Extended Abstract: Expanding Digital Audience Analysis Techniques to Include Social Media Analytics (SMA)

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

This project explores what is meant by 'digital audience analysis' as the concept has evolved. The author explores traditional forms of audience analysis and explains how these techniques have expanded to include digital audiences such as users of software, online documentation, and websites. Then, the author explores how social media further expands the idea of digital audience analysis to include social media analytics (SMA) in the form of structured and unstructured data. Another approach to social media analysis addresses context rather than analytics by closely examining user-generated data for evidence of user stories, self descriptions, and key questions. Together the expansions illustrate a taxonomy of digital audience analysis techniques that may be useful for professional communicators.

Original languageEnglish (US)
Title of host publicationProceedings - 2019 IEEE International Professional Communication Conference, ProComm 2019
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages67-68
Number of pages2
ISBN (Electronic)9781728125664
DOIs
StatePublished - Jul 2019
Event2019 IEEE International Professional Communication Conference, ProComm 2019 - Aachen, Germany
Duration: Jul 23 2019Jul 26 2019

Publication series

NameIEEE International Professional Communication Conference
Volume2019-July
ISSN (Print)2158-091X
ISSN (Electronic)2158-1002

Conference

Conference2019 IEEE International Professional Communication Conference, ProComm 2019
CountryGermany
CityAachen
Period7/23/197/26/19

Keywords

  • Audience analysis
  • digital audiences
  • professional communication
  • social media
  • social media analytics
  • taxonomy
  • usability.

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