Report on Social Media Analytics

(*) A use case is a description of one aspect of how a product (e.g. the software) is to be used in a practical application. Example: entering login details to log into the homepage is a common use case.

Assessment 2 Information

Subject Code: DATA4500

Subject Name: Social Media Analytics

Assessment Title: Investigative Report – Sentiment Analytics & Product Development

Assessment Type: Individual Report

Weighting: 35%

Word Count: 2000 Words (+/-10%)

Total Marks 35

Submission: Turnitin

Due Date: Monday Week 10, 23:55pm AEST

Assessment Description You are a tech consultant working for Ion Plus, a boutique tech consulting firm. Your firm has been approached by Facebook AI, a technology division of Facebook developing AI augmented conversations and human-machine interfacings, in particular, around language processing. Facebook AI’s core use cases* are focused on (social) network language systems across speech audio and vision. Through machine learning and deep learning algorithms, Facebook has deployed its solutions across an ecosystem of over 3 billion users worldwide. This is a lucrative market but it is beginning to show signs of saturation. To continue to grow the business, new ideas and new markets are required. Facebook AI has engaged Ion Plus to help them break into the market for chatbots in customer service and social media advertising. Facebook already has a mature AI engine for natural language processing. A transition into chatbots and broader communication spectrums is commercially lucrative and would allow Facebook to leverage some of its established capabilities. You have been called to lead the project. Language expressed over social forums (including product reviews), social networks and customer service apps is unique. Text is often abbreviated, misspelt (sometimes deliberately) and augmented with other media elements such as images, emojis, sound clips and videos. In order to successfully disguise itself as humanistic, we need to see whether an autonomous chatbot can be taught to recognise and adjust social media speak in accordance in a dynamical environment where conversation and context are in constant flux. Facebook’s goal is that once the prototype ‘social media language’ AI has been sufficiently trained it can be used to:

1. respond to social media posts and generate influence; and 2. respond intelligently and naturally to customer service enquiries (Q&A).

Your task is to develop a report for the Board of Directors of Facebook AI. The report needs to have an executive summary and a body addressing the below issues:

A) Discuss the value proposition of chatbots and outline the business opportunities that exist for Facebook AI if they were to push ahead with developing a commercial prototype.

(*) A use case is a description of one aspect of how a product (e.g. the software) is to be used in a practical application. Example: entering login details to log into the homepage is a common use case.

8 marks B) Describe the characteristics of a chatbot and how current AI capabilities can be adapted to

develop a chatbot capable of mimicking human personalities in an online setting to achieve marketing objectives.

8 marks C) Identify and examine the commercial cases for adopting chatbots in customer service and

discuss to what extent Facebook’s existing AI capabilities can be leveraged to develop cost- effective chatbots to field advanced customer service enquires.

10 marks D) Recommend THREE specific actions Facebook AI can take over the next 12 months to test

the viability of developing and adding chatbots to their existing business. 9 marks

Students are provided with the following sources to consult:

• The truth behind Facebook AI inventing a new language

https://towardsdatascience.com/the-truth-behind-facebook-ai-inventing-a-new-language-

37c5d680e5a7

Research in Brief: Unsupervised Question Answering by Cloze Translation

https://ai.facebook.com/blog/research-in-brief-unsupervised-question-answering-by-cloze-

translation/

Introducing long-form question answering

https://ai.facebook.com/blog/longform-qa/

A new generative QA model that learns to answer the whole question

https://ai.facebook.com/blog/a-new-generative-qa-model-that-learns-to-answer-the-whole-

question/

Research in Brief: Training AI to Answer Questions Using Compressed Search Results

https://ai.facebook.com/blog/research-in-brief-training-ai-to-answer-questions-using-

compressed-search-results/

• Chatbots in Customer Service - Accenture Interactive

https://www.accenture.com/t00010101t000000__w__/br-pt/_acnmedia/pdf-45/accenture-

chatbots-customer-service.pdf

• Chatbots Point of View - Deloitte Digital

https://www2.deloitte.com/content/dam/Deloitte/nl/Documents/deloitte-analytics/deloitte-nl-

chatbots-moving-beyond-the-hype.pdf

Students should refer to the RECOMMENDED RESOURES above and provide SIX of their own

independently researched sources in their report.

The report should be appropriately referenced based on the resources found on MyKBS (Academic

Success Centre): https://elearning.kbs.edu.au/mod/page/view.php?id=194263

(*) A use case is a description of one aspect of how a product (e.g. the software) is to be used in a practical application. Example: entering login details to log into the homepage is a common use case.

Task-Based Rubric

Section Criteria

A) Research and Description of Current Trends

Demonstrate an ability to describe, evaluate and conduct research on current trends in big data and analytics as they relate to sentiment analytics and applications of natural language process and latent semantic analysis. Integrate an understanding of analytics techniques, governance and social media to address the application of big data and data analytics to commercial developments.

B) Predictions and Reflections

Synthesise theory and practice taught in the course, personal research and the reports provided to provide a logical, convincing and supported conclusion/prediction on the effects of big data and analytics on the future of social media, social networks and AI- assisted recommendation engines.

C) Recommend strategic actions by the bank

Recommend three specific strategies an organisation could undertake to address the changing landscape of social media and social networks in light of emerging machine learning and analytics capabilities. Briefly justify each strategy with reference to current theory and practice.

Referencing, Presentation and Communication

Construct a report that follows a logical sequence of an executive summary, introduction, clear sections and a summary/conclusion. Judge the needs of the report audience (senior management and data professionals) and adapt the report structure, presentation and jargon to address those needs. Conduct research into the report topic based on provided readings and personal research. Demonstrate an understanding of which sources are most relevant to addressing the report focus. Apply Harvard Referencing conventions to acknowledging all sources used in constructing the report

Page 4 Kaplan Business School Assessment Outline

Important Study Information

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