Toward better informed business decisions: The role of social listening and analytics

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Firms can use social listening and analytics tools to gain in-depth insights from the huge volume of data that customers post on social media and other online platforms. This will enable them to build closer relations with customers and segment them accordingly to better meet their needs.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2023), "Toward better informed business decisions: The role of social listening and analytics", Strategic Direction, Vol. 39 No. 4, pp. 7-9. https://doi.org/10.1108/SD-02-2023-0026