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Social media analytics for enterprises: Typology, methods, and processes

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  • Lee, In

Abstract

This article provides an overview of social media analytics for managers that seek to utilize the practice for social media intelligence. Currently, managers are challenged to analyze an abundance of social media data but lack a framework within which to do so. Toward this end, this article presents a simple typology of social media analytics for enterprises. It also discusses various analytics methods for social media data. Then, this article discusses management processes of social media analytics for enterprises. An illustration of social media analytics is provided with real-world consumer review data. Finally, four challenges are discussed.

Suggested Citation

  • Lee, In, 2018. "Social media analytics for enterprises: Typology, methods, and processes," Business Horizons, Elsevier, vol. 61(2), pages 199-210.
    • Handle: RePEc:eee:bushor:v:61:y:2018:i:2:p:199-210
    DOI: 10.1016/j.bushor.2017.11.002
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    3. Capatina, Alexandru & Kachour, Maher & Lichy, Jessica & Micu, Adrian & Micu, Angela-Eliza & Codignola, Federica, 2020. "Matching the future capabilities of an artificial intelligence-based software for social media marketing with potential users’ expectations," Technological Forecasting and Social Change, Elsevier, vol. 151(C).
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    10. Adrian MICU & Alexandru CAPATINA & Angela-Eliza MICU, 2018. "Exploring Artificial Intelligence Techniques’ Applicability in Social Media Marketing," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 156-165, November.
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