ABSTRACT
This chapter discusses social media adoption and use, social media analytics by channel and advantages and disadvantages of the various types and social media channels. Blogs were created in the age of search engines and leverage social media by integrating with Facebook, Twitter, Instagram, Pinterest, and other social sharing applications. The value of Twitter may ultimately reside in the data analytics capabilities it provides regarding member activities on Twitter and how it reflects changes in society, including a deeper exportation into predictive analytics. Social media platforms freely provide information surrounding a user's account and audience to the user. Snapchat is one of the top three social media apps among millennials, dominating 33% of the demographic’s smartphones right behind Instagram and Facebook. One of the coauthors developed a system to measure the online presence in social media. Initially, it was designed for teaching purposes, to measure the progress of students in the development of their own Social Media.
