Assignment 2

set: 21 April 2017     due: 5 May 2017

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

You will present your findings in class on 5 May 2017.

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  
Trendpedia  
WhosTalkin  
 

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

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Mid Term Presentation

set: 18 March 2017                    due: 7 April 2017

The assessment for mid term will be in the form of a presentation.

You will select an organisation, and make a critique of its social media presence.

You will present at least one example of each social media platform being used.

Comment on whether it is possible to notice the move from traditional mass media towards a digital social platform.

Use PowerPoint or Prezi for the presentation.

You will have 20 minutes to present.

 

Prezi

Prezi presentation software

https://prezi.com/overview/

Prezi is an alternative to PowerPoint.

“Prezi gives you unprecedented visual storytelling power, combining the freedom of an open canvas with spatial dimension and motion to keep audiences engaged as you guide them through your message.”