Research Article Open Access

Study on Ascendancy of Social Media Analytics

Abstract

This paper explains the importance and budding popularity of social media analytics, which are the tools used for quantifying, exploring, analyzing and interpreting the results of interactions between consumers and products. Social media analytic tools can help different brands and corporate, apart from listening to and connecting with their community, study their behavior, geographical source and acceptability and tap the resources at the optimum. This is achievable because the social media is communicating through various social platforms and thereby allows companies to reach out to their audiences and interact directly. The paper further focuses on Key Performance Indicators (KPIs) such as customer sentiment, brand reputation and customer experiences. Also this paper throws light on the pros and cons of the growth of social media analytics that is likely to occur in the near future.

Nitha L

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