Chapter 13 Social Media Analytics

13.1 Introduction

In the social media era in which both marketers and consumers are involved in the process of cocreating brand identity, the development of new ways of using big data analytics technologies (or big data use cases) becomes more critical than ever (Finne and Grönroos 2017). Unlike UGC, content from brand-hosted social media is controlled by corporate channels (Camiciottoli, Ranfagni, and Guercini 2014; Edelman 2010). To get deeper managerial insights, several pioneer studies suggest that brands take a proactive stance on analyzing consumer reactions toward UGC and content from brand-hosted social media. Since not all content from brand-hosted social media is equally important from a consumer’s perspective, an investigation of the impact on branding is critical (Gensler et al. 2013). Finding new ways of understanding the impact and the thematic changes can unlock the power of brand positioning on social media. Fortunately, the “open-source” nature of the digital environment and the recent surge of new topic modeling techniques and NLP tools make it possible for brands to gauge customer engagement metrics longitudinally.

Traditionally viewed as a tool specific for marketing communication purposes, social media is a potentially useful source for marketing management (Bukhari et al. 2012). A relevant example of using social media analysis outside of marketing can be found in research on crisis and disaster management, where social media content is mined and utilized to investigate real-time phenomena (Pohl, Bouchachia, and Hellwagner 2015, Wang and Ye 2018). The ability to monitor and act on online communication is congruent with the real-world challenges faced by marketers.

13.2 Exercise

Perform a social media analysis for your project client

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