Introducing my new book: The Data Analytics Advantage

I’m excited to introduce my new book, The Data Analytics Advantage: Strategies and Insights to Understand Social Media Content and Audiences. As someone who has spent years researching and teaching social media analytics, I’ve seen firsthand how challenging it can be for students, professionals, and businesses to navigate the overwhelming world of social media data.

My journey into social media analytics has been shaped by both industry experience and academic exploration. As a social media strategist and consultant, I’ve worked with organizations to navigate the ever-evolving digital landscape, helping them harness data for better audience engagement, crisis communication, and strategic decision-making. At the same time, my role as an educator and researcher has allowed me to dive deep into the theoretical and methodological aspects of digital analytics.

Serving as the Director of the SMART Lab at Ohio University, I have had the privilege of mentoring students, conducting cutting-edge research on AI-driven analytics, and developing hands-on workshops that bridge academic knowledge with real-world applications. Over the years, I saw a growing need for a resource that simplifies social media analytics while maintaining academic rigor—this realization ultimately led to the publication of The Data Analytics Advantage. The book brings together practical insights, analytical techniques, and AI-powered tools, providing a roadmap for anyone looking to make data-driven decisions in digital media and communication.

I wrote this book to bridge that gap—to provide a clear, structured approach to understanding and applying social media analytics. Whether you’re a student, social media professional, data analyst, or business leader, this book will equip you with practical strategies and insights to turn raw social media data into meaningful, strategic decisions.

Why This Book?

Social media has become one of the most powerful forces shaping communication, marketing, and business strategy. But making sense of the massive volume of data it generates requires more than just intuition—it demands a structured approach, the right tools, and an understanding of data analytics principles.

That’s why I designed this book to be both theoretically grounded and hands-on. While many analytics books focus heavily on coding or abstract theories, The Data Analytics Advantage provides a practical, step-by-step guide that makes social media analytics accessible—even to those with minimal coding experience. Striking the right balance between depth and accessibility was a major challenge. I wanted to ensure that readers without a technical background could still grasp complex concepts while offering enough depth to be useful to professionals.

I am incredibly honored that The Data Analytics Advantage is published by Oxford University Press, a name synonymous with scholarly excellence and intellectual credibility. The book embodies a perfect blend of practical application and academic rigor, making it an essential resource for students, professionals, and educators alike. But my passion for analytics and technology didn’t just emerge from my professional career—it traces back to my early education. I pursued my A-Levels in Computer Science (University of Oxford) within the British education system, where I developed a strong foundation in computational thinking, problem-solving, and analytical reasoning. I still remember the excitement of writing my first lines of code and uncovering how data could tell compelling stories—an experience that ignited my lifelong fascination with technology and analytics. That early exposure to structured, logic-based thinking set the stage for my academic and professional journey, ultimately culminating in this book. With Oxford University Press as the publisher, The Data Analytics Advantage not only meets high academic standards but also serves as a practical guide for those looking to turn social media data into actionable insights.

What’s Inside?

This book is structured around a three-stage DAV-framework that simplifies the process of working with social media data:

✔ Discovery – Learn how to ask the right questions, gather data, and organize it effectively.
✔ Analysis – Master key analytical techniques, from sentiment analysis to network and image analytics.
✔ Visualization – Transform data into impactful dashboards, reports, and compelling stories.

Each chapter introduces real-world case studies, industry applications, and interactive exercises, so readers can apply what they learn immediately. Whether you’re looking to track audience engagement, analyze trends, measure sentiment, or visualize social media interactions, this book provides the tools and techniques to do it.

Key Topics Covered

• Setting Goals & Measuring Success – Learn how to track key performance indicators (KPIs) and monitor social media trends.
• Text Analytics & Sentiment Analysis – Understand audience emotions and reactions.
• Social Network Analysis – Explore how information spreads and influences social media communities.
• Image & Video Analytics – Learn how visuals shape engagement and messaging.
• Data Visualization & Storytelling – Make data-driven insights clear and compelling.
• AI & the Future of Social Media Analytics – Discover how artificial intelligence is reshaping the field.

I also address important challenges such as data access, privacy, and ethics, which are becoming increasingly critical in today’s digital landscape.

Who Should Read This Book?

Data analytics isn’t just about numbers—it’s about insights that drive action. This book is for anyone looking to develop a strong foundation in social media analytics—without getting lost in technical jargon or heavy coding. It’s particularly useful for:

📌 Students & Educators – A structured textbook with hands-on exercises for digital media, marketing, and communication courses.
📌 Social Media Professionals – Actionable strategies to measure and improve engagement.
📌 Data Analysts & Researchers – Analytical techniques to uncover deep insights from social media data.
📌 Business Leaders & Marketers – Methods to leverage data for decision-making and brand strategy.

A social media manager, for instance, could use sentiment analysis techniques from the book to assess public perception of a brand. A journalist could leverage data visualization strategies to tell compelling stories. The book provides practical case studies like these.

Why Now?

With artificial intelligence revolutionizing data storytelling, the ability to analyze social media content and extract meaningful insights has never been more critical. AI-driven tools can automate complex processes, uncover hidden patterns, and enhance decision-making—but their effectiveness depends entirely on the user’s ability to ask the right questions and interpret the results. Without a strong foundation in data gathering, cleaning, analysis, and visualization, AI is just an advanced tool without direction. The Data Analytics Advantage ensures that readers build this essential foundation first, enabling them to leverage AI techniques more effectively. By understanding the fundamentals of social media analytics, readers can harness AI not just to process data, but to derive actionable, strategic insights that drive impact.

This book doesn’t just introduce AI—it equips readers with the skills needed to use AI responsibly and effectively. As AI continues to shape the future of digital engagement, it is essential to maintain a strong grasp of ethical and responsible data use. From identifying biases in AI-driven sentiment analysis to ensuring data privacy in network analytics, The Data Analytics Advantage prepares readers to navigate the opportunities and challenges of AI-powered social media analytics. Whether you are a student, educator, marketer, or analyst, this book offers a roadmap to staying ahead of industry trends while mastering the art of data-driven storytelling in the AI era.

I hope readers walk away feeling empowered to use data effectively in their careers. Whether it’s making better business decisions, enhancing communication strategies, or simply becoming more data-literate, I want this book to be a practical guide for success.

A Bit About Me

As the Director of the SMART Lab at Ohio University, my research focuses on social media analytics, AI, and digital engagement. I have spent years working in both academia and industry, consulting on social media strategy, misinformation, and digital communication. With a Ph.D. from Michigan State University, I’ve dedicated my career to helping professionals and students make sense of the ever-evolving digital landscape.

Get Your Copy

Amazon: https://www.amazon.com/Data-Analytics-Advantage-Strategies-Understand/dp/0197814239

If you’re ready to harness the power of social media data and take your analytics skills to the next level, I invite you to explore The Data Analytics Advantage. This book will empower you to discover, analyze, and visualize social media data with confidence—whether you’re an aspiring analyst, a communication professional, or a business leader looking to make smarter, data-driven decisions.
https://global.oup.com/academic/product/the-data-analytics-advantage-9780197814222

Let’s unlock the power of data together!

Would love to hear your thoughts—how do you currently use social media analytics in your field? Drop a comment or reach out to connect!