Social Media Analytics - Australia Assignments

Page 1 Kaplan Business School Assessment Outline
Assessment 3 Information

Subject Code:	DATA4500
Subject Name:	Social Media Analytics
Assessment Title:	Report: Influencers and Social Media Markers
Assessment Type:	Individual report
Word Count:	1,500 words (+/-10%)
Weighting:	40 %
Total Marks:	40
Submission:	Via Turnitin
Due Date:	Sunday 23:55 (AEST) Week 10

Your Assessment
• This assessment is to be done individually.
• Students are to write a 1,500-word report about Influencers and Social Media Markers and
submit it as a Microsoft Word file via the Turnitin portal at the end of Week 10.
• You will receive marks for content, appropriate structure, and referencing.
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.
• 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):
o Follower reach.
o Audience type (real people, influencers, and non-engaging).
o Demographics.
o Likes to comments ratio.
o Brand mentions.
o Engagement rates for social media accounts.
o How data into competitors’ use of influencers can be measured to generate insights.
Page 2 Kaplan Business School Assessment Outline
Example – Source: https://www.netbase.com/blog/21-competitor-analysis-tools-for-social-media
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:
o What is the audience-type composition?
o What is an engagement rate, and how should advertisers treat this statistic?
o When is an engagement considered an authentic engagement?
o Why should we care about the followings of followers?
o How does our influencer ROI compare against that of our competitors?
Page 3 Kaplan Business School Assessment Outline
• Your report should include the following:
o Cover.
o Table of Contents (see template).
o Executive Summary (3-4 paragraphs).
o Introduction.
o A section discussing social media analytics and its value to the business.
o A section on the role of the techniques taught in class, like sentiment analysis, competitive
analysis, data mining, and influencer analysis.
o A section on how social media analytics was used to choose the influencer you recommend.
o A section recommending how your choice of influencer will be used as part of the
organization’s marketing strategy.
o At least ten references in Harvard format (pick an additional five on your own besides five
from the list below).
• Supporting references:
o https://sproutsocial.com/insights/competitor-analysis-tools/ | 13 Competitor Analysis Tools to
Spy on Your Competition
o https://thestartingidea.com/competitor-analysis-tools/#competitor-research | Free Competitor
Analysis Tools: 15 Top Picks in 2021 – The Starting Idea
o https://www.intellspot.com/online-competitor-analysis-tools/ | 26 Free Online Competitor
Analysis Tools That Work Effectively
o Competitor analysis software tools – https://netbasequid.com/blog/21-competitor-analysistools-for-social-media/
o https://monkeylearn.com/blog/sentiment-analysis-tools/ | 15 of The Best Sentiment Analysis
Tools
o https://blog.hubspot.com/service/sentiment-analysis-tools | The Best 12 Sentiment Analysis
Tools in 2021
o https://www.predictiveanalyticstoday.com/top-sentiment-analysis-software/ | Top 13
Sentiment Analysis Software in 2022 – Reviews, Features, Pricing, Comparison
o https://www.talkwalker.com/free-social-media-monitoring-analytics-tools | Social Media
Monitoring for free! Here are two tools to make your job easier! – Talkwalker
o https://www.talkwalker.com/blog/social-media-measurement-guide-proving-impact-ofmarketing-strategy
o Crisis analysis link 1: https://www.bernsteincrisismanagement.com/the-10-steps-of-crisiscommunications/
o Crisis analysis link 2: https://blog.hootsuite.com/social-media-crisis-management/
Page 4 Kaplan Business School Assessment Outline
Important Study Information
Academic Integrity Policy
KBS values academic integrity. All students must understand the meaning and consequences
of cheating, plagiarism, and other academic offences under the Academic Integrity and Conduct
Policy.
• What are academic integrity and misconduct?
• What are the penalties for academic misconduct?
• What are the late penalties?
• How can I appeal my grade?
Click here for answers to these questions:
http://www.kbs.edu.au/current-students/student-policies/.
Word Limits for Written Assessments
Submissions that exceed the word limit by more than 10% will cease to be marked from the point
at which that limit is exceeded.
Study Assistance
Students may seek study assistance from their local Academic Learning Advisor or refer to the
resources on the MyKBS Academic Success Centre page. Click here for this information.
Page 5 Kaplan Business School Assessment Outline
Assessment Marking Guide

DATA 4500 Assessment #3	Rubric: /40
Has demonstrated limited achievement:	Has achieved all or most of the following:
Body, Structure, Grammar, and Referencing
0-5	6-10	/10
• Introduction is irrelevant or too general.	• Introduction is well-written and engaging.
• Executive Summary is irrelevant or too general.	• Executive Summary is clear, precise, and concise.
• Irrelevant references or poor use of them.	• Correct use of at least ten appropriate references.
• Incorrect referencing style.	• Correctly styled references.
• Little thought about the structure of the report.	• Good clean structure throughout.
• Poor grammar.	• Good grammar proofreading.
Social Media Analytics, Influencers, and their Value to the Business
0-5	6-10	/10
• Characteristics of Social Media Analytics not well explained in context.	• Characteristics of Social Media Analytics are well explained.
• Techniques not well understood or explained.	• Techniques were well understood and explained.
• Unclear how social media analytics was used to choose the influencer you recommended.	• Good explanation of how social media analytics was used to choose the influencer you recommended.
Influencers and Social Media Markers
0-5	6-10	/10
• General introduction to Influencers and Social Media Markers is missing.	• Good general introduction to Influencers and Social Media Markers in business.
• Ideas on how Influencers and Social Media Markers can be used in marketing campaign planning and design are missing, irrelevant, or too general.	• Ideas on how Influencers and Social Media Markers can be used in marketing campaign planning and design are relevant and engaging.
• Very few or no specific practical examples were provided.	• Several good quality specific practical examples were provided.

Page 6 Kaplan Business School Assessment Outline
Assessment Marking Guide (continued)

DATA 4500 Assessment #3	Rubric: /40
Has demonstrated limited achievement:	Has achieved all or most of the following:
Recommendations on How to Add Influencers to the Organization’s Marketing Strategy
0-5	6-10	/10
• Lacking a clear explanation of how your choice of influencer will be used as part of the organization’s marketing strategy.	• Clear explanation of how your choice of influencer will be used as part of the organization’s marketing strategy.
• Poor description of how your choice of influencer will be monitored to measure their impact on your organization.	• Detailed description of how your choice of influencer will be monitored to measure their impact on your organization.

Assignment Submission
Students must submit their individual documents via TurnItIn on Sunday of Week 10 at
23:55 pm AEST.
This file must be submitted as a Microsoft Word document. Uploaded files with a virus will
not be considered as a legitimate submission. TurnItIn will notify you if there is any issue with
the submitted file. In this case, you must contact your lecturer via email and provide a brief
description of the issue and a screen shot of the TurnItIn error message.
Students are also encouraged to submit their work well in advance of the time deadline to
avoid any possible delay with TurnItIn similarity report generation or any other technical
difficulties.
Late assignment submission penalties
Penalties will be imposed on late assignment submissions in accordance with Kaplan
Business School’s Assessment Policy.

Number of days	Penalty
1* – 9 days	5% per day for each calendar day late deducted from the student’s total Marks.
10 – 14 days	50% deducted from the student’s total marks.
After 14 days	Assignments that are submitted more than 14 calendar days after the due date will not be accepted and the student will receive a mark of zero for the assignment(s).
Note	Notwithstanding the above penalty rules, assignments will also be given a mark of zero if they are submitted after assignments have been returned to students.

*Assignments submitted at any stage within the first 24 hours after deadline will be
considered to be one day late and therefore subject to the associated penalty.
If you are unable to complete this assessment by the due date/time, please refer to the
Special Consideration Application Form, which is available at the end of the KBS
Assessment Policy:
https://www.kbs.edu.au/wp-content/uploads/2016/07/KBS_FORM_Assessmenthttps://www.kbs.edu.au/wpcontent/uploads/2016/07/KBS_FORM_Assessment-Policy_MAR2018_FA.pdfPolicy_MAR2018_FA.pdf