Is Social Media Analytics Redundant Today?

Over the last decade, there has been an explosion in social media data, and at the same time, AI/ML models are also getting better at predicting people’s interests and purchasing habits. For example, social media data can be processed and analysed using AI models to find meaningful correlations to precisely target products and services to specific users. Businesses can also leverage analytics models on data collected from social networks and use computational frameworks like Apache Hadoop for analysing large volumes of data.  A lot of companies have been using social media data from Twitter, Facebook, Instagram LinkedIn, Snapchat to improve their marketing ROI and target consumers by analysing users’ platform behaviour in relation to demographics. But, there’s a caveat! While