Students had access to the Sysomos Education program for Spring 2017. This tool was used to evaluate client and competitors on social media. Assignment created by @kfreberg.

1. COMM 333:
Social Media, Mobile Technologies and Strategic
Communications
Department of Communication
University of Louisville
SPRING 2017
Sysomos Assignment
This will be one of the graded components for your midterm report for yoru social media campaign
assignment. Along with your traditional research methods (ex. surveys, interviews, focus groups, etc), your
group will need to be using the Sysomos program to identify key traits and insights based on the listening
platform.
You will have access to the Sysomos program for this class. You will need to have a section in your report
that discusses certain key areas and insights that you will need to report.
There will be several things you will need to do for this part of the measurement assignment. This will be a
GROUP paper, which means each group will receive the same grade, so every group member needs to
have a part in the analysis, writeup, and overall presentation of the data for this section of your
research section.
Each group leader and co-leader will have access to the dashboard. You will all need to coordinate who will
be working on certain sections of the write up. There are a LOT of resources on how to run these tests on the
Sysomos dashboard as well as on Blackboard for you all on this assignment.
NOTE: You will be using this tool here for the preliminary part of your social media campaign AND at the
end of the class for your evaluation section.
For your Sysomos Group Report, you will need to:
 Overview of Sysomos:
o Provide an overview of Sysomos as a tool + features. Make a note of what the tool can
and cannot do for social media campaigns (ex. it can only look at public pages on FB, not
private + the comments on YouTube).
o Identify the purpose of the tool + key definitions to report (ex. social listening, social
analytics, what are the metrics that are reported like influence, engagement, and sentiment
to name a few).
 Client Social Listening Analysis Report
o Twitter account information: Report the latest activity of the LouisvilleBats (key
demographics of followers, influencenumber, and Twitter Word cloud). What are some of
the main things you see here?
o When you are starting out, make sure to set your filters to:
 English language
 Location
 Age groups (depending on what audience you are targeting here for your campajgn).
o Latest Activity (which are the most used channels for the Sysomos program) and

2. o Overall sentiment of the content (what does this mean for Louisville Bats?) for all of the
platforms. What channels are the most positive? Neutral? Negative? What does this say
about the community that is using each of these platforms?
o For Twitter specifically, make sure to report AND provide an overview of what this means for
your client.
 Twitter Reach
 Twitter Reach – Mention Type
 Twitter Reach – Engagement Type
 Twitter Reach – Authority Type
 Sentiment
 Mentions
 Most RTed
 Top trending hashtags that are being used
o Communities + Influencers
 Make sure to note the sentiment, mentions, users, and communities on Twitter for
your analysis.
 For influencers, report + analyze the top sources, most authoritative, top influencers
(focus on high or medium concentration – score 7 or above),
 Screen capture their communities network AND discuss what the communities mean
for the LouisvilleBats
 Outline and discuss key influencers you feel they need to reach out to that would be
relevant and necessary for them in this campaign. (ex. EatLoveLouisvilleif you are
going towards the foodie route is one). When you are discussing these influencers,
make sure to 1) analyze them on Sysomos, 2) outline their audience, and 3) their
community
o Buzz Graph (what terms are frequently being used when talking about Louisville Bats +
what are the links). Explain what are the main findings from your report here.
o Word Cloud (what words are predominately being used? You will see some words that are
not relevant to the word cloud and you can hide them from your word cloud by clicking
the word and choosing the option to “HideWord.”).
o Source Specifics: Search for the hashtags that are being used on Instagram specifically.
#LouisvilleBats is one to explore, but based on the research + insights from the client, you
want to make sure to outline and explore which hashtags are being used and the users
who are using them. What are the other hashtags users are using in addition to
#LouisvilleBats? Are they influencers? Have they gotten a lot of engagement on their site?
What are your recommendations here?
o Explore analysis of relevant hashtags: Makesure to look to see what are the relevant
hashtags that would be good to monitor and explore here related to attractions, tourism,
sports, etc and how people are using them around Louisville.
 Competitive Analysis: Run a comparison of the competitors of attractions they are competing with
in Louisville and/or outside cities related to your overall goal for your campaign. Some examples
include Kentucky Kingdom, Kentucky Derby Festival, LouisvilleSlugger Museum, etc. You will need
to include at three competitors in this analysis for this section, but you are welcome to do more.
o Utilize the filters for this. You want to make sure to focus on certain areas + locations for
this project.
o Look at what the community onlineis talking about them. How is the overall sentiment?
Who are the main influencers? What does your community look like online? What

3. hashtags are people using to share their experiences on Instagram whileat these
attractions?
o Explore the filter with the different age cohorts.
 Recommendations + Strategic Insights
o What are the main findings here from this analysis using the Sysomos tool for the
Louisville Bats?
o What insights can you use to determine what the LouisvilleBats need to do for your
group’s social media campaign?
o Organize findings and statistics found from data collected in your SWOT analysis.
Things to note
 Make sure to format your references (ex. overview of Sysomos, background, definitions of key
terms) in APA style.
 There are several resources that are outlined under the Sysomos Blackboard folder for this
assignment.
 Make sure to check out the Boolean search exercise sheet and the key terms here so you are able
to report.
 Webinar videos and tutorials on how to do these searches are located under the Support area on
the dashboard. Make sure to utilize the Support section and guided section of Sysomos (right hand
corner resources) if you have questions on how to use the platform.
 If you have questions on how to use the dashboard, make sure to click on the Support option and
you will be able to get access to this support page.
Appendix
Sample images your group will need to collect, save, AND ANALYZE. Discuss what is happening here with
the data, what are some of the conclusions you can makehere and your recommendations based on these
findings. I will be looking at the data AND your strategic recommendations from the data you have collected
here. So, you want to make sure you save the images (which is an option at the top right part of the graphs)
for each of your sections. This can also be referenced in your appendix.