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Using Social Media Analytics And Parsing Programs To Identify And Analyze The Target Audience

Author

Listed:
  • Vasily KASHKIN

    (American University of Phnom Penh, Cambodia)

  • Yuriy ANDROSIK

    (Belarusian State Technological University, Minsk, Belarus)

Abstract

Social media analytics is the backbone of successful marketing. It allows you to accurately find and understand the target audience of the company. However, this requires analyzing a huge amount of publicly available data. This is where software tools come to the rescue, allowing such analysis to be carried out in real time. Nevertheless, there are a large number of software products on the market, each of which has a different set of functions - from complex products to highly specialized ones. A wide or vice versa narrow range of functions makes it difficult to choose a specific software solution for a specific task. For this reason, the main purpose of the article is to make a comparative analysis of the functions of the most popular social media analytics software tools designed to identify and analyze the target audience.

Suggested Citation

  • Vasily KASHKIN & Yuriy ANDROSIK, 2024. "Using Social Media Analytics And Parsing Programs To Identify And Analyze The Target Audience," Business Excellence and Management, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 14(1), pages 61-71, March.
    • Handle: RePEc:rom:bemann:v:14:y:2024:i:1:p:61-71
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    References listed on IDEAS

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    1. Geissinger, Andrea & Laurell, Christofer & Öberg, Christina & Sandström, Christian, 2023. "Social media analytics for innovation management research: A systematic literature review and future research agenda," Technovation, Elsevier, vol. 123(C).
    2. Stieglitz, Stefan & Mirbabaie, Milad & Ross, Björn & Neuberger, Christoph, 2018. "Social media analytics – Challenges in topic discovery, data collection, and data preparation," International Journal of Information Management, Elsevier, vol. 39(C), pages 156-168.
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