ABM503/503D WEB AND SOCIAL MEDIA ANALYTICS: ASSIGNMENT
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ABM503/503D WEB AND SOCIAL MEDIA ANALYTICS: ASSIGNMENT
ASSIGNMENT: SOCIAL NETWORK ANALYSIS (15 MARKS)
ASSIGNMENT (DUE DATE 9 JULY 2023)
The is an INDIVIDUAL assignment.
Objectives:
• To learn how to collect, analyze and interpret the instructed data from social media or website.
• To gain practical experience with social network analysis approach in the context of businesses.
• To understand the possibilities and limitations of social network analysis approach
This PROJECT will use NodeXL, a social network analysis tool, to analyze a Twitter dataset related to YOUR SELECTED TOPIC. For the project, you will be given research questions to answer based on your dataset.
CHOOSE ONE BRAND/COMPANY/ISSUE/CAMPAIGN/KEYWORD BASED ON YOUR
PREPERENCES (DATASET 50-200)
In class we will discuss the method of network analysis, major concepts of networks (nodes, ties, clusters, etc.), centrality and centrality measures (degree centrality, closeness centrality, betweenness centrality), and network visualizations. Application of these concepts to a Twitter network will be explored.
Finally, the project will culminate in a brief (about 2000-4000 WORDS) research report that presents your results both in text and in network visualizations.
THERE IS NO SPECIFIC PAGE LIMIT
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Using the data you analyze in NodeXL, investigate the following questions. Keep in mind that you should create visualizations to demonstrate each answer.
RQ1: Within your network, who has the highest centrality score? What does this represent?
RQ2: Within your network, who has the highest betweenness score? What does this represent?
RQ3: Within your network, who has the highest closeness score? What does this represent?
RQ4: Within your network, who has the largest in-degree? What does this mean? RQ5: Within your network, who has the highest out-degree? What does this mean?
Research Report
Abstract
1. Introduction
Background of the research topic: Brand/Companies background
Describe the reason why you choose the topic.
In this section, you should discuss the network you explored. Briefly discuss why it may be important to study Twitter communication from this group, and why examining them as a network makes sense. Then, list the research questions for this project.
2. Data Collection
- Explain your Twitter search approach .
- Date of data collection
- Dataset range (from which to which date that your date represented)
Calculate network metrics (overall graph metrics, in/out degree, betweenness and closeness centralities) and explore the features of the network.
a. Identify 3- 10 users who have the highest degree centrality in the network.
b. Identify 3- 10 users who have the highest closeness centrality in the network.
c. Identify 3- 10 users who have the highest betweenness centrality in the network.
d. Identify 3- 10 users who have the highest in degree centrality in the network
e. Identify 3- 10 users who have the highest out degree centrality in the network
3. Findings
In this section, you should present the data that helped you answer your RQs. Please present important data points in text form (i.e. descriptive paragraphs, table) including statistics where relevant, as well as include relevant visualizations. Describe what you observe from your network visualization including:
Your final network visualization. An image of your network visualization. You will need to:
– use at least 3 visual properties (e.g., shape/color/opacity/edge width)
– correctly use either a directed or undirected network
– choose a layout algorithm that visually displays your network in an organized and meaningful way
– appropriately use labels to highlight your key observations
4. Discussion and conclusion
In this section, you should discuss your results. Two major areas to discuss are:
● How did the data help you understand the concepts of social network analysis?
● What do you learn from this assignment?
● How this findings support in decision making?
5. References
2023-07-03