MIS 2502 Project
Social Media Analytics
Social Media Analytics has become very useful over the past few years, and this is primarily because of the rise in users of social media. Social Media Analytics can help a company detect new trends and patterns, and also help protect the company’s brand image. It can also assist heavily during the hiring process, and lastly it can improve any customer’s overall experience.
Social Media Analytics relates to many things we have learned in Data Analytics this year. The main relation is ETL diagrams, and Social Media Analytics take this concept to the next level. The ETL diagrams only show the entities, attributes, and relations. With Social Media Analytics ETL diagrams store much more information like how many times an entity accesses an attribute, or how the relation between an entity and attribute is affecting daily sales. With Social Media Analytics companies can also identify the primary influencers, and this is an enhanced version of ETL diagrams. In ETL diagrams the primary targets and consumers are recorded, and the concept of identifying who influences each topic the most is the basis of Social Media Analytics.
Nike is a primary example of a company that uses Social Media Analytics to capture consumer data, predict consumer behavior, and create customized campaigns. They target their consumers based on data used from Facebook, Twitter, and Instagram. These analytics determine consumer data such as the age of the users, location of the users, and products that interest users. Nike then uses this data to predict consumer behavior and determine which products to advertise in certain areas. For example consumers at Penn State will be more likely to purchase Penn State gear, and consequently Nike will send more Penn State gear in the areas around there. Lastly, Nike uses Social Media Analytics to create customized campaigns for certain people. There are athletes that are famous in certain areas, and Nike finds this out using Social Media Analytics and determining what athletes’ consumers are talking about. After they discover this, Nike sells products made by, or related to those athletes in specific areas.
Works Cited
IBM. “Social Media Analytics.” IBM. IBM, 10 Apr. 2010. Web. 21 Apr. 2015.
Wehr, Lisa. “The 6 Most Important Social Media Analytics.” (page 3 of 4). IMedia Connection, 10 Oct. 2012. Web. 21 Apr. 2015.