CIS7029 The Study of Social Media Analytics for Business in the Arts, Entertainment and Recreation Industry: Social Media Analytics for Business Assignment

Assessment title

The Study of Social Media Analytics for Business in the Arts, Entertainment and Recreation Industry

Task/assessment brief:

There are TWO sections on the assessment. You must attempt ALL sections. The total mark for all sections is 100 marks.

SECTION ONE: 

The selected topic should revolve around the Social Media Analytics of a business, focusing on a specific organisation within the mentioned sector in the title. The student can choose either a single organisation, compare two organisations within the sector, or the same international
organisation in two different countries. Please find the nature of business for the Arts, Entertainment, and Recreation Industry from https://resources.companieshouse.gov.uk/sic/. Each student has the freedom to select a topic related to social data scraping, results
visualisation, content analysis, and discussion. For examples (and not limited to):

▪ You have the option to scrape keywords relating to some social data, i.e. an international company of your choice, e.g. the Cardiff National Museum may be seeking public experiences or opinions regarding its site services.

▪ You can scrap for keywords related to public data about the chosen sector on Tripadvisor, e.g. Universal Studios in Hollywood US, your favourite library in the world, a zoo or a botanical garden of a specific country, or a sports club of your choice and look for public perceptions, social media presence, content analysis, market trends or brand monitoring.

▪ You also have the option to collect the overall sentiment towards an international brand or a global company such as National Geographic, a scientific and educational company you have worked for, and provide data analytics and visualisations for business storytelling.

▪ Any social media analytics topic of your own choice (within or beyond the said sector), e.g. you can explore the insights of social data based on your work experiences with the company you are associated with. However, you MUST get consent from the selected company and communicate your original idea with your workshop tutor to secure an endorsement for suggesting a topic outside the preferred business sector. 

SECTION TWO:

In this section, you must provide a reflection on your feedback from your previous submission and how you have responded to this within your project. You can use the following questions as guideline to write the reflective statement.

▪ How are you linking what you learn in the current project to what you already know and understand from the preceding project?

▪ Did you try something new? Or did you change your thinking as a result of what you learned in the preceding project?

▪ What new knowledge / understanding / technological skills / research skills have you gained?

▪ What did you contribute or what are the actions you have taken and learn from it?

Your report must be written in good English - using sentences and paragraphs with correct grammar and spelling. All sources of references cited in the text should be acknowledged (preferably using the Harvard style of referencing).

A word count must be stated at the end of your report. Anything beyond the word count will not be graded in the assessment marking process.

The information of the referencing guide can be found in: https://study.cardiffmet.ac.uk/AcSkills/Documents/Guides/AS_Guide_Referencing.pdf
You can watch a short video lesson about the referencing guide from: https://cardiffmet.cloud.panopto.eu/Panopto/Pages/Viewer.aspx?id=a59ca0a7-d2fd-4e82- 9056-4b5fc2e1ce12

Academic or technical terms explained:

The report must contain robust evidence and references derived from primary sources (such as your own efforts in social data harvesting) and/or secondary data collection (utilising thirdparty available datasets or existing literature).

Research Rationale and Motivation (LO1)
As part of practical research for this module and drawing from insights gained in weekly studios, you will be harvesting a suitable dataset using the relevant tools such as Tableau, Python, APIs or third-party tools, and extracting relevant information from the results.

You should start your paper by outlining the motivation or rationale of your research, particularly focusing on the business objectives of your project. Elaborate on the design and approach of your project, including the reasons for selecting social web harvesting. Discuss the project's
scope for strategic or tactical decision-making, its business implications, relevance to the public interest, impact on marketing campaigns, product reviews, branding and marketing, customer preferences, and other relevant factors.

Research Tools and Methods (LO1 & LO2)
You are required to explore and analyse appropriate tools and/or APIs for your research, justifying your selection. Subsequently, document the design of your project, clearly illustrating how your research project interacts with any third-party services or APIs.

Results and Visualisations (LO3)
You are required to discuss the results with necessary business or social implications and relate them to the motivation or rationale of your project. Emphasis on the significance of visualisation, ensuring that the report incorporates appropriate visualisations to enhance the business
storytelling derived from the collected social data.

Limitations and Implications (LO4)
It is advisable to include project limitations and recommendations.

Conclusion and Appendices (LO3 & LO4)
Conclude your web harvesting research by summarising key results. Consider comparing different technical tools and techniques to demonstrate the social media analytics skills you have learned.

You can implement your social web harvesting project using any language / technology / thirdparty tools of your choice. You can either hard-code queries or develop a user-friendly frontend where users can input search keywords. In addition, you can show the results in any
suitable format such as tables, innovative graphs, or information overlaid on a map. The final visualisation must be published on Tableau Public, and the link along with supporting evidence should be included in the report as appendices. Alternatively, you can submit the Tableau project file.

The LO1 is grounded on the Bloom taxonomy of remembering and understanding social media analytics within the business context, whereas LO2 and LO3 focus on practical application and analysis. LO3 & LO4 guide students toward critical evaluation and to create novel business
values or new knowledge related to their chosen social media analytics topic.

Assessment Criteria

[AC1] Research Tools and Methods (LO1 &LO2)
[AC2] Results and Visualisations (LO3)
[AC3] Limitations and Implications (LO4)
[AC4] Conclusions, Appendices and Reflective Statement (LO3 & LO4)

Learning Outcomes Assessment Criteria

This assessment is designed to demonstrate a student’s completion of the following learning outcomes:
[LO1] Demonstrate an understanding of concepts underlying social media analytics and be able to apply them appropriately in business settings;
[LO2] Critically evaluate and implement specialist technologies to harvest, analyse and visualise “social data” from individuals to corporate perspectives;
[LO3] Synthesise and apply social analytics and appropriate techniques on social information;
[LO4] Critically evaluate, design, prototype and implement social media applications and visualization for business storytelling.