| University | Singapore University of Social Science (SUSS) |
| Subject | MKT365: Social Media Metrics and Analytics |
The National Basketball Association (NBA) has a reputation for being the most innovative of the major professional North American sports leagues, earning money from a combination of sources, including television rights, merchandising, and ticket sales. The NBA realized international revenue is increasing dramatically in the past 10 years and has become a key revenue source—especially in Asia. Therefore, NBA is keen to deploy a series of new social media strategies to extend Asia’s reach and enable the growth of NBA revenue in Asia.
Assuming you are the social media data analyst in NBA, you are assigned to assist the NBA to evaluate NBA audiences’ reactions to internationalization strategies. You are also required to help increase the social media presence of the NBA through the use of social media analytics techniques.
- Identify the business goal and strategic goal of using social media analytics in this case.
- Discuss four (4) opportunities that arise from establishing social media presence and leveraging social media analytics.
- Identify three (3) challenges of leveraging social data in Question 1(c) for your
analysis. - Formulate three (3) social media metrics that are relevant and useful to assess the success of this new strategy.
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