Social media analytics in business intelligence applications

Social media is becoming increasingly important in society and culture, empowering consumers to group together on common interests and share opinions through the Internet. The social web shifts the originators of content from companies to users. Differences caused by this dynamic result in existing web analytic techniques being inadequate. Because people reveal their thoughts and preferences in social media, there are significant opportunities in business intelligence by analyzing social media. These opportunities include brand monitoring; trend recognition, and targeted advertising. The market for social media analytics in business intelligence is further validated by its direct application in the consumer research market. Challenges lie ahead for development and adoption of social media analytics. Technology used in these analytics, such as natural language processing and social network analysis, need to mature to improve accuracy, performance, and scalability. Nevertheless, social media continues to grow at a rapid pace, and organizations should form strategies to incorporate social media analytics into their business intelligence frameworks.

Department dc:contributor.department

Massachusetts Institute of Technology. Dept. of Electrical Engineering and Computer Science.

Grantor dc:publisher

Massachusetts Institute of Technology

Year dc:date.issued

2008

Author dc:creator

• Lo, Bobby

Advisor dc:contributor.advisor

• Michael A. Cusumano.

• Electrical Engineering and Computer Science.

Statement dc:rights

• M.I.T. theses are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission. See provided URL for inquiries about permission.

Licence dc:rights.uri

• http://dspace.mit.edu/handle/1721.1/7582

Language dc:language.iso

eng

Handle dc:identifier.uri

http://hdl.handle.net/1721.1/46017

OAI identifier oai:identifier

oai:dspace.mit.edu:1721.1/46017