Experiment No: 1

Roll No: 120 Name: Vedant Pravin Kudalkar Div: B Batch: B3

Aim: Complete study on Social Media.

Theory:

What is Social Media?

Social media refers to online platforms and websites that allow users to create, share, and
exchange content with other users or groups of users. These platforms facilitate interaction,
communication, and networking among individuals, organizations, communities, and businesses.
Social media platforms typically include features such as profile creation, posting updates,
sharing multimedia content (like photos and videos), messaging, commenting, liking, following,
and more.

1. Social Media Platforms(Facebook, Twitter, Youtube):

Facebook:

● Founded in 2004 by Mark Zuckerberg and his college roommates, Facebook is

one of the largest and most popular social networking platforms.
● Users can create personal profiles, add friends, share updates, photos, and videos,
join groups, and follow pages.
● Facebook offers various features such as news feed, messaging, events,
marketplace, and advertising options for businesses.
● It has evolved into a platform used for personal networking, social interaction,
content sharing, and marketing purposes.

Twitter:

● Launched in 2006, Twitter is a microblogging platform known for its short-form

content and real-time updates.
 ● Users can post tweets, which are limited to 280 characters, share links, photos,
and videos, and engage with other users through likes, retweets, and replies.
● Twitter is popular for its role in breaking news, trending topics, discussions, and
sharing opinions and updates on various topics.
● It is widely used by individuals, organizations, celebrities, journalists, and
politicians for communication and engagement with their audience.

Youtube:

● Founded in 2005, YouTube is a video-sharing platform where users can upload,

watch, and interact with videos.
● Users can create channels to upload and organize their videos, subscribe to other
channels, like, comment on, and share videos.
● YouTube hosts a wide range of content including music videos, vlogs, tutorials,
educational videos, entertainment, and more.
● It is one of the largest search engines globally and a popular destination for
entertainment, learning, and discovery.

2. Social Media Analysis Tools(Facebook Insights, Google Analytics Net Lyticetc):

Facebook Insights:

● Facebook Insights is a built-in analytics tool provided by Facebook for businesses

and page owners.
● It offers detailed metrics and data about the performance of Facebook Pages,
including information about page likes, reach, engagement, and demographics of
the audience.
● Users can access insights about individual posts, follower growth, page views,
and more, helping them understand how their content is performing and how their
audience is interacting with their page.

Google Analytics:

● Google Analytics is a comprehensive web analytics tool offered by Google that

provides insights into website traffic and user behavior.
● While not specific to social media, Google Analytics can be used to track and
analyze traffic coming from social media platforms to a website.
● Users can track metrics such as referral traffic from social media, conversions,
user demographics, behavior flow, and more, helping them understand the
effectiveness of their social media marketing efforts in driving website traffic and
conversions.
Netlytic:

● Netlytic is a social media analytics tool that focuses on text analysis and social
network analysis.
● It allows users to collect and analyze data from various social media platforms,
including Twitter, Facebook, YouTube, and more.
● Netlytic offers features such as sentiment analysis, topic modeling, keyword
extraction, network visualization, and identification of influential users or
communities.
● It is often used for research purposes, social media monitoring, and understanding
online conversations and trends.

3. Social Media Analytics techniques and engagement metrics (page level,post level,
member level):

Social media analytics involves measuring, analyzing, and interpreting data from social media
platforms to understand user behavior, engagement, and the performance of social media
campaigns. Here are some common techniques and engagement metrics at the page level, post
level, and member level:

Page Level Analytics:

1. Follower Growth: Tracks the number of followers or fans of a social media page over time,
indicating the page's overall reach and popularity.

2. Reach: Measures the total number of unique users who have seen content from the page,
indicating the page's visibility and exposure.

3. Impressions: Counts the total number of times content from the page has been displayed,
providing insight into the frequency of content views.

4. Engagement Rate: Calculates the percentage of users who have interacted with the page's
content (likes, comments, shares, etc.) relative to the total number of impressions or reach.

5. Demographics: Provides information about the demographic characteristics of the page's

audience, such as age, gender, location, and interests.

Post Level Analytics:

1. Engagement Metrics: Measures the level of interaction with individual posts, including likes,
comments, shares, and clicks.
2. Reach and Impressions: Analyzes the reach and impressions of individual posts to understand
their visibility and effectiveness in reaching the target audience.

3. Click-Through Rate (CTR): Calculates the percentage of users who clicked on a link or call-
to-action in the post relative to the total number of impressions, indicating the post's
effectiveness in driving traffic.

4. Post Performance Over Time: Tracks the performance of posts over time to identify trends,
peak engagement periods, and optimal posting times.

5. Content Analysis: Analyzes the type of content (e.g., images, videos, links) and topics that
resonate most with the audience, informing future content strategy.

Member Level Analytics (User Engagement):

1. User Activity: Tracks individual user activity on the page, including likes, comments, shares,
and posts, to identify highly engaged users and influencers.

2. User Interaction Patterns: Analyzes the frequency and type of interactions users have with the
page's content to understand user preferences and behavior.

3. Sentiment Analysis: Measures the sentiment expressed by users in their interactions with the
page's content (positive, negative, or neutral), providing insights into audience sentiment and
brand perception.

4. Conversion Tracking: Tracks user actions such as sign-ups, purchases, or downloads resulting
from interactions with the page's content, helping measure the impact of social media on
business objectives.

4. Applications of Social media analytics for business.(e.g. Google Analytics):

Audience Understanding:

Social media analytics help businesses gain a deep understanding of their target audience by
analyzing demographic data, interests, behaviors, and preferences.

By understanding their audience better, businesses can tailor their marketing messages, content,
and products to better meet customer needs and preferences.

Content Optimization:

Analyzing engagement metrics such as likes, shares, comments, and clicks on social media
content helps businesses identify which types of content resonate most with their audience.
With this insight, businesses can optimize their content strategy by creating more of what works
and refining or discontinuing content that performs poorly.

Campaign Effectiveness:

Social media analytics enable businesses to track the performance of their marketing campaigns
in real-time, including reach, engagement, conversions, and return on investment (ROI).

By monitoring campaign performance, businesses can identify successful strategies, allocate

resources effectively, and make data-driven decisions to optimize future campaigns.

Competitor Analysis:

Social media analytics tools allow businesses to monitor and analyze the social media presence
and performance of their competitors.

By benchmarking against competitors, businesses can identify strengths and weaknesses,

discover opportunities, and refine their own social media strategies to gain a competitive edge.

Customer Service Improvement:

Social media analytics help businesses monitor conversations, mentions, and sentiment about
their brand on social media platforms.

By identifying and addressing customer feedback, complaints, and inquiries in a timely manner,
businesses can improve customer satisfaction, loyalty, and retention.

Product Development and Innovation:

Analyzing social media discussions, trends, and feedback provides valuable insights into
customer preferences, pain points, and unmet needs.

Businesses can use these insights to inform product development, innovation, and decision-
making processes, ensuring that their products and services meet customer expectations and
market demands.

5. Performed various techniques on YouTube data(https://netlytic.org):

1.Entering the input data:

2.Searching comments by giving keywords:
3.Understanding the Network:
4.Report: