Assignment 1: Digital Analytics Research Plan
Congratulations! You have been hired as a Social Media
Analyst for the celebrity, business, or political candidate of your
dreams!
Your job responsibilities include:
- Execute strategic social media campaigns while simultaneously tracking data and analytics and managing updates / improvements to ongoing campaigns
- Identify successes and potential problems in order to draw accurate conclusions and develop alternative action when necessary
- Develop a social media listening program to track, analyze, and guide social media decisions
- Develop impactful, influential, and call to action content
Write a three to five (3-5) page research plan. (Refer to Digital Marketing Analytics, Chapter 13 for additional details).
Include the following in your research plan:
- Identify your chosen celebrity, business, or political candidate.
- Identify the key factors that could set your subject apart and cause more positive attention.
- State your research question.
- Describe how the research question solves for a real business problem.
- Create a source list (social media listening tools, search tools, social network insights, etc.).
- List relevant and logical channels for analysis (news, blogs, comments, groups, Twitter, Facebook, etc.).
- Identify the search and source languages of your listening tools.
- Identify the research methods (hypothesis, time frame, depth of analysis, etc.).
Format your assignment according to the following formatting requirements:
- Business report format. Typed, single-spaced, section headings, double space between paragraphs, Times New Roman font (size 12), with one-inch margins on all sides.
- Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page is not included in the required page length.
- Include a reference page. Citations and references must follow Strayer Writing Standards format. The reference page is not included in the required page length.
Digital Marketing
Given the level of significance attached to the contemporary digital media, it is essential that firms and any individual who hopes to appeal to the public. One of the primary advantages of digital marketing lies in the ability to use communication innovatively while at the same time co-creating the content that one wishes to make public with the information consumers (Tiago and Verisimo, 1, p. 703). Ultimately, the most ideal way through which one can reach out to the public in the contemporary society is through digital marketing, which explains the dole of digital marketers to politicians. In particular, as long as former vice president Joe Biden hopes to get into the oval office in 2020.
Success in politics requires that the people seeking public office acquire as much popularity as possible to set themselves apart from their competitors. As de Vreese and Elenbaas assert, the quality of coverage and availability of information about a particular candidate in the media is one of the primary factors that positively impacts a political career (2). In this case, the former vice president was in office in the Obama administration, considered by most voters as having been one of the best administrations of the modern American society. Consequently, Biden would have an advantage over other competitors to the oval office primarily due to his positive publicity, and credibility among the electorate.
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