CSDC8023

SOCIAL MEDIA ANALYTICS

Subject Incharge,
Mrs. Bhakti Aher
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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

Mumbai University Syllabus Scheme
Program Structure for Fourth Year Computer Engineering
UNIVERSITY OF MUMBAI (With Effect from 2022-2023)
Semester VIII

Course Course Name Teaching Scheme (Contact

Code Hours)
 
Theory Pract

CSDC 8023 Social Media Network 3 --

CSDL 8023 Social Media Network Lab -- 2

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Course Objectives
The course aims:
1. Familiarize the learners with the concept of social media.
2. Familiarize the learners with the concept of social media analytics
and understand its significance.
3. Enable the learners to develop skills required for analyzing the
effectiveness of social media.
4. Familiarize the learners with different tools of social media
analytics.
5. Familiarize the learner with different visualization techniques for
Social media analytics.
6. Examine the ethical and legal implications of leveraging social
media data
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 Course Outcomes
1. Understand the concept of Social media
2. Understand the concept of social media Analytics and its
significance.
3. Learners will be able to analyze the effectiveness of social
media
4. Learners will be able to use different Social media analytics
tools effectively and efficiently.
5. Learners will be able to use different effective Visualization
techniques to represent social media analytics.
6. Acquire the fundamental perspectives and hands-on skills
needed to work with social media data.
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Theory Syllabus
1. Social Media Analytics: An Overview
Core Characteristics of Social Media, Types of Social Media, Social media landscape,
Need for Social Media Analytics (SMA), SMA in small & large organizations.
Purpose of Social Media Analytics, Social Media vs. Traditional Business Analytics,
Seven Layers of Social Media Analytics, Types of Social Media Analytics, Social
Media Analytics Cycle, Challenges to Social Media Analytics, Social Media Analytics
Tools
2.Social Network Structure, Measures & Visualization
Basics of Social Network Structure - Nodes, Edges & Tie Describing the Networks
Measures - Degree Distribution, Density, Connectivity, Centralization, Tie Strength &
Trust Network Visualization - Graph Layout, Visualizing Network features, Scale
Issues. Social Media Network Analytics - Common Network Terms, Common Social
Media Network Types, Types of Networks, Common Network Terminologies,
Network Analytics Tools.
3.Social Media Text, Action & Hyperlink Analytics
Social Media Text Analytics - Types of Social Media Text, Purpose of Text Analytics,
Steps in Text Analytics, Social Media Text 8 Analysis Tools Social Media Action
Analytics - What Is Actions Analytics? Common Social Media Actions, Actions
Analytics Tools Social Media Hyperlink Analytics - Types of Hyperlinks, Types of
Hyperlink Analytics, Hyperlink Analytics Tools. 10
4.Social Media Location & Search Engine Analytics
Location Analytics - Sources of Location Data, Categories of
Location Analytics, Location Analytics and Privacy Concerns,
Location Analytics Tools Search Engine Analytics - Types of Search
Engines, Search Engine Analytics, Search Engine Analytics Tools
5.Social Information Filtering Social Information Filtering
Social Sharing and filtering , Automated Recommendation systems,
Traditional Vs social Recommendation Systems Understanding Social
Media and Business Alignment, Social Media KPI, Formulating a
Social Media Strategy, Managing Social Media Risks.
6.Social Media Analytics Applications and Privacy
Social media in public sector - Analyzing public sector social media,
analyzing individual users, case study. Business use of Social Media -
Measuring success, Interaction and monitoring, case study. Privacy -
Privacy policies, data ownership and maintaining privacy onlin
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Text Books and Reference Books
1. Seven Layers of Social Media Analytics_ Mining Business Insights from Social
Media Text, Actions, Networks, Hyperlinks, Apps, Search Engine, and Location
Data, Gohar F. Khan,(ISBN-10: 1507823207).

2. Analyzing the Social Web 1st Edition by Jennifer Golbeck

3. Mining the Social Web_ Analyzing Data from Facebook, Twitter, LinkedIn, and
Other Social Media Sites, Matthew A Russell, O‘Reilly.
4.Social Media Analytics [2015], Techniques and Insights for Extracting Business
Value Out of Social Media, Matthew Ganis, AvinashKohirkar, IBM Press

5. Social Media Analytics Strategy_ Using Data to Optimize Business Performance,

Alex Gonçalves, APress Business Team 3. Social Media Data Mining and Analytics,
Szabo, G., G. Polatkan, O. Boykin & A. Chalkiopoulus (2019), Wiley, ISBN 978-1-
118-82485-6

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 Assessment Tools
• Assignment Test 1,2
• Internal Assement 1,2
• Assignements 1,2
• MCQs
• Preliminary Examination

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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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Marketing Campaigning by Google Analytics

 Collection– values are sent to Google

Analytics in the traffic source fields using
the tracking code.
 Processing – collected values are used to
populate the final report dimensions
according to a processing logic.
 Reporting – campaign and traffic-source
dimensions and metrics become available
in the web interface and Reporting API.

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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 is 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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Schematic

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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
Traditional social networking sites
( Facebook, Twitter, LinkedIn.)
Social review sites
(Yelp online, Yellowpages).

Image and video sharing sites

(Flickr, Google Photos)
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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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
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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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