Objective: Understanding basic social media analytics strategies and web marketing analytics strategies
Learning Outcomes:
Understand basic Twitter KPIs
Perform a manual sentiment analysis of a Twitter stream
Develop rules for classifying a message as positive or negative
Explain the problems and issues by accurately describing the sentiment within the text
Understand how web analytics may help brands improve their web marketing performance
Please visit two well-known brands for the following three parts of the discussion. Ideally, these two brands will be direct competitors. You can choose any brands, but if you need some ideas:
Apple
Samsung
Patagonia
https://twitter.com/patagoniaLinks to an external site.Links to an external site.
LL Bean
https://twitter.com/LLBeanLinks to an external site.Links to an external site.
McDonalds
Starbucks
Nike
H&M
Part 1: Understanding basic social media KPIs using your own Twitter account
Step 1 Please refer to the Twitter accounts of one of your favorite brands and one of its top competitors and capture a Tweet that receives the highest number of likes, retweets, or comments from each one of these Twitter accounts. Post a 50-word note to explain some strategies these brands uses to boost social media engagement. Please make sure to back your arguments with external sources (references).
Step 2 Please respond to one of your peers about his or her original discussion.
Ref: Virgillito (2019). Oberlo. HOW TO USE TWITTER ANALYTICS TO IMPROVE YOUR ENGAGEMENT. https://www.oberlo.com/blog/twitter-analyticsLinks to an external site.Links to an external site.
Part 2: Differentiating between positive and negative sentiment in text
1) Below are some simple examples of positive Tweets, neutral tweets, and negative Tweets. Using a -5 to +5 Likert scale, how many points would you assign to each of the following text document? Please offer your choices by taking the Google Survey below: https://docs.google.com/forms/d/e/1FAIpQLSf3yUXN4d01HJQELw1TwiK0o7v8E89UNYfCLR9BJoF8xwbuHQ/viewform?usp=sf_linkLinks to an external site.Links to an external site.
You may also read the following article in the reference or review the cloud recordings in case you do not know how to get started.
This is the best hotel ever.
I’m on Grand Rapids, MI this week, and I’m so so happy with my room, the front desk service, and the in-house restaurant. I thought nothing could beat the food in Dallas, but the walleye, combined with the wonderful service of Devon, the bartender (thank you for the suggestion of Michigan gin!) has calmed the insanity that came from driving over from East Lansing. Thank you, again!
I have to say I just had the worst experience with one of their hotels ever. I will definitely be finding another group of hotels to stay with for all of our future stays. Worst hotel experience and customer service ever.
2) Please visit the Twitter pages for these two brands.
3) Within feed, click on a few tweets and read the replies.
4) Find three examples of positive tweets, three examples of negative tweets, and three examples of neutral tweets (neither positive nor negative). Write them down in three lists and past them to the Discussion Forum.
5) Classify each Tweet or response as either positive, negative, or neutral.
6) This step involves posting a 50-100-word note to the discussion forum. Make a note of why you classified them as positive, negative, or neutral, and post the note in the discussion forum. How would you explain to someone how to classify tweets? Would you trust any automatic methods for classifying text data for business insights? Why or why not? Please make sure to back your arguments with external sources.
7) Please respond to one of your peers about his or her original discussion.
Ref: What is sentiment analysis and how can users leverage it? https://www.qualtrics.com/experience-management/research/sentiment-analysis/Links to an external site.
Part 3. Using Moz SEO to analyze SEO metrics
You will be using Moz’s link explorer to examine some SEO metrics that are critical to a website’s success. Please use the same two brands for this part of the discussion.
Open Moz’s Link Research and BackLink Checker directly at (https://moz.com/link-explorer).
Copy the website URL and paste it into the link search bar.
Press the “Get free link data”. On the first attempt, you will be prompted to create a free account*. Please use your university email for this exercise.
You will be directed to the metrics page from Moz’s link explorer page where you will find the following four types of SEO metrics.
Collect the domain authority, linking domains, inbound links, and ranking keyword metrics for two competing brands and enter it in the corresponding worksheet (Moz data) of the Google sheet.
Once completed, take a screenshot of your data entry.
Explain how the brands/companies you referred to in this discussion may improve its web marketing/online branding strategy using insights (domain authority, linking domains, inbound links, and ranking keyword metrics) collected from Moz?
