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Titre :	Social media intelligence
Auteurs :	Wendy, W. MOE, Auteur ; David, A. SCHWEIDEL, Auteur
Type de document :	Ouvrage
Editeur :	Cambridge [Royaume Uni] : Cambridge University Press, 2014
ISBN/ISSN/EAN :	978-1-107-03120-3
Format :	X, 194 p. / 24 cm
Langues:	Anglais
Index. décimale :	771 (Cyberculture (réseaux sociaux, blogs...))
Catégories :	Thésaurus du Management COMPORTEMENT DU CONSOMMATEUR ; MARKETING SOCIAL ; RESEAU SOCIAL ; TIC
Résumé :	In the world of Facebook, Twitter and Yelp, water-cooler conversations with co-workers and backyard small talk with neighbors have moved from the physical world to the digital arena. In this new landscape, organizations ranging from Fortune 500 companies to government agencies to political campaigns continuously monitor online opinions in an effort to guide their actions. Are consumers satisfied with our product? How are our policies perceived? Do voters agree with our platform? Measuring online opinion is more complex than just reading a few posted reviews. Social media is replete with noise and chatter that can contaminate monitoring efforts. Contient : I. Foundations: 1. The beginnings of social media intelligence; 2. From politics to new products to sports, everyone has an opinion; II. Online Opinion or Online Noise: 3. Why do we share our opinions?; 4. The social effects of strangers; III. Conversational Trends: 5. Opinion ecosystems and the evolution within; 6. Is social media fragmenting the population?; IV. Social Media Intelligence: 7. Managing social media communities for better social media intelligence; 8. Cutting through the online chatter; 9. Intelligence integration; 10. Building social media intelligence into our strategies; 11. Moving from social media monitoring to social media intelligence. (source Copac)