Leveraging the power of content and social media marketing can help elevate the audience and customer base in a dramatic way. However, using social media for marketing without any previous experience or insight could be challenging. It is vital for a marketing team to understand social media marketing fundamentals. If a company publishes exciting, highquality content and builds an online audience of quality followers, they can share it with their own follower audience on Twitter, Facebook, LinkedIn, Google+, their own blogs and many other social media platforms. This sharing and discussing of content opens up new entry points for search engines like Google to find it in a keyword search. Those entry points could grow to hundreds or thousands or more potential ways for people to find a company, product or service online. Finding and understanding the online influencers in the market who have quality audiences and are likely to be interested in the product, service or business could make a huge positive impact. The consulting company collected information on articles that were shared by people on social media. The dataset contains approximately 39650 articles and a large number (with the total of 31) of features were extracted from the HTML code of the article, including the title and the content of each article. (The description of the dataset is provided as an appendix.) Some of the features depend on characteristics of the service used, which could be analysed based on the meta-data provided: articles have the meta-data, such as keywords, data channel type and the total number of shares (on Facebook, Twitter, Google+, LinkedIn, Pinterest), etc. The data channel categories are: ‘Lifestyle’, ‘Business’, ‘Entertainment’, ‘Social Media’, ‘Technology’, and ‘World’. In addition, several natural language processing features were also extracted. Task Requirements As a data analytics team member for the consultancy firm, you are required to carry out a number of data analytics tasks for the consulting company using the data collected. You are given access to a sample of the data where some of the variables have been removed as they are not considered important for the analysis of this assignment. The company is interested in identifying for each data channel: • Investigate the impact of the article properties on sharing; • Use the SAS Enterprise Minerfor text analysisto identify key featuresin the articles and analyse their contribution towards low and high sharing. To achieve the above, you need to carry out the following data analytics tasks: 1. Task 1: Explore the impact of article properties(5%) Explore the data and investigate what properties of the article correlate with the high number of shares of the article on social media. • Open the dataset ‘online_news_popularity.xlsx’ using Microsoft Excel. • Explore the dataset to understand and manage four channels from the six types of data channels (lifestyle, entertainment, socmed, tech) and the associating data.
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