Assessment 2 Information

Subject Code: DATA4500

Subject Name: Social Media Analytics
Assessment Title: Report: Influencers and Social Media Markers
Assessment Type: Video recording and Individual report
Word Count: 2-minute video and 1,500 words (+/-10%)
Weighting: 40 % (10% for a video recording commenting on work in progress due
in Week 8 and 30% for the final paper due in Week 10)
Total Marks: 40 (10 for video recording in Week 8 and 30 for paper in Week 10)
Submission: Via Turnitin
Due Date: Video: Sunday 23:55 (AEST) Week 8
Report: 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, original thinking, recommendations made that are
specifically tailored to the case study that your facilitator assigns to you, appropriate
structure, and referencing.
• Two weeks before the report is due, in Week 8, students are to record a 2-minute video
talking about what progress they have made so far, and what hurdles they are facing, on which
aspects of the report, they are still to overcome.

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):
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.

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 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?

• Your report should include the following:

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 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).

• 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.

• 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-analysis-
tools-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-of-
marketing-strategy
o Crisis analysis link 1: https://www.bernsteincrisismanagement.com/the-10-steps-of-crisis-
communications/
o Crisis analysis link 2: https://blog.hootsuite.com/social-media-crisis-management/
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 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.

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 Assessment Marking Guide
DATA 4500 Assessment #2 Rubric: /30
Has demonstrated limited achievement: Has achieved all or most of the following:

Body, Structure, Grammar, and Referencing

0-2 3-5 /5

• Introduction is irrelevant or too general. • Introduction is well-written and engaging.

• Executive Summary is clear, precise, concise, and specific to the case study assigned
• Executive Summary is irrelevant or too general.
to you.
• 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

0-2 3-5 /5

• 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 • Good explanation of how social media analytics was used to choose the influencer you
you recommended. recommended, for the specific case study assigned to you.

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 • Ideas on how Influencers and Social Media Markers can be used in marketing
marketing campaign planning and design are missing, irrelevant, or too campaign planning and design are relevant, engaging and specific to the case study
general. assigned to you.
• Several good quality specific practical examples were provided that are specific to the
• Very few or no specific practical examples were provided.
case study assigned to you.
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 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 • Clear explanation of how your choice of influencer will be used as
used as part of the organization’s marketing strategy. part of the organization’s marketing strategy.

• Poor description of how your choice of influencer will be monitored to • Detailed description of how your choice of influencer will be
measure their impact on your organization. monitored to measure their impact on your organization.

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 DATA 4500 Assessment #2 Rubric: /10

Has demonstrated limited achievement: Has achieved all or most of the following:

Video recording due in Week 8

0-4 5-10 /10

• Lacking a clear or specific explanation of what progress you have made so far • A clear explanation of what specific progress you have made so far on your
on your written report written report
3

• Detailed description of what hurdles you are still facing, and on which aspects of
• Poor description of what hurdles you are still facing, and on which aspects of the report, that you are still to overcome
the report, that you are still to overcome. No, or too few, relevant examples from • Providing at least two relevant examples from what student has done so far 7
report. in their report to support analysis of hurdles, progress and things yet to
accomplish.

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 Assignment Submission

Students must submit their video recording via TurnItIn by Sunday of Week 8 at 23:55 pm
AEST.

Student must submit their written report 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

There is no late submission permitted of the video recording due in Week 8. Missing the
deadline will result in receiving 0 out of 5 for this component of Assessment #2.

Penalties will be imposed on late assignment submissions in accordance with Kaplan

Business School’s Assessment Policy.

Number of Penalty
days
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/wp-
content/uploads/2016/07/KBS_FORM_Assessment-Policy_MAR2018_FA.pdfPolicy_MAR2018_FA.pdf

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