SOCIAL MEDIA TOOLS FOR BRAND HEALTH AND CRISIS SURVIVAL (SENTIMENT ANSLYSIS)

Abstract

I, Sushil Kumar (2K18/MBA/090) a student of Delhi School of Management- DTU, pursuing Masters of Business Administration has worked on my project titled “Social media tools for brand health and crisis survival(Sentiment Analysis)” . People increasingly look at social media applications as an important part of their daily life and more likely *to *move their interactions to the virtual platforms (i.e. Facebook, Instagram, LinkedIn and Twitter) . This, in turn, positively reflect on their orientations and behaviours toward all kinds of social media technology In recent years, Social media marketing has attracted interests of many organisations, institutions, Non profit organisations. Also, social media marketing at times of crisis like natural disasters like floods, pollution and health emergencies has become common. We know that, at present we are in a middle of a health pandemic “COVID-19” or commonly called corona virus health emergency, which has affected every single institution and business across the globe. My project deals with using Sentiment analysis on twitter dataset understanding how brands demonstrate social media marketing at times of crisis and understand the sentiment of their tweets and engagement among their followers. People worldwide are largely engaged and attached with the web 2.0 technology and Social media platforms. By the same token, businesses start looking at such technologies as effective mechanisms to interact more with their customers. People actively display their views and opinion on Twitter, it serves as a medium to help the common people to raise their concerns and have their opinions heard and valued.

6 The organisations taken up for the project are:  Hindustan Unilever.  Reliance Jio.  Zomato.  Amul. The analysis is based on using Python to fetch tweets and further analysing their sentiments into positive, negative or neutral. Also to check on the followers, likes, number of re-tweets and other similar metrics. The analysis made from this project can surely help companies to plan their social media activities at times of various crisis like COVID-19 and in general to improve user experience.