Social Media Metrics and Analysis

Roberta Minazzi ()
Additional contact information
Roberta Minazzi: University of Insubria

Chapter Chapter 6 in Social Media Marketing in Tourism and Hospitality, 2015, pp 137-163 from Springer

Abstract: Abstract Information Technology progress and Social media spread, as well as Mobile Social Media development, examined in previous Chapters, contribute to the increasing availability of a large amount of multimedia structured and unstructured content about customers and prospects (called “Big data”). Travel organizations able to gather, analyze, and interpret this information have the opportunity to enhance customers’ knowledge, and consequently, to improve service differentiation and personalization. The synchronization with various target markets allows creating a competitive advantage and increasing financial and operational performance. Therefore, a key issue turns out to be the definition of the most appropriate social media metrics able to evaluate social media performance and, if combined with other measures, to support and improve business strategies.

Keywords: Social Medium; Sentiment Analysis; Unstructured Data; Social Media User; Customer Satisfaction Index (search for similar items in EconPapers)
Date: 2015
References: Add references at CitEc
Citations: View citations in EconPapers (1)

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-319-05182-6_6

Ordering information: This item can be ordered from
http://www.springer.com/9783319051826

DOI: 10.1007/978-3-319-05182-6_6

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().