behavioral research. This unique combination of theory and practice will prepare you to navigate the complexities of the digital landscape and make data-driven decisions that can enhance organizational effectiveness.

Module details

In this course, you will explore the practical applications of machine learning through hands-on modules covering data pre-processing, feature extraction, model evaluation, and supervised learning techniques. You will delve into specialized topics such as computer vision and learn to implement and assess various machine learning models. This course combines theoretical insights with practical lab activities to equip you with essential skills in applied machine learning.

What's included

1 reading1 plugin

In this module, you will delve into Social Network Analysis (SNA), mastering the calculation of key SNA measures and understanding their significance in organizational behavior. You will also learn to cluster network subgroups to uncover structural insights. You will explore statistical tests tailored for analyzing social forces within networks, equipping you to interpret and apply SNA findings effectively in various contexts.

What's included

4 videos3 readings3 assignments

4 videosTotal 85 minutes

Social Media Analytics Introduction28 minutes
Definition 3 minutes
Trends and Statistics22 minutes
Information Warfare31 minutes

3 readingsTotal 100 minutes

Reading References30 minutes
Reading References30 minutes
Self-Reflective Reading: Challenges and Opportunities in Social Media Analytics40 minutes

3 assignmentsTotal 90 minutes

Social Media Analytics Introduction60 minutes
Understanding Social Media Analytics15 minutes
Exploring Social Media Analytics and Information Warfare15 minutes

In this module, you will delve into Online Influence and Persuasion, exploring the complexities of social media dynamics. You will understand the counter-intuitive nature of influence and the interplay between disinformation, misinformation, malinformation, and propaganda. You will gain insights into social media addiction from a neurobiological perspective and examine common theories of influence and persuasion, moderated within online contexts. Additionally, you will explore platform manipulation and the role of recommender systems in shaping online behaviors and perceptions.

What's included

5 videos4 readings3 assignments

5 videosTotal 127 minutes

Online Influence and Persuasion27 minutes
Boomerang and Rumor Correction23 minutes
Social Neuroscience26 minutes
Narrative Transport27 minutes
Platform Manipulation and Interventions24 minutes

4 readingsTotal 140 minutes

Reading References20 minutes
Misinformation Overview60 minutes
Reading References20 minutes
Self-Reflective Reading: Echo Chambers, Boomerang Effects, and Fake News40 minutes

3 assignmentsTotal 90 minutes

Online Influence and Persuasion60 minutes
Understanding Social Media Influence Dynamics18 minutes
Theories and Strategies in Online Persuasion12 minutes

In this module, you will explore the dynamics of influence, network conformity, and cognitive biases in online environments. You will also understand how network conformity shapes beliefs and behaviors and examine the phenomenon of majority illusion. You will also explore the neural basis of persuasion and the impact of cognitive biases on online interactions, equipping you with insights into combating disinformation and promoting critical thinking in digital spaces.

What's included

4 videos4 readings3 assignments

4 videosTotal 57 minutes

Influence and Rumor Correction12 minutes
Network Conformity14 minutes
Neural Basis of Persuasion6 minutes
Disinformation25 minutes

4 readingsTotal 120 minutes

Reading References30 minutes
Reading References10 minutes
Self-Reflective Reading: Social Networks Influence40 minutes
Self-Reflective Reading: Social Media, Misinformation, and Democracy40 minutes

3 assignmentsTotal 90 minutes

Network Conformity and Fake News 60 minutes
Understanding Network Conformity15 minutes
Cognitive Biases in Online Behavior15 minutes

In this module, you will gain practical expertise in managing social media data through APIs (Application Programming Interfaces). You will learn to extract, transform, and load data from various platforms for comprehensive analysis, integrating external data sources to enrich your analytical capabilities and insights.