Social Media Analysis
Social Media Analysis from Theerapat Yangyuenthanasan
Social Media Analysis

I was lucky enough to enroll in a social network marketing course at UC Berkeley’s Haas School of Business. In this course, we study the application of the social media marketing in different companies. For social media analysis project, my team investigate into is a car sharing service company ‘Lyft’. For this project, we analyze different social media channel for the company, namely, Facebook, Twitter, Instagram, and the Lyft website. We look into the strategies that Lyft used to convey the value proposition of the company as well as what makes the company’s social media channel become sticky. To gain understanding in both emotional and statistics aspect of the marketing approach, the analysis was done both quantitatively and qualitatively. For confidential reasons, the analysis cannot be shown here. However, examples of different ways to analyze the social media are attached in the project assets.

The connection among friends on Facebook can be quantitatively analyzed by using an open source program. The ego network map shown above can distinguish between different group of Facebook friend. This can be applied to analyzing the market segment for people who liked a page on Facebook. Moreover, the connection between people can also be quantitatively analyzed through different centrality measurements, such as betweeness, eigenvector, etc.
Wordle analysis shows the frequency of the words being mentioned. This analysis shows trend of the customer perception for each brand or company on social media.
This map shows where people user mentioned about a brand or a company on social media. This can be used to analyze the location of the people who are active on spreading the word of mouth and turn the marketing epidemic around. The data here can also be used to help making marketing strategy decision. Thank you Google for making this analysis accessible.
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Social Media Analysis

I was lucky enough to enroll in a social network marketing course at UC Berkeley’s Haas School of Business. In this course, we study the application of the social media marketing in different companies. For social media analysis project, my team investigate into is a car sharing service company ‘Lyft’. For this project, we analyze different social media channel for the company, namely, Facebook, Twitter, Instagram, and the Lyft website. We look into the strategies that Lyft used to convey the value proposition of the company as well as what makes the company’s social media channel become sticky. To gain understanding in both emotional and statistics aspect of the marketing approach, the analysis was done both quantitatively and qualitatively. For confidential reasons, the analysis cannot be shown here. However, examples of different ways to analyze the social media are attached in the project assets.

Theerapat Yangyuenthanasan
Mechanical Design Engineer at U. S. Bionics Berkeley, CA