Social Media Analytics

Chapter

Abstract

Enabling SMB government is the easy part. Measuring and sustaining it is the real challenge. Social media should not be misunderstood as free, but it is labor intensive and requires sound analytical capabilities and strategies to get the message across. This chapter focuses on monitoring and measuring social media. Social media analytics and its seven layers are introduced to the readers coupled with practical examples on understanding and configuring Google analytics, HootSuite, and blog analytics. These tools can be used to analyze Twitter, Facebook, and blog data. A real-world case study of Seoul local government transportation department on big data analysis is included in the chapter.

Keywords

Social media analytics Text Actions Networks Hyperlinks Apps Search engine Location analytics Analytics capability framework 

Copyright information

© Springer Nature Singapore Pte Ltd. 2017

Authors and Affiliations

  1. 1.Department of Management SystemsUniversity of Waikato Management SchoolHamiltonNew Zealand

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