Social Media Intelligence

摘要

Social media has become an indispensable part of everyday life for millions of people all over the world. From social networking sites like Facebook or Instagram, to online reviews on sites like Yelp or Amazon, it's hard to escape the opinions of our friends and neighbors about the goods and services they consume. Those with a vested interest in consumer feedback, such as business owners, have long been able to monitor the opinions of their customers, but, according to the authors of Social Media Intelligence, social media monitoring only describes what has already happened. They propose, instead, "social media intelligence," which "links social media data and metrics to strategic decisions and performance" and can guide an organization's next steps in terms of its social media marketing (p. ix).