Cardiff Met CIS7029: Research Paper on Social Media Analytics

This research paper examines social media analytics and its application in the business context, with a specific focus on the hospitality industry, using Marriott Hotel as a case study. The paper explores the role of social media analytics in understanding consumer behavior, improving marketing strategies, and enhancing ROI. It delves into various social media analytics tools, data sources, and implementation strategies, including website rankings, online traffic analytics, and social media monitoring. The paper also discusses the rationale for using social media analytics, the design and discussion of data sources, key results, visualization techniques, business storytelling, and the limitations of the research. The paper concludes with recommendations for businesses seeking to leverage social media analytics for growth and competitiveness. The research employs secondary research methods, drawing information from journal articles to provide insights into the most effective social analytics tools for business enhancement. The report also highlights the importance of understanding consumer behavior and demographic data.