Smith Business Close-Up: Social Media Intelligence

Air dates: Thursday, September 12, 2013, 7:30 p.m.; Sunday, September 15, 2013, 7:30 a.m.

Twitter, Facebook, discussion blogs, review sites – consumers are out there talking about businesses and products, and those business should be paying attention. How can marketers monitor these online conversations use it to their advantage?

In this edition of Smith Business Close-Up with the University of Maryland’s Robert H. Smith School of Business, Wendy Moe talks about the importance of social media intelligence in marketing. She has a book on the subject due out later this year.

Moe is an associate professor of marketing and academic director of Smith’s new MS in Marketing Analytics program. She is an expert in the area of online marketing, social media and early sales forecasting. Her research has focused on developing statistical methods and models for Internet clickstream data, online social media/user-generated content and entertainment sales (e.g., sales of music, event tickets, etc.). Moe’s research has appeared in numerous leading journals. In addition to her academic work, she has consulted for numerous corporations and government agencies, helping them develop and implement state-of-the-art statistical models in the context of web analytics, social media intelligence and forecasting.