Social Media Analytics for Business: Strategies and Frameworks

This report provides a comprehensive overview of social media analytics for business development, emphasizing its impact on customer insights, brand awareness, and customer loyalty. It outlines a framework for social media measurement, focusing on aligning social strategy with business objectives and determining key performance indicators. The report also evaluates organizational readiness for measuring social media effectiveness and selecting appropriate tools, such as HootSuite, for monitoring brand mentions and conducting sentiment analysis. Ultimately, the report highlights the importance of understanding customer feedback and adapting to changing trends to maintain business relevance and competitiveness in the digital landscape, suggesting organizations need to understand the impact of their business on their customers' lives.

Running head: SOCIAL MEDIA ANALYTICS FOR BUSINESS
Social Media Analytics for Business
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Table of Contents
Introduction:....................................................................................................................................2
Framework of social media analytics for business:.........................................................................2
Alignment of social strategy with business objectives:...............................................................3
Determination of the measurement of success:...........................................................................3
Evaluation of organisational readiness to measure social media:...............................................4
Choose tools in light strategy, metrics and organisation:............................................................4
Social media analytic tools:.............................................................................................................4
References:......................................................................................................................................6

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Introduction:
Social media helps people in the creation, sharing and exchange of information, ideas,
pictures and also videos in the network. It has become a part of everyday life. Social media is a
type of online means of communication channel which is devoted to the society input,
intercommunication as well as cooperation. In social media it is possible for the people to talk as
well as interact without any sort of restriction or debate or information exchange regarding
noteworthy aspects of their lives. In social media it is possible for people to interact with
different groups of people and this is true for individuals or groups of people and this includes
creation, editing and commenting on different types of personal conversations. There are
different types of social media which include blogs, social networking sites, micro blogging
services and the sites which share media. The initial limitation of social media is not the same
situation at present (Stieglitz et al., 2014).
After understanding the opinions of people on social media, it is possible for people to
create a strong recognition of brands and increase the overall sales. As a result the companies can
make effective amount if awareness regarding their brands and there is the provision of greater
brand consciousness as a result. This helps the companies become more active for the customers
and this helps the customers reveal their likes and dislikes about the brand and the requirements
(Kurniawati, Shanks & Bekmamedova, 2013).
Framework of social media analytics for business:
At present the social media makes a significant impact on the business development. It
helps in gaining important customer insights, increase in the awareness of the brands and also the

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loyalty. There can also be the provision of rich customer experiences, increase in the traffic in
the websites as also the ranking in the search apart from several other useful things.
Social media analytics utilizes advanced techniques in order to analyse the patterns in the
social media in order to enable informed and insightful decision-making. It also gives
organisation with newer and better ways for the creation of value and also in gaining competitive
advantage (Sinha et al., 2012).
Figure: Social Media Measurement framework
Alignment of social strategy with business objectives:
The most important thing which is often overlooked in social media measurement is to
determine the way in which a person tries to accomplish and approach it. The core business
objectives also need to be taken care of which include the corporate priorities, business units as
well as the product objectives. There needs to be an understanding of the business objectives.
There need to be proper business objectives. The measurement strategy is realistic enough in
order to serve the requirements at present. The best way to ensure that the measurement strategy
is realistic is that it is suitable enough to serve the needs at present (Chen, Chiang & Storey,
2012).

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Determination of the measurement of success:
There needs to be a similar process which has to be followed in case of development of
metrics. There needs to be a proper understanding regarding the measurement of success from
the perspective of business be it to drive awareness regarding a product or a brand and also the
sourcing of competitive insights, improve the placement of search engines and also the normal
means of learning.
Evaluation of organisational readiness to measure social media:
This is one of the most crucial elements which is important for the measurement of social
media. There needs to be a proper assessment of resources, the domain level, the analytical level
and the expertise of tools and also the present state of internal collaboration. There are several
companies which lack staff who are sufficiently trained for the purpose of measurement of social
media. Thus the tasks are delegated to employees who are overcommitted but under-prepared
which causes failure and harms the image and branding of the organisation (Sponder, 2012).
Choose tools in light strategy, metrics and organisation:
After a proper understanding of the things which are to be accomplished depending on
the available resources the time comes for selection of appropriate tools for the purpose of
measurement. Since the industry is new, the tools are also immature and change in a quick
manner. There cannot be a single tool for the purpose of social media measurement in the light f
strategies for business (Sharda, Delen & Turban, 2013).
Social media analytic tools:
There are a variety of social media analytics tools in order to help the marketing experts
do all the proper tasks required to the analytics field. There are tools like HootSuite which span

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multiple channels while others focus on specific networks which include those like Twitter.
There are certain tools which include the workflow and help in monitoring the buzz around
certain keywords and also help the social media managers in the connection of information to
other people in the organisation. there can also be tweets which complain about a specific
product which can be routed by means of a customer service department (Fan & Gordon, 2014).
The customer feedback for different products helps in raising issues which are concerned with
the idea of sentiment analysis. There are certain tools which analyse what is being said about a
particular topic. It is stated that the idea of social media analysis is an inexact science. Sentiment
analysis is also a powerful tool in the field of analytics to measure the way in which a person is
feeling about a particular social media feature or application. There are different text analytics
and statistical tools as well to understand the sentiments of the people behind their respective
claims or viewpoints as expressed by them in the social media platforms (Sharda, Delen &
Turban, 2013).
It is therefore essential for the organisations to understand the impact of the business
which is taking place in the lives of their customers and this makes it crucial for the
organisations to understand the situations which are faced by the users of social media. In case
the organisations also move with the changing times it will be possible for them to remain in
demand and for their products to remain new and relatable.

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References:
Bekmamedova, N., & Shanks, G. (2014, January). Social media analytics and business value: a
theoretical framework and case study. In System Sciences (HICSS), 2014 47th Hawaii
International Conference on (pp. 3728-3737). IEEE.
Chen, H., Chiang, R. H., & Storey, V. C. (2012). Business intelligence and analytics: from big
data to big impact. MIS quarterly, 1165-1188.
Fan, W., & Gordon, M. D. (2014). The power of social media analytics. Communications of the
ACM, 57(6), 74-81.
Kurniawati, K., Shanks, G. G., & Bekmamedova, N. (2013). The Business Impact Of Social
Media Analytics. In ECIS (Vol. 13, p. 13).
Sharda, R., Delen, D., & Turban, E. (2013). Business intelligence: a managerial perspective on
analytics. Prentice Hall Press.
Sinha, V., Subramanian, K. S., Bhattacharya, S., & Chaudhary, K. (2012). The contemporary
framework on social media analytics as an emerging tool for behavior informatics, HR
analytics and business process. Management: journal of contemporary management
issues, 17(2), 65-84.
Sponder, M. (2012). Social media analytics: effective tools for building, intrepreting, and using
metrics. New York: McGraw-Hill.
Stieglitz, S., & Dang-Xuan, L. (2013). Social media and political communication: a social media
analytics framework. Social Network Analysis and Mining, 3(4), 1277-1291.

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Stieglitz, S., Dang-Xuan, L., Bruns, A., & Neuberger, C. (2014). Social media
analytics. Business & Information Systems Engineering, 6(2), 89-96.