An Exploratory Study on User Generated Content Tracking and Management in Social Media Age

摘要

At present, enterprise is facing huge pressure of content management in the information environment of online social network defined by social media (SM) and user generated content (UGC). This study firstly introduces those key questions which remain unanswered in prevailing research on enterprise using SM tracking and managing UGC as follows: where and how the enterprises will be discussed by certain customers; when customers will pay more attention to them; and how to recognize the voice of customers immediately and so on. Further exploration is made to determine the answers to these questions based on Correspondence Analysis Method. The research findings argue that to determine a clear and well-defined enterprise content management strategy, enterprises have to launch their contents by using social media proactively, to monitor the social media regularly as well as to track and manage user generated content in real time so as to respond in time.