The Growth and Relevance of Social Media in Analytics and Digital Marketing
A. Karim Feroz, Gohar F. Khan, Marshall Sponder · 2023
In this chapter, we discuss the incredible growth of social media and how it has become so relevant in data analytics and digital marketing. Social media has brought fundamental changes in the ways people communicate and share information. Social media has made the real-time connectively across the international borders incredibly easier with great business and social implications. Huge amounts of unstructured data is generated on social media platforms, giving rise to social media analytics, which is about extracting valuable information from analyzing lots and lots of social media data to understand user behavior, track trends, measure performance, and optimize strategies. In this chapter, we will talk about the common uses of social media and the history of most commonly used social media channels. We also discuss the core characteristics of social media and user-generated content.