Abstract
Today, businesses are utilizing social media as part of their strategy for communicating with and understanding the behaviors of their consumers. The widespread public use of social media is a relatively new phenomenon that presents an ongoing, ever-changing challenge to companies and creates a unique set of risks as well as advantages to decision-makers. At the same time expansion into the online social space offers tremendous potential strategic advantages including demographic targeting from a new, pervasive reflection of consumers and brand advocates. Social media thus takes on a new relevance in forging relationships of brand co-creation. The research project, in its entirety, seeks to derive business value from social data by designing and developing a series of dashboards for those who struggle to interpret and keep up with the social data created around a brand and marketing campaign.
The following prototype demo demonstrates how the tool is theoretically informed (in a theory of social data), technically robust and sound (via visual analytics), methodologically rigorous (following Action Design Research), and empirically evaluated (in real-world campaigns and trainee evaluations). We first outline the foundation of tool development with focus on the main perspectives guiding the research. A presentation of the actual tool development is subsequently put forward highlighting the main components of the tool.
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Zimmerman, C., Vatrapu, R. (2015). The Social Newsroom: Visual Analytics for Social Business Intelligence. In: Donnellan, B., Helfert, M., Kenneally, J., VanderMeer, D., Rothenberger, M., Winter, R. (eds) New Horizons in Design Science: Broadening the Research Agenda. DESRIST 2015. Lecture Notes in Computer Science(), vol 9073. Springer, Cham. https://doi.org/10.1007/978-3-319-18714-3_28
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DOI: https://doi.org/10.1007/978-3-319-18714-3_28
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