|Social Media Intelligence
By Wendy W. Moe and David A. Schweidel
Cambridge University Press, 2014
About the Book
Social Media Intelligence was published in February 2014 by Cambridge University Press. Written by Dr. Wendy Moe of the University of Maryland, College Park and Dr. David Schweidel of Emory University, Social Media Intelligence addresses how “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. By knowing what shapes online opinions, organizations can better uncover the valuable insights hidden in the social media chatter and better inform strategy. This book can help anyone facing the challenge of making sense of social media data to move beyond the current practice of social media monitoring to more comprehensive use of social media intelligence” (Cambridge University Press, 2016).
The book discusses a wide range of applications with examples and case studies drawn from consumer brands, political campaigns and celebrity image management. It is rich in both the theoretical foundations and the practical applications related to social media behavior and marketing. Social Media Intelligence uses the science of opinion to better understand social media behavior, metrics and strategy” (Cambridge University Press, 2016). The book is 200 pages with an ISBN of 9781107031203.
Reviews and Endorsements
"This is the first book to combine meaningful analytical depth as well as practical forward-looking advice to the area of social media intelligence. Moe and Schweidel do a great job of blending their well-respected academic insights with cutting-edge business decisions in order to bring real clarity to a rapidly growing topic that desperately needs it."
- Peter Fader, Frances and Pei-Yuan Chia Professor, The Wharton School, University of Pennsylvania
"Gathering data about social media has become so straightforward that we’re all now flooded with information. The real challenge is in understanding that data and turning it into actionable intelligence. This is the book you need to turn the conversations you monitor into business-growing ideas."
- Andy Sernovitz, author of Word of Mouth Marketing: How Smart Companies Get People Talking
About the Authors
Wendy W. Moe, University of Maryland, College Park
Wendy W. Moe is an Associate Professor of Marketing and Director of the MS in Marketing Analytics at the Robert H. Smith School of Business, University of Maryland. She is a recognized expert in online marketing and social media and has been on the faculty at the University of Maryland since 2004. Prior to that, she was on the faculty at the University of Texas at Austin. She holds a PhD, MA and BS from the Wharton School at the University of Pennsylvania as well as an MBA from Georgetown University. In addition to her academic work, Professor Moe has consulted for numerous corporations and government agencies, helping them develop and implement state-of-the-art statistical models in the context of web analytics, social media intelligence and forecasting.
David A. Schweidel, Emory University, Atlanta
David A. Schweidel is an Associate Professor of Marketing and Co-Director of Emory Marketing Analytics Center at Emory University's Goizueta Business School. He is a recognized expert in customer analytics and social media. He has been on Emory's faculty since 2012, prior to which he was on the faculty at the University of Wisconsin-Madison. He holds a PhD and MA from the Wharton School at the University of Pennsylvania and a BA from the University of Pennsylvania. Professor Schweidel has spoken at numerous conferences and consulted for companies on the use of advanced analytics to guide customer relationship management.