Social Media Analytics

Abstract

Putting a different spin on Shakespeare’s famous phrase in Hamlet “To be or not to be” captures the question of analysis and what it means in the social media sphere. Because of the nature of the medium, privacy implications, consumer sensitivities, and perceptions become more complicated. What do I mean by this? Traditionally, privacy concerns were focused on the fact that a consumer has had some interaction with an organization. The information concerning this interaction is captured and can be used for marketing purposes. The laws around PIPEDA (Personal Information Protection concerning Electronic Documentation Access) are quite clear about how marketers can use information regarding the transfer of information between the consumer and a given organization.