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The uses and accuracy of social analytics data and platforms

Marshall Sponder

Abstract:

While the online social media domain attracts all forms of analysis, there are lingering questions as to the actual usefulness of current methods employed to determine what issues and trends are hidden in the mass of accessible data generated by social media users. As a result, there is the useful conclusion to be drawn that commercial and non-commercial entities seeking to enhance their brand, and its reach into their relevant markets, need to be clear on what they do to grow their audience. Similarly, it is very evident that the measurement of any associated process of marketing, communication and stakeholder engagement must be accompanied, if not ...

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