Today, social media is widely adopted across personal and professional spheres. Increasingly businesses are utilizing social media as part of their strategy for communicating with and understanding the behaviors of their clients. The widespread public use of social media is a relatively new phenomenon that presents an ongoing, ever-changing challenge to companies and creates a unique set of risks as well as advantages to decision-makers. At the same time expansion into the online social space offers tremendous potential strategic advantages including demographic targeting from a new, pervasive reflection of consumers and brand advocates. Social media thus takes on a new relevance in forging relationships of brand co-creation. This research project, in its entirety, seeks to derive business value from social data by designing and developing a series of dashboards for those who struggle to interpret and keep up with the social data created around a brand and marketing campaign. This tool prototype demo first outlines the foundation of the tool development with focus on the main perspectives guiding the research. A presentation of the actual tool development is subsequently put forward highlighting the main components of the tool. Challenges are discussed therein before a brief conclusion of the prototype development thus far.

Publication information

Original languageEnglish
Publication date2014
Number of pages6
StatePublished - 2014
Event24th Workshop on Information Technology and Systems - University of Auckland Business School, Auckland, New Zealand
Duration: 17 Dec 201419 Dec 2014
Conference number: 24


Workshop24th Workshop on Information Technology and Systems
LocationUniversity of Auckland Business School
CountryNew Zealand
Internet address

ID: 42734643