Abstract:
Social media has enabled hundreds of millions of people to share their opinions, thoughts and feelings with each other, as well as with brands, providing a trail of data detailing interactions and conversations for businesses to explore and understand. This data, termed ‘Big Social Data’ has enabled academics and marketing practitioners access to the conversations, images and videos that consumers create, upload and engage with through social media. Access to this data has disrupted traditional approaches to customer relationship management, causing organisations to carefully consider how to build insights from the large quantities of data available through social media. This paper explores two software programs designed to extract social CRM data from Facebook; Facebook Insights and NCapture, and demonstrates how they are valuable tools for social media data collection and analysis. We demonstrate how such data can be manipulated and analysed to enhance our understanding of social media engagement behaviour.