Consumer-centric Data Analyst
 |  |
|---|---|
 |  |
 |  |
Digital Optimization
Client: Medill
Tools: Tableau, Excel, Facebook Insights, Tegxedo, R
Project Scope:
•Medill is a leader in education and offers programs in journalism and integrated marketing communications.
•Currently, the assistant director of marketing and communications is the only person who manages the social media accounts.
•The assistant director is looking for ways to help leadership and other stakeholders understand the importance of social media so that more resources are allocated to it.
Our Approach:
We got Facebook insight and API data, which provided both page and post data for the past two years while the API data
provided another dimension of user-generated content (UGC) in addition to post information for the same timeframe.
We completed a detailed analysis of Facebook post engagement. Our methods included a text analysis that allowed us to explore sentiment, hashtags, keyword groups and links which provided us with insight on Facebook interactions between Medill and fans. To perform a social listening audit, we measured volume and sentiment of a list of 169 user-generated content as well as 211 comments. By exploring users’ comments, sentiment polarity and frequently mentioned topics, we hoped to address key business questions such as what are the Facebook fans’ overall brand perception of Medill, and how can we optimize the experience to gain more engagement and awareness.