[IEEE 2016 IEEE International Conference on Emerging Technologies and Innovative Business Practices for the Transformation of Societies (EmergiTech) - Mauritius (2016.8.3-2016.8.6)] 2016 IEEE International Conference on Emerging Technologies and Innovative Business Practices for the Transformation of Societies (EmergiTech) - Evaluating the strategic role of Social Media Analytics to gain business intelligence in Higher Education Institutions