Fundamentals

Understanding Social Media Data Basic Principles

Social media platforms generate vast amounts of data, but for small to medium businesses (SMBs), the initial challenge isn’t volume, but relevance. It’s about identifying the signals amidst the noise that can directly inform business decisions and improve social media performance. This guide starts with the fundamental principle ● Data Analytics for Social Media Optimization is about transforming raw social media metrics into actionable insights that drive tangible business outcomes. Forget vanity metrics like follower counts in isolation; focus on data that connects social media activity to real-world business goals such as lead generation, sales, customer service Meaning ● Customer service, within the context of SMB growth, involves providing assistance and support to customers before, during, and after a purchase, a vital function for business survival. improvements, and brand building.

Data analytics for social media optimization Meaning ● Social Media Optimization (SMO) is the strategic use of social media platforms to amplify a small or medium-sized business's brand visibility, drive website traffic, and generate leads. empowers SMBs to move beyond guesswork and make informed decisions based on audience behavior and content performance.

For SMBs, resource constraints are a constant reality. Therefore, the fundamental approach must be cost-effective and efficient. This means leveraging readily available, often free, tools and focusing on the most impactful metrics first.

Platform-native analytics tools, such as Meta Business Suite Meaning ● Meta Business Suite serves as a unified interface for small and medium-sized businesses (SMBs) to manage their Facebook and Instagram business presence, centralizing tasks such as ad campaigns, content scheduling, and audience engagement to streamline operations. for Facebook and Instagram, X Analytics (formerly Twitter Analytics), and LinkedIn Analytics, provide a solid starting point. These tools offer insights into audience demographics, post performance, and engagement metrics without additional cost or complexity.

A common pitfall for SMBs is data paralysis ● being overwhelmed by the sheer volume of data and not knowing where to begin. To avoid this, start with clearly defined objectives. What do you want to achieve with social media? Is it increased website traffic, higher brand awareness, improved customer engagement, or direct sales?

Once objectives are clear, identify the Key Performance Indicators (KPIs) that directly measure progress towards those objectives. For example, if the objective is increased website traffic, relevant KPIs include click-through rates (CTR) on social media posts linking to the website and website traffic originating from social media platforms.

Essential First Steps Setting Up Tracking

Before diving into analysis, setting up proper tracking is paramount. This doesn’t require complex coding or expensive software. It starts with utilizing the built-in analytics dashboards of each social media platform you use. Familiarize yourself with the metrics they provide and how they are defined.

For instance, understand the difference between reach and impressions, or engagement rate and amplification rate. These distinctions are crucial for accurate interpretation of data.

Another essential first step is to establish a consistent reporting cadence. Whether it’s weekly or monthly, regular reporting ensures you are consistently monitoring performance and identifying trends over time. Spreadsheets, like Google Sheets or Microsoft Excel, are powerful and accessible tools for SMBs to organize and track social media data.

Create a simple spreadsheet to log key metrics from each platform on a regular basis. This historical data becomes invaluable for identifying patterns, measuring the impact of changes, and forecasting future performance.

To further enhance tracking, consider using UTM parameters. UTM (Urchin Tracking Module) parameters are short text codes you add to the end of URLs to track where your website traffic comes from. By adding UTM parameters to links shared on social media, you can precisely track which social media platforms, campaigns, and even specific posts are driving traffic to your website within Google Analytics Meaning ● Google Analytics, pivotal for SMB growth strategies, serves as a web analytics service tracking and reporting website traffic, offering insights into user behavior and marketing campaign performance. or other web analytics platforms. This level of detail is essential for understanding the ROI of your social media efforts and refining your strategies.

Avoiding Common Pitfalls in Basic Analytics

Several common pitfalls can derail SMBs at the fundamental level of social media data analytics. One major pitfall is focusing solely on vanity metrics. High follower counts or likes might look good, but they don’t necessarily translate to business success.

Instead, prioritize engagement metrics (comments, shares, saves), website clicks, conversions, and customer feedback. These metrics provide a more accurate picture of social media’s impact on your business.

Another pitfall is inconsistent data collection. If you’re not tracking data regularly and consistently, you’ll miss important trends and patterns. Establish a routine for data collection and stick to it. Similarly, ensure data accuracy.

Double-check figures and avoid manual errors when transferring data between platforms and spreadsheets. Inaccurate data leads to flawed analysis and misguided decisions.

Finally, avoid making assumptions without data to back them up. Gut feelings can be valuable, but in social media marketing, data should guide your decisions. Test different content types, posting times, and messaging approaches, and use data to determine what resonates best with your audience. Embrace a data-driven mindset from the outset, and you’ll be well-positioned to optimize your social media strategy for maximum impact.

By focusing on relevant metrics, utilizing readily available tools, setting up consistent tracking, and avoiding common pitfalls, SMBs can build a strong foundation for data analytics Meaning ● Data Analytics, in the realm of SMB growth, represents the strategic practice of examining raw business information to discover trends, patterns, and valuable insights. in social media optimization. This fundamental approach sets the stage for more advanced strategies and tools as your business grows and your social media presence evolves.

Table 1 ● Fundamental Social Media Metrics for SMBs

List 1 ● Essential Free Tools for Fundamental Social Media Analytics

• Platform-Native Analytics Dashboards ● Meta Business Suite, X Analytics, LinkedIn Analytics, Pinterest Analytics, TikTok Analytics – Built-in tools providing core metrics for each platform.
• Google Analytics ● Essential for tracking website traffic from social media and measuring conversions. Use UTM parameters for detailed source tracking.
• Google Sheets/Microsoft Excel ● Spreadsheet software for organizing, tracking, and visualizing social media data.
• UTM Builders (e.g., Google Campaign URL Builder) ● Free tools for easily creating UTM-parameterized links for social media posts.

List 2 ● Quick Wins with Fundamental Data Analytics

• Identify Top-Performing Content ● Analyze post performance to understand what content types, topics, and formats resonate most with your audience. Replicate successful content formats.
• Optimize Posting Times ● Use platform analytics to determine when your audience is most active and schedule posts accordingly for maximum visibility and engagement.
• Understand Audience Demographics ● Leverage demographic data to tailor content and messaging to your target audience’s age, gender, location, and interests.
• Track Website Traffic from Social Media ● Use UTM parameters and Google Analytics to measure the effectiveness of social media in driving website visits and conversions.
• Monitor Engagement Rates ● Track engagement rates (likes, comments, shares) to gauge audience interest and identify areas for content improvement.

Intermediate

Stepping Up Your Analytics Game Beyond Basics

Once SMBs have mastered the fundamentals of social media data analytics, the next step is to move towards intermediate strategies that offer deeper insights and greater optimization potential. This stage involves expanding beyond platform-native analytics and incorporating more specialized tools and techniques. The focus shifts from simply tracking basic metrics to analyzing data in context, identifying trends, and using these insights to refine social media strategies for improved ROI. Intermediate analytics is about becoming more proactive and data-informed in your social media marketing Meaning ● Social Media Marketing, in the realm of SMB operations, denotes the strategic utilization of social media platforms to amplify brand presence, engage potential clients, and stimulate business expansion. efforts.

Intermediate data analytics for social media optimization involves leveraging specialized tools and techniques to gain deeper insights and refine strategies for improved ROI.

A key aspect of intermediate analytics is competitor analysis. Understanding what your competitors are doing on social media ● what content they are posting, how their audience is engaging, and which platforms they are prioritizing ● can provide valuable benchmarks and identify opportunities for differentiation. While platform-native analytics offer limited competitive insights, dedicated social media listening Meaning ● Social Media Listening, within the domain of SMB operations, represents the structured monitoring and analysis of digital conversations and online mentions pertinent to a company, its brand, products, or industry. tools and competitor analysis platforms provide a more comprehensive view of the competitive landscape.

Another area of growth at the intermediate level is sentiment analysis. Beyond simply tracking the volume of mentions or engagement, sentiment analysis Meaning ● Sentiment Analysis, for small and medium-sized businesses (SMBs), is a crucial business tool for understanding customer perception of their brand, products, or services. delves into the emotions and opinions expressed in social media conversations about your brand or industry. Understanding whether the sentiment is positive, negative, or neutral provides valuable qualitative insights that can inform brand messaging, customer service strategies, and product development. Several affordable or free AI-powered sentiment analysis tools are available to SMBs, making this advanced technique accessible without significant investment.

Utilizing Social Listening Tools Effectively

Social listening tools are indispensable for intermediate social media analytics. These tools go beyond tracking your own social media channels and monitor conversations across the entire social web ● including social media platforms, forums, blogs, and news sites. They allow you to track brand mentions, industry keywords, competitor activity, and emerging trends in real-time. This broader perspective provides a richer understanding of your brand’s online presence and the wider social media ecosystem.

When choosing a social listening Meaning ● Social Listening is strategic monitoring & analysis of online conversations for SMB growth. tool, consider factors such as price, features, data sources, and ease of use. Many tools offer free trials or freemium versions that are suitable for SMBs starting out. Look for tools that offer features like sentiment analysis, competitor tracking, customizable dashboards, and automated reporting. Effectively using social listening involves setting up relevant keywords and queries to monitor, regularly reviewing the data, and translating insights into actionable strategies.

For example, social listening can reveal unmet customer needs or pain points that your product or service can address. It can also identify brand advocates or influencers who are already talking about your brand or industry, providing opportunities for collaboration and amplification. Furthermore, social listening can alert you to potential crises or negative sentiment early on, allowing you to proactively address issues and mitigate reputational damage.

Implementing A/B Testing for Content Optimization

A/B testing, also known as split testing, is a powerful technique for optimizing social media content and campaigns. It involves creating two or more variations of a social media post or ad (e.g., different headlines, images, calls to action) and showing each variation to a random segment of your audience. By tracking the performance of each variation, you can determine which version performs best in terms of engagement, click-through rates, or conversions. A/B testing Meaning ● A/B testing for SMBs: strategic experimentation to learn, adapt, and grow, not just optimize metrics. is a data-driven approach to content optimization Meaning ● Content Optimization, within the realm of Small and Medium-sized Businesses, is the practice of refining digital assets to improve search engine rankings and user engagement, directly supporting business growth objectives. that eliminates guesswork and ensures you are using the most effective messaging and creative elements.

Implementing A/B testing for social media doesn’t require complex software. Many social media advertising platforms, such as Meta Ads Manager and X Ads, offer built-in A/B testing features. For organic posts, you can manually A/B test by scheduling variations of a post at different times or on different days and comparing their performance. Spreadsheets can be used to track the results of A/B tests and analyze the data.

When conducting A/B tests, focus on testing one variable at a time to isolate the impact of each element. For example, test different headlines while keeping the image and call to action constant. Ensure your sample sizes are large enough to achieve statistically significant results.

Run tests for a sufficient duration to account for variations in audience behavior. The insights gained from A/B testing can be used to continuously refine your content strategy Meaning ● Content Strategy, within the SMB landscape, represents the planning, development, and management of informational content, specifically tailored to support business expansion, workflow automation, and streamlined operational implementations. and improve the performance of your social media campaigns.

Case Study SMB Restaurant Chain Using Intermediate Analytics

Consider a hypothetical SMB restaurant chain, “Burger Bliss,” with multiple locations. Initially, they focused on basic metrics like follower growth and likes. However, to improve marketing ROI, they adopted intermediate analytics strategies.

Challenge ● Burger Bliss wanted to increase online orders and drive foot traffic to their restaurants through social media marketing.

Solution ●

1. Implemented Social Listening ● Burger Bliss used a social listening tool to monitor mentions of their brand, competitors, and relevant keywords like “burgers near me,” “restaurant deals,” and “food delivery.” This helped them understand customer sentiment, identify trending food topics, and discover competitor promotions.
2. Sentiment Analysis ● They analyzed the sentiment of brand mentions to identify areas for improvement in customer service and food quality. Negative sentiment related to delivery times prompted them to optimize their delivery logistics.
3. Competitor Benchmarking ● Burger Bliss tracked competitor social media performance, identifying successful content formats and promotional strategies. They noticed a competitor’s successful Instagram campaign featuring user-generated content Meaning ● User-Generated Content (UGC) signifies any form of content, such as text, images, videos, and reviews, created and disseminated by individuals, rather than the SMB itself, relevant for enhancing growth strategy. and decided to implement a similar strategy.
4. A/B Testing Ad Campaigns ● For their Facebook and Instagram ad campaigns promoting online ordering, Burger Bliss used A/B testing to optimize ad creatives and targeting. They tested different images of burgers, varying calls to action (“Order Now” vs. “Get Delivery”), and audience demographics.
5. Data-Driven Content Strategy ● Based on social listening insights and A/B test results, Burger Bliss refined their content strategy. They increased user-generated content, focused on visually appealing food photography, and tailored ad messaging to specific audience segments.

Results ●

• Increased Online Orders ● Online orders increased by 25% within two months of implementing intermediate analytics strategies.
• Improved Customer Sentiment ● Negative sentiment decreased by 15% due to proactive customer service Meaning ● Proactive Customer Service, in the context of SMB growth, means anticipating customer needs and resolving issues before they escalate, directly enhancing customer loyalty. improvements based on sentiment analysis.
• Higher Ad Engagement ● A/B testing led to a 30% increase in ad click-through rates and a 20% reduction in cost per acquisition (CPA).
• Enhanced Brand Image ● Focus on user-generated content and customer engagement fostered a stronger sense of community and improved brand perception.

Burger Bliss’s experience demonstrates how intermediate data analytics can empower SMBs to achieve significant improvements in social media marketing ROI and overall business outcomes.

Table 2 ● Intermediate Social Media Analytics Meaning ● Strategic use of social data to understand markets, predict trends, and enhance SMB business outcomes. Tools and Techniques

List 3 ● Intermediate Analytics KPIs for SMBs

• Social Media ROI ● Measure the return on investment Meaning ● Return on Investment (ROI) gauges the profitability of an investment, crucial for SMBs evaluating growth initiatives. of social media marketing efforts in terms of revenue, leads, or other business outcomes.
• Customer Sentiment Score ● Track the overall positive, negative, or neutral sentiment associated with your brand on social media.
• Competitor Benchmarking Metrics ● Compare your social media performance (engagement rate, reach, etc.) against key competitors.
• Cost Per Acquisition (CPA) from Social Ads ● Measure the cost of acquiring a customer through social media advertising campaigns.
• Social Media Conversion Rate ● Track the percentage of social media users who complete a desired action, such as making a purchase or filling out a form.

Advanced

Pushing Boundaries With Cutting Edge Strategies

For SMBs ready to achieve significant competitive advantages, advanced data analytics Meaning ● Advanced Data Analytics, as applied to Small and Medium-sized Businesses, represents the use of sophisticated techniques beyond traditional Business Intelligence to derive actionable insights that fuel growth, streamline operations through automation, and enable effective strategy implementation. for social media optimization moves into the realm of cutting-edge strategies, AI-powered tools, and sophisticated automation. This level is about proactive, predictive, and deeply integrated social media marketing. It involves leveraging advanced analytics Meaning ● Advanced Analytics, in the realm of Small and Medium-sized Businesses (SMBs), signifies the utilization of sophisticated data analysis techniques beyond traditional Business Intelligence (BI). to not just understand past performance but to forecast future trends, personalize customer experiences at scale, and automate complex social media workflows. Advanced analytics is about transforming social media from a marketing channel into a strategic business asset.

Advanced data analytics for social media optimization empowers SMBs to predict trends, personalize experiences, and automate workflows, transforming social media into a strategic business asset.

A hallmark of advanced analytics is the integration of AI and machine learning (ML). AI-powered tools can automate tasks that were previously manual and time-consuming, such as content creation, audience segmentation, and campaign optimization. ML algorithms can analyze vast datasets to identify patterns and insights that would be impossible for humans to detect, enabling more data-driven and effective social media strategies. For SMBs, leveraging AI can level the playing field, allowing them to compete with larger organizations that have traditionally had greater resources for data analysis and marketing automation.

Predictive analytics is another key component of advanced social media optimization. By analyzing historical social media data and external factors, predictive models can forecast future trends, audience behavior, and campaign performance. This allows SMBs to proactively adjust their strategies, anticipate market shifts, and optimize their social media investments for maximum impact. For example, predictive analytics Meaning ● Strategic foresight through data for SMB success. can help identify emerging social media trends before they become mainstream, allowing SMBs to be early adopters and gain a competitive edge.

Leveraging AI Powered Tools For Deep Analysis

AI-powered tools are revolutionizing social media analytics, offering SMBs capabilities that were once only accessible to large enterprises. These tools leverage natural language processing (NLP), machine learning, and computer vision to extract deeper insights from social media data and automate complex tasks.

One area where AI excels is in advanced sentiment analysis. Beyond basic positive, negative, and neutral classifications, AI-powered sentiment analysis can detect more granular emotions, identify sarcasm and irony, and understand the context of conversations. This nuanced understanding of sentiment provides a much richer picture of customer opinions and brand perception. Some AI tools Meaning ● AI Tools, within the SMB sphere, represent a diverse suite of software applications and digital solutions leveraging artificial intelligence to streamline operations, enhance decision-making, and drive business growth. can even identify specific aspects of your product or service that are driving positive or negative sentiment, providing actionable feedback for product development and customer service improvements.

AI is also transforming content creation Meaning ● Content Creation, in the realm of Small and Medium-sized Businesses, centers on developing and disseminating valuable, relevant, and consistent media to attract and retain a clearly defined audience, driving profitable customer action. and optimization. AI-powered content creation tools can generate social media post ideas, write captions, and even create visual content based on data insights and audience preferences. AI-driven content Meaning ● AI-Driven Content, within the context of SMB operations, signifies the strategic creation and distribution of digital assets leveraging Artificial Intelligence technologies. optimization tools can analyze the performance of past posts to predict which content formats, topics, and styles are most likely to resonate with your audience in the future. This allows SMBs to create more engaging and effective content with less manual effort.

Furthermore, AI is enhancing audience segmentation Meaning ● Audience Segmentation, within the SMB context of growth and automation, denotes the strategic division of a broad target market into distinct, smaller subgroups based on shared characteristics and behaviors; a pivotal step allowing businesses to efficiently tailor marketing messages and resource allocation. and personalization. AI algorithms can analyze vast amounts of audience data to identify micro-segments with specific interests, behaviors, and preferences. This enables highly targeted and personalized social media marketing campaigns that resonate more deeply with individual users, leading to higher engagement and conversion rates. AI-powered personalization can extend to dynamic content customization, where social media content is automatically tailored to each user based on their individual profile and past interactions.

Implementing Advanced Automation Techniques

Automation is crucial for scaling social media marketing efforts, especially for SMBs with limited resources. Advanced automation Meaning ● Advanced Automation, in the context of Small and Medium-sized Businesses (SMBs), signifies the strategic implementation of sophisticated technologies that move beyond basic task automation to drive significant improvements in business processes, operational efficiency, and scalability. techniques, powered by AI and sophisticated workflows, can streamline complex social media processes and free up valuable time for strategic initiatives.

One advanced automation technique is AI-driven social media Meaning ● AI-Driven Social Media signifies the application of artificial intelligence technologies within social media platforms to enhance SMB growth strategies. scheduling and posting. AI algorithms can analyze audience activity patterns and predict optimal posting times for maximum engagement. Automated scheduling tools can then schedule posts across multiple platforms at these optimal times, ensuring consistent and timely content delivery. Some AI tools can even dynamically adjust posting schedules based on real-time audience behavior and trending topics.

Another powerful automation technique is AI-powered social media listening and response. AI-driven social listening tools Meaning ● Social Listening Tools, in the SMB landscape, refer to technological platforms that enable businesses to monitor digital conversations and mentions related to their brand, competitors, and industry keywords. can automatically detect brand mentions, customer inquiries, and negative sentiment across social media. Automated response workflows can then be triggered to address customer inquiries, resolve issues, or escalate urgent matters to human agents.

AI chatbots can handle routine customer service tasks, freeing up human agents to focus on more complex or sensitive issues. This level of automation ensures timely and efficient customer service on social media, enhancing customer satisfaction and brand loyalty.

Advanced automation also extends to campaign optimization. AI-powered ad optimization tools can continuously monitor the performance of social media ad campaigns and automatically adjust bidding strategies, targeting parameters, and ad creatives to maximize ROI. These tools can perform thousands of micro-optimizations in real-time, achieving levels of efficiency and performance that are impossible for manual optimization. Automated reporting and analytics dashboards provide real-time insights into campaign performance, allowing marketers to track progress and make data-driven adjustments.

Case Study SMB E Commerce Brand Using Advanced Analytics

Consider a hypothetical SMB e-commerce brand, “EcoChic Clothing,” specializing in sustainable and ethically produced apparel. They had achieved success with intermediate analytics but sought to further scale their social media marketing and personalize customer experiences.

Challenge ● EcoChic Clothing wanted to increase customer lifetime value, improve customer retention, and personalize the shopping experience through social media.

Solution ●

1. Implemented AI-Powered Sentiment Analysis ● EcoChic used an advanced AI sentiment analysis tool to deeply understand customer feedback Meaning ● Customer Feedback, within the landscape of SMBs, represents the vital information conduit channeling insights, opinions, and reactions from customers pertaining to products, services, or the overall brand experience; it is strategically used to inform and refine business decisions related to growth, automation initiatives, and operational implementations. on social media. They identified specific product features that customers loved and areas where improvements were needed. Sentiment analysis also helped them proactively address customer concerns and improve customer service.
2. AI-Driven Content Personalization ● EcoChic implemented an AI-powered content personalization platform to tailor social media content to individual customer preferences. Based on browsing history, purchase behavior, and social media interactions, customers were shown personalized product recommendations, content suggestions, and offers.
3. Predictive Analytics for Trend Forecasting ● EcoChic used predictive analytics to forecast emerging fashion trends and customer demand for sustainable clothing. This allowed them to proactively adjust their product inventory, content strategy, and marketing campaigns to capitalize on upcoming trends.
4. Automated Social Customer Service with AI Chatbots ● EcoChic deployed AI chatbots on their social media channels to handle routine customer inquiries, provide product information, and process orders. Chatbots freed up their customer service team to focus on more complex issues and personalized customer interactions.
5. AI-Powered Ad Campaign Optimization ● EcoChic utilized AI-driven ad optimization tools to manage their social media advertising campaigns. AI algorithms automatically optimized bidding, targeting, and ad creatives in real-time to maximize ROI and achieve specific campaign goals, such as conversions and website traffic.

Results ●

• Increased Customer Lifetime Value ● Personalized content and shopping experiences led to a 20% increase in customer lifetime value.
• Improved Customer Retention ● Proactive customer service and personalized engagement improved customer retention Meaning ● Customer Retention: Nurturing lasting customer relationships for sustained SMB growth and advocacy. rates by 15%.
• Higher Conversion Rates ● AI-powered ad optimization and personalized product recommendations Meaning ● Personalized Product Recommendations utilize data analysis and machine learning to forecast individual customer preferences, thereby enabling Small and Medium-sized Businesses (SMBs) to offer pertinent product suggestions. resulted in a 35% increase in social media conversion rates.
• Enhanced Brand Loyalty ● Personalized customer experiences and efficient customer service fostered stronger brand loyalty and positive word-of-mouth marketing.
• Streamlined Operations ● Automation of customer service and ad campaign management freed up staff time for strategic initiatives and business growth.

EcoChic Clothing’s success demonstrates the transformative potential of advanced data analytics for social media optimization, enabling SMBs to achieve significant growth, personalization, and operational efficiency.

Table 3 ● Advanced Social Media Analytics Tools and Techniques

List 4 ● Advanced Analytics KPIs for SMBs

• Customer Lifetime Value (CLTV) Lift from Social Media ● Measure the increase in CLTV attributable to social media marketing efforts.
• Customer Retention Rate Improvement via Social Media ● Track the improvement in customer retention rate Meaning ● Customer Retention Rate (CRR) quantifies an SMB's ability to keep customers engaged over a given period, a vital metric for sustainable business expansion. due to social media engagement and customer service.
• Predictive Accuracy of Social Media Trend Forecasts ● Evaluate the accuracy of predictive models in forecasting social media trends and audience behavior.
• Automation Efficiency Gains ● Measure the time and resource savings achieved through social media automation.
• Personalization ROI ● Assess the return on investment of social media personalization efforts in terms of increased engagement, conversion rates, and customer satisfaction.

References

• Boyd, Danah M., and Kate Crawford. “Critical Questions for Big Data ● Provocations for a Cultural, Technological, and Scholarly Phenomenon.” Information, Communication & Society, vol. 15, no. 5, 2012, pp. 662-79.
• Kaplan, Andreas M., and Michael Haenlein. “Users of the World, Unite! The Challenges and Opportunities of Social Media.” Business Horizons, vol. 53, no. 1, 2010, pp. 59-68.
• Lovett, Mitchell J., Renana Peres, and Ronen Adizes. “Time-Paced Technology Diffusion ● The Case of Social Media.” Marketing Letters, vol. 28, no. 3, 2017, pp. 401-14.