Categories: Privacy, Security

Social Media Analytics Drivers

By Aydin Farrokhi and Dr. Wael Hassan

Today, the public has remarkable power and reach by which they can share their news, and express their opinion, about any product or services or even react to an existing state of affairs, especially regarding social or political issues. For example, in marketing, consumer voices can have an enormous influence in shaping the opinions of other consumers. Similarly, in politics, public opinion can influence loyalties, decisions, and advocacy. 

While increasingly organizations are adopting and embracing social media, the motive for each establishment to use social media varies. Some of the key drivers for adopting social media include:

Economic drivers:

 

 

Political drivers:

 

In general, there are three major categories of methods for analyzing social media data. These analytical tools can be grouped as either Content Analysis tools, Group and Network Analysis tools or Prediction tools.

 

 

 

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