Social Networking: Its applications as a marketing and analytics tool.

McTaggart, Peter (2014) Social Networking: Its applications as a marketing and analytics tool. Diploma thesis, Dublin, National College of Ireland.

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Over the past few years the presence of social networking has grown exponentially, quickly becoming one of the most widely consumed services in the world. As with any other method of reaching a target market, social networking has drawn the attention of those interested in reaching a consumer base, be it to market and sell a product or simply collect information.

Through a process of investigation, we examine the potential usefulness of social media to those looking to develop an online marketing strategy through the medium of social media. We will investigate the two largest social networking sites, Twitter and Facebook (excluding Chinese sites) and look at data availability, compare and contrast the strengths and weaknesses of each.

It should be acknowledged that all analysis is carried out in R, except where indicated. As part of the research a sentiment analysis is carried out on data extracted from twitter. This will be used to demonstrate aspects of social media analysis that are potentially useful.

Avenues of further research will be presented, where it has not been possible to include them, in this project.

Item Type: Thesis (Diploma)
Subjects: Q Science > QA Mathematics > Electronic computers. Computer science
T Technology > T Technology (General) > Information Technology > Electronic computers. Computer science
Divisions: School of Computing > Higher Diploma in Science in Data Analytics
Date Deposited: 16 Dec 2014 14:29
Last Modified: 16 Dec 2014 14:29

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