Assignment 4 – Sentiment Analysis

With reference to Chapter 9 of Tuten, we are going to perform Sentiment Analysis for this final assignment.

Pick a major brand you like with a large social footprint and monitor it across at least seven of these tools or others for a week. Observe differences and similarities between the tools you’ve chosen.

Brand: e.g., McDonalds    

Social monitoring tools
Posts (representative of the channel sampling)
Observations, thoughts
e.g., Hashtags e.g., “I’m craving #McDonaldsFries” e.g., For the most part these are favorable, fan posts and brand-generated posts
Twitter Search   e.g., Same results as previous tool
Same Point    


Take this exercise a step further by capturing and documenting your research across the four questions of the social media monitoring process

Keyword: e.g., McDonaldsFries    
Social monitoring questions Answers Observations & Thoughts
1. How many times was the search term found?    
2. When was the search term found?    
3. Where was the search term found? e.g., Twitter  
4. Who mentioned the search term? e.g., @McDonaldsFan  


Again taking the same brand you used previously, gather consumer posts reflecting changes in sentiment. Positive and negative sentiment are easy to interpret. Find sample posts of each of these as well as ambivalent posts.  How common do you think similar ambivalent posts are? How do you interpret them for the most part from the brand’s perspective?

Tool used Positive sample consumer posts Negative sample consumer posts Ambivelent consumer posts Thoughts & observations
e.g., HashTags e.g., “I’m craving #McDonaldsFries” e.g., “Just got #McDonaldsFries & they were too greasy!” e.g., “Anyone want my free coupon for #McDonaldsFries?” e.g., I believe the ambivelent posts are just everyday people saying what they feel and its fine. People aren’t always going to have extreme feelings toward a brand. At some point brands become part of everyday life, including the “ho-hum” moments.




Assignment 3 Social Media for Strategic Management

set: 21 April 2016                  due: 6 May 2016

Read the following articles:

S1877-6361%282013%290000011010 Social Media as a Strategic Tool: Going Beyond the Obvious

S1877-6361%282013%290000011012 Social Media in Strategic Management

Do you agree that the social media are now at the center of all marketing and
communication activities of an organisation?

Is it possible for a modern company to survive without using social media?

Can social media play any part in the planning life cycle of strategic management?

Type up your answer into a digital document and send by email to your instructor at







Report on social media

Social Media Report for MARK526 Social Media Marketing

set: 19 April 2016                        due: 3 May 2016


Create a short report on your favourite social media, indicating why it is your favourite media, and how it can be used in modern social media marketing. Do you think your choice of media shows anything about your personality?

Describe how it can be used in social media marketing, indicating the types of campaign it is most suitable for.

Give a real life example of this social media in action in a current or recent social media marketing campaign.

Put your answer as a post in your class blog. Post the URL of your blog post to the comments section below.


How To Prepare for a Pitch

I like pitching. Working as a freelance marketing consultant, I spend a big chunk of my time in advertising agencies securing new business and building client relationships. I really enjoy the buzz that comes with giving the presentation, but it wasn’t always this way. Here are my insider tips to help settle your nerves and set you up for success.

Believe what you pitch

Since you’re here, I’m going to assume that you have a genuine passion for your business idea, product, or service and you’re convinced that it’s the best for the job. If so – that’s half the battle won. Real belief and enthusiasm will outshine everything you say, write, and do. And that will impress your potential clients.

Similarly, you need to know what your business stands for and be able to get people excited about it—quickly. I suggest having an ‘elevator pitch’ ready. This may feel a bit robotic at first, but it does pay to write a paragraph or some bullet points on what makes you and your product or service different. What you say impacts what someone thinks of your business, so don’t waffle and use natural, everyday language.

Know your sector

To truly differentiate yourself, you need to know what your competition is up to. Get up to speed with the trends and developments in your industry. This means being vocal and active in all the relevant channels as a matter of course – going to events, subscribing to (and reading) industry publications, and keeping abreast of social media, to name a few.

Prove your mettle

Before you invite people to hear your pitch, make sure your credentials are in order. Write a case study at the end of every completed project, comprising what, when, where, why, and how you delivered it. Ask your satisfied clients for references too. If you’ve yet to have a paid client of your own, don’t worry – any relevant experience either under previous employers or unpaid work still counts. If you haven’t been doing this, I’d say start now. I have often struggled to pull together relevant examples of my work in a last-minute panic, and believe me, you don’t need the extra pressure when you’re facing a pitch.

Research (and get in the client’s head)

So you’ve got your credentials sorted, you are completely clued up on the market, and can explain exactly why your business is the best at what it does. And now you’ve been asked to meet a potential client. What next? Naturally, you’ll need to do a ton of research—mainly, you’ll need to understand what makes them tick and which of their problems you are going to help solve. How are they performing in the market? What were their biggest successes? What are their biggest challenges? What are they like as people? Alexi Vasiliou, owner and manager of, says: “I would say that knowing your client and speaking their language is the key to a successful pitch. People buy from people they like.”

The pitch itself

Always remember: the meeting is about your client and the solution you’re providing to their problem. Constantly ask yourself whether you’ve done what the brief asked for and whether you’ve provided a clear and interesting set of solutions to help your potential client. And of course, you need to set aside plenty of time to rehearse properly. That means practice in front of other people, on your own, in front of a mirror, and with a timer.

On a practical note, make sure the technical setup of the room is prepared for you, or request to get there early to set it up yourself. Make sure you’ve tested the device you’re presenting from and see if it connects with the screen in the room, and if the audio will reach everyone in the room. You don’t want to end up presenting via the medium of interpretive mime. (I have tried this and although it was fun, it didn’t work).

On another practical note, make sure you’ve got a bottle of water, gum or breath freshener, and some tissues handy in case you get dry-mouthed or runny-nosed when you’re nervous—like me.

The final touch

Without a doubt you’ll have a fresh bunch of slick business cards to leave with each person.  Also, think about what else you’ll leave behind after your presentation, especially if you covered a lot of information. A one-page executive summary printed on your letterhead, to accompany a bound copy of your fully annotated presentation will ensure you’re not forgotten.

Remember, the more you pitch, the more comfortable you’ll become! Good luck, and please share your comments and any other tips we may have missed!

Written by Katrina Vines


Feedback on Mid Term Presentations in Social Media Marketing


All presentations have passed and scored highly.

  • All students selected a good choice of media for the product or service.
  • Everyone did an excellent SWOT analysis.
  • There was also a consensus of opinion on the role of ethics and valuing people.

Improvements could have been made by:

  • concentrating on the Guerilla marketing part of the assignment
  • Cutting down the length in terms of words and slides
  • creating more colourful and stylish slides
  • not repeating theory
  • giving analysis
  • not creating a business plan




Google+ Create for promotion of some user accounts

Google+ has launched a new program called “Create” that puts makers, artists, influencers and experts in their field in front of a bigger audience. If you’ll recall, Mountain View redesigned its social network last year to focus on Communities and Collections. Communities are a place where people can share posts revolving around their interests, while Collections is a feature that collates a user’s posts that focus on a single topic.

The Create program seeks to find and promote the platform’s most active users who make their own content. Say, chefs who post their own recipes, photographers who share their own pictures, explorers who document their journeys or astrophysicists who can explain what gravitational wavesare. Google product manager Daniel Raynaud told TechCrunch that they’re “looking for people who have both a passion for their subject, and also put great effort and craft into their posts.” He added that the G+ team’s goal is to “continually evolve the program to accommodate participants around the world, that represent varying interests and passions.”

Google will screen anyone interested in being a part of the program. Those who get approved will go though profile verification. Their collections will also be featured from time to time, and they’ll get to test upcoming G+ features before anyone else. If you’re interested in leveraging the platform to drum up interest in your craft, check out the current list of Create members to know what kind of users the program’s accepting.

[from Mariella Moongoogle plus]

Get your Google+ Create account now!