Understanding the role of social media monitoring in generating external intelligence
Mayeh, Maral, Scheepers, Rens and Valos, Michael 2012, Understanding the role of social media monitoring in generating external intelligence, in ACIS 2012 : Location, location, location : Proceedings of the 23rd Australasian Conference on Information Systems 2012, ACIS, [Geelong, Vic.], pp. 1-10.
Social media data are becoming increasingly critical for businesses to capture, analyse, and utilise in a timely manner. However, the unstructured and distributed nature and volume of this information makes the task of extracting useful and practical information challenging. Given the dynamic evolution of social media and social media monitoring, our current understanding of how social media monitoring can help organisations to create business value is inadequate. As a result, there is a need to study how organisations can (a) extract and analyse social media data related to their business (Sensing), and (b) utilise external intelligence gained from social media monitoring for specific business initiatives (Seizing). This study uses a qualitative approach with a multiple embedded case study design to understand the phenomenon of social media monitoring and its outcome for organisations. Anticipated contributions are presented.
Reproduced with the kind permission of the copyright owner.
Field of Research
089999 Information and Computing Sciences not elsewhere classified
Socio Economic Objective
970108 Expanding Knowledge in the Information and Computing Sciences
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