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How the study of social media data has evolved through time, putting social media insights-led actions at the heart of many organisations’ strategy
Journal of Digital & Social Media Marketing,
9
(1),
43-52
(2021)
Abstract
This article reviews how the use of social media data has evolved over the last ten years. It also provides actionable tips on how social media data obtained through social media listening platforms can be analysed more efficiently, with examples of how to go beyond standard platform outputs to obtain a deeper understanding of customers. The article argues that social media data should be a guiding force for brand action and thus have a seat at the table when strategic decisions are being made. It also provides guidance on how to obtain this level of maturity.
Keywords: Social media insights; campaign reporting; social data; social listening
The full article is available to subscribers to the journal.
Author's Biography
Jackie Balchin is a Senior Social Strategist at NetBase Quid, helping clients use the platform as efficiently as possible. Drawing on a decade of experience turning social data into meaningful, business-critical action, she conducts workshops, training sessions and consultations to help clients sift through the noise in order to make the most of the abundant data available to them. This includes using social media data to understand what consumers are saying about brands, what this truly means to the business, campaign effectiveness, research and development, trend identification and mapping, crisis management, and working with sponsorships and influencers.
