Social business intelligence: Review and research directions

Abstract

Social business intelligence (SBI) is a rather novel discipline, emerged in theacademic and business literature as a result of the convergence of two distinct researchdomains: business intelligence (BI) and social media. Traditional BI scientists and practitioners,after an inevitable initial shock, are currently discovering and acknowledge the potential of usergenerated content (UGD) published in social media as an invaluable and inexhaustible sourceof information capable of supporting a wide range of business activities. The confluence of thesetwo emerging domains is already producing new added value organizational processes andenhanced business capabilities utilized by companies all over the world to effectively harnesssocial media data and analyze them in order to produce added value information such ascustomer profiles and demographics, search habits, and social behaviors. Currently the SBIdomain is largely uncharted, characterized by controversial definitions of terms and concepts,fragmented and isolated research efforts, obstacles created by proprietary data, systems andtechnologies that are not mature yet. This paper aspires to be one of the few -to our knowledge contemporaryefforts to explore the SBI scientific field, clarify definitions and concepts,structure the documented research efforts in the area and finally formulate an agenda of futureresearch based on the identification of current research shortcomings and limitations.

Social Media and E-mail Marketing Campaigns: Symmetry versus Convergence

“…In this respect, we identified several studies dealing with this topic, and the key terms used in our study, the contribution of which we will present below. In one of the most comprehensive studies, the authors [49] wonder whether SBI actually works in real life, and if so, what have been its practical applications in real life. We could identify two waves of studies.…”

A Data Quality Multidimensional Model for Social Media Analysis

“…In fact, SoBI tools are often applied by marketing departments to monitor the performance of their social media activities with metrics like number of likes, followers, or replies (Keegan and Rowley 2017;Lee 2018) as well as the feelings and concerns of their customers (Choi et al 2020). However, social media data have many more uses and applications for businesses and industries (Gioti 2018), and integrating social media metrics with corporate data can help to produce better strategic indicators to drive companies forward (Garcı ´a-Moya et al 2013;Ruhi 2014;Stieglitz et al 2014).…”

Untitled

“…The growing popularity of social media and BI in the last decade makes them a valuable digital channel for listening and capturing customers' voices (Gioti et al, 2018). Unlike conventional approaches, the VOC on social media is publicly available, easily accessible anywhere and anytime at low cost.…”