© The Author(s), under exclusive license to APress Media, LLC, part of Springer Nature 2022
A. U. FoxSocial Media Analytics Strategyhttps://doi.org/10.1007/978-1-4842-8306-6_1

1. Social Media Data

The Foundation for Analytics
April Ursula Fox1  
Las Vegas, NV, USA

Social media brings a very unique set of data to marketing and business intelligence. It also offers unique ways to access this data. Many of us who come from a creative background, or work with data that exclusively belongs to our company, find that social media analysis is an interesting new field to explore.

One interesting difference between social media analysis and traditional business intelligence is the competitive information highly available on social media. Historically, companies ...

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