p and the number of active users on

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25cm; direction: ltr; color: rgb(0, 0, 10); line-height: 120%; text-align: left; }p.western { font-size: 12pt; }p.cjk { font-size: 12pt; }a:link { color: rgb(0, 0, 255); }Sincethe rise of social media usage in the last decade, people have beenseeking to gain information from the crowd as an additional source totraditional media.commonto many of them.

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Because of the amount of the content produced dailyand the number of active users on the platforms, organizations aremotivated to understand which issues and trends evolve to recognizerisks and chances in the communication and derive usefulimplications. In addition the amount of content, it is also relevantfor organizations to understand who creates the content and whichactors are the most significant drivers in the communication. Bothbusinesses and non-profit organizations seek to collect the dataproduced by the crowd in order to gain insights into masscommunication.

The data is often collected with tools whichcommunicate with the respective API of the social media platform, ifone exists, and crawl the data.Amongothers, three domains in which social media is important andgenerates visible benefits are 1) in businesses, in 2) crisiscommunication, mainly in disaster management, and in 3) journalismand political communication.Crisiscommunication research is an example of a field where social mediadata has had an impact.

Social media is often used as a channel foremergency management agencies to inform people in an affected area onthe current status of the respective crisis or how to behave(Liu,2015).Finally,social media platforms have been recognized in recent years assources of data on political communication and for journalism andalso uses for freedom of speech. People debate on current issues andfurther actions of politicians and discuss the consequences.Overall,it can be stated that social media analytics is a highly complexprocess with different aspects regarding the respective applicationdomain and the use of different methods. It is therefore useful andnecessary to standardize this phenomenon to a process model,consideringeach step.


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