Chapter 9

This weeks blog discussion is on Chapter 9.  The main factors throughout this chapter that seemed most like important strengths to me were the fact that the chapter discussed the benefits of qualitative research through social media analysis and how much the word of mouth about a business can benefit the amount of business that the organization will get.  The main weakness in this chapter is how little it explained the aspect of different teachings.  The book could have explained many matters in a more thorough manner.

Of all of the new vocabulary words used in this chapter, there were several that I was not very familiar with, including;

• text mining- the gathering and and analysis of text data from relevant sources
• Netnography- a rapidly growing research methodology that adapts ethnographic research techniques to study the communities that emerges through computer-mediated communication
• Echo effect (online echo) - refers to the duplication in conversation volume that tends to occur in social media spaces
• Opinion Mining- analyze content to determine the attitude of the writer
• Sentiment dictionary- specifies sentiment indicators and rules to be used in the analysis

The brand that I chose to run an analysis on was Free People.  When I did this, the results stated as follows: 19% strength, 56:1 sentiment, 38% passion, and 22% reach.  I feel that these results are average.  I would have however probably guessed that the reach percentage be a higher number.

The brand that I chose to search on YouTube was Juicy Couture.  The very first video that popped up was a video called "Rude Juicy Couture Associate."  This is very bad advertising for Juicy, and I am sure people who have searched this brand have seen this and taken it into consideration.  The video was basically a customer mocking a sales associate from Juicy that she had an experience with earlier that day.  Other people were commenting the post, agreeing with her that all of their associates are either rude, unfriendly, or racist.  The second video was a haul video.  This video was positive, showing all of the purchases a customer had recently made and explaining why she was pleased with them.  People also commented this post, saying how they had the same bag and loved it.  Others were commenting saying that they were going to go out and buy it.