Social Media Analytics Strategy: Using Data to Optimize Business Performance

© 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_7

7. Social Network Landscape

A Brand Strategy Approach

April Ursula Fox¹  

(1)

Las Vegas, NV, USA

 

Each social media network differs from the others in many aspects. As much as we feel that we know it well, it is still very common to think of social media as if it were one big channel. We usually hear people talking about it in this way, even in the news, in professional research papers, studies, data-based reports of different kinds, and we do it ourselves many times.

This can happen, naturally, because the concept behind all social networks is similar. The intention of social ...