Social Media Intelligence

ISBN-13: 9781108708029 / Angielski / Miękka / 2019 / 204 str.

Wendy W. Moe; David A. Schweidel

Opis

This book explains what affects the opinions posted online and how organizations can use social media data to inform their strategies.

Recenzje

'Gathering data about social media has become so straightforward that we're all now flooded with information. The real challenge is in understanding that data and turning it into actionable intelligence. This is the book you need to turn the conversations you monitor into business-growing ideas.' Andy Sernovitz, author of Word of Mouth Marketing: How Smart Companies Get People Talking

Spis treści

Part I. Foundations: 1. The beginnings of social media intelligence; 2. From politics to new products to sports, everyone has an opinion; Part II. Online Opinion or Online Noise: 3. Why do we share our opinions?; 4. The social effects of strangers; Part III. Conversational Trends: 5. Opinion ecosystems and the evolution within; 6. Is social media fragmenting the population?; Part IV. Social Media Intelligence: 7. Managing social media communities for better social media intelligence; 8. Cutting through the online chatter; 9. Intelligence integration; 10. Building social media intelligence into our strategies; 11. Moving from social media monitoring to social media intelligence.