Framing coworking spaces digital marketing strategy via social media analytics

Abstract

The emergence of Coworking Spaces as the workplace of the future has been inspirational for forming and analyzing datasets in this paper, as data have been collected utilizing Social Media Monitoring techniques related to digital marketing. Having focused on a case study of a coworking company, we use Mediatoolkit Social Media marketing tool to collect data derived from the activity of the company's lnstagram and Twitter accounts were on a 24/7 basis from varying locations and in multiple languages in a fifteen days'time span. Indices related to sentiment. reach, influence, number of followers, retweets, likes, comments and view scores formed the datasets that are explored using both Multiple Factor Analysis and Hierarchical Clustering. The analysis in this paper attempts to investigate the inherent properties of the multiple indices describing the general realm of Social Media Marketing tools and more specifically aspires to provide digital marketers with an alternative perspective of social media marketing strategies related to the Coworking Spaces.