Роль и методы социальной бизнес-аналитики (Social Business Intelligence) в бизнес-проектах (BI projects)

” (Owyang, 2009)The statement quoted above by Jeremiah Owyang, a well-known web strategist aptly captures the value and importance of approaching social media analytics as a measurement framework that incorporates strategic objectives and tactical requirements – i.e. as a business intelligence practice.As organizations get more serious about measuring the effectiveness of their social media initiatives, it is important for them to link their measurement frameworks to highlevel business objectives of revenue generation, cost reduction, or operational excellence. Situating a social media analytics program as part of the overall business intelligence strategy provides a practical approach for organizations to get the most of their investments in such initiatives. As evident from the recommendations in the extant literature and BI orientation for social media analytics has the potential to provide real-time feedback and actionable insights to help organizations in their decision-making processes. Such an orientation would also enable organizations to improve the tactical execution of social media strategies such as building engagement across various channels and platforms, while directly tying social media metrics to their overarching business objectives.To solve the problem in this work, a qualitative analysis of research on the development and definition of the role of social business Analytics in business projects was performed. The analysis showed that social business Analytics is an integral part of the company's development strategy at the present stage. 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