Reference no: EM133629136

Social Media Analytics

Assessment - Report: Influencers and Social Media Markers

Assessment - Video recording and Individual report

Assessment Description

You are the Digital Marketing Officer in charge of picking a social media influencer to lead an extensive campaign as the face of your organization, which will be assigned to you by your facilitator.

As part of your research and decision-making process, you must gather and analyse more than just average likes and comments per post.
Some of the statistics you will need to gather and assess are (only as an example):
Follower reach.
Audience type (real people, influencers, and non-engaging).
Demographics.
Likes to comments ratio.
Brand mentions.
Engagement rates for social media accounts.
How data into competitors' use of influencers can be measured to generate insights.

Note: Chosen the influencer
1) Lewis Hamilton
2) any instagramer / blogger

Assessment Instructions
You have been asked to write a report on your options and choice, the criteria you used, and any tool that will support your work in the future.
Some of the information you are expected to cover in your report is:
What is the audience-type composition?
What is an engagement rate, and how should advertisers treat this statistic?
When is an engagement considered an authentic engagement?
Why should we care about the followings of followers?
How does our influencer ROI compare against that of our competitors?

Your report should include the following:

Cover.
Table of Contents (see template).
Executive Summary (3-4 paragraphs).
Introduction.
A section discussing social media analytics and its value to the business.
A section on the role of the techniques taught in class, like sentiment analysis, competitive analysis, data mining, and influencer analysis.
A section on how social media analytics was used to choose the influencer you recommend.
A section recommending how your choice of influencer will be used as part of the organization's marketing strategy.
At least ten references in Harvard format (pick an additional five on your own besides five from the list below).

Video recording:
By the end of Week 8, you should record a 2-minute video discussing:
What progress you have made so far on your written report,
What hurdles you are still facing, and on which aspects of the report, you are still to overcome.
You also need to provide two specific examples from your report draft of the above.