Reference no: EM132909104

DATA4500 Social Media Analytics - Kaplan Business School

Group and Individual Case Study

Assessment Description

You have been engaged as the social media campaign manager for Joe Biden or Donald Trump (your choice)in October 2020. These are the two candidates for US president in the 2020 election.

Activity 1: Group Case Study
• Students will need to qualitative and quantitative analysis. Please make sure you have access to excel.
• Students will form groups of 4 - 5 members before Week 12 (or are assigned to groups at the start of week 12).
• At the beginning of class in Week 12 the lecturer will distribute a case study instructions document and accompanying data file to each group.
• Questions will be based on Weeks 5 - 11 inclusive.
• The assessment is open book.
• Students will be given 1.5 hours to complete the questions in their group.
• You must then submit your group responses via Turnitin and include the name and student ID of your group members at the top of the page.

Activity 2: Individual Case Study
• At the beginning of class in Week 12 the lecturer will distribute individual questions to all students
• Questions will be based on Weeks 5 - 11 inclusive.
• The assessment is open book.
• Theoretical and calculation concepts discussed in workshops are examinable.
• To prepare for this assessment, make sure you COMPLETE workshop questions in weeks 5 - 11 inclusive.
• Students will be given 1 hour to complete the questions individually.
• You must complete these questions in class and on camera
• You must then submit your individual responses via Turnitin.

Activity 2: Individual Case

Q1: Sentiment Analysis (200 words)

Using examples from the articles above, and the sentiment analysis lectures, discuss how sentiment analysis can give your candidate's election campaign a competitive edge.

Discuss how sentiment analysis can be used to support your candidate's campaign and undermine your opponent's campaign.

Q2: Data / Insights Mining 200 words)

Using examples from the articles above, and the insights mining lectures, discuss how data and insights mining can give your candidate's election campaign a competitive edge.

Discuss how data and insights mining can help to identify trends and characteristics that may escape the attention and awareness of human analysts.

Q3: Ethics (200 words)

Your firm has been engaged to develop a tweet-bot for your client - either Hillary or Trump. The tweet bot will data mine tweets associated with your candidate, their opponent and everyone else who engages with these people in the form of likes, mentions, retweets and replies.

The tweet bot will then use natural language processing and latent semantic analysis to learn the way your candidate ‘speaks'. Once trained, the tweet bot will tweet on your client's behalf so that it sounds like the tweet came from the candidate.

Discuss the ethical considerations involved in the development of this bot. Your response need to address the Laws of Robotics outlined in the Appendix (see last page)

Attachment:- Social Media Analytics.rar