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

Author

Listed:
  • Balchin, Jackie

    (NetBase Quid Headquarters, USA)

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.

Suggested Citation

  • Balchin, Jackie, 2021. "How the study of social media data has evolved through time, putting social media insights-led actions at the heart of many organisations’ strategy," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 9(1), pages 43-52, June.
    • Handle: RePEc:aza:jdsmm0:y:2021:v:9:i:1:p:43-52
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    Cited by:

    1. AGARWAL Reeti & MEHROTRA Ankit, 2023. "Influence Of Online Forums On Customers’ Buying Decisions: A Machine Learning Approach," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 18(3), pages 5-23, December.

    More about this item

    Keywords

    Social media insights; campaign reporting; social data; social listening;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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