CSDC8023
SOCIAL MEDIA ANALYTICS
Subject Incharge,
Mrs. Shagufta K
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Social Media Analytics: Overview
Social media analytics is the process of extracting valuable
insights from social media data to perform decision making.
By analyzing social media data, businesses can increase brand
loyalty, generate leads, drive traffic, and make forecasts.
Social media analytics can also be used to increase awareness of
a brand and drive users to a website for the latest news and
information.
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Need for SMA
They help you understand your audience
They show you what your best social networks
are
Social data can help you create better content
Help you Understand competitors
Social metrics can help you create a better
strategy
Social media analytics shows you how a social
media campaign is performing
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Purpose of Social Media Analytics
To enable informed decision making by leveraging social media
data.
This involves answering questions such as:
1) What are customers saying about a brand or product on social
media?
2) Which content posted on social media is resonating more with
customers?
3) How can social media data be used to improve products or
services?
4) Is the social media conversation about a company, product, or
service positive, negative, or neutral?
5) How can social media be used to promote brand awareness?
6) Who are the influential followers, fans, friends on social media?
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Purpose to Learn SMA
Research
Inclusion in PG Syllabus
Full Stack Module
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Purpose to Learn SMA(contd..)
Social Media Usage Bar Graph 6
Social Media
Social media refers to the
Means of interactions among people in which
they create, share, and/or exchange information
and ideas in virtual communities and networks.
Platforms are user-centric and enable
communal activity.
Enabling us to reach, nurture, and engage with
your target audience — no matter their location.
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Social Media Analytics
is the ability to gather data and find its meaning
from social channels to support business
decisions.
used to measure the performance of actions
based on those decisions through social media.
broader than metrics such as likes, follows,
retweets, previews, clicks, and impressions
gathered from individual channels
differs from reporting offered by services that
support marketing.
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Core Characteristics of Social Media
1. Web space
The website should provide the users free web space to upload
content.
2. Web address
The users are given a unique web address that becomes their web
identity.
3. Build profiles
Users are asked to enter personal details
The site then mines the personal data to connect individuals.
4. Connect with friends
Users are encouraged to post personal and professional updates
about themselves.
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Core Characteristics of Social Media
5. Upload content in real time - Users are provided the tools
to post content in real time.
content can be text, images, audio, video or even symbolic
likes and dislikes.
The last post comes first, giving the site freshness.
6. Enable conversations
Members are given the rights to comment on posts made by
friends and relatives. The conversations are a great social
connect.
7. Posts have time stamp
All posts are time stamped, making it easy to follow posts.
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Types of Social Media
Traditional social networking sites
( Facebook, Twitter, LinkedIn.)
Social review sites
(Yelp online, Yellowpages).
Image and video sharing sites
(Flickr, Google Photos,Instagram, SnapChat)
Video hosting sites
(YouTube)
Community blogs
(89 community blogs, Sample blogs)
Discussion sites
(Quora, XDA-Devoopers)
Sharing economy networks.
(Puschman, Demary)
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Types of Social Media
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Social Media Landscape
Refers to the way people get their news
and entertainment.
In earlier times,newspapers,books,radio,
television, records, movies.
Now a days, OTTs, Kindle Editions, Social
Networking Sites, E-shopping.
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SMA Fundamentals
According to Psychologists, there are four types of Human
Behavioral Assessors:
1) Intelligence Quotient(IQ)-
Problem Solving Ability, Numerical Data
2) Emotional Quotient(EQ)-
Decision Making Ability, Multimedia Data
3) Social Quotient(SQ)-
Time Management Ability, Numerical Data
4) Adversity Quotient(AQ)-
Ability to Endure challenges, Multimedia Data
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Social Media VS. Traditional Business Analytics
The main difference is the source, type, and nature of the
data being mined.
SMA involves the collection, analysis, and interpretation of
semi structured and unstructured social media data, while
TBA uses structured and historical data.
Social Media Data is diverse, high volume, real-time, and
stored in third-party databases in semi structured and
unstructured formats, while Traditional Business Data is
mostly stored in databases and spreadsheets in machine-
readable format.
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Social Media VS. Traditional Business Analytics
Social media data is socialized in nature and
originates from the public internet, while
traditional business data is bureaucratic and formal
in nature and is controlled by organizations.
The value of social media data is determined by the
extent to which it is shared with other social
entities, while the value of traditional business data
is often confined within organizational databases
and serves as a source of competitive advantage.
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Social Media VS. Traditional Business Analytics
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Social Media VS. Traditional Business Analytics
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Unstructured Data
Social media analytics and reporting
tools allow you to understand the
engagement of current or potential
customers with your brand on social
media. They also track hashtags to help
you see what's trending in your industry.
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Semistructured Data
<CATALOG>
<PLANT>
<COMMON>Bloodroot</COMMON>
<BOTANICAL>Sanguinaria canadensis</BOTANICAL>
<ZONE>4</ZONE>
<LIGHT>Mostly Shady</LIGHT>
<PRICE>$2.44</PRICE>
<AVAILABILITY>031599</AVAILABILITY>
</PLANT>
<PLANT>
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Structured Data
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SMA In Small Organizations
Small refers
capital investment (up to Rs. 1,00,00,000)
number of Bureaucrats (up to 500)
Infrastructure set up cost
(upto 2,00,00,000)
Examples
Freelancer
Life Coach
Online Consultant Firm
Small Scale Manufacturing Unit.
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SMA In Small Organization
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SMA In Large Organizations
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Seven Layers Of SMA
Social media has a minimum has seven layers of data.
Each layer carries potentially 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).
The following are seven social media layers:
1. Text
2. Networks
3. Actions
4. Hyperlinks
5. Mobile
6. Location
7. Search engines
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Seven Layers Of SMA
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Types Of Social Media Analytics
1. Descriptive Analytics
2. Predictive Analytics
3. Prescriptive Analytics
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Types of SMA
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Case Study: Optometry Brand
Titan
Titan Raga
Fastrack
Titan Eye+
Lenskart
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Descriptive Analytics
This involves gathering and
describing social media data in the
form of reports, visualizations, and
clustering to understand a
business problem.
Examples include actions analytics
(e.g., number of likes, tweets, and
views) and text analytics.
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Descriptive Analytics Example
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Predictive Analytics
Predictive analytics: This involves analyzing
large amounts of accumulated social media
data to predict a future event.
For example, analyzing social media posts
to predict future purchasing behavior or
using historical website visits to predict
future sales figures.
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Predictive Analytics Example
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Prescriptive Analytics
Involves suggesting the best action to
take when handling a scenario based
on analyzing patterns of behavior.
It has not yet been widely applied to
social media data.
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SMA Life Cycle
Identification
Extraction
Extraction
Cleaning Interpretation
Analysing
Visualization Visualization
Cleaning
Interpretation
Analysing
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SMA Lifecycle
The social media analytics process involves six steps to mine
desired business insights from social media data. The process
begins with defining business goals and objectives, and
continues until these objectives are fully satisfied.
The six general steps are:
1. Data collection: Gathering relevant data from social media
platforms.
2. Data processing: Cleaning and preparing the data for analysis.
3. Data analysis: Analyzing the data using various methods and
tools to uncover insights.
4. Insights generation: Interpreting the results of the analysis to
generate insights.
5. Insights communication: Communicating the insights to
relevant stakeholders.
6. Insights implementation: Using the insights to inform business
decisions and actions.
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Step1 - Identification
The identification stage of social media
analytics involves finding the right sources of
data to analyze in order to gain valuable
business insights.
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Step 2 - Extraction
It involves extraction of data
using appropriate methods
and tools to gather data
from identified sources.
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Step3 - Cleaning
The cleaning step in social media analytics involves
removing unwanted data from the collected data set.
This can involve processes such as coding, filtering,
clustering, and natural language processing to
remove irrelevant data.
Both automated and manual techniques may be used
for cleaning, depending on the type of data and the
desired level of accuracy.
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Step 4- Analyzing
The analyzing stage of social media analytics
involves using clean data to identify valuable
insights for the business.
The approach and techniques used will depend
on the type of data being analyzed and the tools
and algorithms employed.
It is important to maintain the integrity of the
data while extracting meaningful insights
and to have a good understanding of the
capabilities of the tools being used
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Step 5 - Visualization
Involves creating
visual representations
of the results of the
analysis.
helps reveal hidden
patterns,
relationships, and
trends in complex and
large data sets.
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Step 6 : Interpretation
Interpret and translate analytics results into a
meaningful business problem.
Two strategies or approaches used are:
1) Producing easily consumable analytical results and
2) Improving analytics consumption capabilities
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Challenges to SMA
Volume and Velocity
Diversity Challenge- Social media
users and content they generate are
extremely diverse,
multilingual, and vary across
time and space.
Unstructuredness 44
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SMA Tools
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SMA Tools
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Questions
Why is it important for business managers to understand and
mine social media data?
What is social media analytics, and how it is different from
traditional business analytics?
Briefly explain the seven layers of social media data. Support
your answer with examples.
Explain the social media analytics cycle.
What ethical issues should be considered when mining social
media data?
What are some main challenges to social media analytics?
Compare different social media analytics tools available in the
market and explain their strengths and weakness.
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CO 1 Revision
Characteristics of SMA- Core, Advanced
SMA Landscape
Purpose of SMA
SMA in Small and Large organization
SMA vs TBA
7 Layers of SMA
Types of Social Media
Types of Social Media Analytics
Challenges to SMA
SMA Tools
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