Performing social media analytics with Brandwatch for Classrooms: a platform review

Mike McGuirk ()
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Mike McGuirk: Babson College

Journal of Marketing Analytics, 2021, vol. 9, issue 4, No 8, 363-378

Abstract: Abstract As consumer’s consumption of digital media and usage of social media platforms continues to grow, businesses have been searching for new ways to track, analyze, and measure this online consumer behavior to support a diverse set of business functions such as marketing, customer support, and customer experience management. Given the heightened interest in social media analytics in the business community, educational institutions have also been interested in identifying new ways to introduce emerging social media analytics concepts and practices to their students. One category of social technologies that is specifically used to perform this type of analysis is social listening platforms. Brandwatch (recently acquired by Cision Ltd.) has created one of the leading social listening platforms. They also offer a version of this platform for educators named Brandwatch for Classrooms. This article provides an overview of the key features and capabilities of the Brandwatch for Classrooms platform, as well as numerous suggestions for incorporating the platform in marketing analytics undergraduate and graduate courses. The goal is to provide educators with practical information about social media analytics and guidance on successfully integrating social listening platforms in their course design.

Date: 2021
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DOI: 10.1057/s41270-021-00128-5

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