SMAModule-1

1. Seven layers of SMA explain with example

Social media at a minimum has seven layers of data. Each layer carries valuable
information and insights that can be harvested for business intelligence purposes. Out
of the seven layers, some are visible or easily identifiable (e.g., text and actions) and
other are invisible (e.g., social media and hyperlink networks.
1. Text 2. Networks 3. Actions 4. Hyperlinks 5. Mobile 6. Location 7. Search
engines

LAYER ONE: TEXT Social media text analytics deals with the extraction and
analysis of business insights from textual elements of social media content, such as
comments, tweets, blog posts, and Facebook status updates. Text analytics is mostly
used to understand social media users sentiments or identify emerging themes and
topics.
LAYER TWO: NETWORKS Social media network analytics extract, analyse, and
interpret personal and professional social networks, for example, Facebook,
Friendship Network, and Twitter. Network analytics seeks to identify influential
nodes (e.g., people and organizations) and their position in the network.
LAYER THREE: ACTIONS Social media actions analytics deals with extracting,
analysing, and interpreting the actions performed by social media users, including
likes, dislikes, shares, emotions, and endorsement. Actions analytics are mostly used
to measure popularity, influence, and prediction in social media.
LAYER FOUR: MOBILE Mobile analytics is the next frontier in the social business
landscape. Mobile analytics deals with measuring and optimizing user engagement
with mobile applications (or apps for short).
LAYER FIVE: HYPERLINKS Hyperlink analytics is about extracting, analyzing,
and interpreting social media hyperlinks (e.g., in-links and out-links). Hyperlink can
reveal, for example, Internet traffic patterns and sources of incoming or outgoing
traffic to and from a source.
LAYER SIX: LOCATION Location analytics, a.k.a spatial analysis or geospatial
analytics, is concerned with mining and mapping the locations of social media users,
contents, and data.
LAYER SEVEN: SEARCH ENGINES - Search engines analytics focuses on
analyzing historical search data for gaining a valuable insight into a range of areas,
including trends analysis, keyword monitoring, search result and advertisement
history, and advertisement spending statistics.
 2. Types of SMA Types of Social Media
We Categorize data-driven business models based on three points: the data source, the target
audience and the technological effort. Then, they propose eight categories of business models
Based on Social Theories, there is the Social Atom as an individual that interacts with the
Social Molecule which is the community, constructing seven probable building blocks
(Identity, Conversations, Sharing, Presence, Relationships, Reputation, Groups) of SM.
1. Online Social Networking: Web-based services that allow individuals and communities to
connect with real world friends and acquaintances online. Users interact with each other
through status updates, comments, media sharing and messages. Examples: Facebook,
Myspace, LinkedIn.
2. Blogging: Journal-like websites for users, to contribute textual and multimedia content,
arranged in a reverse chronological order. Blogs are generally maintained by an individual or
by a community. Examples: Huffington Post, Business Insider, Engadget, [Link],
Medium.
3. Micro-blogging: Same as blogs, but with limited content. Examples: Twitter, Tumblr,
Plurk.
4. Wikis: Collaborative editing environment that allows multiple users to develop Web
pages. Examples: Wikipedia, Wikitravel, Wikihow.
5. Social news: Sharing and selection of news stories and articles by communities of users.
Examples: Digg, Slashdot, Reddit, Quora.
6. Social book-marking: Allows users to bookmark Web content for storage, organization,
and sharing. Examples: Delicious, StumbleUpon.
7. Media sharing: Sharing of media on the Web including video, audio, and photos.
Examples: YouTube, Flickr, UstreamTV.
8. Opinion, reviews and rating: The primary function of such sites is to collect and publish
user submitted content in the form of subjective commentary on existing products, services,
entertainment, businesses and places. Examples: Epinions, Yelp, Cnet, Zomato, TripAdvisor.

9. Answers: Platforms for users seeking advice, guidance or knowledge to ask questions.
Other community users can answer these questions based on previous experiences, personal
opinions or relevant research. Answers are generally judged using ratings and comments.
Examples: Yahoo! answers, WikiAnswers.
3. Social media vs Traditional

4. Core Characteristics of SMA

All these properties play an important role in creating a collaborative ecosystem.
1) SOCIAL MEDIA IS MANY-TO-MANY
Social media enables interaction among the users in a many-to-many fashion. This is unlike
conventional technological media such as print, radio, telephone, and television.
2) SOCIAL MEDIA IS PARTICIPATORY
Unlike conventional technologies, social media encourages participation and feedback from
users. Social media users can participate in online discourse through blogging, comments,
tagging, and sharing content.
3) SOCIAL MEDIA IS USER OWNED
While social media platforms are provided by corporations (such as Google and Facebook),
the content is generated, owned, and controlled by social media users. Without the user-
generated contents and active involvement from the users, social media would be empty,
boring online spaces. 4) SOCIAL MEDIA IS CONVERSATIONAL
It is not only the ease of conversation but also the many-to-many conversation abilities that
make social media stand out from the traditional one-to-one or one to- many medium of
interaction. The many-to-many conversation characteristics of social media make it possible
for the masses to communication and collaborate in real time.
5) SOCIAL MEDIA ENABLES OPENNESS
Social media provides new opportunities to access data and information through Web 2.0
channels. 6) SOCIAL MEDIA ENABLES MASS COLLABORATION
Social media channels allow masses to collaborate in a many-to-many fashion to achieve
certain shared goals.
7) SOCIAL MEDIA IS RELATIONSHIP ORIENTED
Most social media tools allow users to easily establish and maintain social and professional
relationships and ties. Some social media tools, such as Facebook, are solely focused on
personal relationships, whereas others, such as Twitter, are focused on professional
relationships.
8) SOCIAL MEDIA IS FREE AND EASY TO USE : Being free and easy to use are two
of the reasons that social media has proliferated in such a space.
5. Challenges of SMA
Distraction and Loss of Productivity: Time spent on social media can detract from work,
studies, or other important tasks.
2. Spread of Misinformation: Unverified and false information can quickly spread, leading
to confusion and misinformation.
3. Compromise Privacy and Data Vulnerabilities: Personal data can be at risk of being
misused or exposed by companies or malicious actors.
4. Promotes Superficial Connections: Social media relationships can sometimes lack depth
and genuine connection.
5. Social Media Addiction: Excessive use can lead to unhealthy dependence on social
platforms, disrupting real-life interactions.
6. Enables Bullying and Harassment: Anonymity can embolden harmful behavior like
cyberbullying and harassment.
7. Promotes Social Isolation: Paradoxically, too much online interaction can result in
feelings of loneliness or social detachment.
8. Causes Depression and Anxiety: The pressures of curating a perfect online persona or
dealing with negative feedback can negatively affect mental health.
9. Promotes Obsessive Self-Presentation: Social media can encourage an unhealthy focus
on appearance and self-image.
10. Helps Spread Scams and Frauds: Fraudulent schemes, scams, and phishing attempts
can thrive on social media platforms.
6. Explain Social media analytics cycle.
cSocial media analytics is a systematic and iterative process used to extract meaningful
business insights from social media data. The cycle integrates both scientific methods (data
mining, analysis) and creative interpretation to help organizations achieve their business
objectives.
At the center of the cycle are the Business Objectives, which guide every stage of the
analytics process.
The major stages of the Social Media Analytics Cycle are:
1. Identification
This is the first step where organizations define what they want to achieve and identify
relevant social media platforms, audiences, and data sources.
Activities:
• Defining goals such as brand awareness, customer sentiment, or product feedback.
• Selecting platforms like Twitter, Instagram, LinkedIn, or YouTube.
Example:
A company launching a new smartphone identifies Twitter and Instagram hashtags related to
mobile reviews to monitor public reactions.
2. Extraction
In this stage, data is collected from social media sources using APIs, web scraping tools, or
analytics platforms.
Activities:
• Collecting posts, comments, likes, shares, hashtags, and user interactions.
• Gathering both structured and unstructured data such as text, images, and videos.
Example:
A food delivery company extracts tweets mentioning its service using the Twitter API to
track customer opinions.
3. Cleaning
Raw social media data often contains noise such as spam, duplicates, emojis, or irrelevant
text. Cleaning ensures that only meaningful data is used.
Activities:
• Removing duplicate posts and irrelevant content.
• Handling missing values and correcting formatting.
• Text preprocessing such as removing stopwords or special characters.
Example:
Filtering out bot-generated comments or advertisements from collected Facebook data.
4. Analyzing
After cleaning, analytical techniques are applied to find patterns and insights.
Activities:
• Sentiment analysis (positive, negative, neutral).
• Trend analysis and clustering.
• Machine learning or statistical analysis.
Example:
An airline analyzes customer tweets to determine whether passengers feel satisfied or
frustrated with flight services.
5. Visualization
Insights are presented visually using charts, dashboards, or graphs to make them easier to
understand.
Activities:
• Creating dashboards showing engagement metrics.
• Plotting trends over time.
• Using word clouds or heatmaps.
Example:
A marketing team creates a dashboard displaying the number of mentions, likes, and
sentiment trends during a product campaign.
6. Interpretation
This is the final step where analysts convert visual insights into actionable business decisions.
Activities:
• Understanding user behavior.
• Evaluating campaign performance.
• Making strategic recommendations.
Example:
If analysis shows negative sentiment toward delivery delays, the company may improve
logistics or customer support policies.

Module 2
1 Explain tools for social media networks analytics.
Social media network analytics tools help in analyzing, visualizing and understanding
relationships among users, posts and communities in social networks.
1. NodeXL
• NodeXL is an add-in for Microsoft Excel used for social network analysis and
visualization.
• It can analyze Facebook networks based on likes and comments, Twitter networks
based on followers and tweets, and YouTube networks.
• Useful for constructing and analyzing network graphs easily.
2. UCINET
• UCINET is a social network analysis software for Windows.
• Includes Netdraw tool for network visualization.
• It can be downloaded and used free for limited duration.
3. Pajek
• Pajek is a software application for analyzing and visualizing large networks.
• Runs on Microsoft Windows operating systems.
• Free for non-commercial use.
4. Netminer
• Netminer is used for large social network analysis and visualization.
• Can be used free for 28 days.
• Helps in analyzing complex network structures.
5. Flocker
• Flocker is a real-time Twitter retweets and mentions network analytics tool.
• Used for studying interactions and message flow.
6. Reach
• Online platform used to map hashtag networks.
• Helps identify most influential accounts in Twitter conversations.
7. Mentionmapp
• Online tool used to investigate Twitter mentions networks.

What is Centralization in graph and explain its types

2. What is Centrality in graph and explain its types
Centrality measures how "central" a specific node is within a network. It indicates the
importance or position of a node relative to others. The notes describe four main types of
centrality:
1. Degree Centrality:
◦ Definition: It measures the number of edges (links) a node has. In a directed network,
this is split into In-degree (number of incoming links, e.g., followers on Twitter) and Out-
degree (number of outgoing links, e.g., people a user follows).
◦ Significance: It represents immediate influence or connectivity. For example, in a
Facebook network, it measures the number of friendship ties. In Twitter, in-degree is often a
more important measure of influence than out-degree.
2. Closeness Centrality:
 ◦ Definition: This measures how close a node is to all other nodes in the network. It is
calculated as the average of the shortest path lengths from the node to every other node in the
network.
◦ Significance: Nodes with high closeness centrality can reach other nodes quickly,
representing efficiency in information spread.
3. Betweenness Centrality:
◦ Definition: This measures how important a node is to the shortest paths through the
network. It identifies nodes that act as bridges or brokers.
◦ Significance: Nodes with high betweenness have the ability to control or facilitate the
flow of information or collaboration because they sit on the paths connecting other nodes.
They are positioned to control social media content flow.
4. Eigenvector Centrality:
◦ Definition: This measures a node's importance based on its connections with other
important nodes. It considers the importance of a node's neighbors.
◦ Significance: It provides an understanding of a node's networking ability relative to
others. Links from important nodes are worth more than links from unimportant nodes.

Explain types of network

1. Based on Existence:
◦ Implicit Networks: These do not exist by default (are hidden) and must be intentionally
constructed using tools.
Examples include keyword co-occurrence networks, citation networks, and hyperlink
networks.
◦ Explicit Networks: These exist by default and are explicitly designed for users to be part
of. Examples include the Facebook friendship network, Twitter follow-following networks,
and YouTube subscriber networks.
2. Based on Direction:
◦ Directed Network: Links have a specific direction (shown with an arrow). For example,
a Twitter follow network is directed because one user follows another (Who is following
whom).
◦ Undirected Network: Links do not have a direction. A Facebook friendship network is
undirected because the relationship is mutual.
3. Based on Mode:
◦ One-Mode Networks: Formed among a single set of nodes of the same nature (e.g.,
people connected to people in a Facebook friendship network).
◦ Two-Mode (Bipartite) Networks: Formed between two different sets of nodes. Ties
exist only between nodes of different classes. For example, users (one set) linked to the
events (second set) they attended.
 ◦ Multimode Networks: An amalgam where multiple heterogeneous nodes are connected
together.
4. Based on Weights:
◦ Weighted Networks: Links bear weights indicating the strength of the association (e.g.,
frequency of communication between friends).
◦ Unweighted Networks: Links only indicate the existence of a relationship without any
strength value

[Link] common social media network types

• Friendship Networks: The most common type (e.g., Facebook, Google+). Nodes are
people, and links are social relationships like friendship or family ties. They allow users to
maintain social ties and share content.
• Follow-Following Networks: Users keep track of others (e.g., Twitter). Nodes can be
people, brands, or organizations.
◦ Following: People you subscribe to.
◦ Followers: People who subscribe to you.
• Content Networks: Formed by content posted by users (e.g., YouTube videos). Nodes are
content (videos, photos), and links represent similarity or categories.
• Dating Networks: Focused on matching partners based on personal info (e.g., [Link]).
Links represent romantic relations.
• Coauthorship Networks: People working together on a project (e.g., Wikipedia,
ResearchGate). Nodes are researchers/authors, and links represent collaboration.
• Fan Networks: Formed by supporters of a brand, person, or product (e.g., Facebook fan
pages). Links represent colikes, cocomments, or coshares.
• Group Networks: Formed by people with common interests (e.g., Yahoo Groups,
Facebook groups). Nodes are members, links are interactions.
• Professional Networks: Manage professional identity (e.g., LinkedIn). Links are
professional relations like "coworker" or "employee".
• Cocommenter Networks: Formed when people comment on the same content (e.g., a
Facebook post). Links represent the cocommenting relationship.
• Colike Networks: Formed when people like the same content. Can be analyzed using tools
like NodeXL.
• Cooccurrence Networks: Formed when entities (keywords, brands) appear together.
Investigates how often brands co-occur.
• Geo Coexistence Networks: Entities (people, devices) coexist in a geographic location.
• Hyperlink Networks: Nodes are websites, and links are In-links (incoming traffic) or Out-
links (outgoing traffic)

5. Explain node level properties and network level properties.

Network properties are divided into two categories:
1. Node-Level Properties: These focus on a single node and its position within the network.
Key properties include:
• Degree Centrality: The number of links a node has (In-degree and Out-degree).
• Betweenness Centrality: The ability of a node to bridge clusters or control information
flow by being on shortest paths.
• Eigenvector Centrality: A measure of influence based on connections to other influential
nodes.
• Structural Holes: A concept suggesting that a node has an advantage if it mediates
between two otherwise disconnected groups. A user connected to people who are not
connected to each other can profit from this "hole" by brokering information.

2. Network-Level Properties: These provide insight into the overall structure and health of
the network. Key properties include:
• Clustering Coefficient: The degree to which nodes in a network tend to cluster or group
together.
• Density: Describes how connected a network is. It is calculated as the number of actual
edges divided by the number of possible edges. A fully connected network has a density of 1.
• Components: Isolated sub-networks where nodes are connected within the sub-network but
disconnected from other sub-networks.
• Diameter: The largest of all calculated shortest paths between any pair of nodes. It
indicates how long it takes for information to pass through the network.
• Average Degree: The average number of links among nodes in the network

6. Calculate all centrality for following diagram.

Module 3
1. Why social media text is important on social media?
Social media text is of significant importance because it serves as the primary medium
through which users express themselves and interact. According to the notes, the importance
of social media text can be understood through the following points:
• Instant Customer Input: Social media sites like Twitter, Facebook, and Instagram are
places where people share their thoughts on various topics "on the spur of the moment,"
providing a "plethora of instant customer input".
• Role in Social Computing: In the modern world, social computing is growing, and "text
plays an important role" in this domain. The behavior and lifestyle of people are changing
due to these social interactions.
• Business and Stakeholder Insights: As the number of social media references grows,
manual tracking is impossible. Therefore, text is analyzed to draw insights about general
sentiments, emotions regarding brands, and knowledge about conversations (supporting
arguments or controversies).
• Understanding Behavior: It helps businesses understand the "purchase behavior of
consumer" and comprehend key issues in product feedback through topic detection.
• Prediction Capabilities: Social media text helps predict outcomes, such as which political
party is likely to win a campaign, by applying sentiment analysis and Topic Modeling to
analyze people's opinions

2. Explain purpose of text analytics in detail.

The purpose of text analytics is to process the massive amount of textual data generated on
social media to extract meaningful insights that manual tracking cannot achieve. The key
purposes detailed in the notes are:
• Insight Generation: Text Analytics helps businesses draw insights about various areas
such as understanding the general sentiment or emotions expressed about a particular brand
or product.
• Conversation Analysis: It provides knowledge about what conversations are floating on
social media, including supporting arguments or controversies regarding a specific brand or
product.
• Consumer Understanding: It is used to understand the "purchase behavior of consumer"
and to comprehend key issues in product feedback (topic detection).
• Predictive Analysis: It assists stakeholders in making predictions. For instance, it can
predict the possible outcome of political campaigns by analyzing people's perspectives and
opinions.
• Sentiment Analysis: A major purpose is Sentiment Analysis, which extracts intriguing
information to identify the sentiment of users (emotion, attitude, or opinion) about an event or
area of interest. This helps in predicting future market values and trends of a particular
commodity.
• Enhancing Brand Value: By visualizing analyzed data, text analytics helps in "enhancing
the brand value, retain customers and increase customer acquisition by understanding their
concerns and addressing them," thereby boosting campaign performance

3. Explain steps in text analytics.

Text analytics in social media incorporates three sort-out steps:

Gather, Analyze, and Visualize, and involves a detailed technical architecture.
The Three Sort-Out Steps:
1. Gather: This step incorporates getting appropriate social media sources, collecting huge
information, and conveying important information. It involves handling text created by
people through posts, tweets, browsing, and feedback.
2. Analyze: This step picks significant data from immense quantities of text information for
illustrating by removing noise and inferior quality data. It uses distinctive data analytics
techniques to explore the data, rearrange it, and get valuable insights.
3. Visualize: This presents the data collected in the "Analyze" step in a more significant
manner to help enhance brand value and boost campaign performance.
Detailed Technical Steps/Architecture: The notes also describe a flow of capabilities for
text analytics:
• Information Access: Gives a user access to useful information when needed, connecting
the right information with the right user.
• Knowledge Acquisition (Text Analysis): Enables a user to acquire useful knowledge
encoded in text data (finding patterns buried in text) without synthesizing large portions of
data manually.
• Search: Takes a user's query and returns relevant documents (e.g., Web search engines).
• Filtering/Recommendation: Monitors an incoming stream to decide which items are
relevant to a user's interest and filters out non-relevant items.
• Summarization: Takes one or multiple text documents and generates a concise summary of
the essential content to reduce human effort.
• Categorization: Classifies text objects into predefined categories (e.g., sentiment taggers
classifying sentences as positive, negative, or neutral).
• Topic Analysis: Extracts and analyzes topics from a set of documents to facilitate the
digestion of text data.
• Information Extraction: Extracts entities, relations of entities, or "knowledge nuggets"
from text.
• Clustering: Discovers groups of similar text objects (terms, sentences, documents) to create
meaningful structures for browsing.
• Visualization: Visually displays patterns in text data to engage humans in discovering
interesting patterns

3. Explain types of common social media action.

Social media actions are the "cash cow of social media" and represent symbolic expressions
or behaviors. The common types of social media actions include:
• LIKE: Features like "Like" buttons allow users to express symbolic positive reactions or
feelings of liking certain content, products, or ideas. Examples include Facebook's "Like" and
Google+'s "+1".
• DISLIKE: Allows users to express negative feelings of disliking certain content. This is
available on platforms like YouTube.
• SHARE: This button allows users to distribute content posted over social media to other
users, often adding a personal message (e.g., Facebook Share, WordPress Share).
• VISITS, VISITS, REVISITS: "Visits" (or sessions) refer to a person visiting a website. A
"Unique visitor" arrives for the first time, while a single visitor may visit multiple times
(Revisits).
• VIEW: The number of times social media content (post, video, graphic) is viewed by users.
• CLICKS: Actions performed by pressing or clicking on hyperlinked content to navigate the
web. Click data helps in clickstream analysis for business intelligence.
• TAGGING: The act of assigning or linking extra pieces of information (keywords/tags) to
social media content for identification and classification (e.g., folksonomy).
• MENTIONS: The occurrence of a person, place, or thing by name, often using a
"@username" (e.g., on Twitter or Facebook). It indicates popularity.
• HOVERING: Moving a cursor over social media content. It captures user movement and
can be considered a proxy for attention.
• CHECK-IN: Allows users to announce and share their arrival at a location (hotel, airport,
etc.) using GPS technology.
• PINNING: An action to pin and share interesting content to a virtual pinboard (e.g.,
Pinterest).
• EMBEDS: Incorporating social media content (links, videos) into a website or blog.
• ENDORSEMENT: A feature that lets people endorse and approve other people, products,
or services (e.g., LinkedIn skills).
• UPLOADING AND DOWNLOADING: The act of adding new content (uploading) or
receiving data (downloading).

5. Explain any one tool of text analytics with example.

Answer: One of the primary tools or components of text analytics described is the Search
Engine.
• Explanation: The "Search" component takes a user's query and returns relevant documents.
In the context of Text Information Systems (TIS), this component is generally called a search
engine. The notes highlight that "Web search engines are among the most useful search
engines that enable users to effectively and efficiently deal with a huge amount of text data".
• Example/Function: A search engine facilitates Information Access, giving a user access
to useful information when they need it by connecting the right information with the right
user at the right time. It operates alongside other components like
"Filtering/Recommendation" systems which monitor incoming streams to decide relevance.
(Alternatively, if the question refers to the specific software tools listed in the notes,
Hootsuite is mentioned under Actions Analytics Tools, but it manages social media presence
which includes text):
• Hootsuite: An easy-to-use online platform that enables you to manage your social media
presence across the most popular social networks. It offers different plans and allows for the
management of multiple profiles

5 Why Emoji’s are used in the social media? Is text converted in emoji and how it
important in action.
In social media text analytics, users express their thoughts through short messages, tweets,
comments, chats and reviews. These texts are usually small in length and carry emotions,
opinions, and reactions. Emojis act as symbolic social media actions that help express
feelings, reactions, and intentions quickly without long textual descriptions.

1) Why Emojis are Used in Social Media

Social media platforms like Twitter, Facebook, and Instagram involve real-time dynamic text
where users share instant reactions and opinions. Emojis are used because:
a) Expressing Emotions and Sentiment
• Social media text analytics aims to identify sentiments such as positive, negative or
neutral opinions.
• Emojis visually represent emotions like happiness, sadness or anger, helping convey
sentiment quickly.
• Example: shows approval, shows sadness, shows appreciation.
According to text analytics purpose, sentiment analysis studies user opinions and attitudes
from social media content. Emojis make these emotions clearer and easier to analyze.

b) Faster Communication in Dynamic Text

• Dynamic social media text like tweets and comments are short and frequently
updated.
• Emojis reduce the need for long explanations.
• Example:
o “Great product!”
o “Not satisfied”
Dynamic text is short and diverse; therefore emojis help users express meaning quickly.

c) Increasing Engagement and Social Media Actions

Social media actions include likes, reactions, mentions, shares, and symbolic expressions.
Emojis are symbolic actions that enhance user engagement.
• Example:
o Facebook reaction emojis (love, wow, angry).
o Instagram comments using emojis to react to posts.
Symbolic actions allow users to express feelings using icons instead of long textual
comments.
2) Is Text Converted into Emoji?
Yes, in social media analytics and communication, text can be converted into emoji-based
representation to show sentiment or reaction.
a) Text to Emoji Conversion in Communication
• Users often replace words with emojis:
o “I am happy” →
o “Congratulations” →
• This conversion simplifies conversation and makes communication more expressive.
b) Role in Text Analytics
In text analytics processes such as:
• Sentiment analysis
• Categorization
• Topic analysis
emojis can be treated as indicators of emotions or reactions, helping systems understand user
opinions.
For example:
• Positive tweet with or indicates positive sentiment.
 • Angry emoji may indicate negative feedback.
This supports machine learning and lexicon-based sentiment analysis described in your notes.
3) Importance of Emojis in Social Media Actions
Social media actions refer to activities performed by users such as likes, shares, tagging,
mentions and reactions. Emojis play an important role in these actions:
a) Enhancing Sentiment Analysis
• Emojis provide additional emotional context.
• Analysts can measure campaign success by analyzing positive and negative reactions.
b) Improving User Interaction
• Emojis make conversations more interactive and engaging.
• Example: Instagram comments filled with emojis increase visibility and participation.
c) Supporting Business Insights
• Companies analyze emoji usage to understand customer satisfaction.
• Example:
o Many reactions to a product post indicate high customer interest.
o or emojis indicate negative product reviews.
d) Quick Feedback Mechanism
• Instead of writing long reviews, users react using emojis.
• Helps in gathering large-scale feedback quickly from social media streams.
Social media analytics collects actions like likes, comments, reactions and symbolic
expressions to understand user behavior and trends.
Conclusion
Emojis are widely used in social media because they provide quick emotional expression,
enhance engagement, and simplify communication in dynamic text environments. Text can
be converted into emoji representations to reflect sentiment, which helps text analytics and
action analytics processes. Emojis play a significant role in social media actions by
improving interaction, supporting sentiment analysis, and helping businesses understand user
reactions and behavior effectively.
6. Compare Static and dynamic text.

BENCH
CHARACTERISTICS OF SMA:

IS MANY-TO-MANY
2) SOCIAL MEDIA IS PARTICIPATORY
3) SOCIAL MEDIA IS USER OWNED
4) SOCIAL MEDIA IS CONVERSATIONAL
5) SOCIAL MEDIA ENABLES OPENNESS
6) SOCIAL MEDIA ENABLES MASS COLLABORATION
7) SOCIAL MEDIA IS RELATIONSHIP ORIENTED
1 Explain tools for social media networks analytics.
Social media network analytics tools help in analyzing, visualizing and understanding
relationships among users, posts and communities in social networks.
1. NodeXL
• NodeXL is an add-in for Microsoft Excel used for social network analysis and \
2. UCINET
3. Pajek
4. Netminer
5. Flocker
6. Reach
7. Mentionmapp

Why social media text is important on social media?

• Instant Customer Input:
• Role in Social Computing
• Business and Stakeholder Insights: \
• Understanding Behavior:
• Prediction Capabilities\

2. Explain purpose of text analytics in detail.

• Insight Generation:
• Conversation Analysis:\
• Consumer Understanding:
• Predictive Analysis:\\
• Sentiment Analysis: \
• Enhancing Brand Value: