000			02659nam a22002177a 4500
999			_c2483 _d2483
003			OSt
005			20200224121038.0
008			200118b ||||| |||| 00| 0 eng d
020			_a978-1-107-45153-7
028			_bAllied Informatics, Jaipur _c7084 _d13/01/2020 _q2019-20
040			_aBSDU _bEnglish _cBSDU
082			_a302.231 _bMOE
100			_aMoe,Wendy W.
245			_aSocial Media Intelligence
260			_aDelhi _bCambridge University Press _c2017
300			_a194
504			_a In the world of Facebook, Twitter and Yelp, water-cooler conversations with co-workers and backyard small talk with neighbors have moved from the physical world to the digital arena. In this new landscape, organizations ranging from Fortune 500 companies to government agencies to political campaigns continuously monitor online opinions in an effort to guide their actions. Are consumers satisfied with our product? How are our policies perceived? Do voters agree with our platform? Measuring online opinion is more complex than just reading a few posted reviews. Social media is replete with noise and chatter that can contaminate monitoring efforts. By knowing what shapes online opinions, organizations can better uncover the valuable insights hidden in the social media chatter and better inform strategy. This book can help anyone facing the challenge of making sense of social media data to move beyond the current practice of social media monitoring to a more comprehensive use of social media intelligence. Discusses a wide range of applications with examples and case studies drawn from consumer brands, political campaigns and celebrity image management Rich in both the theoretical foundations and the practical applications related to social media behavior and marketing Uses the science of opinion to better understand social media behavior, metrics and strategy Contents Part I. Foundations: 1. The beginnings of social media intelligence 2. From politics to new products to sports, everyone has an opinion Part II. Online Opinion or Online Noise: 3. Why do we share our opinions? 4. The social effects of strangers Part III. Conversational Trends: 5. Opinion ecosystems and the evolution within 6. Is social media fragmenting the population? Part IV. Social Media Intelligence: 7. Managing social media communities for better social media intelligence 8. Cutting through the online chatter 9. Intelligence integration 10. Building social media intelligence into our strategies 11. Moving from social media monitoring to social media intelligence.
650			_aSocial Media
700			_aSchweidel,David A.
942			_2ddc _cBK