Social Science

ASSESSMENT 12B

© Marshall Sponder & Gohar F. Khan, Routledge, 2017

Instructions: Based on the Study Pack provided in Course Essentials, fill out the following form and upload it back to Canvas.

Goal: Understand the types of analytics platforms that can be used with each type of communications channel.

1. Fill in the blanks in the table, below.

Channel

Type of Analytics

Specific Analytics Platform

Dominant Metrics

Blogs

Visual Social Media / Instagram / Pinterest

Online Video

Streaming Media

Message Boards

Chat boards (example)

Built in Chat board stats

Boardreader

Readers, subscribers, views

Social Networks, in General

Apps

Widgets

Data Feeds

Shopping Feeds

Virtual Reality

Twitter

Facebook

SMS

Cloud Storage / Apps

Snapchat

Reddit

Viral Media

Influencers

LinkedIn

SEO

SEM

Transmedia

Geo-Data / Geo-location

Websites

2. What are 3 advantages and disadvantages of each platform listed (fill out the table, below.)

Social Media Platform

3 Advantages

3 Disadvantages

Blogs

YouTube Channels

Twitter

Facebook

Snapchat

Reddit

AirBnB

Yelp

Uber

Viral Media

Influencers

LinkedIn

SEO / SEM

Instagram

Pinterest

Transmedia

Geolocation Platforms

Web/Data Analytics

Question 10 pts

Go to Google’s Interactive “How Search Works” website at https://www.google.com/search/howsearchworks/ (Links to an external site.)Links to an external site. and answer the following question:

Q. How does Google (or any search engine) gather its information? (1 or 2-word answer)

Question 20 pts

Go to Google’s Interactive “How Search Works” website at https://www.google.com/search/howsearchworks/ (Links to an external site.)Links to an external site. and answer the following question:

Q. How does Google organize the information it gathers?

Question 30 pts

Go to Google’s Interactive “How Search Works” website at https://www.google.com/search/howsearchworks/ (Links to an external site.)Links to an external site. and answer the following question:

Q. What does Google employ to organize the information it gathers? (1-2 words)

Question 40 pts

Go to Google’s Interactive “How Search Works” website at https://www.google.com/search/howsearchworks/Links to an external site. and answer the following question:

Q. How does Google analyze words?

Question 50 pts

Go to Google’s Paid Search Best Practices Guide at https://support.google.com/adwords/answer/6154846?utm_source=best_practice&utm_medium=ha&utm_campaign=SKWS_Search_General (Links to an external site.)Links to an external site. to answer the following question:

Q. How do advertisers refine the traffic they advertising for? (answer as best you can)

Question 60 pts

Go to Google’s Paid Search Best Practices Guide at https://support.google.com/adwords/answer/6154846?utm_source=best_practice&utm_medium=ha&utm_campaign=SKWS_Search_General (Links to an external site.)Links to an external site. and describe the type of targeting that allows advertisers to reach customers at the right moment along with how it works (based on the link above).

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