An Introduction to Social Listening (F2F)

Date(s) - 06/07/2022 - 07/07/2022 All Day

Leeds Beckett University


Aim: To introduce researchers to the methodology of Social Listening.

Outcomes: On completion, research will:

  1. Understand the ethical implications of embarking on a Social Listening methodology.
  2. Understand how to undertake the methodology from an interpretivist perspective (qualitative).
  3. Understand how to undertake the methodology from a positivist perspective (quantitative).
Day 1:

  1. Introduction to social listening.
  2. The ethical issues associated with social listening.
  3. The legal issues associated with social listening.
  4. Social Listening: an interpretivist perspective.
    • Capturing data
    • Applying a summative content analysis approach.
    • Using NVivo 12 to analyse the data.
    • Utilising the Pareto Analysis to support the research.

Day 2:

5. Social Listening and social network analysis (a positivist perspective).

    • Capturing data (NodeXL)
    • Understanding social network analysis.
    • Presenting data using Gephi and NodeXL.
    • Measuring engagement: machine learning and advanced algorithms.
    • Testing the data using MANCOVA: SPSS.



How to apply

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