CIS 7029 Wilmington University The Social Media Analytics for Business Apple Research Paper

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Enw_432

Computer Science

CIS 7029

Wilmington University

CIS

Description

You are required to write a 3,500 word (with 10% over/under) research paper based on your practical project for this module. The paper should contain rigorous evidence and references from the primary and secondary data collection you undertook and the analysis and findings of your practical project proposed from Part 1 - PRES1.

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Running head: SOCIAL MEDIA ANALYTICS FOR BUSINESS RESEARCH-APPLE

SOCIAL MEDIA ANALYTICS FOR BUSINESS RESEARCH-APPLE
Students Name
Institution Affiliation
Date

SOCIAL MEDIA ANALYSIS FOR BUSINESS RESEARCH-APPLE
Abstract
The purpose of this project is to examine how Apple uses social media to inform its
customers of a new product launch. It is always essential for a brand like Apple to gain valuable
knowledge about its customers through the use of social media to check its reviews. However, it
is sometimes difficult to analyze data due to its significant increase in social media. This project
also examines how apple uses natural language, preprocessing, text mining and sentiment analysis
techniques to bring personal computing experience to students, educators, consumers and creative
professionals around the world as a significant contributor to the business.

SOCIAL MEDIA ANALYSIS FOR BUSINESS RESEARCH-APPLE
Design/ Methodology
This project presents a measured approach of using target-oriented metrics for specific
social media campaigns. The parameters are then validated for particular campaigns in social
media by definition. For example, in an awareness campaign, a like or retweet in tweeter would
suffice. The last methodology involves conducting experiments on pre and post-campaign
consumer activity.
Findings
The study found out that the growth in sales of Apple is astronomical. In as much as Apple
does not actively engage itself in social media, this brand is the 7th most visible brand on social
media. This alone is a marketing tool and explains the sales growth over the years.
Originality/ Value
This study analyzed Apple sales from existing social media platforms like Facebook,
Instagram, tweeter, and YouTube to check its effective use of social media for its business.
Introduction
Big brands have adopted the use of social media to achieve their marketing and business
objectives. One account in social media has become a multipurpose solution for a lot of marketing
and branding needs. Companies are making use of their social media accounts to connect with
their customers, for discussions, and to run their campaigns. One of the companies that will be
discussed in this project is Apple. This is one of the largest companies in the united states that
designs and manufactures computer hardware, software, and other computer devices. Apple is the
largest tech company worldwide; it is committed to bringing the personal computing experience

SOCIAL MEDIA ANALYSIS FOR BUSINESS RESEARCH-APPLE
to students, creative professionals, educators, and consumers around the world through its
innovative hardware, software, and internet offerings.
Apple is the first company to surpass the trillion-dollar market cap and is marked by heavy
competition. One of the things that have become crucial for generating a competitive advantage n
the market is brand recognition. This has successfully been achieved through social media
marketing. Various social media platforms have emerged to be the best marketing solution due to
their reach and efficiency. Apart from access to a large global audience, networks like Facebook
offer some great benefits. Apple has made good use of social media to deepen its reach among the
customer, thereby building great relationships as well as lasting and excellent connections.
The rationale of this project is to study how Apple uses social media networks to inform
customers of the new product launch. Data will be sourced from various networks, including
YouTube, Facebook, Instagram, and Twitter. I will briefly explain the reason for the choice of
each platform. Facebook is one of the leading social networks used by marketers for their
marketing objectives. It has the most massive audience, and its popularity is the highest in all
platforms. It also offers excellent social media experience, which can help brands in engaging their
customers better. Apple has 11millon followers in its Facebook account and uses this platform for
promotion and discussion purposes with its customers.
Apple has several accounts on twitter, and each is dedicated to something different, like
Apple Music, iTunes, and support. The funny thing is that Apple has not made any tweets, but it
already has two million followers. The twitter account is more active compared to Facebook. Its
Instagram page shows a very high level of engagement because Instagram is an attractive social
media platform that engages users. The brand's engagement account has around 7.5 million
followers. Although Apple talks very little on these pages, the level of engagement is excellent.

SOCIAL MEDIA ANALYSIS FOR BUSINESS RESEARCH-APPLE
For the case of YouTube, Apple uses several accounts to reach its customers. It has very
many followers compared to other large brands. Apple uses videos actively for the promotion of
its products, and since this is the era of video marketing, it becomes an added advantage. YouTube,
therefore, becomes an essential platform for Apple to run its social media campaigns. Several of
its 245 videos have attracted a large number of visits. Its iPhone X launch video received more
than 8 million views in one month.
Terminology.
The definition of some fundamental techniques that relate to analyzing unstructured data
would be necessary. Natural Language Processing is a field of artificial intelligence, natural
science, and linguistics, which is concerned with the interactions between humans and computer
languages. This process involves a computer extracting meaningful information from natural
language input and producing natural language output. Text mining refers to attempts to make
automatic systems to determine personal opinion from the texts they write n natural language.
Scrapping is the collection of data from social media platforms in an unstructured form. Sentiment
Analysis is where natural language processing and text analysis is applied to identify and extract
subjective information in source materials.
Key results
The growth in sales of Apple is astronomical. In as much as Apple does not actively engage
itself on social media, the brand is the 7th most visible brand on social media. This alone is a
marketing tool, and that explains the sales growth over the years.
Company data

SOCIAL MEDIA ANALYSIS FOR BUSINESS RESEARCH-APPLE
Name:

Apple Computer, Inc.

Business Address:

1 Infinite Loop, Cupertino, CA 95014

Telephone:

408-996-1010

Fax:

408-974-21131-1

Internet:

http://www.apple.com

Logo:

Apple Computer, Inc. is an American computer technology corporation headquartered in
Cupertino, California. It develops, sells, and supports a variety of electronic products, including
personal computers, portable media players, computer software, and computer hardware
accessories. The company's most popular products include the Macintosh line of personal
computers, the Mac OS X operating system, the iPod portable music player, and the iTunes Music
Store. Apple Computer's desktop and laptop computers include its Mac mini, iMac, and MacBook
for the consumer and education markets, and more powerful Power Mac and MacBook Pro for
high-end consumers and professionals involved in design and publishing.
Although computers make up the largest share of total sales (45 %), music-related goods
have increasingly become an essential part of Apple's total revenue. The main reason for this has
been the worldwide popularity of the iPod. The U.S.U.S. is the company's most prestigious sales
market.

SOCIAL MEDIA ANALYSIS FOR BUSINESS RESEARCH-APPLE

Table 1: Sales by Segment, 2005
Segment

Sales (million

Sales (%)

US$)
Computers
Desktop & server

3,436

25

Portable

2,839

20

4,540

33

899

6

Peripherals & other hardware

1,126

8

Software, services & other

1,091

8

13,931

100

Music-related products
iPod
iTunes Music Store &
Other

Total
Source: Hoover's Company Information

Table 2: Sales by Region, 2005
Region

Sales (million
US$)

Sales (%)

SOCIAL MEDIA ANALYSIS FOR BUSINESS RESEARCH-APPLE
US

8,194

59

Japan

1,021

7

Other countries

4,716

34

13,931

100

Total
Source: Hoover's Company Information

Figure 1: Key Financial Figures, 2003-2005
16,00...


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