Social Media Analytics In Digital Marketing: A Qualitative Study On Strategy, Measurement, And Organizational Impact
DOI:
https://doi.org/10.59971/jumawa.v3i2.421Keywords:
Social Media Analytics, Digital Marketing, Influencer Marketing, Content Performance, Social Media Metrics, Crisis ManagementAbstract
The rapid proliferation of social media platforms has fundamentally transformed how organizations conceptualize, execute, and evaluate marketing strategies. This qualitative study explores how social media analytics encompassing engagement metrics, influencer marketing measurement, content performance analysis, audience profiling, and crisis management shape organizational decision-making and strategic adaptation. Drawing on an integrative review of theoretical frameworks and practitioner-oriented literature, this study identifies key analytical dimensions that marketers employ to optimize campaign performance and resource allocation. Findings reveal that a holistic analytics approach, integrating multiple layers of data intelligence, is critical for achieving sustained competitive advantage in digital marketing environments. The study further highlights gaps in methodological consensus regarding social media metrics, the underexplored domain of social media crisis management, and the growing importance of competitor analysis and marketing attribution modeling. Implications for both practice and future research are discussed.
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