Social Media Analytics for Business: Strategies and Impact Report

This report provides a comprehensive analysis of social media analytics within a business context, focusing on its advantages, impact, and strategic applications. It explores how businesses can leverage social media data to understand their target audience, increase customer engagement, and improve marketing campaigns. The report delves into various aspects, including managing organizational change, planning for IS development, outsourcing considerations, and privacy concerns associated with social media analytics. A case study of the Emirates Group is included to illustrate real-world applications and challenges. The report also covers social media listening, research methodologies, and the importance of analyzing followers and influencers. It highlights the role of social media analytics in enhancing marketing ROI, developing product quality, and providing customer relationship management. The report concludes with recommendations for businesses seeking to integrate social media analytics into their operations.

Running head: SOCIAL MEDIA ANALYTICS FOR BUSINESS
Social media analytics for business
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Table of Contents
Introduction..........................................................................................................................2
Advantages of using social media analytics in business.....................................................2
Managing change in the organization..................................................................................3
Planning IS development.....................................................................................................4
Dealing with outsourcing.....................................................................................................6
Privacy concerns..................................................................................................................7
Increasing awareness...........................................................................................................9
Conclusion.........................................................................................................................10
Recommendations..............................................................................................................11
References..........................................................................................................................13

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Introduction
Social media analytics has a great value in business as it collects data from the platforms
of social media and analyzes it. The process assists to develop the business as well as assess the
impact of marketing campaigns. In addition, it makes better business decisions and develops a
strong strategy. On the other hand, it enhances customer experience, increases the level of
satisfaction and develops brand awareness in the business. There are several ways to leverage
social media analytics for the business that is described in the present study. Social media
analytics assists organizations to understand the targeted audience. Moreover, social media
analytics can increase involvement and responsiveness in the business. The present study deals
with advantages and impact of social media analytics in business. Apart from these, managing
change in the organization, planning IS development, dealing with outsourcing and privacy
concerns for using social media analytics in the business is described in the current study.
Emirate group has been selected as case study organization.
Advantages of using social media analytics in business
The utilization of social media analytics in business process assists organizations to
understand the targeted audience. An American gaming as well as the media-streaming website
using social media analytics for analyzing and define specific segments of the audience, which
are considered as the most interested in the particular types of video games for offering insight as
well as effectively support its advertisement strategies of the customers.
Social media is considered as one of the most cost-efficient digital marketing methods
that are used in order to syndicate content as well as increase business visibility. Thus,

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implementation of social media strategy will increase brand recognition. On the other hand, it is
important to involve with brand audience of customers. Thus, through investing few hours per
week, there are 91% of marketers claimed that efforts for social marketing is increased exposure.
Without marketing, business on social media, it is important to inbound traffic limit for social
customers. Thus, social media profile adds to marketing mix as a gateway to the website. Social
media is known as a marketing pot of several types of people with different backgrounds. Hence,
syndicating the content on several platforms as well as behavior is helpful to meet the
requirements and distinctive way of thinking. However, posting on social media need to get the
business traffic to the business website. Social media analyst has stated that there is direct
increase of search engines that helps social media to increase the rankings in search engine.
With increased visibility, the business obtains more scopes for conversion. On the other hand,
the better impression on visitor makes the process helpful for business.
However, the couple of people comprehend the best way to deal with the impact a
motivating force for particular to property (Stieglitz et al., 2014). Emirates Group is outstanding
amongst other overall brands with strong corporate culture. The organization has entered through
load shipping, reliably enhances, and furthermore reestablishes their organizations in the
aeroplane. Furthermore, the organization manages the requirements of target social affair of
individuals and decision for focusing on the extended market. The organization does not give a
couple of spots in the USA. Regardless, it bases on their untouchable acquisitions and likewise
upgrades. However, the organization does not offer to provide facilities for budget travellers and
personalized services. The organization has developed relentlessly for new ages and pushed
flying machine with the air transportation organizations (Moe et al., 2017). The competitor
organizations for instance Gulf Air and Eihad are considered as major threats. In the current

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situation, it becomes difficult to regulate customers effectively as competence is increasing day
by day. The rapid development of information and communication technology makes
organizations communicate with customers and know their demands. However, it becomes
difficult to use appropriate social media tool that can give forceful favourable circumstances to
the organization. Social media is considered as a networking as well as communication platform
that helps to develop voice for the organization by the platforms, which is humanizing the
organization. Customers can appreciate understanding of the process and personalize response
compared to automated message.
Social media listening is watching for mentioned brand, products as well as services of
the organizations. The platforms of social media listening can offer several analytics on the end,
whether it is used to the fullest capabilities. It also helps the organizations obtaining insight into
behavior of the customers as well align marketing strategies. Analytics can be helpful to provide
information to assist with the analysis of customer segmentation, identification of potential
customer groups and improving marketing strategy as well as messaging. Depending on the
platform consists of primary information. People on social leave have several breadcrumbs that
are thought regarding the process of information that provides starting new social site or
involving in online forum. For different sites, the forums or sites where the readers can post
commends to the blogs as well as news articles. The data collected is not robust. Most of the
requests are more than age as well as gender. The advent of checking ins on the sites of
Facebook, Instagram as well as FourSquare compile the data of customers regarding the visit of
people as well as location-based information.
Social research is one of the effective methodologies in order to look what is occurring
within the particular industry. It is necessarily same as social listening program of brands.

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However, it is broadening the opportunities. Taking data as well as conduct social media
research in order to focus on the particular themes in general. It can assist the organizations to
include better insight into the perceptions of the customers. In addition, it allows targeted
marketing strategy.
Social media provides businesses an unprecedented scope in order to connect with the
customers as well as prospects. While there are several social network that can be helpful to
provide a vast array of tools in order to provide customer service. Describing the process of
working on the products, it is significant realizing that simple social media presence is any
ensure of success. Importance of social media analytics assists analyzing the followers. Finding
out the additional followers can be helpful on social networks. It is important to be aware of the
impact that all the posts are shared and liked frequently. In addition, identifying the influencer
does not require being famous. They are people hidden in the contacts that creates
disproportionate amount of the activity. There are social media platforms specifically Facebook
and Twitter helpful to analyze target audience for the business.
Managing change in the organization
Use of social media analytics has several advantages as it rising marketing returns on the
process of investment and development of product quality. The social CRM includes a
technological connection with traditional CRM. Thus, with the help of social media analytics, a
complete picture can be developed when multiple components weaved across social media as
well as integrated as the major part of operations.
Kotter 8 step process assists analyzing specific strategy taken by Emirate Airline. In the
first step, it is important creating urgency. In order to manage change in the organization, it

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assists the entire enterprise working on it. Development of urgency plan would be helpful
achieving the requirement of changes. It is significant to address the threats as well as develop a
specific scenario for future (Xiang et al., 2017). On the other hand, analyzing the scopes could be
developed. In the second step, it is needed developing an important coalition that is needed in
order to convince people is necessary.
Hence, finding effective change leaders in the enterprise, it is helpful for the enterprises.
Utilization of Twitter is useful influencing people required work as a team. Moreover, utilizing
Twitter is one of the most useful procedures in order to create change vision. However,
communication with the vision of the organization utilizing social media for managing customers
is helpful to Emirate group. Moreover, development of the changing demands as well as
anchoring the changes in the corporate culture is important in order to achieve implying social
media for the enterprise.
On the contrary, adoption of social media in business of Emirate group, the organization
faces challenges. The significant part is the privacy of the user data. Use of social media tool can
access public data. There are regulations to prevent storage and use of information (Parsons et
al., 2014). Social media analytics utilizes the specific applications for newer channels such as
micro blogs and communities that can lead higher rate of customer satisfaction. However, it is
required to focus on the unauthorized access of social media so that readiness to adopt social
media analytics can be enhanced to gain future opportunities.
Planning IS development
Customer-relation management tool is one of the important tools used in order to
comprehend the role of social media. In current context, Emirates Online has been selected as

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case study enterprise (Ribarsky et al., 2014). In addition, an internal solution Yammer has been
considered for developing IS strategy with the help of social media analytics tool. However,
there are various limitations faced by the organization using Twitter as customer management
tool. It is considered as the most important tool drawbacks in the selection of mixed method
approach as it leads to developing the process in an effective way.
The generation of appropriate market intelligence for present and future prerequisites can
be useful for advertising introduction. Sharing is one of the practically identical thoughts of data
correspondence where shopper is cooperating and sharing data is energized by various exercises
(He et al., 2015). It prompts a beneficial outcome on the capacity of the organization. Sharing
SM instruments can be useful to give advantage on the user exchange.
In social media analytics, the first step of using social media intelligence initiatives is
determining the business goals of the data are collected analyzed. The objectives consist of
increasing revenues and enhancing the public opinion of a specific product or business division.
Social media analytics create quantified score of the feeling towards the organization
based on social media interactions with the customers. There are several types of social media
analytics tools in order to analyze the unstructured data found in the tweets as well as Facebook
posts.
Dealing with outsourcing
Social media generates a tremendous measure of data related to the customers constantly.
Through systematical activity and social listening, related customer data and usage of
information make the business smarter (Abbasi et al., 2014). Of course, it increases check care
and furthermore steadfastness. Social promotions are considered as a champion among the most

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sensible courses with a particular ultimate objective to propel business and spread substance.
These are powerful in regards to concentrating on decisions with the objective that it is helpful to
research to right gathering of audiences (Pappas et al., 2016). Besides these, usage of web based
systems administration is helpful to make higher changing over leads. Social media is helpful for
growing arrangements and customer support by making typical cooperation close by the
advantageous organization.
Twitter Analytics, for an example helps to get the number of tweets, impressions on
tweet and profile visits as well as followers. Facebook insights provide post metrics like people
posts can be reached through clicks as well as reactions. On the other hand, LinkedIn gives
analytical data regarding pages of the organization like measuring engagement posts as well as
supplying information related to the demographics of followers (Brooker et al, 2016). In
addition, measuring engagement of the post as well as supplying information related to
demographics of the followers can be achieved with the help of social media analytics. In
addition, tracking data is one of the necessary aspects to assist getting better outcomes from the
campaigns of social media. Social media analytics is distinctive between success as well as
failure to gain the expected result.
Social media analytics consists of tracking conversations as well as measuring the
campaigns. It engages the process of using social activities that are influencing the business
results (Brooker et al., 2016). In addition, the best brands at customer experience can combine
social analytics with commentary of the customers from surveys, review sites, agent notes of call
center. In addition, the organizations are serious regarding customer experience and use data
from social media analytics tools.

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Privacy concerns
Channelling the feedback to the right department has dependably been an issue in
extensive organizations. The greater part of the circumstances, the ring closes at the wrong
division or the email is lost in a tremendous heap of other more essential messages. In this way,
the tweet on the Twitter holds an individualistic approach, and the individuals at the organization
make sure that the input or the inquiry of the customer achieves the right division (Brooker et al.,
2016). Each organization needs to manage distinctive issues each day, and it is the obligation of
the chiefs to isolate the issues given their needs and after that demonstration as needs be.
Increasing awareness
Social media analytics can increase involvement as well as responsiveness in the business
organization. A marketing software organization increased the leads produced through social
media by 47% over previous year. On the other hand, brand awareness has a great impact on
customer choices. A British non-profit that required to amplify its message as well as increase
fundraising utilized social media analytics to measure and enhance brand awareness through
detailed analytics and monitoring, the organization was able controlling crisis and rapidly
recover (Moulins et al., 2018). The rising of social media enormously influences the process
through which a customer makes decisions concerning purchases close by making joint effort
with the brands with the customers with the help of purchases cycle. Most of the organizations
comprehend the concept of promotion using social media.
Social media is anything but difficult to utilize. However, implementing it successfully to
serve the goals of the organization may be difficult (Holsapple et al., 2014). The people selected
to handle the inquiries from the social media must be skilled and conciliatory in their way to deal

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with the distinctive issues that they may confront while speaking to the organization on such a
huge platform. Training must be given to the staff that is not natural at taking care of social
media and the CRM. Training is an absolute necessity about taking care of a vital portfolio in an
organization, for example, Emirates Airlines whose income is completely reliant on the
fulfilment level of their customers.
Utilizing a CRM with coordinated online networking like Twitter is more useful for
extensive organizations, for example, Emirates Airlines, as it helps in limiting data over-burden.
Data over-burden largely happens when there is a considerable measure of data to deal with that
has landed through messages (Yang et al., 2016). Data over-burden is one of the variables that
influence numerous organizations and makes a circumstance with poor client administration
abilities. Emirates Airlines can in this manner utilize this tool for strong customer service they
will not confront any data over-burden because of utilizing the online networking. Every one of
the inquiries will be seen and solved by the right person at the organization.
Conclusion
The above discussion concludes that social media has an important context that social
media has a vital role to manage the customers effectively. In the current context, use of social
media analytics has been evaluated as customer management tool for the organization. On the
other hand, social media holds an unprecedented potential for the organizations to reach to the
customers and facilitate the increased revenue. However, reduction of cost and market feedback
research is achieved through social media. Customer-relation management tool helps business in
streaming operation and improve dealing with the customers. At current days, customers such as
the use of social CRM for sharing information related to interests.

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In this perspective, a suitable training module would be helpful to train the staffs in using
social media in commercial level along with personal level. The training module might be used
for incorporating commercial as well as personal level. The employee base along with their
connections across several social media platforms would be helpful. The basic tactics of the
strategy satisfies the customers. In addition, social media analytics would be helpful for the
organization to measure the audience or customers associated with the company with the help of
like, share and feedbacks from the customers.
Recommendations
Social media is presently a standout amongst the most exceedingly utilized stage that the
general population are utilizing to interface with each other around the world. Twitter is one of
the platforms and there are a few others, for example, Facebook and LinkedIn. The following is
recommendations for Emirates Airlines:
It is highly recommended that Emirates Airlines grow their online networking nearness
from Twitter to Facebook. This is because there may be a few customers who might utilize both
of the platforms in the meantime. In any case, the likelihood of that event is low. The greater part
of the customers is on either Facebook or Twitter. Subsequently, if Emirates Airlines grow their
quality from Twitter to Facebook, at that point, they would be associated with those current and
potential customers who utilize Facebook just and not Twitter. The organization would have the
capacity to set up a more steady association with the customers on both the platforms. Facebook
additionally comprise 'trolls' who might criticize the organization on their Facebook page by
posting different false news and socially inadmissible and irritating remarks.

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LinkedIn is another web-based social networking stage that has a lower number of
customers than Facebook or Twitter. Nonetheless, the majority of its customers are either
corporate administrators or business aggregates. Expansive business aggregates mean an
extensive base of potential customers who can be drawn nearer to give aircraft administrations.
Emirates Airlines will have the capacity to create countless through a focused showcasing
system utilising this stage. The customers of this stage, for the most part, do not utilize different
types of online networking platforms, for example, Twitter or Facebook. This is because of those
platforms may have some substance that the LinkedIn customers are unwilling to see.

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