Beyond Packaged Analytics: Conducting Custom Engagement Analyses

Holly Syrdal


Holly Syrdal is a researcher and teacher of marketing with a passion for developing and disseminating knowledge, collaborating with businesses and non-profit organizations, and positively impacting lives. She is an assistant professor of marketing at Texas State University in San Marcos, TX, where she teaches digital marketing, social media marketing, marketing research, and promotion strategy in face-to-face, online, and hy-flex formats. Her research interests include social media engagement, influencer marketing, and storytelling. Before joining the faculty at Texas State, Holly earned her Ph.D. in marketing from the University of Texas at Arlington and taught at Southeastern Louisiana University and the University of Southern Mississippi. Before pursuing her Ph.D., Holly gained business experience in B2B and B2C environments, working as the marketing coordinator for the largest coffee service company in the U.S. and as a graphic designer in the marketing department of a regional health care provider. Holly is originally from New Orleans and enjoys spending time with her husband and daughter exploring the Austin area where they currently live in addition to traveling and playing with her three rescue dogs.


Learn how to go beyond the basic analytics provided by social media platforms like Facebook and Twitter by doing your own customized analysis of a brand’s or organization’s social media engagement data. Then, turn your knowledge into hands-on activities that make great in-class exercises for a variety of marketing courses, including social media marketing and marketing research. Examples and assignment materials ready for immediate use will be provided.