Developing a standardized framework for social media analytics strategy implementation

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Abstract

There are several studies discussing social media analytics (SMA) frameworks with different stages and steps. These mainly include the Capture, Understand, and Present (CUP) stages (Fan & Gordon, 2014). However, these models often lack detailed implementation steps and focus on isolated aspects of the process. To address these gaps, this paper introduces an enhanced SMA framework, incorporating five stages: Identify, Capture, Understand, Present, and Evaluate (ICUPE). The Identify stage establishes objectives, scans the environment, and selects suitable SMA techniques. The Capture stage gathers and preprocesses social media data. The Understand stage applies advanced analytics, including sentiment and trend analysis, to extract insights. The Present stage visualizes findings through dashboards, ensuring effective communication. Finally, the Evaluation stage integrates feedback for continuous improvement. The proposed framework was refined using the Delphi technique (Fan & Gordon, 2014), incorporating feedback from industry experts to enhance its applicability and effectiveness. By addressing gaps in existing models, ICUPE provides a holistic and structured approach to SMA, enabling businesses to derive valuable insights, optimize decision-making, and improve operational strategies. Future work includes validating the framework through real-world applications and exploring its impact across various business domains.

Keywords: Framework, Data Mining, Delphi Technique, ICUPE

Authors’ individual contribution: Conceptualization — E.A.; Methodology — G.K.; Software — G.K.; Validation — G.K.; Formal Analysis — E.A.; Investigation — G.K.; Resources — E.A.; Data Curation — G.K.; Writing — Original Draft — G.K.; Writing — Review & Editing — E.A.; Visualization — G.K.; Supervision — G.K.; Project Administration — E.A.; Funding Acquisition — E.A.

Declaration of conflicting interests: The Authors declare that there is no conflict of interest.

JEL Classification: M15

Received: 17.11.2024
Revised: 11.02.2025; 21.03.2025; 08.07.2025
Accepted: 17.07.2025
Published online: 21.07.2025

How to cite this paper: Kassem, G., & Asfoura, E. (2025). Developing a standardized framework for social media analytics strategy implementation. Corporate & Business Strategy Review, 6(3), 170–181. https://doi.org/10.22495/cbsrv6i3art16