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)||
|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|
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.|
NOTES: SENTIMENT ANALYSIS