Social Media Metrics & Analytics

**For more details, refer to file: MKT365 – Social Media Metrics amp Analytics – 1.pdf (for formating & Section A)

Question 1
TikTok (https://www.tiktok.com/en/) is a short-form video hosting service. It hosts a variety of user-submitted videos, from content such as pranks, stunts, tricks, jokes and dance, with durations from 15 seconds to ten minutes. TikTok is the fastest-growing social media platform we’ve seen thus far, reaching 1 billion users in September 2021, a record five years since its worldwide launch in 2016. For comparison, it took eight years for both Facebook and Instagram to hit that milestone. So more and more companies are interested in using TikTok to promote new products and services. Imagine that you are helping Sumsung company to evaluate the market of a new folding phone named Galaxy Z fold 4 and promote this new folding phone on the TikTok platform. You would like to use social media analysis to help with the product promotion. You are required to build up the online presence using the short-form video content that engages your audience and helps show off your business offerings. You are also required to give sentiment and emotion analysis on this new product.

Question 1a (7 marks)
One of objectives in this task is to use social media data and techniques to engage your audience, and then evaluate the sentiment and emotions on this new product. Discuss and categorise the information that should be collected for constructing appropriate datasets (through extracting and processing social media content) to help you achieve this objective.
(Please use screenshots of examples to demonstrate the answers and keep your answer within 100 words.)

Question 1b (6 marks)
Formulate at least two (2) appropriate social media metrics for the objectives in Questions 1a.
(Please keep your answer within 100 words.)

Question 1c (9 marks)
Illustrate at least three (3) challenges in leveraging social data in TikTok to achieve the objectives.
(Please keep your answer within 150 words. Remember to contextualise your answer to the case scenario.)

Question 1d (18 marks)
The company does not only want to know overall sentiment of public feedback data on their new folding phone but also a very detailed sentiment analysis that can improve the specific aspects of this new product. Recommend a suitable approach for Samsung company and discuss how it helps to achieve this objective.
(Please keep your answer within 200 words.)

Question 2
The TikTok users in an implicit community might not explicitly acknowledge they are a part of the community. They only share a few common interests or they are following the same influencers onTikTok.

Question 2a (10 marks)
Suggest and apply machine learning methods to identify TikTok user groups among a large base of users based on features and conditions that differentiate sample users from one another.
(Please keep your answer within 300 words.)

Question 2b (15 marks)
Identify at least three challenges in the proposed machine learning methods and discuss the solutions to overcome them.
(Please keep your answer within 300 words.)

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