Research a luxury brand of your choosing (you can choose a brand from any industry – service, manufacturing, and others.

Research a luxury brand of your choosing (you can choose a brand from any industry – service, manufacturing, and others.) Succinctly explain the brand’s business model (1 product, 2 customers, 3 pricing model). Use three of Fan & Gordon’s key techniques (e.g., sentiment analysis, topic modeling, social network analysis, visual analytics) to analyze how effectively the company uses social media.

Use the Geerts/Veg-Sala framework (see tables 1 thru 6) to analyze and explain the company’s brand value, traditional communication, and internet communication to show how effectively or ineffectively “your” brand uses social media and/or other web 2.0 technologies to communicate.