Abstract
Social media is becoming increasingly important channel to gather insights on not only customer satisfaction but also other facets of company performance. This potential is largely unused by companies, and it remains unclear what data can be useful for what industry sectors. In this paper, we analyze social media data for specific companies from different industries, and relate these to key performance indicators. We use a content analysis approach in which social media messages are analyzed manually. We find that only a part of the relevant KPIs can be tracked in social media data, and that this differs strongly between industries. Social media is thus not a source of gold for just any company. We also highlight methodological and content analysis issues in the process of analyzing social media data.
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Heijnen, J., de Reuver, M., Bouwman, H., Warnier, M., Horlings, H. (2013). Social Media Data Relevant for Measuring Key Performance Indicators? A Content Analysis Approach. In: Järveläinen, J., Li, H., Tuikka, AM., Kuusela, T. (eds) Co-created Effective, Agile, and Trusted eServices. ICEC 2013. Lecture Notes in Business Information Processing, vol 155. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-39808-7_7
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DOI: https://doi.org/10.1007/978-3-642-39808-7_7
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