How the study of social media data has evolved through time, putting social media insights-led actions at the heart of many organisations’ strategy

Jackie Balchin
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Jackie Balchin: NetBase Quid Headquarters, USA

Journal of Digital & Social Media Marketing, 2021, vol. 9, issue 1, 43-52

Abstract: This article reviews how the use of social media data has evolved over the last ten years. It also provides actionable tips on how social media data obtained through social media listening platforms can be analysed more efficiently, with examples of how to go beyond standard platform outputs to obtain a deeper understanding of customers. The article argues that social media data should be a guiding force for brand action and thus have a seat at the table when strategic decisions are being made. It also provides guidance on how to obtain this level of maturity.

Keywords: Social media insights; campaign reporting; social data; social listening (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2021:v:9:i:1:p:43-52

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