Social Media Monitoring, Measurement, Analysis and Big Data

Karen E. Sutherland ()
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Karen E. Sutherland: University of the Sunshine Coast

Chapter 7 in Strategic Social Media Management, 2021, pp 133-172 from Springer

Abstract: Abstract ► Chapter 7 focuses on a further fundamental component of the social media strategy process, listening, monitoring and measurement. As this chapter will demonstrate, these activities take place in all stages of social media management: strategy development, implementation and evaluation. W. Edwards Deming wrote: “Without data, you’re just another person with an opinion,” and this is definitely the case when it comes to social media management.

Date: 2021
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DOI: 10.1007/978-981-15-4658-7_7

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