Social media analytics

These questions help in determining the proper data sources to evaluate, which can affect the type of analysis that can be performed.

The primary goal is to keep tabs on what's being said in real-time, allowing organizations to respond promptly to direct mentions or customer inquiries.

It involves interpreting the conversations and sentiments behind social media mentions to understand customer emotions, preferences, and emerging trends.

Social listening aims to answer the "why" behind the data, providing insights that can inform strategic decisions, product development, and marketing campaigns.

In the analysis of our data, it's handy to have several tools available at our disposal to gain a different perspective on discussions taking place around the topic.

At this stage, as the nontechnical business users are the receivers of the information, the form of presenting the data becomes important.

[11][12] Social media presents a promising, albeit challenging, source of data for business intelligence.

Customers voluntarily discuss products and companies, giving a real-time pulse of brand sentiment and adoption.

Luca and Servas (2015)[16] reported that firms have a potential incentive to use fake postings when they have increased competition.

Therefore, upgrading our ability to identify and monitor suspicious postings (e.g., fake reviews on Yelp) has become an important part of social media platform management.

Both of the examples listed below demonstrate a future in which big data can change the game of international politics.

In the cases with Cambridge Analytica, the effects of social media analytics have resonated throughout the globe through two major world powers, the United States and the U.K.

The scandal that followed the American presidential election of 2016 was one involving a three-way relationship between Cambridge Analytica, the Trump campaign, and Facebook.

Specific target voters could then be exposed to pro-Trump messages without being aware, even, of the political influence settling on them.

Such a specific form of targeting in which select individuals are introduced to an above-average amount of campaign advertisement is referred to as "micro-targeting.

The impact of micro-targeting ads and social media data analytics on politics is unclear as of the late 2010s, as a newly arising field of technology.

[22][23] During the 2016 Brexit referendum Cambridge Analytica attracted controversy for its use of data gathered from social media.

There was concern that they had used the data to encourage British citizens to vote to leave the European Union in the 2016 EU referendum.