Implementation of analyses based on social media data for marketing purposes in academic and scientific organizations in practice – opportunities and limitations

- Magdalena Grabarczyk-Tokaj, M.Sc.

The article is focused on the issue of practice use of analyses, based on data collected in social media, for institutions’ communication and marketing purposes. The subject is being discussed from the perspective of Digital Darwinism — situation, when development of technologies and new means of communication is significantly faster than growth in the knowledge and digital skills among organizations eager to implement those solutions. To diminish negative consequences of Digital Darwinism institutions can broaden their knowledge with analyses of data from cyber space to optimize operations, and make use of running dialog and cooperation with prosuments to face dynamic changes in trends, technologies and society. Information acquired from social media user generated content can be employed as guidelines in planning, running and evaluating communication and marketing activities. The article presents examples of tools and solutions, that can be implement in practice as a support for actions taken by institutions.

Magdalena Grabarczyk-Tokaj, M.Sc., University of Social Sciences and Humanities, Poland – is a doctoral student at the University of Social Sciences and Humanities in Warsaw, where she is working on a dissertation concerning digital sociology. She has written numerous publications and works concerning the convergence of media and analyses of social media. As a researcher the author is interested in issues revolving around prosumption and Big Data Society. She is a graduate of the University of Warsaw and Warsaw School of Economics. For about a decade she has been dealing professionally with media analysis serving the needs of activities focused on image and promotion. She has carried out research projects for, among others, Coca-Cola, PKN Orlen, Bayer, Michelin.

DOI: 10.14611/minib.10.04.2013.10

Contact: mgrabarczyk(at)

MINIB, 2013, Vol. 10, Issue 4
Resize of Open_Access_logo_PLoS_white Available in Open Access.


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