Social Media Analytics Assessment: Concepts, Technologies, and Applications

Demonstrating Competencies in Social Media Analytics

This assessment is designed to demonstrate a student’s completion of the following :

1.Demonstrate an understanding of concepts underlying social media analytics and be able to apply them appropriately in business settings;

2.Critically evaluate and implement specialist technologies to harvest, analyse and visualise “social data” from individuals to corporate perspectives;

3.Synthesise and apply social analytics and appropriate techniques on social information;

4.Critically evaluate, design, prototype and implement social media applications and visualization for business story telling.

The Cardiff Met EDGE supports students in graduating with the knowledge, skills, and attributes that allow them to contribute positively and effectively to the communities in which they live and work.

This module assessment provides opportunities for students to demonstrate development of the following EDGE Competencies:

Critical understanding of the importance of ethical, social, cultural and legal agenda in social media analytics.

Advanced digital skills for the Fourth industrial revolution: social big data harvesting, visualisation and business story telling.   

International horizon and benchmarking for social media analytics corporate specialist software (Tableau) and Python programming knowledge. The assessment involves creating online Tableau visualisations on Tableau’s cloud system to be shared to the world and as a continued portfolio for students.

Use students’ creativity to solve business and/ or public problems, spot social media entrepreneurship opportunities. The Dragons’ Den assessment is aimed to develop entrepreneurial characteristics.  

Assessment Requirements / Tasks (include all guidance notes)

Assessment Components

There are TWO assessment components you must complete for this module with a combined total of 100% weighing.  The separate components weigh as follows:

1.Part One: Presentation (PRES1) - 20% weighting

2.Part Two: Written paper on practical project (WRIT1)

Part 1 (PRES1): Three Minutes Presentation slides

Presentation slides for the summary of key visualisations with brief explanations – You will be required to discuss the results obtained using the visualisations with slides not more than 3 minutes

You will specifically be required to present the:

• Aims and objectives of your proposed social media analytics for business
• The project background (current problem statements, project motivation and etc.)
• Your initial design of how your social media analytics research project for business will be conducted
• Discussion on the initial results and visualisation obtained (if applicable).
• The proposed project scope, initial designs and any work-in-progress (i.e. third-party tools / APIs / code demo can also be presented)
• Importantly, the “so what” insights of the business story telling must be presented  - i.e. the value for money of your business pitch!

The subject of the social data scrapping and the results analysed are left for the student to choose.  For examples (not limited to):  

• You could scrap for keywords related to some business data, e.g. Cardiff University or any company of your choice on its product review website and look for customers’ experiences, product reviews and/or customers views analytics
• You could scrap for keywords related to some public data, i.e. Costa Coffee, University of South Wales or any company of your choice on Twitter and look for public perceptions, market trends or brand monitoring.
• You could scrap data trends on a social media, i.e. Twitter, over time, and then tell a business story out of the analysed data and visualisation, pretending you are a Social Media Manager of Cardiff Metropolitan University.
• Social media analytics topic of your own choice, e.g. the company you worked for.

Please ensure you discuss your topic with your tutor in the studio/seminar as early as possible before you begin working on it.

Part 2 (WRIT1). Written Research Paper weighting due in Week 11

You are required to write a  (with 10% over/under) research paper based on your practical project for this module. The paper should contain rigorous evidence and references from the primary and secondary data collection you undertook and the analysis and findings of your practical project proposed from Part 1 - PRES1.   

Rationale

As part of practical project in this module and learnt from the weekly studios, you will be harvesting a suitable dataset using the relevant tools, i.e. Tableau, Python, Facebook or Twitter API or third party Tool(s) and extracting relevant information from the results, as proposed in your Part 1 Business Pitch.  

Therefore, you should start your paper with the motivation or rationale of your research, especially the business aim of your project. The design and approach of your project such as the reasons for the choice of social web harvesting, scope for strategic or tactical decision making, business values, public interest, marketing campaign, product reviews, branding and marketing, customers’ preferences or other etc.

You need to disuss your research into suitable tools and/ or APIs and the justification for your choice.  Based on this, you should then document the design of your project and show clearly how your research project communicates with any third-party service or API.

You should discuss the results with necessary business or social implications and relate that back to the motivation or rationale of your project. Visualisation is very important, so the report should also contain suitable visualisations for your business storytelling out of the social data you collected.

In addition, project limitations and recommendations are desirable.

You are encouraged to compare various technical tools and techniques to demonstrate the social media analytics skills you have learnt.  

You can implement your social web harvesting research project using any suitable language / technology / third-party tools you see fit.  You can hard-code queries or you can provide a suitable front-end where users can enter search keywords. In addition, you can show the results in any suitable form, e.g. tables, various forms of innovative graphs or information overlaid on a map.