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Date: 24.1.2015
Proceedings of International Conference on Recent Innovations in Engineering & Technology
AARTHI.R
COMPUTER SCIENCE AND ENGINEERING
JANSONS INSTITUTE OF TECHNOLOGY
COIMBATORE
seethaarthi94@gmail.com
ANUPAMA.R
COMPUTER SCIENCE AND ENGINEERING
JANSONS INSTITUTE OF TECHNOLOGY
COIMBATORE
Anupamaramadas94@gmail.com
Abstract
Social media analytics(SMA) uses advanced techniques to
analyze patterns used in social media data to enable informed
and insightful decision-making. What is SMA? Analytics that
helps in forming, understanding, and then leveraging
communities for societal activities and business offerings. It gains
with new ways of creating values and gain competitive
advantage. In this paper, we present a theoretical framework
that explains how organizations create value with SMA. We use
framework as a lens for a case study involving a financial
institution (BANCKCO) that used SMA as a critical tool of a
major and highly successful marketing campaign. BANCKCO
has successfully distinguished from its competitors with a
creative value of using SMA channels. SMA provided
BANCKCO with important insights into customer sentiments,
engagement and brand awareness.
Index TermsSMA, forming,
campaign, brand awareness
understanding,
leverage
1. INTRODUCTION
From the past decades there has been significant interest in
business analytics (BA), from the both practitioners and
researchers. This system enable the managers and other
decision-makers to interpret organizational data to improve
decision-making and optimize business process[1]. BA system
has become one of the top strategic priorities for senior
executives. Recently there has been interest on the social media
analytics (SMA), the use of analytics capabilities to analyze
and interpret vast amounts of semi-structures and unstructured
social media data[2]. Social media is defined as a group of
Internet-based applications that build on the ideological and
technological foundations of WB 2.0, and that allow the
creations and exchange of user generated content[3]. Social
media has revolutionized the way of organizations engage with
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ii.
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5. CASE STUDY
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DYNAMIC CAPABILITIES
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6.DISCUSSION
In this section we discuss four lessons learned from the
Bankco case study, and implications.
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Proceedings of International Conference on Recent Innovations in Engineering & Technology
8.REFERENCES
[1]
[3]
[4]
[5]
7. CONCLUSION
This paper proposes the SMA framework as a means of
understanding and explaining how SMA brings value to
organizations. The framework was developed by synthesizing
concepts from two theories: organizational motivation theory
and the resource- based view of the firm. One limitation of the
study is that it is based on one case study. Although we argue
that the Bankco case study is revelatory, more case studies are
[2]
[6]
[7]
[8]
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