The effects of social media analytics on different businesses

Abstract

Social media has nowadays become one of the major aspects of the internet. It allows individuals to express themselves, share their opinions, promote and advertise online. Social media is being integrated into many business marketing strategies. It is a very cost-effective marketing strategy which helps to create direct engagement, reach out to customers, target a specific audience, keep up with competitors, extend to international markets and communicate with current and potential clients. This marketing strategy is not always beneficial with respect to a business‟ Return on Investment. For this reason it is important that these businesses make use of analytical tools in order to be able to make sense of their social media data. Social network analysis aims to make sense of social data through graph visualizations and quantifiable metrics, to indicate any patterns from the results. In this Final Year Project I have researched on the importance of Social Media and Social Media Analytics in Malta. After carefully analysing the data gathered from this research a web application has been implemented which will analyse and compare a business social networking site.