Chapter 10: Social Media Analytics

  1. ESOMAR Guideline on Social Media Research, 2011, ESOMAR, (accessed July 3, 2017). 
  2. See Jennifer Beese, “What Is Social Listening and Why Is It Important?” Sprout Social, November 18, 2015, (accessed June 22, 2017).
  3. Allison Smith, Mary Pilecki, Rebecca McAdams, Emily Miller, and Matthew Izzi, “Leverage Social Data to Elevate Customer Intelligence,” Forrester Research, July 21, 2015.
  4. See Spencer Lanoue, “The Complete Guide to Using Social Media for Customer Support,” Groove, June 28, 2016, (accessed June 22, 2017).
  5. “The Social Generations: Millennials Ask, Gen X Buys & Baby Boomers Observe,” The Q1 2017 Sprout Social Index, Sprout Social, (accessed March 15, 2017).
  6. Lanoue, “The Complete Guide to Using Social Media for Customer Support.”
  7. “The Social Generations: Millennials Ask, Gen X Buys & Baby Boomers Observe,” The Q1 2017 Sprout Social Index.
  8. “The Newest Data on Social Customer Care by Socialbakers,” Socially Devoted, 2017, (accessed September 22, 2017).
  9. “Krispy Kreme’s Social Listening Offers Nuanced Views of Different Cultures,” eMarketer, October 19, 2016, (accessed June 22, 2017).
  10. “Banking Behaviors Report,” Infegy, (accessed June 22, 2017).
  11. “Social Listening in Practice: Campaign Measurement,” Brandwatch Report, (accessed June 22, 2017).
  12. “Turning Conversations Into Insights: A Comparison of Social Media Monitoring Tools,” FreshMinds, May 14, 2010, whitepaper.pdf (accessed August 19, 2010).
  13. R.B. Bogdan and S.K. Biklin, Qualitative Research for Education: An Introduction to Theory and Methods, 3rd ed. (Needham Heights, MA: Allyn and Bacon, 1998).
  14. David A. Schweidel and Wendy W. Moe, “Listening in on Social Media: A Joint Model of Sentiment and Venue Format Choice,” Journal of Marketing Research, 51:4 (2014), 387–402.
  15. Ed Keller, “Wharton Study Shines New Light on Online vs. Offline Word of Mouth,”, December 16, 2010, (accessed December 27, 2010).
  16. Mitchell Lovett, Renana Peres, and Ron Shachar, “On Brands and Word of Mouth,” Journal of Marketing Research, 50:4 (August 2013), 427–44.
  17. Robert Hackett, “Researchers Caused an Uproar by Publishing Data from 70,000 OkCupid Users,” Fortune, May 18, 2016, (accessed June 22, 2017).
  18. Kalev Leetaru, “Are Research Ethics Obsolete in the Era of Big Data?” Forbes, June 17, 2016, (accessed June 22, 2017).
  19. “Guidelines for Social Media Monitoring,” adapted from Ray Poynter, “What Are the Ethical Guidelines for Blog and Buzz Mining?” The Future Place Blog, (accessed August 7, 2011).
  20. Deep Sherchan, “Why Brands Fail When It Comes to Social Media Listening,” Simplify360, February 14, 2014, (accessed June 5, 2014).
  21. “Social Listening Can Help Brands Derive Actionable Insights,” eMarketer, February 24, 2016, (accessed June 22, 2017).
  22. Samantha Ngo, Mary Pilecki, Carlton A. Doty, Clement Teo, Nick Hayes, and Emily Miller, “The Forrester Wave™: Enterprise Social Listening Platforms, Q1 2016: The 12 Providers that Matter Most and How They Stack Up,” Forrester Research, March 2, 2016, (accessed June 22, 2017).
  23. Daniel Faggella, “Predictive Analytics for Marketing—What’s Possible and How it Works,” TechEmergence, October 18, 2016, (accessed June 22, 2017).
  24. Ibid.
  25. James Lovejoy, “What Is Social Media Intelligence?” Brandwatch, February 24, 2015, (accessed June 22, 2017).
  26. Ngo et al., “The Forrester Wave™: Enterprise Social Listening Platforms, Q1 2016.”
  27. “The Language of Love in Social Media,” Firefly MB, 2010, personal communication, COO Cheryl Stallworth-Hooper and presented at Ad Tech 2010, New York, November 3, 2010.
  28. Peter R. Chai, Megan L. Ranney, Rochelle K. Rosen, Dana M. Lewis, Edward W. Boyer, “Crowd-Sourced Focus Groups on Twitter: 140 Characters of Research Insight,” Proceedings of the 50th Hawaii International Conference on System Sciences, 2017, (accessed June 22, 2017).
  29. Robert V. Kozinets, Netnography: Doing Ethnographic Research Online (London: Sage, 2010); Robert V. Kozinets, “The Field Behind the Screen: Using Netnography for Marketing Research in Online Communities,” Journal of Marketing Research, 39:1 (2002), 61–72.
  30. Robert Kozinets, “E-Tribalized Marketing? The Strategic Implications of Virtual Communities of Consumption,” European Management Journal, 17:3 (1999), 252–64.
  31. Sameer Shah, “#Dieselgate: The Impact of Corporate Deception on Social Perception,” Pulsar, December 14, 2005, (accessed June 22, 2017); Vanitha Swaminathan and Suyun Mah, “What 100,000 Tweets About the Volkswagen Scandal Tell Us About Angry Customers,” Harvard Business Review, September 2, 2018, (accessed June 22, 2017).
  32. Ibid.