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 language | English (US) |
|---|---|
| Title of host publication | Proceedings - 2019 IEEE International Professional Communication Conference, ProComm 2019 |
| Publisher | Institute of Electrical and Electronics Engineers Inc. |
| Pages | 67-68 |
| Number of pages | 2 |
| ISBN (Electronic) | 9781728125664 |
| DOIs | |
| State | Published - Jul 2019 |
| Event | 2019 IEEE International Professional Communication Conference, ProComm 2019 - Aachen, Germany Duration: Jul 23 2019 → Jul 26 2019 |
Publication series
| Name | IEEE International Professional Communication Conference |
|---|---|
| Volume | 2019-July |
| ISSN (Print) | 2158-091X |
| ISSN (Electronic) | 2158-1002 |
Conference
| Conference | 2019 IEEE International Professional Communication Conference, ProComm 2019 |
|---|---|
| Country/Territory | Germany |
| City | Aachen |
| Period | 7/23/19 → 7/26/19 |
Bibliographical note
Publisher Copyright:© 2019 IEEE.
Keywords
- Audience analysis
- digital audiences
- professional communication
- social media
- social media analytics
- taxonomy
- usability.