Social network analytics case of a microenterprise in Mexico

Abstract

This paper presents a case study of data analytics of the Facebook account of a micro company located in Sonora, Mexico. Through a descriptive study with a quantitative approach, an exploitation of the data recovered through the Facebook account of a food company is carried out, which allows to have a better knowledge of the customer segment and sales behavior. For this, the behavior of sales and customer interaction with six publications on the social network are analyzed. At the end of the study, it is possible to corroborate the type of publications that have a greater impact on the audience and their impact on store sales.