User Generated Content on Twitter to Identify Market Insights: a Case study on Zenius

Rapid technological developments and increasingly fierce competition require companies to be more effective and efficient in performing business activities to maintain their position. Companies need to adopt the right marketing tactics and use them to achieve company goals, including social media marketing. User-generated content on social media can be used by companies as a source to obtain information about the market. This study aims to process and analyze user-generated content on Twitter social media about Zenius to generate useful insights in designing marketing tactics on the company’s Twitter social media. Social network analysis is used to identify the formed communities and the most influential actors in the Zenius social network. Meanwhile, topic modeling is used to find topics of conversation in the network. Based on the market insights analysis, the recommended marketing tactic for Zenius is the brand ambassador strategy. The company can replace the brand ambassadors with influencers on social network or continue to use existing brand ambassadors while providing discussable content to increase company-customer engagement on social network. For further research, user-generated content from various other social media can be the research results accuracy support.