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According to Dave Chaffey’s 2016 global social media research summary, over 2.3 billion people actively use websites like Facebook, Snapchat, Twitter, and LinkedIn to view content or engage with other users . This massive audience represents a huge opportunity for organizations to understand what trends they can connect with, who their ideal customers are, and what the sentiment is around their brand in the marketplace. These insights all become possible through social media analytics. Read more

Use the SPSS Modeler Text Analytics Add-On to Monitor Social Media

As channels of social media penetrate people’s daily life more extensively and intensively, bad reviews and negative opinions travel faster than ever before. Research and surveys have shown that people are far more likely to spread the word about bad experience than a favorable one . Social media, by providing numerous opportunities for word-spreading, escalates this process. It is in the best interest of businesses to monitor comments on social media in real time. Read more