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Social Media Monitoring, Measurement, Analysis and Big Data

In: Strategic Social Media Management

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  • Karen E. Sutherland

    (University of the Sunshine Coast)

Abstract

Chapter 7 focuses on how to measure the performance of a social media strategy and why it is important to do so. The chapter also provides advice on how to gather, report and analyse data to formulate recommendations for continual improvement of social media performance. It explores techniques such as sentiment analysis and netnography. Chapter 7 also focuses on social media monitoring, social listening, the analysis of social media data and the benefits and best practice for Social Media Managers working with Big Data.

Suggested Citation

  • Karen E. Sutherland, 2024. "Social Media Monitoring, Measurement, Analysis and Big Data," Springer Books, in: Strategic Social Media Management, edition 0, chapter 0, pages 177-237, Springer.
    • Handle: RePEc:spr:sprchp:978-981-99-9496-0_7
    DOI: 10.1007/978-981-99-9496-0_7
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