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Assignment 3: Case Studies

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This assignment provided by Meltwater will allow students to gain knowledge of the Meltwater platform using three dedicated case studies we suggest using this assignment over the course of several weeks. We have attached the case studies under documents for this assignment and they are named case study 1, case study 2 ,a and case study 3. Please download all of the content in order to teach this assignment.

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Assignment 3: Case Studies

  1. 1. 1 Case Study:1 Athletes Inappropriate Social Media Usage
  2. 2. 2 Case Study Case is located in LinkedIn SlideShare uploads folder titled Case regulating student-athlete's inappropriate use of social media
  3. 3. Post Case Questions
  4. 4. 4 A. You are the new SID for the college’s athletic athletic department, in order to start your initiatives, you initiatives, you need to build a search to track all mentions track all mentions of the College of New York in traditional York in traditional and social media & build a social media build a social media search on the teams’/key players for teams’/key players for the College of New York athletic York athletic department Click Here to Watch how to create a Social and News and News search for College of NY
  5. 5. 5 B. You are the Director of Communications at West Virginia at West Virginia University and have just been told the been told the school is on the Top 10 Party School list. You School list. You want to try to pitch journalists on a new journalists on a new initiative at the school to promote school to promote responsible drinking. Build a list of Build a list of journalists covering this topic. topic. Click hear to see how to create this list
  6. 6. 6 C. Your SID has asked you to compile a list of news articles of news articles surrounding student athletes and their athletes and their social media usage. Build an industry Build an industry search and forward the top 5 articles to top 5 articles to _________.
  7. 7. 7 D. You are the Director of PR for the NCAA. Build a search Build a search for industry news surrounding violations of surrounding violations of NCAA policies and investigations.
  8. 8. 8 E. You are the Director of Communications at the University at the University of Alabama and the school’s quarterback school’s quarterback just posted a racist tweet that went tweet that went viral, put together a list of 15 key journalists of 15 key journalists using the keyword search that allows search that allows you to pitch them on positive press positive press surrounding the quarterback.
  9. 9. 9 Case Study: 2 To Run or Not to Run A Community in Crisis
  10. 10. 10 Case Study Case is located in LinkedIn SlideShare uploads folder titled To Run or Not to Run A Community in Crisis
  11. 11. Post Case Questions
  12. 12. 12 1. You are the Director of Public Information for the city of Information for the city of New York. The Mayor needs to Mayor needs to know how many articles there were there were surrounding the NY Marathon being being cancelled.
  13. 13. 13 2. Build a search to figure out how many articles there articles there were in 2012 about the NY Marathon being Marathon being cancelled. What keywords did you use? did you use? How many total articles were there? there?
  14. 14. 14 3. You are the new director of communications for the New communications for the New York Road Runners. You Runners. You are tasked with doing research on how research on how many mentions the New York Marathon York Marathon gets in association with the NYRR. the NYRR.
  15. 15. 15 4. Put together a dashboard comparing Media Coverage Coverage from 2014 vs. 2015 vs. 2016. Make sure to Make sure to include media exposure, ad value and value and sentiment. Has there been an increase or increase or decrease in articles year over year? How over year? How many articles for each year? What is the year? What is the total ad value of all three years?. three years?.
  16. 16. 16 5. You are the Director of Communications at NYRR. You NYRR. You are tasked with putting together a newsletter together a newsletter of key mentions from last years from last years marathon that you will send to key send to key stakeholders.
  17. 17. 17 6. Build a newsletter in the Outputs tab- you can design it you can design it yourself and even include a logo! Once include a logo! Once complete, forward to Paul! Paul!
  18. 18. 18 Case Study: 3 Getting Clipped: An Evaluation of Crisis Management Crisis Management and the NBA’s Response to the Response to the Actions of Donald Sterling
  19. 19. 19 Case Study Case is located in LinkedIn SlideShare uploads folder titled Getting Clipped: An Evaluation of Crisis Management and the NBA’s Response to the Actions of Donald Sterling
  20. 20. Post Case Questions
  21. 21. 21 1. Pull a search for all mentions of Donald Sterling and V. Sterling and V. Stiviano from April 1, 2014- July 1, 2014 2014- July 1, 2014 (How many total mentions are mentions are there?) 2. What is the overall reach & sentiment for all articles from all articles from April 1, 2014-July 1, 2014. Build a 2014. Build a dashboard to reflect that.
  22. 22. 22 3. Before the sale of the team was finalized- how many finalized- how many times was Steve Ballmer mentioned Ballmer mentioned with regards to a potential purchase potential purchase of the clippers. 4. Who out of Chris Paul and Blake Griffin were quoted were quoted more in articles regarding Donald Sterling Donald Sterling in the year 2014?
  23. 23. 23 5. If you are working for a different team and the same and the same thing were to happen today, build a list of build a list of journalists covering topics surrounding topics surrounding racism in sports.

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