This project utilizes exploratory data analysis model using Python programming language in investing the impact of social media on brand building and customer engagement. Using data of twelve posts’ performance metrics extracted from the company Facebook page in a 12-month period, this report evaluates 500 posts from a renown cosmetic brand. The result indicates that social media platform has positive influence on increasing brand engagement and brand awareness.
The project is structured as follows:
- Data Importing
- Data Preparation
- Data Cleaning and Processing
- Data Exploratory and Visualization
Language used: Python
Despite the advantages that social media provided, one of the challenges brands facing today is to measure the impact of social media marketing on brand building and customer engagement. However, along with technological advancement, the increasing availability of data information has bride the gap between companies and customers. Brands now can use data to understand about consumers and evaluate their interaction through social media. Therefore, this report focusses on examining the impact of social media factors including post category, post time, post advertisement on building brand image and drive customer engagement. The main goals of this report are as follows:
- Assessing the efficiency of Facebook posts in increasing brand awareness
- Identifying the impact of Facebook post factors such as time, frequency, types on lifetime post customers
- Defining a causal relation between the use of social media and customer relationship management by evaluating lifetime post consumers (LPC) and engagement ratio