Social Media Analytics for Digital Entrepreneurs

Digitalisation has led entrepreneurs to undergo major changes. As a result, most newly created ideas and organisations are digital. Given that previous studies have assessed the impact of social media using theoretical and/or practical models, this chapter proposes a guide to emphasise the key aspects of social media analytics. These guidelines empower entrepreneurs to consider the most pertinent and key considerations for developing a business strategy based on social media analytics. Simultaneously, due to the novelty and continuous evolution of technologies, collecting up-to-date content, including the most representative social media analytics, becomes key to facilitate data-driven decision-making processes. In addition, a research agenda has been proposed to enable the development and continuity of future research that considers social media analytics, digital transformation, and entrepreneurship as key to economic sustainability. Thus, this study has high relevance in managing and formulating entrepreneurial policies and strategies.