USING SOCIAL MEDIA ANALYTICS AND PARSING PROGRAMS TO IDENTIFY AND ANALYZE THE TARGET AUDIENCE

Vasily Kashkin () and Yuriy Androsik ()
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Vasily Kashkin: American University of Phnom Penh, Cambodia
Yuriy Androsik: Belarusian State Technological University, Minsk, Belarus

Business Excellence and Management, 2024, vol. 14, issue 1, 61-71

Abstract: Social media analytics is the backbone of successful marketing. It allows you to accurately find and understand the target audience of the company. However, this requires analyzing a huge amount of publicly available data. This is where software tools come to the rescue, allowing such analysis to be carried out in real time. Nevertheless, there are a large number of software products on the market, each of which has a different set of functions - from complex products to highly specialized ones. A wide or vice versa narrow range of functions makes it difficult to choose a specific software solution for a specific task. For this reason, the main purpose of the article is to make a comparative analysis of the functions of the most popular social media analytics software tools designed to identify and analyze the target audience.

Keywords: Social network; Social media; Social media analytics; Social media analytics software tools; Text analytics; Image analytics; Audio analytics; Video analytics; Target audience (search for similar items in EconPapers)
Date: 2024
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