数据驱动型管理:社交媒体分析技术及其管理应用研究综述

Data-driven Management:A Review of Social Media Analytics and the Management Application

数据驱动型管理是利用数据资源获取有用情报并指导管理实践的一种管理模式。在Web2.0时代,社交媒体提供了丰富的数据资源,但同时也对数据驱动型管理提出了新挑战。于2014年首次被提出、仍处于不断发展中的社交媒体分析技术为Web2.0时代的数据驱动型管理提供了有力支撑。本文梳理了国际主流刊物的文献,通过与传统数据挖掘和实证研究范式对比,介绍了社交媒体分析的定义与获取、解释、呈现三大步骤;按管理应用的不同将现有的六项操作技术分为两大类:面向个体管理的社交媒体分析技术和面向群体/组织管理的社交媒体分析技术;简述了社交媒体分析技术在公共管理、战略管理、运营管理、质量管理等领域的管理应用,并提出未来研究建议。

Data-driven management refers to a management pattern of searching for useful information across various dataresources to guide management practice. In the Web2.0 era, social media provides abundant data resources as well as chal-lenges for data-driven management. Social media analytics, first be proposed in 2014, is rapidly developing and now power-fully supporting the development of data-driven management in the Web2.0 era. In view of many recent studies on socialmedia analytics in academia, literatures published in international mainstream publications are reviewed; the definition ofsocial media analytics and the three-stage process including capture, understand, present are introduced by comparing withtraditional data mining and empirical research paradigm; the existing six techniques are divided into two categories on thebasis of management application： individual-oriented social media analytics and group-oriented social media analytics; theapplications of social media analytics in public management, strategic management, operation management and quality man-agement are briefly summarized. Finally, some suggestions for future research are listed.