Measure Brand Buzz

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Measure Brand Buzz

This course is part of Digital Marketing Channel Foundations Specialization

Instructor: LearningMate

Included with

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1 module

Gain insight into a topic and learn the fundamentals.

Intermediate level

Recommended experience

1 hour to complete

Flexible schedule

Learn at your own pace

1 module

Gain insight into a topic and learn the fundamentals.

Intermediate level

Recommended experience

1 hour to complete

Flexible schedule

Learn at your own pace

What you'll learn

Measure brand awareness with quantitative and qualitative methods, using social listening to analyze and report brand conversations.

Details to know

Shareable certificate

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Build your subject-matter expertise

This course is part of the Digital Marketing Channel Foundations 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 is 1 module in this course

Go beyond likes and shares to truly understand what people are saying about your brand. Measuring Brand Buzz: From Social Listening to Strategic Insights is a practical, hands-on course for marketers who want to master the art and science of measuring brand awareness. In today's crowded digital landscape, understanding your brand's presence is everything. This course will teach you to distinguish between the "how many" of quantitative metrics like share of voice and the critical "what they're saying" of qualitative analysis.

You will learn not just the theory but also the application. Drawing lessons from iconic campaigns like Dove's "Real Beauty" and cautionary tales like Pepsi's Jenner ad, you'll see why tracking sentiment is non-negotiable. Using a step-by-step process, you'll apply social listening techniques, as major brands like Toyota do, to find and analyze real-time conversations. The course culminates in a hands-on lab where you'll capture and categorize live brand mentions from X (Twitter), creating a Brand Mention Snapshot that turns raw online buzz into actionable, strategic insight.

This module teaches learners how to measure what people think and say about a brand. It starts by explaining the foundational difference between quantitative metrics (the 'how many') and qualitative insights (the 'why'). Learners will explore real-world examples to see how brands track conversations for both crisis management and proactive product development. The module then provides hands-on practice in social listening, guiding learners to find, capture, and analyze real-time brand mentions, building a foundational skill for any modern marketing role.

What's included

3 videos2 readings2 assignments

3 videos Total 19 minutes

When Buzz Turns Bad: The Pepsi Ad Crisis 7 minutes
An Introduction to Social Listening 6 minutes
Finding Mentions: A Practical Guide to X (Twitter) Search 7 minutes

2 readings Total 16 minutes

The Two Sides of Buzz: Quantitative vs. Qualitative 8 minutes
From Insight to Innovation: How Top Brands Listen 8 minutes

2 assignments Total 35 minutes

Hands-On Learning: Your First Brand Mention Snapshot 20 minutes
Brand Mention Analysis & Submission 15 minutes

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Instructor

LearningMate

210 Courses 10,904 learners

Offered by

Coursera

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Frequently asked questions

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.

Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.