Part 1: Choose a brand
First, choose a brand that you’re interested in to focus on for your analysis. Ideally (and to make your job easier), the brand should be running a current social media campaign focusing on spring, Valentine’s day, or some other timely and short term concept. This project will not work if you focus on a brand with no current activity.
Part 2: Baseline collection
Next, use Netalytics (see Mini Project 1 Data for details and resources) to conduct an initial campaign analysis. Make use of as many of Netalytic’s tools as you can to get a comprehensive view of the campaign as it stands today. Be sure to save all of your charts, findings etc. You’ll need them later.
Part 3: Ongoing collection
Third, use IFTTT (Links to an external site.)Links to an external site. (or another archiving and analysis tool of your choosing) to collect any kind of data that you can about the brand, its products, hashtag uses, keywords etc. You’ll want to run this collection for at least five days, perhaps longer.
Part 4: Follow up collection and analysis
Go back to Netalytics and conduct identical analysis to step 2. Now that some time has passed since your initial baseline collection, you should see some differences in the ways that the campaign is spreading. Is it slowing down? Speeding up? Has the message changed? How do your initial baseline findings differ from these follow-up findings? Is there data in your ongoing collection that explains these changes or provides examples? These could include an increase/decrease in the rate of engagement, changes in the way the brand or consumers are engaging etc.
Your final project submission should include:
- A description of the brand you chose and why
- A description of the campaign you’ve analyzed
- Findings from your baseline collection: describe what you see in general terms and include any graphs that are useful to illustrate
- What types of ongoing collection you chose and a general description of what you were able to collect
- Findings from your follow up collection
- Analysis such as answers to the questions listed above in Part 4
