PURPOSE CONTENT CREATION FRAMEWORK TO INCREASE CONSUMER ENGAGEMENT ON SOCIAL MEDIA

Brian Al Afwan, Manahan Siallagan

Abstract

Purpose - A large amount of user-generated content is now freely available on social media sites. To increase their competitive advantage, companies need to monitor and analyze not only the customer generated content on their own social media sites, but also the content on their competitor`s social media sites. By monitor and analyze the contents availables on social media, companies will able to generate their own contents to create better mass communication and eventually increase brand awareness of the companies to their customers. The purpose of this paper is to present a social media competitive analytics framework with natural language preprocessing, text mining and sentiment analysis techniques to analyze online customer and competitor`s customer related to marketing communication on social media sites that can be use as guideline for marketing intelligence to create content on their companies.
Design/Methodology/Approach – The Authors conducted a literature review study of academics journal to extract and generate new knowledge of mass communication on social media from existing researchs that used big data technology to gain competitive intelligence on social media.
Findings – This study confirms that this proposed framework is sensible and useful in terms of big data technology and social media in a cohesive way to design a mass marketing communication system and its process.
Keywords: Social media, text mining, sentiment analysis, business intelligence, competitive intelligence, competitive analytics.

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