Client Brief for
A1 - Social Media Analysis Report
CCB302, Digital Media Analytics, Assessment One (A1)
NOTE: This is a hypothetical case. We are not, in any capacity, working with
a digital marketing firm to provide advice.
Context
You work for a digital marketing firm. The firm has been discussing with a client, who is a
healthcare provider, what is the level of public interest and sentiment around AI and
healthcare. As the newest member of the firm’s team, your supervisor has asked you to review
what a publisher is saying about AI and healthcare.
Since you mentioned that you studied Digital Media Analytics, your boss figures you know all
about data, metrics & analytics, their limitations, and APIs. You suggest reviewing a single
YouTube video to begin to answer the customer’s questions about what is possible using
YouTube to gauge public interest and sentiment around AI in healthcare.
At the end of your analysis, your boss would like you to write a project brief with your findings.
Since this is the first experience the firm has had with YouTube social media analysis, you are
going to explain how you did your analysis (what tools you used, how you went about it), and
discuss limitations of this approach.
Your client report represents your submission.
Refer to the A1 Writing Guide (separate document) that outlines the 3-step process for preparing
your submission. Please pay attention to what files are you expected to submit!
Prompts for your analysis (qualitative and quantitative)
In discussions with the client, the firm came up with a list of questions the client is interested in.
These questions are realistic of the type of analysis you might perform for a real-world employer.
1 Who is the publisher?
2 How many followers does the publisher have?
3 What categories do they publish?
4 Are they considered an authoritative source?
5 Consider the [political] alignment (conservative to progressive).
6 What is their geographic reach?
7 What is the timeframe of the post (original post & comments)?
8 How many views?
9 How many likes and shares?
10 Are comments allowed on this channel?
11 If so why? If not, why might a publisher prevent allowing comments?
12 How many people commented (total vs distinct)?
13 Can we tell anything about those commenting?
14 Do the comments appear biased? If so, how?
15 What are viewers saying (content analysis of comments)?
16 Is engagement authentic or appear inauthentic?
17 Is there any spamming, trolling, bot activity, or any indication of automated posting?
18 What tool(s) did you use to analyse the YouTube metadata?
19 What tool(s) was used to retrieve YouTube metadata?
20 How was the data you are analysing collected? (hint: see
https://youte.readthedocs.io/en/latest/).
21 What is an API and why are they used?
22 What type of data does the tool retrieve (hint: search results of public vs private data,
discuss video metadata, channel metadata, comment threads and replies)
23 Who produced the Youte tool?
24 Why do tools like this exist?
25 Who creates them? Who pays for them?
26 Are there other tools for generating video data and statistics? If so, what is another tool
you identified?
27 What are some of the limitations of analysing metadata from digital media platforms
generally, or YouTube specifically?
28 What are the rate limitations of the YouTube API quote system? (hint: see
https://youte.readthedocs.io/en/latest/#rate-limit-and-youtube-api-quota-system
29 What are some of the data governance considerations (hint: see
https://youte.readthedocs.io/en/latest/#data-governance-considerations)
30 Are there any other things you can tell that we didn’t think of?
The above are some of the questions you may wish to investigate. There be other insights you derive
and you are encouraged to discuss them and visualise them!
YouTube API Data Dictionary
Video metadata (dataset part a)
Field Description
kind Identifies the API resource’s type. The value will be youtube#video.
id
Unique identifier of the video, as provided by YouTube.
published_at
The date and time that the video was published (in UTC time).
channel_id
Unique identifier of the channel this video belongs to, as provided by
YouTube.
title
Title of the video.
description
Full description of the video.
thumbnail_url
URL of the video’s thumbnail.
thumbnail_width
Width of the thumbnail image in pixels.
thumbnail_height Height of the thumbnail image in pixels.
channel_title Title of the channel this video belongs to.
tags A list of keyword tags associated with the video.
category_id The YouTube video category associated with the video.
localized_title The localised video title for a specified language. Returns the default
language if no language is specified.
localized_description
The localised video description for a specified language. Returns the default
language if no language is specified.
default_language
The language of the text in video’s title and description.
default_audio_language
The language spoken in the video’s default audio track.
duration
Length of the video in ISO 8601 duration (PT#M#S). The letters PT indicate
that the value specifies a period of time, and the letters M and S refer to
length in minutes and seconds, respectively. For example, a value of
PT15M33S indicates that the video is 15 minutes and 33 seconds long. If the
video is at least one hour long, the duration is in the format PT#H#M#S.
dimension
Indicates whether the video is available in 3D or in 2D.
definition
Indicates whether the video is available in high definition (HD) or only in
standard definition.
caption
Indicates whether captions are available for the video.
licensed_content
Indicates whether the video represents licensed content, which means that
the content was uploaded to a channel linked to a YouTube content partner
and then claimed by that partner.
projection Specifies the projection format of the video (either 360 or rectangular)
upload_status
The status of the uploaded video.
privacy_status
The video’s privacy status.
license
The video’s privacy status.
embeddable
This value indicates whether the video can be embedded on another
website.
public_stats_viewable
This value indicates whether the extended video statistics on the video’s
watch page are publicly viewable. By default, those statistics are viewable,
and statistics like a video’s viewcount and ratings will still be publicly visible
even if this property’s value is set to false.
view_count
The number of times the video has been viewed.
like_count
The number of users who have indicated that they liked the video.
comment_count
The number of comments for the video. Will be empty if the video disables
comments.
topic_categories
A list of Wikipedia URLs that provide a high-level description of the video’s
content.
live_streaming_*
These values will only be available if the video is an upcoming, live, or
completed live broadcast.
meta_* Metadata of the youte version to collect data, time the data was collected.
Comments metadata (dataset part b)
Field Description
id
Unique identifier of the video, as provided by YouTube.
video_id
The ID of the video that the comment refers to.
parent_id The unique ID of the parent comment. This property is only set if the
comment was submitted as a reply to another comment.
is_public Indicates whether the thread, including all of its comments and comment
replies, is visible to all YouTube users.
can_reply Indicates whether the current viewer can reply to the thread.
author_display_name The display name of the user who posted the comment.
author_profile_image_url The URL for the avatar of the user who posted the comment.
author_channel_url The URL of the comment author’s YouTube channel, if available.
author_channel_id
The ID of the comment author’s YouTube channel, if available.
text_display
The comment’s text in HTML.
text_original
The original, raw text of the comment as it was initially posted or last updated.
can_rate
This setting indicates whether the current viewer can rate the comment.
viewer_rating
The rating the viewer has given to this comment. In the meantime, the
property value is like if the viewer has rated the comment positively. The
value is none in all other cases, including the user having given the
comment a negative rating or not having rated the comment.
like_count
The total number of likes (positive ratings) the comment has received.
published_at
The date and time when the comment was orignally published (in UTC
time).
updated_at
The date and time when the comment was last updated (in UTC time).
meta_*
Metadata of the youte version to collect data, time the data was collected.