Dr. Ann Veeck, Western Michigan University

1. Dr. Ann Veeck
Marketing 3780—Marketing Analytics
Western Michigan University
Social Media Listening Assignment
With your project team, develop a proposal for a brand extension, supported by evidence from
social media. The proposal should include at least three themes* that provide support for the
proposed brand extension, with each of the themes supported by at least two substantiating
sources from social media.
 The social media sources can be quotes, pictures, videos, or raw data (see types of social
media platforms that produce consumer-generated information on the last page). Each source
should provide valuable insight or information to your proposal.
 Meltwater is a good source for insights. Search for keywords on Meltwater, including the
brand, competitors, and brand-related trends
 The proposal can be prepared with Word, PowerPoint, Wakelet (https://wakelet.com), or
another software of your choice.
 Each person in the team will receive an identical grade, and each student is expected to
contribute equal work. Each team should turn in one assignment.
 Your assignment will be evaluated according to the rubric on the following page. The
assignment will be evaluated both on interpretation (support for proposal, appropriateness of
social media sources, insight) and on presentation (writing style, editing, clarity, and
attractiveness). Typos, spelling errors, sentence constructions errors, etc., will lead to loss of
points. Be sure you read all directions carefully, or you will lose points.
*Theme: a pattern found across data that is important to the description of a phenomenon
and is associated with specific research objectives.

2. Social Media Listening Assignment
Names:
Grade____________
Poor Fair Good Very
good
Excel-
lent
Brand concept is supported by themes.
Themes are supported by social media sources.
Social media sources provide insight or
information.
Information is presented attractively.
Proposal is well-edited (appropriate word choice,
good sentence form, proper punctuation, good
grammar, proper spelling).
Insight and creativity is demonstrated.

3. Types of Social Media Sources
Blogs—Dated, online journal entries, usually focused on a particular topic. Examples: Blogger,
WordPress
Microblogs—Short posts commenting on the user’s activities. Examples: Twitter, Weibo,
Tumblr
Media Sharing Sites—Websites or apps that allow the sharing of the user’s videos or images
online. Examples: Youtube, Instagram, Snapchat, Flickr
Social Networks—Websites that enable users to connect by creating personal information
profiles, inviting friends and colleagues to access those profiles, and sending and receiving
emails and instant messages. Examples: Facebook, WeChat
Professional Networks—Websites that enable users to connect by creating professional
information profiles, inviting business colleagues to access those profiles, and sending and
receiving emails and instant messages. Example: LinkedIn, CompanyLoop, DOOSTANG
Product and Service Review Sites: Websites that allow consumers to talk about and review
their experiences with a product or service. Examples: Yelp, Amazon, Angie’s List
Web-Based Communities and Forums: Communities created online, often focused around
a particular interest, whose members interact with each other online. Examples: Gala Online,
College Confidential, IGN
News Sharing Sites—Websites that allow users to post and discuss news items. Examples:
Digg, Reddit