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Social Media Analytics Notes

The document provides an overview of Social Media Analytics, detailing its role in business analytics through various types, layers, and cycles of analysis. It highlights the importance of tools and applications for understanding user engagement, sentiment, and trends while addressing challenges such as data handling and privacy concerns. Key aspects include descriptive, predictive, and prescriptive analytics, along with specific tools used for text, action, and hyperlink analytics.

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33 views3 pages

Social Media Analytics Notes

The document provides an overview of Social Media Analytics, detailing its role in business analytics through various types, layers, and cycles of analysis. It highlights the importance of tools and applications for understanding user engagement, sentiment, and trends while addressing challenges such as data handling and privacy concerns. Key aspects include descriptive, predictive, and prescriptive analytics, along with specific tools used for text, action, and hyperlink analytics.

Uploaded by

bernardpaul12341
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Social Media Analytics - Detailed Notes

1. Business Analytics
Business Analytics refers to the skills, technologies, and practices for continuous exploration and
investigation of past business performance to gain insight and drive business planning. It
involves data-driven decision-making using statistical methods and predictive modeling to
enhance business outcomes.

Key Aspects:
- Descriptive Analytics
- Predictive Analytics
- Prescriptive Analytics
- Data visualization and dashboarding
- ROI measurement

2. Seven Layers of Social Media Analytics


The Seven Layers include:
1. Text Analytics
2. Network Analytics
3. Action Analytics
4. Hyperlink Analytics
5. Sentiment Analytics
6. Trend Analytics
7. Influencer Analytics
Each layer serves to uncover insights about users, content, influence, and engagement.

3. Types of Social Media Analytics


- Descriptive Analytics: Understand past social media performance
- Diagnostic Analytics: Identify reasons behind performance
- Predictive Analytics: Forecast future trends
- Prescriptive Analytics: Recommend optimal actions
- Sentiment Analysis: Gauge public opinion

4. Social Media Analytics Cycle


Steps include:
1. Data Identification
2. Data Extraction
3. Data Cleaning
4. Data Analysis
5. Visualization
6. Insight Generation
7. Decision Making

5. Challenges to Social Media Analytics


- Handling unstructured data
- High volume and velocity of data
- Privacy and ethical concerns
- Sentiment ambiguity
- Platform-specific APIs
- Language diversity
- Bot/spam detection

6. Social Media Analytics Tools


- Hootsuite
- Sprout Social
- Google Analytics
- Brandwatch
- Tableau
- Power BI
- IBM Watson Analytics

7. Importance of Social Media Analytics


- Real-time customer feedback
- Brand monitoring
- Campaign effectiveness
- Competitor analysis
- Customer segmentation
- Influencer collaboration

8. Applications of Social Media Analytics


- Marketing optimization
- Customer service
- Product development
- Crisis management
- Political campaign monitoring
- Event tracking
- Recruitment and HR
- Healthcare awareness

9. Social Media Text Analytics


Analyzes user-generated content such as posts, tweets, comments.
Types of Text:
- Posts, comments, hashtags, captions

Purpose:
- Understand sentiment, trends, feedback

Steps:
1. Collection
2. Preprocessing
3. Feature extraction
4. Sentiment analysis
5. Topic modeling
6. NER
7. Insight generation

Tools: TextBlob, spaCy, IBM Watson, Google NLP

10. Social Media Action Analytics


Studies user interactions such as likes, shares, comments.

Actions:
- Likes, shares, replies, clicks, follows

Benefits:
- Measure content performance
- Detect viral trends
- Identify influencers

Tools: Hootsuite, Sprout Social, BuzzSumo, Facebook Insights

11. Social Media Hyperlink Analytics


Analyzes shared links on social platforms.

Types:
- Internal, external, UTM, shortened, affiliate

Metrics:
- CTR, source tracking, conversions, location, device type

Tools: Bitly, Google Analytics, Rebrandly, ClickMeter

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