This document provides instructions for a brand analysis assignment. Students are asked to analyze the brand they chose at the beginning of the semester using social media listening and analysis tools from Meltwater. They must create a brief for their brand answering four questions: 1) Where consumers talk about the brand, 2) General consumer sentiment, 3) What drives positive conversations, and 4) What drives negative conversations. For each question, students should provide quantitative analysis from charts, qualitative analysis, and examples from social media posts. Their answers will be graded on the inclusion of these elements and overall writing quality.

1. Brand Analysis Assignment
Provided by: Professor Allison Osmar
Michigan State University
Each student picks a brand at the beginning ofthe semester to work with:
Use Meltwater and your free social media listening and analysis tools to dive into who is talking about
your brand and what they care about. Create a brieffor your brand outlining the questions below.
Use a combination ofquantitativeanalysis (numbers and graphs to back up yourfindings), qualitative
analysis and real examples from social media posts.
Chart examples listed below are from Meltwater.
Consumer Questions:
1. Where do consumers talk about us? (chart examples: Top Sources,Heat Map)
2. What do our customers or potentialcustomers generally think about us? (chart
examples: Sentiment, Trending Themes)
3. What drives positive conversations around our brand? (chart example: Trending
Themes filtered to Positive; click the gear in the upper right corner ofyour dashboard to enter
"Edit Mode", then click the gear in the upper right corner of the Trending Themes Widget,
then click Filters > Sentiment > Positive> Update)
4. What drives negative conversations around our brand? (chart example: Trending
Themes filtered to Negative; click thegear in the upper right corner ofyour dashboard to
enter "Edit Mode", then click the gear in the upper right corner ofthe Trending Themes
Widget, then click Filters > Sentiment > Negative> Update)
Grading:
Each question will be graded on the inclusion ofqualitative and quantitative findings,the
inclusion of at least one real world social media post to supportyour findings and general
grammar/client readiness.
 Question #1:25 points
 Question #2: 25 points
 Question #3: 25 points
 Question #4: 25 points
Total:100 points