Achieving Organisational Benefits with Social Media Analytics

Social media analytics (SMA) involves the analysis of vast amounts of social media data to provide insights to organisational decision-makers. Many organisations are investing in SMA but few describe themselves as effective adopters. In this paper, a framework for achieving benefits with social media analytics is presented, based on SMA motivations, the resource-based view (RBV) and dynamic capabilities theory. Concepts in the framework are clearly defined and two propositions are developed, based on relationships in the framework. Finally, we discuss implications of the framework for researchers and practitioners and suggest directions for future research.