How to Mine Social Media for Consumer Insights

David Schweidel, Emory University

Social media offers marketers the ability to listen in on consumers. But, how can we cut through all the chatter to identify meaningful takeaways? In this Marketing Science Intensive, David Schweidel, Emory University, teaches how marketers can leverage social media data to derive customer insights. He discusses how consumers’ social media activity can be used to evaluate marketing efforts, monitor brand health, and craft content for brands’ social media posts.

David Schweidel is Professor of Marketing at Emory University's Goizueta Business School and author of Social Media Intelligence and Profiting from the Data Economy.