Synopsis
Often termed as the ‘new gold,’ the vast amount of social media data can be employed to identify which customer behavior and actions create more value. Nevertheless, many brands find it extremely hard to define what the value of social media is and how to capture and create value with social media data.In Creating Value with Social Media Analytics, we draw on developments in social media analytics theories and tools to develop a comprehensive social media value creation framework that allows readers to define, align, capture, and sustain value through social media data. The book offers concepts, strategies, tools, tutorials, and case studies that brands need to align, extract, and analyze a variety of social media data, including text, actions, networks, multimedia, apps, hyperlinks, search engines, and location data. By the end of this book, the readers will have mastered the theories, concepts, strategies, techniques, and tools necessary to extract business value from big social media that help increase brand loyalty, generate leads, drive traffic, and ultimately make sound business decisions. Here is how the book is organized.
Chapter 1: Creating Value with Social Media Analytics
Chapter 2: Understanding Social Media
Chapter 3: Understanding Social Media Analytics
Chapter 4: Analytics-Business Alignment
Chapter 5: Capturing Value with Network Analytics
Chapter 6: Capturing Value with Text Analytics
Chapter 7: Capturing Value with Actions Analytics
Chapter 8: Capturing Value with Search Engine Analytics
Chapter 9: Capturing Value with Location Analytics
Chapter 10: Capturing Value with Hyperlinks Analytics
Chapter 11: Capturing Value with Mobile Analytics
Chapter 12: Capturing Value with Multimedia Analytics
Chapter 13: Social Media Analytics CapabilitiesChapter 14: Social Media Security, Privacy, & Ethics
The book has a companion site (https://analytics-book.com/), which offers useful instructor resources.
Praises for the book
“Gohar F. Khan has a flair for simplifying the complexity of social media analytics. Creating Value with Social Media Analytics is a beautifully delineated roadmap to creating and capturing business value through social media. It provides the theories, tools, and creates a roadmap to leveraging social media data for business intelligence purposes. Real world analytics cases and tutorials combined with a comprehensive companion site make this an excellent textbook for both graduate and undergraduate students.”—Robin Saunders, Director of the Communications and Information Management Graduate Programs, Bay Path University.
“Creating Value with Social Media Analytics offers a comprehensive framework to define, align, capture, and sustain business value through social media data. The book is theoretically grounded and practical, making it an excellent resource for social media analytics courses.”—Haya Ajjan, Director & Associate Prof., Elon Center for Organizational Analytics, Elon University.
“Gohar Khan is a pioneer in the emerging domain of social media analytics. This latest text is a must-read for business leaders, managers, and academicians, as it provides a clear and concise understanding of business value creation with social media data from a social lens.”—Laeeq Khan, Director, Social Media Analytics Research Team, Ohio University.
“Whether you are coming from a business, research, science or art background, Creating Value with Social Media Analytics is a brilliant induction resource for those entering the social media analytics industry. The insightful case studies and carefully crafted tutorials are the perfect supplements to help digest the key concepts introduced in each chapter.”—Jared Wong, Social Media Data Analyst, Digivizer
About the Author
Dr. Gohar F. Khan is a computational social scientist with expertise in social media analytics, social network analysis, network data visualization, social media strategy, and network science. Currently, he is a Senior Lecturer of Digital Business at The University of Waikato and a lead consultant at Social Listening Limited, New Zealand. He is the author of the Amazon's top-selling book, "Seven Layers of Social Media Analytics" which offers one of the first practical frameworks for understanding social media data. Khan is a well-trained researcher, educator, consultant. His research work has appeared in dozens of refereed journals, conference proceedings, and books. Throughout his career, Khan has helped several organizations make sense of their social media big data.
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