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Title:
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SOCIAL MEDIA ANALYTICS: DEFINITION, CONTEXT AND TOOL EVALUATION |
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Author(s):
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Irmgard Wetzstein, Peter Leitner |
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ISBN:
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978-972-8939-93-9 |
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Editors:
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António Palma dos Reis and Ajith P. Abraham |
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Year:
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2013 |
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Edition:
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Single |
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Keywords:
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Social media, social media analytics, social media monitoring, tool evaluation, best practices |
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Type:
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Short Paper |
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First Page:
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73 |
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Last Page:
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78 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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User generated content has been strongly increasing ever since social media platforms emerged. In recent years, marketing strategists, decision-makers, organisations and other groups have become aware of the information capacities arising from social media and demand for tools, which support them in overviewing the unstructured but valuable information generated by users in the natural setting of various social media platforms. Therefore a variety of social media monitoring and analytics tools (SMMT and SMAT) has been developed to manage, channel, aggregate and analyse user generated content. Data mining in the age of social media arises in many different areas. Beginning with basic information, the development of SMMT and SMAT and the explanation of those concepts, the paper then overviews SMAT in general within a tool evaluation and presents a study of best practices in social media analytics. The results of the study conducted with in-depth systematic reviews and SMAT evaluations inter alia indicate that most SMAT follow business and marketing purposes, are well able to balance the tension between the sophistication of the tools and user-friendliness and provide intuitive visualisations, while multilingual user interfaces and manifold filtering features are rarer. |
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