This article is intended to serve as a primer of social media analytics. The paper explores different dimensions of social media analytics by drawing on a review of the literature. Specifically, the paper sheds light on the definitional aspects, types of social media data and types of analytics to improve firm performance. The findings of the paper will help the reader to grasp the fundamentals of social media analytics.
The Primer of Social Media Analytics. Available from: https://www.researchgate.net/publication/299357387_The_Primer_of_Social_Media_Analytics [accessed Apr 23, 2017].

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