Social media analytics | Solutional Webdesign Antwerp

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Social media^[2] analytics is a comprehensive field that involves the collection and evaluation of data from social media platforms. This practice is common among businesses and marketers who seek to make data-driven decisions. The process includes methods such as sentiment analysis and data mining, which help in understanding user behavior, fire^[5] reputation^[3], and audience segmentation. The insights derived from these analytics play a pivotal role in shaping marketing strategies, managing social media platforms, and enhancing online interactions. However, the use of social media analytics also raises concerns about data privacy^[4]. In politics, it has been a significant influence, as seen in recent U.S. Presidential Elections and Brexit campaigns. The field also explores concepts like ambient awareness^[1] that revolve around online social interactions. It's important to note that this form of analytics isn't exclusive to business and politics, but also finds application in sociology and anthropology.

Terms definitions

1. ↑ ambient awareness. Ambient awareness is a phenomenon that is deeply rooted in the digital age, closely tied to the evolution and use of social media. It refers to the state of being continuously and passively aware of social dynamics and information through digital technology, particularly social media platforms. This awareness is achieved without direct interaction, instead being facilitated by constant, subtle updates and interactions on platforms like Facebook, Twitter, and Instagram. These platforms, along with mobile devices, have become vital tools for creating and disseminating content that contributes to ambient awareness. This concept has significant implications not only for personal communication, but also for business processes and marketing strategies. In business, it aids in improving collaboration and communication, while in marketing, it can help forge closer bonds with clientele and provide insights into artists' lifestyles and personalities.

2. ↑ Social media ( Social media ) Social media is a broad term encompassing a variety of digital tools and platforms that facilitate the sharing of information and the creation of virtual communities. Emerging from early systems like PLATO and ARPANET, it has evolved into modern platforms like Facebook and Twitter. These platforms offer unique features that differentiate them from traditional media, including the ability for users to generate content and engage in dialogic communication. They cater to over 100 million users globally and offer different forms of services, such as messaging apps and collaborative content creation platforms. The use of social media has far-reaching impacts on individuals, society, and businesses, influencing everything from marketing practices to political processes. However, it's also associated with ethical concerns, such as the spread of misinformation and potential addiction.

Glossary

Social media analytics (Wikipedia)

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Social media analytics or Social media monitoring is the process of gathering and analyzing data from social networks. It is commonly used by marketers to track online conversations about products and companies. One author defined it as "the art and science of extracting valuable hidden insights from vast amounts of semi-structured and unstructured social media data to enable informed and insightful decision-making."

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