Social media analytics is a nascent and emerging discipline that can help organizations\nformulate and implement measurement techniques for deriving insights from social media\ninteractions and for evaluating the success of their own social media initiatives. Ultimately, a\nsuccessful social media analytics program can enable businesses to improve their performance\nmanagement initiatives across various business functions. However, businesses are still\nstruggling with adopting, implementing and institutionalizing methodologies and techniques\nfor an effective social media analytics program. This paper offers a business intelligence\nperspective of social media analytics with the aim to provide guidelines to help businesses align\ntheir social media programs, processes and technologies with the overall strategic objectives of\nthe organization. Toward this, the paper outlines conceptual underpinnings of social media\nanalytics and business intelligence, and draws upon findings from two online expert panels that\nwere conducted to determine current practices, technologies and processes, and\nrecommendations for businesses adopting social media analytics. By doing so, the paper hopes\nto offer a basis for establishing a baseline philosophy for businesses partaking various social\nmedia initiatives.
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