There’s real competitive advantage buried in today’s deluge of social media data. If you know how to analyze that data, 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 social media data at every step of the
process.
Two leaders of IBM’s cutting-edge Social Media Analysis Initiative offer thorough and practical coverage of all three phases: data identification, analysis, and knowledge interpretation.
Their expert guidance, practical tools, and detailed case studies will help you:
- Discover what questions can now be realistically answered by social media data (and which still can’t)
- Clarify the What, Who, When, and Where issues that need to be resolved before you begin your analyses
- Create data models that accurately represent your data and help you answer questions more successfully
- Learn how to validate your hypotheses so you don’t waste time in unpromising areas
- Drive value on-the-fly from real-time/near-real-time analysis and ad hoc analysis
- Go deeper into your data than you ever have before
- Analyze text, a.k.a. "data at rest"
- Use relationship matrices to understand subtle interrelationships that impact business performance
- Improve the accuracy of your sentiment analyses
- Distinguish talkers from influencers
- Use social media analytics to optimize decisions about marketing and advertising spend
- Avoid pitfalls that can quickly lead you to expensively wrong conclusions
