MEDI1022 Social Media & Emerging Technology
MEDI1022 Social Media &
Emerging Technology
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Final Individual Project: Web Traffic &
Social Media Analytics
Due Date: Monday, August 2nd by 11:59 PM ET
|
Purpose: To teach common web traffic analytics and social network analysis;
experience creating such reports. Method: Digital analytics tools; social
network analysis Method:
Digital analytics tools; social network analysis Notes: Group Assignment; We will do data analysis in class and jumpstart
the writing of your methods and results. |
Things You Will Learn: •
Intermediate research report writing •
Write a problem statement and research objective. •
How to use Google Analytics software. •
How to conduct social network analysis with Buffer •
How and why organizations do sentiment analysis, and their limitations. •
Writing Secondary Research
and Methods sections Interpreting Data |
Deliverables:
1.
Title Page: Use the template
provided in the “Course Resources” section in
Moddle.
2. Problem Overview: Includes problem statement, research objective
& research questions/hypotheses. See the guidelines on p.3 below “Info for
your Problem Overview”.
3.
Methods:
3/4 of a page
·
Please see the "Info for
your Methods" section at the bottom of
this document. You have 3 different data sources.)
Measurements:
To answer each RQ, what will/did you measure and what does that mean?
·
For example, how is sentiment
calculated? How is share of voice calculated?
Method of
Analysis: Provide an overview of what tools were used to perform the analysis.
4. Results: length: as needed
Organize by research question - the research questions are towards the bottom of this
document.
Use graphs
and/or charts and/or tables generated from your research to visualize every main finding. Provide a sentence or
two describing the result underneath that visual if needed.
Implications
& Recommendations:
This is where
you explain to your client your interpretation based on your analysis and what you recommend, they do to
improve. Here's how:
Based on your
results, what are 5 key takeaways or insights the client should know?
·
Be specific, citing examples
from your results to back up your statements.
Recommendations:
You'll need to
conduct independent research (such as course texts from this or past classes,
articles from this course outline or the social media class, independent articles) to support your reasoning to the
below questions:
•
Based on your findings, is the
client meeting their web traffic objectives? Provide evidence to support your
reasoning. In so doing, be sure to address:
o
What types of stories do you
recommend producing more of, given the data?
o
What locations both domestically
and abroad should the client consider targeting with future paid promotional efforts?
o
What social media platforms
should the client spend more effort on to
drive traffic to their site? Why?
What
recommendations do you have to this organization to engage in the Twitter
community?
o
What conversation clusters
should they be aware of?
o
Who are the influencers you
recommend engaging with?
o
Which persons could help the
organization bridge into different
clusters?
What other
recommendations do you have?
References: An alphabetic list of your references
Formatting:
We'll
use APA formatting in this class. Rely on the "APA Research Paper
Template" under the Course Resources tab, when writing your paper. You can
type directly into it.
When
citing, rely on the APA Quick Guide template for in text citations and
reference lists (also available under the Course Resources tab).
The
following is a guide to help you format your paper, you may use the following
as a structure
Info for your Problem
Overview
Problem or Opportunity: THE
CLIENT moved to an all-digital presence several years ago. As a result,
readership took a hit. The organization is aware that their website traffic can
be monitored, and that this information could help it create content that will
help grow and maintain readership. THE CLIENT is also aware that social media
network analysis can help them better identify their audience and its needs.
THE CLIENT wants
to know how their articles are performing, how people are finding its site, and
information about its visitors. THE CLIENT wants to use this information to
drive traffic to its website and identify topics that its audience cares about.
However, the organization does not have the staff or funding to do so. It has
thus turned to the MEDI1022 Agency for help.
Campaign Goals and Objectives: 1) To grow THE CLIENT'S online audience. T2) To better serve the
information needs of THE CLIENT'S audience.
Objectives for
the first quarter of this year (January through March):
1. To have stories filed in the "REDACTED" category
of THE CLIENT'S website be the majority of the 5 performing
5. articles on WEBSITE [desired outcome)
2.
To have at least 15% of
visitors to THE CLIENT'S website be return visitors. [desired outcome)
3. To have at least
15% of traffic to THE
CLIENT'S website be from outside
of the U.S. [desired
outcome)
4.
To have at least 20% of traffic
to the website come from social media. [desired outcome)
5.
To increase engagement with
Twitter communities to build credibility of the client as a social media education expert. [desired outcome)
Research Objective: The
purpose of this study is to perform a website and social media analytics audit
of INSERT CLIENT NAME [subject of study) in INSERT TIME PERIOD using Google
Analytics and social network analysis software [method) to understand INSERT
CLIENT’s NAME current web traffic and social media and provide insights and
recommendations for enhancing their website and social media presence [variable
of interest: too many to list here, you'll see them below) to meet their
campaign objectives.
Research Questions: (I provide
them below, you'll need to modify their text a little. I have organized them by
platform that we will use):
Google Analytics
(We'll go over in class, this resource can give you a good idea of reports: https://neilpatel.com/blog/expert-google-analytics-reports/ and https://snipcart.com/blog/google- analytics-reports-client)
1. What has the overall web traffic been like since the start of January?
2.
Are more Canadian
English-speaking people coming to the website from a desktop, a tablet, or a mobile
device?
3.
How do the mobile
and desktop sites
compare in terms of bounce rate, pages/
session, and average session duration?
4. For the top three cities the traffic is coming from, what are the
total number of users, total number of new users, number of sessions, bounce
rate, and average session duration?
5. What countries does the client have a growing audience in and may
want to consider advertising in
outside of the United States?
6. How is the client performing in terms of driving returning visitors
to its website?
7.
In order of most to least, how are the different
channels performing in terms of driving users
to the website?
8. Which sources/ mediums are producing the lowest bounce rate for our site?
9.
What are the best performing
and worst performing social networks in terms of website sessions?
10.
What website page (URL from the website) received
the highest number of sessions from what social network with the highest average session duration?
11. What pages get the highest page views?
12.
What search terms are driving
the top 25% of traffic to the website?
Social Network Analysis Data: We'll go over in class.
Depending on
what your networks are, you'll need to choose from the RQs below. Choose all
that are appropriate.
Feel free to
create your own. Discard the rest.
For networks
that analyze hashtags or search terms:
1. What users are popular (i.e. have high in-degree) in
this network and how often is each popular account
1.
mentioned?
2.
Which influencers are hub influencers?
3. Which influencers are bridge influencers?
4. What users mention others or RT others a lot in this network (i.e.,
have high out-degree)?
5.
What unique clusters exist in
this network?
6. For networks analyzing mentions of your client
1. What 3 Twitter accounts mention your client the most? How often does
each mention your client (i.e., how
many out-degree from those accounts to your
client)?
2. What clusters are talking about your client?
Info for your Methods Data -where your data was obtained from:
Note,
your data is not all necessarily from the same time period. So, it is important
to note the dates the data is from for each of the below.
Google
Analytics data is collected through Google Analytics on the client's website.
Be sure to report the date range.
Social Network Analysis Data: The social network analysis Tweets
will come from your choice of either Tweets within a 5km radius of a location,
or mentioning a hashtag, keyword, or Twitter account (You'll set this up in
Buffer when you create your account). The time period will depend on your
parameters. Be sure to record them.
Methods of analysis:
1.
Client Social Media Profile
& Engagement Analysis
a. We'll use Pivot Tables to explore your client's posts on social
media and analyze their overall engagement. For example, we'll determine the
top posts your client has made that
have gotten the most likes.
2. Analyzing Trends:
a. We'll use Buffer (https://buffer.com/pricing/publish) and
analyze the conversation
surrounding your brand.
3. Social Network Analysis
a. We'll use Buffer (https://buffer.com/pricing/publish) to build
social networks and analyze them.
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