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

Understanding basic social media analytics strategies and web marketing analytics strategies

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
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

Tweets by Apple

Samsung

Tweets by 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

Tweets by McDonalds

Starbucks

Tweets by Starbucks

Nike

Tweets by Nike

H&M

Tweets by hm

 

Part 1: Understanding basic social media KPIs using your own Twitter account

Step 1 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 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.