Social Marketing Analysis in Client Organization

Table of Contents
1. Introduction.........................................................................................................................................1
2. Case study A........................................................................................................................................1
Task 1 – Exploration of Article Properties..............................................................................................1
Results of Task 1.................................................................................................................................2
Task 2 – Keyword Analysis using text miner..........................................................................................9
Results of Task 2.................................................................................................................................9
3. Conclusion...........................................................................................................................................9
4. References...........................................................................................................................................9
1. Introduction
This report discusses the social marketing analysis conducted in the client organization. This research is
intended to know about the impact of social marketing in the client organization. This report is assessing
the impact of article properties. This process will be done using R programming (Review of Dual
Sentiment Analysis, 2015). Here the client company dataset will be analyzed to find out the influence of
different variables on the number of shares.
2. Case study A
Task 1 – Exploration of Article Properties
Here the task is to identify the relation between the dependent variables and independent variables. In this
task first, the given dataset is split into six datasets based on the data channel type. Then the dataset is
again modified. Initially sorted the dataset based on the number of shares (Higher number to lower
number)
Then the top 10 % values are taken for the analysis. Then the dataset is analyzed using the following R
code. The r code carries out the statistical analysis on the uploaded dataset (Sentiment Analysis - A
Review, 2015) (Yang, 2012). And find the linear regression between the dependent variable and
independent variable. And finally, the linear regression results are plotted as a scatter plot. And the code
is shown in the below given figure.
1

Code for upload the dataset
Code for statistical calculation and plotting results
Results of Task 1
Lifestyle
Import Dataset
Shares vs tokens title
Shares vs token content
Shares vs links
Share vs images
2

Shares vs videos
Shares vs weekend
Entertainment
Import Dataset
Shares vs tokens title
Shares vs token content
Shares vs links
3