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SMA case study practical
Social Media Analytics (University of Mumbai)
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NAME:AMAN SHASHIDHAR SINGH
ID : VU1F1920064
BE COMPS A / BATCH C
SMA EXPERIMENT NO. 01
Aim: Study various -
i) Social Media platforms ( Facebook, twitter, YouTube,etc)
ii) Social Media analytics tools ( Facebook insights, google analytics ,
netlytic, etc)
iii) Social Media Analytics techniques and engagement metrics (page
level,post level, member level)
iv) Applications of Social media analytics for business. e.g. Google
Analytics [Link]
[Link]
Theory:
I) Case Study of Social Media Platforms:
What is social media?
Social media is an internet-based form of communication. Social media platforms allow users to have
conversations, share information and create web content. There are many forms of social media,
including blogs, micro-blogs, wikis, social networking sites, photo-sharing sites, instant messaging,
video-sharing sites, podcasts, widgets, virtual worlds, and more.
Findings of Study on Social Media Platform:
Social Media has become a recent trend in the business. There are major things that business has to
follow in social media as tricks or strategies. But in Inspite of businesses taking care to attract more
number of users to their business, there are some major facts which have to be understood by business
to make more sales. As we have taken comparative analysis between Facebook, Instagram, and
Snapchat, we will discuss one by one the findings of the study
i)Facebook: Even though Facebook has more followers than Instagram and Snapchat, there are some
limitations namely privacy issues. The privacy issue is the one that can never be solved if facebook moves
in the same direction of not having authenticated users. The important and another unmanageable
threat that Facebook has got is the spread of fake messages within 5 minutes. Facebook can divert itself
as an online video calling app or entertaining app or food delivery app which turns out to be an
opportunity. Even though Facebook provides a Live conferences platform it limits itself to 50
participants. This can be converted as an opportunity. The Ban of Facebook in most popular countries
like China, Russia is the major threat to this social media. But in business, to attract more users, Captions
are the major influencer as people search for more businesses with captions or which are listed in the
caption of business. As per the response given by users, Facebook has been ranked average or 3 out of 5
despite having 2.797 billion users. As per the past study, Content is the key to marketing the products.
Businesses use Facebook, in turn, to Create videos as an awareness tool. Resharing the most viewed
content on Facebook in the way of congratulating or thanking the users for viewing the content is the
best strategy that businesses use to attract more viewers. Using Facebook insight can also help advertisers
to get an idea of how people react to content and also it gets insights of a target audience.
ii)Instagram: Instagram has become the bridge for business people to market their products more
smartly. The way business attracts users is by providing the links and users have to click on the link
which many users will not. The business should focus more on the above issue because it is the main root
for the users to witness the product which the advertiser wants. Data says that more than 80% of the users
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follow at least one business of their choice. Businesses can use this as an opportunity to strengthen their
brand. The main strategy which Instagram marketers use is ‘FOMO’ which means Users feel that they
have a fear of missing out on the opportunity provided for a particular time. The major threat in
marketing through Instagram is the process of the automotive system where businesses set the content
to be displayed for 1 month and the same content will be displayed irrespective of change in the
discount offer or any other offers. The majority of the business is known to most of the users through
the automotive system of Instagram where if one opts to become a follower of Bata shoes, similar
businesses like Nike’s Instagram account would be highlighted promoting users to follow them as well.
The business has so many opportunities on Instagram to promote their business like usage of Hashtags,
feeds, optimizing bio, usage of reels, adding these marketing things to stories, etc. Businesses can utilize
all these facilities provided by Instagram. Paid promotions tend to attract more users.
iii)Snapchat: Comparative case study proves that Facebook and Instagram are more popular than
Snapchat. But basically, Snapchat is a photo editor app that prompts users to take a selfie and edit it and
share it as a story in their accounts. Because of the same features which are involved in Snapchat, users
install the application and use it for some time, and then uninstall the same as there is no uniqueness in
the features. The ephemeral content of Snapchat makes it more popular as people or users will be having
a fear of missing out. In business, the involvement of Snapchat will not be very effective as there are
fewer users compared with Facebook and Instagram. There is one problem associated with the user name.
Even though a business account can be created in Snapchat, the username in the account cannot be
changed. Even though there is a provision for putting stories of business on Snapchat, they need to be
advertised along with other social media platforms as well to get more business. So findings of the
comparative study prove that none of the social media platforms are perfect. Each has its weaknesses.
The best social media to market the business is Instagram. Even though more users are found on
Facebook, there are disadvantages of leaking of private accounts or hacking of private accounts makes it
more unsafe for business accounts too. Instagram has more features compared to Snapchat and Facebook.
So businesses can use all features like usage of hashtags, usage of reels, posting as stories, etc. which
attract more people into the business.
II) Case Study of Social Media analytics tools:
A)Google Analytics:
Google Analytics is a powerful tool that provides a wide range of data and insights about a website's
traffic and performance. There are many different reports and metrics available in GA, but some of the
most important parts of a Google Analytics report include:
• Audience Overview: This report provides a quick snapshot of your website's overall traffic,
including information on the number of visitors, their demographics, location, and device types.
Acquisition: This report helps to understand how users are finding your website, which
channels are driving the most traffic, and how effective your marketing efforts are.
• Behavior: This report provides insights into how users interact with your website, including
what pages they view, how long they stay on your site, and what actions they take.
• Conversions: This report helps to understand how well your website is performing in terms of
conversions, by tracking the goals that you have set up in GA. It includes information about the
number of completed goals, conversion rate, and where the conversions are coming from.
• Site speed: This report provides insights into how fast your website loads, and what could be
causing any loading issues, this can help you to identify and fix any issues that might be
impacting user experience.
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• Mobile: This report provides data on how users are accessing your website via mobile devices,
and how well your website is performing on mobile devices, this can help to understand the
user experience on mobile and optimize it
B)FACEBOOK INSIGHTS:
Facebook Insights is a powerful tool for those wanting to track user interaction on their
Facebook business page. Facebook Insights can be seen by all the admins of your page, and
it can provide a wealth of information about your content and [Link] using Facebook
Insights, you’ll be able to determine the best time of day to post, the best day of the week to
post, and what type of content is most [Link] is important to note that the Facebook
Insights tool is constantly updated to reflect your page’s developments and any patterns that
may form. So you’ll need to keep checking back to keep in the loop. Facebook Insights
visualizes incoming data from your business page so you can learn how users are behaving
on your page, what content they're engaging with, and how your page matches up to
competitors.
The Facebook Insights API, also known as the Ads Insights API, allows you to fetch ad data
to track your ad performance. The API is particularly useful because it allows marketers to
pull the exact data they want to track, no matter how [Link] fetch the data from the API,
you must determine what data you want to pull and create an access token for that ad, so that
only your team can access that information. You'll then need to determine where to import
that data, like Google Sheets or HubSpot's ads software within the Marketing [Link] allows
you to pull your Insights API into the platform and match it against with data already in the
CRM. This will provide a better understanding of the customer journey and give you a
360degree view of how your ads are performing.
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III)Case Study of Social Media Analytics techniques and engagement metrics:
A)GOOGLE ANALYTICS ENGAGEMENT METRICS:
To use GA successfully, you need to understand dimensions versus metrics. I’ve found the easiest way
to think about it is:
• Dimensions: categorical variables. Simple examples include names, colors, and places.
• Metrics: quantitative variables. Basic examples include age, temperature, and population.
Or as my Data Analytics professor put it, "Metrics are what you can do math on.” Not the most eloquent
phrasing, but it works.
Dimension Examples
• Browser
• Location
• Landing page
• Device
• Customer type
Metric Examples
• Sessions
• Pageviews
• Conversions
• Bounce rate
• Session duration
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In any GA report, your dimensions are your rows and your metrics are your columns.
B)FACEBOOK INSIGHTS ENGAGEMENT METRICS:
Your Facebook Insights dashboard displays top metrics about your business page. On any given day,
you can get a snapshot of your page's performance and adjust your strategy accordingly. Top metrics
include:
• Page views – The number of times your page has been viewed by Facebook and non-Facebook
users.
• Page likes – How many Facebook users like your business page.
• Actions on page – How many actions users take on your business page, such as to click on a
website link or ask for directions to your store.
• Post reach – The number of users on Facebook who saw your post.
• Post engagement – How many people liked, shared, reacted, or commented on your post.
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You also have video insights, which can tell you how your videos are performing. Key metrics include:
• Minutes viewed – The total amount of time users have spent watching your videos.
• Video views – The number of users who watched your video for three seconds or more.
• Audience retention – How long you maintained your video's audience in a video.
Applications of Social media analytics for business:
IBM points out that with the prevalence of social media: “News of a great product can spread like wildfire. And
news about a bad product — or a bad experience with a customer service rep — can spread just as quickly.
Consumers are now holding organizations to account for their brand promises and sharing their experiences
with friends, co-workers and the public at large.”
Social media analytics helps companies address these experiences and use them to:
• Spot trends related to offerings and brands
• Understand conversations — what is being said and how it is being received
• Derive customer sentiment towards products and services
• Gauge response to social media and other communications
• Identify high-value features for a product or service
• Uncover what competitors are saying and its effectiveness
• Map how third-party partners and channels may affect performance
These insights can be used to not only make tactical adjustments, like addressing an angry tweet, they can
help drive strategic decisions. In fact, IBM finds social media analytics is now “being brought into the core
discussions about how businesses develop their strategies.”
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These strategies affect a range of business activity:
• Product development - Analyzing an aggregate of Facebook posts, tweets and Amazon product
reviews can deliver a clearer picture of customer pain points, shifting needs and desired features.
Trends can be identified and tracked to shape the management of existing product lines as well as
guide new product development.
• Customer experience - An IBM study discovered “organizations are evolving from product-led to
experience-led businesses.” Behavioral analysis can be applied across social channels to capitalize
on micro-moments to delight customers and increase loyalty and lifetime value.
Branding - Social media may be the world’s largest focus group. Natural language processing and
sentiment analysis can continually monitor positive or negative expectations to maintain brand
health, refine positioning and develop new brand attributes.
• Competitive Analysis - Understanding what competitors are doing and how customers are
responding is always critical. For example, a competitor may indicate that they are foregoing a
niche market, creating an opportunity. Or a spike in positive mentions for a new product can alert
organizations to market disruptors.
• Operational efficiency – Deep analysis of social media can help organizations improve how they
gauge demand. Retailers and others can use that information to manage inventory and suppliers,
reduce costs and optimize resources.
CONCLUSION:
Thus, we have studied the various concepts of Social Media Analytics and their significance.
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OUTPUT:
Tool 1: [Link]
Platform: Youtube
Public Account: Lex Fridman (podcaster)
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Platform: Instagram
Public Account: Joe Rogan (Podcaster)
Tool 2: [Link]
Public account : Lionel Messi
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