USING SOCIAL MEDIA ANALYTICS AND PARSING PROGRAMS TO IDENTIFY AND ANALYZE THE TARGET AUDIENCE

Abstract

Social media analytics is the backbone of successful marketing. It allows you to accurately find and understand the target audience of the company. However, this requires analyzing a huge amount of publicly available data. This is where software tools come to the rescue, allowing such analysis to be carried out in real time. Nevertheless, there are a large number of software products on the market, each of which has a different set of functions - from complex products to highly specialized ones. A wide or vice versa narrow range of functions makes it difficult to choose a specific software solution for a specific task. For this reason, the main purpose of the article is to make a comparative analysis of the functions of the most popular social media analytics software tools designed to identify and analyze the target audience.

Keywords

• social network
• social media
• social media analytics
• social media analytics software tools
• text analytics
• image analytics
• audio analytics
• video analytics
• target audience