The Foundations of Social Media Analytics chapter from our forthcoming book, Understanding Audiences, Customers, and Users via Analytics, covers the following.
Social media analytics is the process of deriving meaning from social media data to make better business decisions. Social media platforms offer businesses new insights into their strategies through social media analytics. Social media data analytics involves extracting, cleansing, transforming, and loading social data for further analysis.
The data can be analyzed to identify patterns and trends in social media use. This information can be used to improve user experience on social media and to target advertising and content to specific user groups.
The key performance indicators (KPIs) for social media analysis depend on the organization’s goals and objectives for using social media. Several KPIs can measure the success of Social Media Analytics initiatives.
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.