Assignment Question
Picture yourself as a member of the Tesla team, tasked with exploring innovative avenues to extract valuable business insights from the vast landscape of social media data. Your specific focus lies in uncovering the sentiments and opinions expressed by consumers regarding the quality of Tesla vehicles. In other words, you seek to find the answer to the following question: “What aspects of Tesla’s build quality are of particular concern?”
Your ultimate goal is to refine a strategic message that can be effectively conveyed to customers through a carefully selected influencer. This exercise serves as a compelling demonstration of how companies harness the wealth of information embedded within the vast realm of user-generated content, often referred to as big data. It highlights the art of leveraging this data to tackle pressing business challenges through the potent medium of influencer marketing.
Your mission involves delving into Reddit data and utilizing tools designed for influencer assessment to successfully accomplish this assignment. 1. Open www.reddit.com and search, for example, for “tesla quality”. You may have to adjust your keywords to get a reasonable set of tweets that are related to your topic. 2. Collect at least 10 posts related to your topic of interest. NOTE: You are interested in understanding public opinion; therefore, collect posts from individual accounts, not other organizations or businesses. 3. Paste the posts that you collect into an Excel spreadsheet. 4. In the spreadsheet, create (up to 10) additional columns to calculate and store different attributes of each post. For example: (1) number of words, (2) number of votes the post received, (3) number of comments the post received, (4) how long ago the post was created, (5) included http link(s), (6) included photo(s) or video(s) (7) overall sentiment (negative, neutral, positive), (8) positive factors (strengths) mentioned, (9) negative factors (downsides) mentioned.
5. Analyze the resulting information to identify 2-3 major weaknesses in Tesla cars’ quality.
6. Expanding upon the knowledge shared in the class and the insights gained from the influencers’ case study, carefully choose an influencer who will act as a “quality ambassador” for Tesla. Substantiate your selection with a compelling rationale. 7. Use https://influencermarketinghub.com/instagram-money-calculator/ to estimate the price of a single post for the influencer of your choice. Excellent results have the following characteristics: • Written with extreme clarity • Arguments and analysis are well-supported with facts, citations, or quantitative evidence • Presented ideas are innovative and novel • Materials are interesting to read • Clear demonstration of your understanding of the business value from perspective of social media • Arguments are logically structured
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