Description
Social media analytics is a nascent and emerging discipline that can help organizations formulate and implement measurement techniques for deriving insights from social media interactions and for evaluating the success of their own social media initiatives.
IBIMA Publishing
Journal of Internet Social Networking & Virtual Communitieshttp://www.ibimapublishing.com/journals/JISNVC/jisnc.html
Vol. !"#! $!"#!%& 'rticle I( )!"**+& #! pages
(,I: #".*#-#/!"#!.)!"**+
______________
Cite this Article as: Umar Ruhi (2014), " Social Media Analytics as a Business Intellience !ractice" #urrent
$andsca%e & 'uture !ros%ects", (ournal o) Internet Social *et+or,in & -irtual #ommunities&
-ol. 2014 (2014), Article I/ 020112, /3I" 10.114152014.020112
Research Article
Social Media Analytics
as a Business Intelligence Practice:
Current Landscape & Future Prospects
Umar Ruhi
Telfer School of Management, University of Ottawa, Ottawa, Canada
Correspondence should be addressed to: Umar Ruhi umar!ruhi"uottawa!ca
Received date: # September $%&' (ccepted date: $' )anuary $%&* +ublished date: && )uly $%&*
(cademic ,ditor: -iri.a /rishnaswamy
Copyright 0 $%&*! Umar Ruhi! 1istributed under Creative Commons CC234 '!%
Introduction
As social media channels ma,e their +ay
)rom %ersonal to %ro)essional li6es, and
%ermeate into e6eryday cor%orate routines
and 7usiness +or,)lo+s, orani8ations are
)aced +ith the need to )ormulate and
im%lement measurement techni9ues that can
hel% them deri6e insihts )rom social media
interactions and e6aluate the success o) their
Abstract
Social media analytics is a nascent and emerin disci%line that can hel% orani8ations
)ormulate and im%lement measurement techni9ues )or deri6in insihts )rom social media
interactions and )or e6aluatin the success o) their o+n social media initiati6es. Ultimately, a
success)ul social media analytics %roram can ena7le 7usinesses to im%ro6e their %er)ormance
manaement initiati6es across 6arious 7usiness )unctions.
+e6er, 7usinesses are still
strulin +ith ado%tin, im%lementin and institutionali8in methodoloies and techni9ues
)or an e))ecti6e social media analytics %roram. ;his %a%er o))ers a 7usiness intellience
%ers%ecti6e o) social media analytics +ith the aim to %ro6ide uidelines to hel% 7usinesses alin
their social media %rorams, %rocesses and technoloies +ith the o6erall strateic o7>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>
Umar Ruhi (2014), (ournal o) Internet Social *et+or,in & -irtual #ommunities,
/3I" 10.114152014. 020112
o+n social media initiati6es. Social media
analytics is a nascent and emerin )ield
%oised to ena7le such an underta,in ?
allo+in 7usinesses to im%ro6e their
%er)ormance manaement initiati6es across
6arious 7usiness )unctions. @hether it is to
measure the e))ecti6eness o) %romotional
cam%ains, ather insihts a7out customer
needs and %re)erences, discern 7rand
%erce%tions, o7tain )eed7ac, on %roduct
%er)ormance, or to ca%ture data on mar,et
trends, social media analytics ha6e the
%otential to %ro6ide use)ul in)ormation to
6arious lines o) 7usiness such as mar,etin
and sales, customer relations, %u7lic
relations and %roduct de6elo%ment.
/es%ite these reconi8ed 7ene)its and the
+ide rane o) 6endor o))erins and
technoloy ca%a7ilities in the social media
analytics s%ace, 7usinesses are still strulin
+ith ado%tin, im%lementin and
institutionali8in methodoloies and
techni9ues )or an e))ecti6e social media
analytics %roram (3+yan, 2011A !etrocelli,
2012). ;his %a%er addresses this issue 7y
ad6ancin the 6ie+%oint that social media
analytics need to 7e %ositioned as a 7usiness
intellience %ractice ? tyin its 6arious
monitorin, disco6ery and %redicti6e
ca%a7ilities to the tactical e=ecution o) social
media initiati6es and to hih le6el strateic
o7>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>
Umar Ruhi (2014), (ournal o) Internet Social *et+or,in & -irtual #ommunities,
/3I" 10.114152014. 020112
;a7le 1 7elo+ summari8es some common
useBcases and the underlyin 9uestions that
7usinesses +ant to ans+er throuh social
media analytics, alon +ith analysis
techni9ues that ena7le these useBcases and
sam%le metrics that may 7e o) interest to
manaement.
As hihlihted in the ;a7le 1, e))ecti6e social
media measurement com%rises a
com7ination o) metrics deri6ed throuh
multi%le analysis techni9ues, and multi%le
metrics need to 7e +ea6ed toether in order
to e=tract meanin and insihts that are
rele6ant to the 7usiness. Also, the com%le=ity
o) analysis techni9ues 6aries 7y the conte=t
o) 7usiness and the sco%e o) tactical or
strateic insihts desired. A holistic social
media analytics %roram should ideally
incor%orate multi%le useBcases that can
ena7le monitorin, disco6ery and %redicti6e
ca%a7ilities to 7e utili8ed in the decisionB
ma,in %rocess.
!able ": #b$ecti%es& 'e(uire)ents & #utco)es in Social Media Analytics
#ommon UseB#ases )or
Social Media Analytics
Re9uired
Business Insiht
Hna7lin Social
Media Analytics
;echni9ues
!ertinent Social Media
!er)ormance Metrics
Social Media
Audience
Sementation
@hich sements to
taret )or ac9uisition,
ro+th or retentionI
@ho are the ad6ocates
and in)luences )or
7rand or %roductI
Social *et+or,
Analysis
Acti6e Ad6ocates
Ad6ocate In)luence
Social Media
In)ormation
/isco6ery
@hat are the ne+ or
emerin 7usiness
rele6ant to%ics or
themesI
Are ne+ communities o)
in)luence emerinI
*atural $anuae
!rocessin
#om%le= H6ent
!rocessin
;o%ic ;rends
Sentiment Ratio
Social Media
H=%osure & Im%act
@hat are the 7rand
%erce%tions amon
constituentsI
+ does 7rand
com%are aainst
com%etitorsI
@hich social media
channels are 7ein used
)or discussionI
Social *et+or,
Analysis
*atural $anuae
!rocessin
#on6ersation Reach
-elocity
Share o) -oice
Audience Hnaement
Social Media
Beha6ior
In)erences
@hat is the relationshi%
amon 7usiness
rele6ant to%ics and
issuesI
@hat are the causes )or
e=%ressed intent (7uy,
churn etc.)I
*atural $anuae
!rocessin
#lusterin /ata
Minin
Interests or
!re)erences (;heme)
#orrelations
;o%ic A))inity Matrices
1 (ournal o) Internet Social *et+or,in & -irtual #ommunities
>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>
Umar Ruhi (2014), (ournal o) Internet Social *et+or,in & -irtual #ommunities,
/3I" 10.114152014. 020112
As outlined in ;a7le 1, there are 6arious
o%tions a6aila7le to orani8ations )or
im%lementin and institutionali8in their
social media analytics %rorams. @hat is
im%ortant is )or social media analytics to 7e
a%%roached as a disci%line that transcends
>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>
Umar Ruhi (2014), (ournal o) Internet Social *et+or,in & -irtual #ommunities,
/3I" 10.114152014. 020112
technoloy that can hel% 7usinesses
antici%ate rather than react to chanin
mar,et conditions, and in 7ein more
%roacti6e in im%ro6in customer relations
and %ursuin ro+th o%%ortunities.
Conclusion
/Social me0ia measurement is like 0riing a
mo0ern car. 1ou ma. hae a 0ashboar0 with
all the lights& toggles& gauges& an0 metrics& but
remember& the most important piece of 0ata to
hae in front of .ou is the 23S screen. 4he 23S
screen in0icates where .ou want to go $.our
objectie%& where are .ou now& an0 how to get
there.5 (3+yan, 2000)
;he statement 9uoted a7o6e 7y (eremiah
3+yan, a +ellB,no+n +e7 strateist a%tly
ca%tures the 6alue and im%ortance o)
a%%roachin social media analytics as a
measurement )rame+or, that incor%orates
strateic o7>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>
Umar Ruhi (2014), (ournal o) Internet Social *et+or,in & -irtual #ommunities,
/3I" 10.114152014. 020112
144). ;housand 3a,s, #A" Sae !u7lications,
Inc.
1. /el7ec9, A. $., & -an de -en, A. :. (1041).
A rou% %rocess model )or %ro7lem
identi)ication and %roram %lannin. 4he
Journal of 'pplie0 :ehaioral Science& -(4),
4GGB402.
G. Hden, #., & Ac,ermann, '. (1000). ;he
role o) M/SS in scenario de6elo%ment and
stratey ma,in. String 3rocessing an0
Information 8etrieal S.mposium& #))) an0
International ;orkshop on 2roupware& 224B
242.
4. Htliner, S., $i, #., & Mroo%man, (. (2012).
Social 0ata intelligence: Integrating social an0
enterprise 0ata for competitie a0antage. ().
San Mateo, #A" Altimeter Mrou%.
J. 'isher, ;. (2000). R3I in social media" A
loo, at the aruments. (atabase 7arketing &
Customer Strateg. 7anagement& #ing the real=time
enterprise.7o,en, *(" @iley !u7lishin,
Inc.
#). Mel6ille, !., Sindh+ani, -., & $a+rence, R.
(2000). Social media analytics" #hannelin
the %o+er o) the 7loos%here )or mar,etin
insiht. 3roc.of the ;IN&
20. Murdouh, #. (2000). Social media
measurement" ItPs not im%ossi7le. Journal of
Interactie '0ertising& #0(1), 04B00.
21. *eash, S. (2004). Business intellience.
Communications of the 'ssociation for
Information S.stems& #2(2004), 144B101.
22. 3+yan, (. (2000). Social media
measurement" /ash7oards 6s M!S. Retrie6ed
0G511, 2012, )rom htt%"55+++.+e7B
strateist.com57lo5200J51051G5socialB
mediaBmeasurementBdash7oardsB6sB%s5
22. 3+yan, (. (2011). 9ow corporations
shoul0 prioriti>e social business bu0gets.
().Altimeter Mrou%.
24. 3+yan, (., $o6ett, (., !eterson, H. ;., $i, #.,
& ;ran, #. (2010). Social marketing anal.tics:
(ournal o) Internet Social *et+or,in & -irtual #ommunities 12
>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>
Umar Ruhi (2014), (ournal o) Internet Social *et+or,in & -irtual #ommunities,
/3I" 10.114152014. 020112
' new framework for measuring results in
social me0ia. ().Altimeter Mrou%.
21. !etrocelli, ;. (2012). Social me0ia
marketing & anal.tics: 7arket lan0scape
report. ().Hnter%rise Stratey Mrou%.
2G. Sam%le, (. A. (10J4). *ominal rou%
techni9ue" An alternati6e to 7rainstormin.
Journal of ?@tension& !2(2), 1B2.
24. Sterne, (. (2010). Social me0ia metrics:
9ow to measure an0 optimi>e .our marketing
inestment.7o,en, *(" (ohn @iley.
2J. Stodder, /. (2012). Customer anal.tics in
the age of social me0ia. ().;/@I Research.
!). Sutton, S. M., & Arnold, -. (2011). 'ocus
rou% methods" Usin interacti6e and
nominal rou%s to e=%lore emerin
technoloyBdri6en %henomena in accountin
and in)ormation systems. International
Journal of 'ccounting Information S.stems&
20. -edder, R. M., -anece,, M. ;., Muynes, #.
S., & #a%%el, (. (. (1000). #H3 and #I3
%ers%ecti6es on com%etiti6e intellience.
Communications of the 'C7& A2(J), 10JB11G.
21. @atson, :. (., & @i=om, B. :. (2004). ;he
current state o) 7usiness intellience.
Computer& A0(0), 0GB00.
22. Ken, /., #hen, :., $usch, R., & $i, S.
(2010). Social media analytics and
intellience. Intelligent S.stems& I???& !1(G),
12B1G.
doc_157588073.pdf
Social media analytics is a nascent and emerging discipline that can help organizations formulate and implement measurement techniques for deriving insights from social media interactions and for evaluating the success of their own social media initiatives.
IBIMA Publishing
Journal of Internet Social Networking & Virtual Communitieshttp://www.ibimapublishing.com/journals/JISNVC/jisnc.html
Vol. !"#! $!"#!%& 'rticle I( )!"**+& #! pages
(,I: #".*#-#/!"#!.)!"**+
______________
Cite this Article as: Umar Ruhi (2014), " Social Media Analytics as a Business Intellience !ractice" #urrent
$andsca%e & 'uture !ros%ects", (ournal o) Internet Social *et+or,in & -irtual #ommunities&
-ol. 2014 (2014), Article I/ 020112, /3I" 10.114152014.020112
Research Article
Social Media Analytics
as a Business Intelligence Practice:
Current Landscape & Future Prospects
Umar Ruhi
Telfer School of Management, University of Ottawa, Ottawa, Canada
Correspondence should be addressed to: Umar Ruhi umar!ruhi"uottawa!ca
Received date: # September $%&' (ccepted date: $' )anuary $%&* +ublished date: && )uly $%&*
(cademic ,ditor: -iri.a /rishnaswamy
Copyright 0 $%&*! Umar Ruhi! 1istributed under Creative Commons CC234 '!%
Introduction
As social media channels ma,e their +ay
)rom %ersonal to %ro)essional li6es, and
%ermeate into e6eryday cor%orate routines
and 7usiness +or,)lo+s, orani8ations are
)aced +ith the need to )ormulate and
im%lement measurement techni9ues that can
hel% them deri6e insihts )rom social media
interactions and e6aluate the success o) their
Abstract
Social media analytics is a nascent and emerin disci%line that can hel% orani8ations
)ormulate and im%lement measurement techni9ues )or deri6in insihts )rom social media
interactions and )or e6aluatin the success o) their o+n social media initiati6es. Ultimately, a
success)ul social media analytics %roram can ena7le 7usinesses to im%ro6e their %er)ormance
manaement initiati6es across 6arious 7usiness )unctions.
+e6er, 7usinesses are stillstrulin +ith ado%tin, im%lementin and institutionali8in methodoloies and techni9ues
)or an e))ecti6e social media analytics %roram. ;his %a%er o))ers a 7usiness intellience
%ers%ecti6e o) social media analytics +ith the aim to %ro6ide uidelines to hel% 7usinesses alin
their social media %rorams, %rocesses and technoloies +ith the o6erall strateic o7>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>
Umar Ruhi (2014), (ournal o) Internet Social *et+or,in & -irtual #ommunities,
/3I" 10.114152014. 020112
o+n social media initiati6es. Social media
analytics is a nascent and emerin )ield
%oised to ena7le such an underta,in ?
allo+in 7usinesses to im%ro6e their
%er)ormance manaement initiati6es across
6arious 7usiness )unctions. @hether it is to
measure the e))ecti6eness o) %romotional
cam%ains, ather insihts a7out customer
needs and %re)erences, discern 7rand
%erce%tions, o7tain )eed7ac, on %roduct
%er)ormance, or to ca%ture data on mar,et
trends, social media analytics ha6e the
%otential to %ro6ide use)ul in)ormation to
6arious lines o) 7usiness such as mar,etin
and sales, customer relations, %u7lic
relations and %roduct de6elo%ment.
/es%ite these reconi8ed 7ene)its and the
+ide rane o) 6endor o))erins and
technoloy ca%a7ilities in the social media
analytics s%ace, 7usinesses are still strulin
+ith ado%tin, im%lementin and
institutionali8in methodoloies and
techni9ues )or an e))ecti6e social media
analytics %roram (3+yan, 2011A !etrocelli,
2012). ;his %a%er addresses this issue 7y
ad6ancin the 6ie+%oint that social media
analytics need to 7e %ositioned as a 7usiness
intellience %ractice ? tyin its 6arious
monitorin, disco6ery and %redicti6e
ca%a7ilities to the tactical e=ecution o) social
media initiati6es and to hih le6el strateic
o7>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>
Umar Ruhi (2014), (ournal o) Internet Social *et+or,in & -irtual #ommunities,
/3I" 10.114152014. 020112
;a7le 1 7elo+ summari8es some common
useBcases and the underlyin 9uestions that
7usinesses +ant to ans+er throuh social
media analytics, alon +ith analysis
techni9ues that ena7le these useBcases and
sam%le metrics that may 7e o) interest to
manaement.
As hihlihted in the ;a7le 1, e))ecti6e social
media measurement com%rises a
com7ination o) metrics deri6ed throuh
multi%le analysis techni9ues, and multi%le
metrics need to 7e +ea6ed toether in order
to e=tract meanin and insihts that are
rele6ant to the 7usiness. Also, the com%le=ity
o) analysis techni9ues 6aries 7y the conte=t
o) 7usiness and the sco%e o) tactical or
strateic insihts desired. A holistic social
media analytics %roram should ideally
incor%orate multi%le useBcases that can
ena7le monitorin, disco6ery and %redicti6e
ca%a7ilities to 7e utili8ed in the decisionB
ma,in %rocess.
!able ": #b$ecti%es& 'e(uire)ents & #utco)es in Social Media Analytics
#ommon UseB#ases )or
Social Media Analytics
Re9uired
Business Insiht
Hna7lin Social
Media Analytics
;echni9ues
!ertinent Social Media
!er)ormance Metrics
Social Media
Audience
Sementation
@hich sements to
taret )or ac9uisition,
ro+th or retentionI
@ho are the ad6ocates
and in)luences )or
7rand or %roductI
Social *et+or,
Analysis
Acti6e Ad6ocates
Ad6ocate In)luence
Social Media
In)ormation
/isco6ery
@hat are the ne+ or
emerin 7usiness
rele6ant to%ics or
themesI
Are ne+ communities o)
in)luence emerinI
*atural $anuae
!rocessin
#om%le= H6ent
!rocessin
;o%ic ;rends
Sentiment Ratio
Social Media
H=%osure & Im%act
@hat are the 7rand
%erce%tions amon
constituentsI
+ does 7randcom%are aainst
com%etitorsI
@hich social media
channels are 7ein used
)or discussionI
Social *et+or,
Analysis
*atural $anuae
!rocessin
#on6ersation Reach
-elocity
Share o) -oice
Audience Hnaement
Social Media
Beha6ior
In)erences
@hat is the relationshi%
amon 7usiness
rele6ant to%ics and
issuesI
@hat are the causes )or
e=%ressed intent (7uy,
churn etc.)I
*atural $anuae
!rocessin
#lusterin /ata
Minin
Interests or
!re)erences (;heme)
#orrelations
;o%ic A))inity Matrices
1 (ournal o) Internet Social *et+or,in & -irtual #ommunities
>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>
Umar Ruhi (2014), (ournal o) Internet Social *et+or,in & -irtual #ommunities,
/3I" 10.114152014. 020112
As outlined in ;a7le 1, there are 6arious
o%tions a6aila7le to orani8ations )or
im%lementin and institutionali8in their
social media analytics %rorams. @hat is
im%ortant is )or social media analytics to 7e
a%%roached as a disci%line that transcends
>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>
Umar Ruhi (2014), (ournal o) Internet Social *et+or,in & -irtual #ommunities,
/3I" 10.114152014. 020112
technoloy that can hel% 7usinesses
antici%ate rather than react to chanin
mar,et conditions, and in 7ein more
%roacti6e in im%ro6in customer relations
and %ursuin ro+th o%%ortunities.
Conclusion
/Social me0ia measurement is like 0riing a
mo0ern car. 1ou ma. hae a 0ashboar0 with
all the lights& toggles& gauges& an0 metrics& but
remember& the most important piece of 0ata to
hae in front of .ou is the 23S screen. 4he 23S
screen in0icates where .ou want to go $.our
objectie%& where are .ou now& an0 how to get
there.5 (3+yan, 2000)
;he statement 9uoted a7o6e 7y (eremiah
3+yan, a +ellB,no+n +e7 strateist a%tly
ca%tures the 6alue and im%ortance o)
a%%roachin social media analytics as a
measurement )rame+or, that incor%orates
strateic o7>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>
Umar Ruhi (2014), (ournal o) Internet Social *et+or,in & -irtual #ommunities,
/3I" 10.114152014. 020112
144). ;housand 3a,s, #A" Sae !u7lications,
Inc.
1. /el7ec9, A. $., & -an de -en, A. :. (1041).
A rou% %rocess model )or %ro7lem
identi)ication and %roram %lannin. 4he
Journal of 'pplie0 :ehaioral Science& -(4),
4GGB402.
G. Hden, #., & Ac,ermann, '. (1000). ;he
role o) M/SS in scenario de6elo%ment and
stratey ma,in. String 3rocessing an0
Information 8etrieal S.mposium& #))) an0
International ;orkshop on 2roupware& 224B
242.
4. Htliner, S., $i, #., & Mroo%man, (. (2012).
Social 0ata intelligence: Integrating social an0
enterprise 0ata for competitie a0antage. ().
San Mateo, #A" Altimeter Mrou%.
J. 'isher, ;. (2000). R3I in social media" A
loo, at the aruments. (atabase 7arketing &
Customer Strateg. 7anagement& #ing the real=time
enterprise.
7o,en, *(" @iley !u7lishin,Inc.
#). Mel6ille, !., Sindh+ani, -., & $a+rence, R.
(2000). Social media analytics" #hannelin
the %o+er o) the 7loos%here )or mar,etin
insiht. 3roc.of the ;IN&
20. Murdouh, #. (2000). Social media
measurement" ItPs not im%ossi7le. Journal of
Interactie '0ertising& #0(1), 04B00.
21. *eash, S. (2004). Business intellience.
Communications of the 'ssociation for
Information S.stems& #2(2004), 144B101.
22. 3+yan, (. (2000). Social media
measurement" /ash7oards 6s M!S. Retrie6ed
0G511, 2012, )rom htt%"55+++.+e7B
strateist.com57lo5200J51051G5socialB
mediaBmeasurementBdash7oardsB6sB%s5
22. 3+yan, (. (2011). 9ow corporations
shoul0 prioriti>e social business bu0gets.
().Altimeter Mrou%.
24. 3+yan, (., $o6ett, (., !eterson, H. ;., $i, #.,
& ;ran, #. (2010). Social marketing anal.tics:
(ournal o) Internet Social *et+or,in & -irtual #ommunities 12
>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>
Umar Ruhi (2014), (ournal o) Internet Social *et+or,in & -irtual #ommunities,
/3I" 10.114152014. 020112
' new framework for measuring results in
social me0ia. ().Altimeter Mrou%.
21. !etrocelli, ;. (2012). Social me0ia
marketing & anal.tics: 7arket lan0scape
report. ().Hnter%rise Stratey Mrou%.
2G. Sam%le, (. A. (10J4). *ominal rou%
techni9ue" An alternati6e to 7rainstormin.
Journal of ?@tension& !2(2), 1B2.
24. Sterne, (. (2010). Social me0ia metrics:
9ow to measure an0 optimi>e .our marketing
inestment.
7o,en, *(" (ohn @iley.2J. Stodder, /. (2012). Customer anal.tics in
the age of social me0ia. ().;/@I Research.
!). Sutton, S. M., & Arnold, -. (2011). 'ocus
rou% methods" Usin interacti6e and
nominal rou%s to e=%lore emerin
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