Book description
Transform Raw Social Media Data into Real Competitive Advantage
There’s real competitive advantage buried in today’s deluge of social media data. If you know how to analyze it, you can increase your relevance to customers, establishing yourself as a trusted supplier in a cutthroat environment where consumers rely more than ever on “public opinion” about your products, services, and experiences.
Social Media Analytics is the complete insider’s guide for all executives and marketing analysts who want to answer mission-critical questions and maximize the business value of their social media data. Two leaders of IBM’s pioneering Social Media Analysis Initiative offer thorough and practical coverage of the entire process: identifying the right unstructured data, analyzing it, and interpreting and acting on the knowledge you gain.
Their expert guidance, practical tools, and detailed examples will help you learn more from all your social media conversations, and avoid pitfalls that can lead to costly mistakes.
You’ll learn how to:
Focus on the questions that social media data can realistically answer
Determine which information is actually useful to you—and which isn’t
Cleanse data to find and remove inaccuracies
Create data models that accurately represent your data and lead to more useful answers
Use historical data to validate hypotheses faster, so you don’t waste time
Identify trends and use them to improve predictions
Drive value “on-the-fly” from real-time/ near-real-time and ad hoc analyses
Analyze text, a.k.a. “data at rest”
Recognize subtle interrelationships that impact business performance
Improve the accuracy of your sentiment analyses
Determine eminence, and distinguish “talkers” from true influencers
Optimize decisions about marketing and advertising spend
Whether you’re a marketer, analyst, manager, or technologist, you’ll learn how to use social media data to compete more effectively, respond more rapidly, predict more successfully…grow profits, and keep them growing.
Table of contents
- About This E-Book
- Title Page
- Copyright Page
- Dedication Page
- Contents
- Foreword
- Preface: Mining for Gold (or Digging in the Mud)
- Acknowledgments
- About the Authors
-
Part I: Data Identification
- 1. Looking for Data in all the Right Places
- 2. Separating the Wheat from the Chaff
- 3. Whose Comments Are We Interested In?
- 4. Timing Is Everything
- 5. Social Data: Where and Why
-
Part II: Data Analysis
- 6. The Right Tool for the Right Job
- 7. Reading Tea Leaves: Discovering Themes, Topics, or Trends
- 8. Fishing in a Fast-Flowing River
- 9. If You Don’t Know What You Want, You Just May Find It: Ad Hoc Analysis
- 10. Rivers Run Deep: Deep Analysis
- 11. The Enterprise Social Network
- Part III: Information Interpretation
- Appendices
- Index
- Code Snippets
Product information
- Title: Social Media Analytics: Techniques and Insights for Extracting Business Value Out of Social Media
- Author(s):
- Release date: December 2015
- Publisher(s): IBM Press
- ISBN: 9780133892956
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