Resumen de Text mining social media for competitive analysis

Germán Gémar Castillo, José Antonio Jiménez Quintero

• Social media are utilised widely. Companies increasingly use socialmedia to communicate and interact with customers. Muchinformation is thereby generated and is available to everybody,including competitors. Firms need to analyse what their customerssay and interact with them. Using text mining tools, companies canknow where they are in relation to their competitors and controlthe behaviour of these. Transforming text into data and data intoknowledge can be vital to make the right decisions and improvingthe competitive strategy of companies.This study used a text mining tool to analyse the primary socialmedia sites, including Twitter, Facebook, LinkedIn, YouTube andothers, with a focus on a sample of hotels. The dimensions analysedwere sentiments, passion and reach. A dependence was foundbetween several variables obtained through text mining andfinancial performance. The results indicate that analysis of socialmedia using these techniques can be a method to improve financialperformance.