Social Media Analytics Tools Research Articles

From likes to luggage: The role of social media content in attracting tourists

The tourism industry has become increasingly information-driven where tourists need reliable information to make their travel decisions. Social media content creators have emerged as prominent figures in disseminating authentic and credible information about tourist destinations worldwide. However, scant attention has been paid to explore the role of social media content in influencing tourist inflows and tourist engagement with tourism-related content on social media. To fill this gap, the present study utilized three social media analytic tools: VidIQ, Tubebuddy, and Social Blade, to collect data pertaining to tourism-related content across six tourist destinations in the Arabian Gulf region. The results indicate that these six tourist destinations collectively attracted 47 million visitors in a single year while garnering 158 million views on YouTube. Our findings indicate that tourists’ consumption of tourism-related content on YouTube directly relates to the number of tourists visiting a destination. In addition, the present study also finds that destination popularity leads to higher number of video views on YouTube as well as higher numbers of tourists to the destination. Furthermore, the current study delineates the role of content creator characteristics in influencing user engagement with tourism-related content. The present study offers valuable insights for destination management organizations, tourism operators, tourism industry stakeholders, content creators, social media marketing managers and destination brand managers.

Empowering Equality Law With Nlp: A Social Network Analysis Approach to Drive Legal SDGS

Objectives: The purpose of this study is to use social media analysis to understand people's opinions about legal equality. Theoretical Framework: The study builds on social studies theory and existing literature to explore the complexity of society's reaction to legal equality. It focuses on how public opinion evolves over time and the factors influencing these changes, including language, age, and gender. Method: Data was gathered from various social media platforms on September 8, 14, and 15, 2023, using the Talkwalker Social Intelligence Platform. The analysis involved monitoring public opinion trends and performing a theme analysis to identify recurring themes in the discourse. Results and Discussion: The findings revealed essential trends in societal reactions to legal equality. Notable changes in perceptions of specific issues were observed, and prominent aspects of legal equality, such as language, age, and gender, were identified. These results provide a comprehensive understanding of how society perceives legal equality and the dynamics influencing these perceptions. Research Implications: The study enhances existing literature and advances social studies theory by offering insights into the complexity of societal reactions to legal equality. It also demonstrates the potential of social media analysis using Social Network Analysis (SNA) and Talkwalker-type tools to understand how social interactions shape opinions and to inform policy planning. Originality/Value: This research illuminates the social dynamics of legal equality and showcases the effectiveness of combining SNA with social media analysis tools. The findings offer valuable contributions to theoretical and practical discussions on legal equality and policy-making, particularly in the context of promoting the SDGs.

A two-actor model for understanding user engagement with content creators: Applying social capital theory

The emergence of video sharing platforms has given rise to the creation and consumption of tourism-related content. However, there is limited knowledge about the characteristics of content creators that enhance users' engagement with their content. The present study aims to fill this gap by examining creator characteristics and their impact on three tiers of user engagement. Tourism-related content, comprising 366 videos across six destinations, was extracted from YouTube using three social media analytic tools: VidIQ, TubeBuddy, and SocialBlade. The data were analyzed using PLS-SEM with SmartPLS 4.0. The findings reveal that channel subscribers positively influence user engagement at three levels – views, likes, and comments. However, a higher number of video uploads negatively impacts engagement. Furthermore, older videos tend to garner more views, but users' tendency to like the videos decreases over time. In addition, we extracted 23,993 comments and performed sentiment analysis on users’ comments using Python-based VADER social media sentiment analysis tool. The compound-based sentiment analysis reveals that 59.5 percent of users show positive sentiments toward tourism-related content on YouTube while only 9.3 comments were negative, and 31.2 percent of sentiments remain neutral. Temporal analysis shows the rising trend in qualitative user engagement from 2010 to 2023, highlighting a growing interest in consuming and interacting with tourism-related content. This study discusses its theoretical contributions and managerial implications for content creators, destination managers, and advertising agencies.

Text-Based Content Analysis on Social Media Using Topic Modelling to Support Digital Marketing

This study aims to create Social Media Analytics (SMA) tools to help Digital Marketers or Content Creators create content topics for creating text-based Instagram content and support digital marketing strategy. Since no SMA tools can provide topic discovery for text-based Instagram content, this research aims to make an SMA tool. The data requirements to make an SMA tool include content text, content caption text, likes, comments, upload time, and content category obtained through the Instascrapper. The method used in this study is the Topic Modelling method using the Latent Dirichlet Allocation (LDA) approach to find the most dominant topic in the content. Optical Character Recognition (OCR) performs an image transformation process to extract text from text-based Instagram content images. The results of SMA tool creation are tested on three expert users, which shows that 93% of test participants could use the SMA to find topic references, and 85% can still be used by users even though they find it difficult. Since the test result shows that SMA tools still need development, for further research, SMA tools can focus on developing the user experience to increase the value of user acceptance by paying attention to the ease of the SMA tools. Also, SMA tools can focus on target users such as Data Analysts, Business Intelligence Analysts, or others within a company to support decision-making for the marketing department.

Informing social media analysis for public health: a cross-sectional survey of professionals.

During the COVID-19 pandemic, the field of infodemic management has grown in response to urgent global need. Social listening is the first step in managing the infodemic, and many organizations and health systems have implemented processes. Social media analysis tools have traditionally been developed for commercial purposes, rather than public health, and little is known of the experiences and needs of those professionals using them for infodemic management. We developed a cross sectional survey and distributed through global infodemic management networks between December 2022 and February 2023. Questions were structured over four sections related to work-practice and user needs and did not collect any personal details from participants. Descriptive analysis was conducted on the study results. Qualitative analysis was used to categorise and understand answers to open-text questions. There were 417 participants, 162/417 who completed all survey questions, and 255/417 who completed some, all responses are included in analysis. Respondents came from all global regions and a variety of workplaces. Participants had an average of 4.4years' experience in the analysis of social media for public health. COVID-19 was the most common health issue people had conducted social media analysis for. Results reveal a range of training, technical capacity, and support needs. This paper is the first we are aware of to seek and describe the needs of those using social media analysis platforms for public health purposes since the start of the COVID-19 pandemic. There are key areas for future work and research, including addressing the training, capacity building and leadership needs of those working in this space, and the need to facilitate easier access to better platforms for performing social media analysis.

The Role of Social Media Marketing in Shaping Educational Institution Branding

This study explores how social media platforms such as Instagram, LinkedIn, Facebook, and TikTok shape educational institutions’ branding efforts. With the rise of digital marketing, institutions increasingly rely on social media to communicate their values, enhance visibility, and engage with students, alumni, and prospective enrollees. This study analyzes how these platforms influence brand identity, credibility, and student decision-making. The methodology involves a mixed-method approach that includes case studies of renowned educational institutions in Bangladesh, such as Dhaka University, BRAC University, and North South University. Social media analytics tools such as engagement rates, impressions, and follower growth were used to measure branding success. Surveys and interviews were also conducted with marketing professionals and students to gain insights into content strategies, platform effectiveness, and engagement levels. The findings reveal that Instagram is particularly effective for visual storytelling, LinkedIn for professional networking and academic credibility, Facebook for community building, and TikTok for reaching younger audiences. However, challenges such as managing negative feedback and ensuring consistent messaging across platforms were identified as significant limitations. This study contributes to marketing and education by providing actionable strategies for educational institutions to leverage social media in branding. It offers insights for educational marketers, administrators, and researchers seeking to understand the evolving role of digital platforms in higher education branding.

THE POTENTIAL OF DAIYAH (WOMAN RELIGIOUS PREACHERS) TO HARNESS THE POWER OF RELIGIOUS PREACHING ON SOCIAL MEDIA

This article explores the evolving landscape of religious preaching in the digital age, focusing on women religious preachers. In today's world, religious discourse increasingly unfolds on various social media platforms, and the internet has become an integral part of daily life. Social media, once primarily a virtual social network, has now assumed a significant role in various aspects of society. Women religious preachers have taken center stage on social media platforms. They employ diverse communication styles and cover various topics, all aiming to promote good and prevent evil under Islamic values. This research employs qualitative methods and focuses on five prominent female daiyahs active on various social media platforms. We conducted an extensive online survey to assess their impact, audience engagement, and user preferences. Social media analytics tools were used to gather insights into reach, engagement, and emerging trends related to their content. Content analysis was conducted to unveil recurring themes, messaging strategies, and overall influence on their audience. Importantly, these women are engaging in religious discourse and shaping their Islamic identities through their distinct preaching styles. It discusses the adaptability of media technology in the Indonesian context, where global mobile phone practices have been localized and Islamized. This article sheds light on the profound impact of social media on religious preaching and underscores the crucial role of women religious preachers in this evolving landscape. It provides insights into their diverse activities and contributions to religious discourse in the digital age.

DINAMIKA PENGGUNA MEDIA SOSIAL TERKAIT CALON PRESIDEN PEMILIHAN UMUM 2024

Ahead of the 2024 general election (Pemilu), a number of political parties have declared their presidential candidates. However, there are pros and cons on Twitter social media regarding Anies Baswedan's nomination by the National Democratic Party (Nasdem). This study aims to determine the dynamics of Twitter social media users after Anies Baswedan's declaration as a presidential candidate for RI 2024. Descriptive qualitative research methods are used in answering the problem formulation. The author uses New Media theory and Propaganda theory and is assisted by a social media analysis tool in the form of Netray Media Monitoring to analyze the dynamics of Twitter social media users. The results of the study show that the dynamics that occur are due to the pros and cons regarding Anies Baswedan's nomination as a 2024 presidential candidate by the Nasdem Party. The pros and cons created negative sentiment and positive sentiment towards Anies which then made Anies busy being discussed on Twitter social media, causing Anies to become the most popular on Twitter social media

LB1031 Using social media to elucidate the patient experience with common acne treatments

Acne affects 50 million Americans annually and can have marked psychological effects on patients, who may also have poor experiences with different treatments. Our goal was to determine emotional sentiment associated with patient global impressions of change (PGIC) for common treatments. Through Brandwatch, a social media analysis tool, our team at The University of Illinois mined 90,121 social media posts pertaining to key words in relation to acne and expressions of satisfaction or disappointment, for twelve common treatments: adapalene, azelaic acid, benzoyl peroxide, clindamycin, dapsone, doxycycline, erythromycin, isotretinoin, minocycline, salicylic acid, spironolactone, and tretinoin.

Tourism SME’s Adoption of Social Media Analytics Tools and Technology

The study analysed the current state of the adoption of social media analytics (SMA) technology and tools to tourism small and medium enterprises (SME) in Tanzania and to understand the factors which influence the adoption of SMA tools to tourism SMEs. SMA became the basic technology in understanding and getting insight into social media data. Tourism SMEs are among the users of social media platforms. The researcher carried out the survey in Arusha and Kilimanjaro regions to determine the current state of the adoption of SMA to tourism SMEs. The technology, organization and environment (TOE) framework has been used to determine the factors that contribute to the adoption of SMA. The study finding shows that many tourism SMEs are using social media in their business activities however the adoption of SMA is very low, majority of the SMA are not adopting and using SMA. Technology, organization and environmental factors seem to allow the adoption of SMA to tourism SMEs. The study contributes to the research body of knowledge on the current status of adoption of SMA to tourism SMEs and managerial contribution on the factors to determine when tourism SMEs wants to adopt SMA.

Social media analytics for nonprofit marketing: #Downsyndrome on Twitter and Instagram

AbstractIntroductionSocial media listening and monitoring of user‐generated content (UGC) in commercial marketing is central to measuring social media users' perceptions of a brand or company. Applications of social media analytics (SMA) have become common practice in marketing and are employed to predict consumer behavior. However, critical reflections on SMA applications to nonprofit marketing are lacking, despite the increased usage of SMA by nonprofit organizations.ObjectiveThe article proposes to apply SMA to analyze UGC and identify how computational methodologies can help bolster strategic communication for nonprofit organizations and drive marketing strategy.MethodologyThe article presents results from a 2‐year (October 2017–January 2020) social media monitoring of the hashtag #DownSyndrome on Twitter and Instagram. SMA tools will be used. Specifically, sentiment analysis and topic modeling are employed to analyze tweets and Instagram posts, while image classification is used to analyze Instagram images.FindingsThe results highlight a strong stereotypical characterization of people with Down syndrome in content that is generated by social media users and identify possibilities and challenges ahead of nonprofit organizations pushing specific agendas.Originality and ContributionThis study is the first to offer a review of SMA, apply them to a nonprofit context and reflect on aspects of representation and stereotypization through them. It ultimately proposes to support nonprofit and voluntary marketing research and practice by integrating UGC research and computational techniques into the broader discussion of ethical content strategy in social media nonprofit marketing.

Kidney Stone Surgery: Assessing Public Interest and Evaluating Social Media Content.

An increasing number of patients are utilizing the internet to answer their medical questions. Given the lack of verified stone treatment resources on the web, we sought to evaluate online interest in kidney stone surgical interventions and assess the quality of the most popular resources on social media. Google Trends was used to evaluate public interest in different kidney stone interventions between March 2016 and February 2021 and reported as search volume index (SVI). Next, the social media analysis tool, BuzzSumo, was used to identify stone surgery content online on the social media platforms, YouTube, Instagram, Pinterest, Reddit, and Twitter. To evaluate the quality of health information presented in the online resources, the DISCERN instrument was employed by three individual raters. Ureteroscopy (URS), percutaneous nephrolithotomy (PCNL), and extracorporeal shockwave lithotripsy (SWL) were identified as the top search terms on Google Trends with mean SVIs of 47.75, 42.98, and 45.74, respectively (p = 0.012). On YouTube, URS, PCNL, and SWL had 12,549, 116,222, and 20,717 views, respectively. Nine articles and fifteen videos were chosen for analysis using the DISCERN tool with a mean score of 2.82 and 2.27, respectively, among three independent evaluators. The result of our study suggests that online users are interested in URS but engaged more often with PCNL content on social media platforms. We found that the quality of online resources related to stone surgery highlights the need for involvement of urologists in creation of engaging high-quality content and sharing of accurate information in a social media-driven society.

Strategi Pemasaran Media Sosial Destinasi Pariwisata Menggunakan Pendekatan SOSTAC

This study aims to optimize the social media performance of the Lebak Regency Culture and Tourism Office through the preparation of a social media marketing strategic plan. The research method uses an exploratory method with a qualitative approach. The data were obtained by conducting interviews with key informants, major informants and supporting informants using criterion sampling technique. Observations, document reviews, and literature studies were also carried out to confirm the validity of the data by triangulation. Data were analyzed using analytical techniques in accordance with the stages of social media marketing planning using the SOSTAC approach with SWOT analysis and social media analysis tools, namely Hootsuit, Socialblade, Facebook Analytic, Instagram Insight, and Youtube Studio (Youtube Analytic). This study produced 15 strategies, 21 tactics, and 24 action plans for social media marketing strategic plan.

Engagement of common pediatric urologic conditions on social media

As social media use continues to increase, parents and caregivers report using social media platforms as a source of health information. However, there are minimal regulations for social media content and health misinformation has been shared for various medical issues and urologic conditions. While internet content related to pediatric urology has been previously described, social media engagement for various pediatric urologic conditions have yet to be described. To evaluate the evidence supporting articles engaged on social media that are related to common pediatric urologic conditions. A social media analysis tool was used to identify articles engaged through Facebook, Reddit, Twitter, and Pinterest between July 2020-2021. The top 5 articles related to toilet training, circumcision, cryptorchidism, testicular torsion, and hypospadias were identified. Article citations were reviewed and classified by Oxford levels of evidence. The content of each article was then reviewed and compared against supporting evidence on an independent literature search. Statistical analysis was completed with descriptive statistics, Mann-Whitney U, Wilcoxon signed rank, and bivariate correlation. Of the 25 articles reviewed, 8 (32%) were affiliated with medical journals, hospitals, or academic institutions and 17 (68%) were on non-affiliated websites with advertisements. There was greater social media engagement for articles related to toilet training and circumcision than testicular torsion, hypospadias, and cryptorchidism. No articles cited level 1 evidence and 32% of articles cited no evidence. Literature search for article content demonstrated a discrepancy between the level of evidence cited by articles compared to the evidence available in the literature to support article content. There was greater social media engagement for articles with no cited or supporting evidence and those not affiliated with medical journals, hospitals, or academic institutions. The findings in this study are consistent with trends reported for other urologic conditions, including genitourinary malignancy, female pelvic medicine and reconstructive surgery, nephrolithiasis, and sexual function. Parents without a medical background may have difficulty identifying whether articles shared on social media can be a reliable resource for health information. It is important to understand how information related to pediatric urologic conditions is engaged on social media so that misinformation can be addressed in clinical, online, and regulatory settings. There was greater social media engagement for articles with no cited or supporting evidence and those not affiliated with medical journals, hospitals, or academic institutions.

A Review of Usage and Applications of Social Media Analytics

This paper presents the report of a social media analytics (SMA) review. The review conducted to find out the methods and tools used in social media analytics, types of social media platforms which the SMA are performed and the field which SMA has been performed. Social media contains a lot of user uploaded data in different formats like text, images, photos, video etc. These large volumes of data are converted in meaningful information which can be understood using different methods and tools which are called social media analytics. A literature review of articles published between 2010-2020 has been conducted using articles obtained from reputable databases IEEE Xplore, ACM digital, Emerald insight, Springer Link and Science direct. A number of 44 articles have been selected for review from 110 retrieved papers. The paper has been reviewed according to the study objectives. The study found that SMA tools and techniques which have been used are sentiment analysis, youtube analytics, visible intelligence, IBM Watson tool and predictive models. The social media platforms which were mostly used are twitter, facebook, youtube, trip advisor and blogs. SMA has been observed in different fields like agriculture, politics, health, social and business sector.

Social media analytics in nutrition research: a rapid review of current usage in investigation of dietary behaviours.

Social media analytics (SMA) has a track record in business research. The utilisation in nutrition research is unknown, despite social media being populated with real-time eating behaviours. This rapid review aimed to explore the use of SMA in nutrition research with the investigation of dietary behaviours. The review was conducted according to rapid review guidelines by WHO and the National Collaborating Centre for Methods and Tools. Five databases of peer-reviewed, English language studies were searched using the keywords 'social media' in combination with 'data analytics' and 'food' or 'nutrition' and screened for those with general population health using SMA on public domain, social media data between 2014 and 2020. The review identified 34 studies involving SMA in the investigation of dietary behaviours. Nutrition topics included population nutrition health investigations, alcohol consumption, dieting and eating out of the home behaviours. All studies involved content analysis with evidence of surveillance and engagement. Twitter was predominant with data sets in tens of millions. SMA tools were observed in data discovery, collection and preparation, but less so in data analysis. Approximately, a third of the studies involved interdisciplinary collaborations with health representation and only two studies involved nutrition disciplines. Less than a quarter of studies obtained formal human ethics approval. SMA in nutrition research with the investigation of dietary behaviours is emerging, nevertheless, if consideration is taken with technological capabilities and ethical integrity, the future shows promise at a broad population census level and as a scoping tool or complementary, triangulation instrument.

ACC.20: Impact of social media at the virtual scientific sessions during the COVID-19 pandemic.

BackgroundThe COVID‐19 pandemic led to the American College of Cardiology (ACC) Annual Scientific Session 2020 (ACC.20) being held as a virtual event.HypothesisSocial media activity around a virtual event might be quite different to that of a physical meeting. The goal of this study was to assess impact of ACC.20 through Twitter and compare it to ACC.19.MethodsData were extracted using NodeXL, with analysis in Excel.ResultsACC.20‐related tweeting was demonstrated globally. However tweeting and participants fell substantially for ACC.20. Tweeting, participation and tweet views were overestimated by the most widely used social media analysis tool used at medical conferences (Symplur).ConclusionComparing the 2019 and 2020 Scientific Sessions, the global cardiology community continued to communicate despite COVID‐19, but with reduced social media activity potentially due to the briefer format, no physical interaction and private virtual chatroom during live sessions, reducing visibility of new cardiology research findings.

Exploring an In-house Online Reputation Monitoring Implementation

Today, our online reputation can be developed through subjective opinions communication by netizen on social media. Online reputation especially for business entities can affect in many aspects such as sales and customer loyalty. Due to high amount of social data (e.g. comments), the manual approach in monitoring subjective opinions towards our brands, products or name is no longer relevant. Therefore, entities either organizations or individuals should monitor their online reputation using social media analytics tools such as sentiment analysis to mitigate reputation attack. However, Online Reputation Monitoring (ORMo) is yet a common practice where most practitioners are large corporations. Outsourcing is a good option but entities must allocate some costs which a burden for most small and medium entities. Thus, implementing social media analytics in-house ORMo by entities is a reasonable option. However, the guideline to implement in-house ORMo is still not well explored including what are the needed features in an ORMo tool. Therefore, this research attempts to explore on how to implement an in-house ORMo at affordable cost but reliable. In achieving the objective, this research involved four stages of investigations which are needs assessment of ORMo tool features, prototype development, simulation and expert survey for validation. This research found that in-house ORMo can be implemented at minimal cost using existing resources and the accuracy can be improved by updating the collection of words with its sentiment polarity. The results of this research can be the basis for an in-house ORMo tool implementation and for reviewing the existing ORMo tool.

'Fake News' in urology: evaluating the accuracy of articles shared on social media in genitourinary malignancies.

To evaluate the accuracy of the most popular articles on social media platforms pertaining to genitourinary malignancies, and to identify the prevalence of misinformation available to patients. The 10 most shared articles on popular social media platforms (Facebook, Twitter, Pinterest, and Reddit) were identified for prostate cancer, bladder cancer, kidney cancer, testis cancer, and PSA testing using a social media analysis tool (August 2017 and August 2018). Articles were reviewed for accuracy by comparing the article information against available scientific research and consensus data. They were classified as accurate, misleading or inaccurate. The Mann-Whitney U-test was used for statistical comparison. Articles pertaining to prostate cancer were the most shared across all social media platforms (399000 shares), followed by articles pertaining to kidney cancer (115000), bladder cancer (17894), PSA testing (8827) and testicular cancer (7045). The prevalence of inaccurate or misleading articles was high: prostate cancer, 7/10 articles; kidney, 3/10 articles; bladder, 2/10 articles; testis, 2/10 articles; and PSA testing, 1/10 articles. There was a significantly higher average number of shares for inaccurate (54000 shares; P < 0.01) and misleading articles (7040 shares; P < 0.01) than for accurate articles (1900 shares). Inaccurate articles were 28 times more likely to be shared than factual articles. Misleading or inaccurate information on genitourinary malignancies is commonly shared on social media. This study highlights the importance of directing patients to appropriate cancer resources and potentially argues for oversight by the medical and technology communities.

Social media analytics: a tool for the success of online retail industry

Social media has become a part of life for a larger segment of the people globally. Businesses are also taking advantage of it, to instantly and easily create and share information with the customers and get benefited from this seamless communication. As a result of the increase in both social media platforms and users, the need to monitor, extract, analyse and report the data being created on these platforms has also increased for the Businesses. Present work identifies the social media analytics (SMA) process and online retail application; it identifies the different phases of the SMA process with their integration to the online retail strategy, challenges, and opportunities. SMA metrics for customer life-cycle (acquisition to enhancement) are discussed. A comparative analysis has been presented for different SMA tools to identify their utility to the online retail.