Mapping social media analytics for small business: A case study of business analytics

ABSTRACT

The purpose of this study is to develop a guideline/map for small businesses to effectively utilise social media analytics and to create appropriate strategies through an examination of Key Performance Indicators with the business analytics process (Strategy-making map). Also, the researcher examines the new sequential relationships among business analytics types, the role of human analysts in business analytics, and the reciprocal relationships among the social media marketing goals. This is a case study with a local small business’s social media analytics provided by a social media network platform (i.e., Facebook Insights). The map visualises how to interpret the KPIs and how to create effective marketing strategies based on the organisational decision-making model. The results supported that if a business could create a winning strategy based on accurate business analytics with human analysts, the business could achieve multiple social media goals at once with a single marketing strategy.

KEYWORDS:

• Business analytics
• Key performance indicators
• Small business
• Social media analytics
• Human analysts

Disclosure statement

No potential conflict of interest was reported by the authors.