Social Analytics is a philosophical perspective developed since the early 1980s by the Danish idea historian and philosopher Lars-Henrik Schmidt. The theoretical object of the perspective is socius, a kind of "commonness" that is neither a universal account nor a communality shared by every member of a body.[1] Thus, Social Analytics differs from traditional philosophy as well as sociology. It might be said that the perspective problematizes the contentions between philosophy and sociology. The practise of Social Analytics is to report on tendencies of the times. It does not aim to make a diagnosis of the times that can be agreed upon by everyone or anybody but a report that no one wants to protest about.
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Recently, companies have discovered that social media analytics is crucial, especially for customer feedback and building goodwill. Such social analytics include the Listening Platform used by advertising agencies that scan all popular social media networks.[2] At the same time, individuals have also found platforms such as Empire Avenue to be a valuable tool for understanding their personal influence in various social media networks.[3]
The analytics allow marketers to identify sentiment and identify trends in order to accommodate the customer better. There have been significant examples where companies, particularly in the airline industry, have used such analytics tools to reach customers who have feedback.
Lotte Broe and Henrik Dahl Jensen (red.): Årbog for Socialanalytik 1992; Århus, Aarhus Universitetsforlag : Socialanalytisk Selskab, 1993
Signe Pildal Hansen and Jens Erik Kristensen : Socialanalytisk samtidsdiagnostik - baggrund,ansatser, mellemværender og udeståender; workingpaper from the Research Unit in Social Analytical Diagnosis of the Times, The Danish School of Education, May 2006[4]