The Social Media Analytics chapter from our forthcoming book, Understanding Audiences, Customers, and Users via Analytics, covers the following.
Social media platforms are powerful for businesses to gain insight into how their customers feel about their company, product, or service. This chapter discusses the different types of social media analytics methods available to businesses to track their social media performance.
With the help of natural language processing, businesses can understand the emotions associated with their brand and develop strategies to better serve their customers.
With its insights into customer behavior and its ability to detect shifting trends in social data, social media analytics can provide a clear picture of how customers move from your social media presence to making purchases.
Jansen, B. J., Aldous, K, Salminen, J., Almerekhi, H. and Jung, S.G. (2023). Understanding Audiences, Customers, and Users via Analytics – An Introduction to the Employment of Web, Social, and Other Types of Digital People Data. Springer Nature.