Social Media Analytics: Application towards Social Media Marketing

The role of Social Media Marketing (SMM) in marketing strategies is rapidly growing. Because the use of social media is growing, the industry of SMM will grow bigger in the coming years; the pace of this growth is faster than ever. To survive in the modern competitive world, effective use of SMM for a firm is a must; for that, every SMM channel needs to be used to its full potential. For a marketing campaign to be effective, there is a need for some metrics to measure the success of the SMM campaign. These metrics measure if the campaign is successfully implemented or not. This would help firms understand the market, gain a competitive advantage, and ultimately get a positive impact on the overall business. This study categorizes SMM strategy into 4 dimensions and associates 10 broad categories of SMM metrics to these dimensions. The proposed model of this study suggests the application of Social Media Analytics (SMA) ineffective use of metrics to measure SMM campaigns. There are so many SMA Tools available for free and time-efficient data analysis that can lead to faster and better results than manual analysis. Following this model, the importance of SMA tools in devising an effective SMM strategy is highlighted. The implication of this research is towards a better understanding of the application of SMA for any firm to have a solid SMM Strategy, especially small and medium-sized enterprises that have limited resources.