Challenges and Difficulties in Social Media Analytics

Abstract: Web 2.0 tools and the appearance of social media seem to have redefined the marketing strategy, research and practice, broadening marketing's potential. These potentials go beyond customers' information and expand on commitment and engagement levels. Since an ever-increasing part of the population makes use of social media in their day-to-day lives, social media data is being analyzed in many different disciplines. Social media produce a vast amount of measurable useful data to analysts and marketers whose goal is to monitor and analyze behavioral targeting, brand loyalty and further marketing performance indicators, rendering these data effective. Social media can serve as an effective marketing tool in business, valuable for both consumers and companies, offering a wide range of opportunities. Therefore, social media show an unprecedented increase of use inside business. Even though, understanding social media is a crucial, but not a simple procedure. The social media analytics process involves four distinct steps, data discovery, collection, preparation, and analysis. While there is a great deal of literature on the challenges and difficulties involving specific data analysis methods, there hardly exists research on the stages of data discovery, collection, and preparation. This study analyzes the Challenge and Difficulties in Social Media Analytics.

Keywords: Social Media Analytics, Challenge and Difficulties, Information systems, etc.