A study on social media intelligence

With increasing number of users, social media has become an important tool used by many companies to interact with potential consumers and promote their products / services. Social media has attracted attractiveness for social media intelligence companies, which are able to use the data obtained from social media, provide effective analysis, competitive advantage, low cost and a great success rate of products. In this study, it is aimed to reduce the complexity on the concept of social media intelligence which is one of the new issues in the literature and to investigate the use of social media intelligence in marketing and to contribute to the subsequent research. In this context, the study was carried out on senior undergraduate students of Aksaray University Faculty of Economics and Administrative Sciences Department of Management Information Systems which consists of 75 people. Turkey's most used social network ranking in the top three ranks Facebook is designated as social networking sites Twitter and Instagram as applied research. A total of 23 groups were formed on a voluntary basis. The groups reported each business week by identifying a business to manage their social media accounts for one month. At the end of the one-month period, students were given two scales by hand and three open ended questions were asked by the researcher and their opinions were taken. In this mixed-pattern study using both quantitative and qualitative techniques, independent sample T-Test and Linear Regression statistical analysis were used. In the qualitative dimension, content analysis method was used. As a result of the statistical analysis, it was found that the evening education students had higher social media intelligence, the students who did not use social media follow-up program provided higher profitability to the enterprises increased. At the same time, the relationship between gender, computational thinking skills scale score, social media attitude scale score and business profitability was not found to be related to social media intelligence. According to the results of content analysis, it was concluded that the project contributed to the students in terms of creating awareness, gaining experience, teaching content and design, importance of reaching the target audience and social media enabling marketing / sales. Participants stated that they would pay attention to the right target group and company selection, advertising, learning program usage and sharing better designs when they make such a project again. It was found that the participants experienced problems with the most companies, programs, followers, inadequate budget and therefore not being able to advertise during the project.