Course Code Course Name Credit

ADDO8023(24) Social Media Analytics 03

Prerequisite: Graph Theory, Data Mining, Python/R programming

Course Objectives:
1 To introduce and familiarize learners with the basics of social networks (nodes,
edges, graphs, paths).
2 To Introduce various fundamental measures in social networks (centrality, density,
clustering).
3 To Explore various community detection and network clustering techniques.
4 To Familiarize the learners with concepts of link analysis and prediction.
5 Familiarize the learner with advanced social network topics lie Cascades and
information diffusion
6 To introduce the concept of Social media analytics and its various applications
across popular social media

Course Outcomes: At the end of the course students will be able to

1 Understand the concept of Social networks and how to represent them
2 Analyze and interpret social networks using different Social network measures.
3 Detect and analyze communities in Social networks.
4 Implement and design algorithms for Link analysis and link prediction in Social
networks
5 Analyze information cascades and diffusion processes in Social networks.
6 Interpret the social media landscape and implement projects for real life social
media applications

M Detailed Content Hr CO
od s. Ma
ule ppi
ng
1. Introduction to Social
Networks/Media
 Overview and Basic 6 CO
Concepts 1
 Definition and importance
of Social Networks and
Social Network Analysis.
(SNA)
 Historical background and
evolution of SNA.
 Three Levels of SNA,
Applications and tools.
 Preliminaries and Basic
concepts: nodes, edges,
graphs, networks.
 Graph Visualisation Tools
2. Network Measures
Network Basics - Degree 8 CO
and Degree Distributions, 2
Paths, Clustering
Coefficient, Connected
Components
Node Centrality – Degree
centrality, Closeness
Centrality, Betweenness
centrality, Edge
Betweenness centrality,
Assortativity, Transitivity
and Reciprocity,
Similarity.
Properties of Real-World
Networks –
High Average Local
Clustering Coefficient,
Small-world Property,
Scale-free Property.
Random Network
Model- Degree
Distribution of Random
Network, Evolution of a
Random Network,
Average Path Length,
Clustering Coefficient,
Random Network vs. Real-
world Network

3. Community Structure in 7
Networks
Definition of Communties CO
in social networks, 3
Applications of
Community Detection,
Types of Communities.
Community Detection
Methods:
 Disjoint Community
Detection- Node-
Centric Community
Detection, Modularity
 and Community
Detection- Louvain
Algorithm, Girvan
Newman;
 Overlapping
Community Detection:
Clique Percolation,
Link Partition;
 Local Community
Detection
4. Link Analysis 6
Applications of Link C04
Analysis,
Signed Networks -
Balance Theory of
Undirected Signed
Networks, Status Theory
of Signed Networks, Triad
Balance vs Status,
Strong and Weak Ties -
Strength of a Ties, Triadic
Closure, Dunbar Number,
Local Bridges and
Importance of Weak Ties.
Link Prediction-
Applications of Link
Prediction, Temporal
Changes in a Network,
Heuristic Models,
Probabilistic Models,
Latest Trends in Link
Prediction
Cascade Behaviour and 4
5. Information Diffusion
Preliminaries and Important CO5
Terminologies,
 Cascade Models -
Decision Based Models,
Multiple Choice Decision-
based Model;
 Epidemic Models - SEIR
Model, SIR Model, SIS
Model, Analysing Rumor
Spread Spread - SEIZ
Model;
 Independent Cascade
Models - Cascade
Prediction – DeepCas,
DeepHawkes
 Social Media Analytics 8
6. and Applications
 Introduction to popular CO6
social media platforms,
(Facebook, Twitter,
Instagram, LinkedIn etc)
 Key characteristics of
social media data,
(unstructured, large-scale,
user-generated)
 Differences between
traditional data and social
media data.
 Tools for Social media
Analytics
 Applications of Social
media Analytics with
Case studies - Mining
Twitter (X), Facebook,
Instagram, LinkedIn,
Github

Textbooks:
1. Social Network Analysis, Tanmoy Chakraborty, Wiley Publications 2021
2. Mining the Social Web, 3rd Edition, by Matthew A. Russell, Mikhail Klassen
3. Analyzing the Social Web 1st Edition by Jennifer Golbeck

Reference:
1. P.M., Krishna & Mohan, Ankith & Srinivasa, K..Practical Social Network Analysis
with Python. Springer
2. Mining the Social Web, 3rd Edition, by Matthew A. Russell, Mikhail Klassen
3. Social Media Analytics: Techniques and Insights for Extracting Business Value Out
of Social Media, Matthew Ganis, Avinash Kohirkar, IBM Press
4. Python Social Media Analytics: Analyze and visualize data from Twitter, YouTube,
GitHub, and more Kindle Edition by Siddhartha Chatterjee , Michal Krystyanczuk
5. Learning Social Media Analytics with R, byRaghav Bali, Dipanjan Sarkar, Tushar
Sharma.

Web Links:
1. https://cse.iitkgp.ac.in/~pawang/courses/SC16.html
2. https://onlinecourses.nptel.ac.in/noc20_cs78/preview

3. https://nptel.ac.in/courses/106106146
 4. https://www.cs.cornell.edu/home/kleinber/networks-book
5. https://networksciencebook.com/ - Albert-László Barabási

End Semester Theory Examination:

1 Question paper will be of 60 marks

2 Question paper will have a total of five questions
3 All questions have equal weightage and carry 20 marks each
4 Any three questions out of five needs to be solved.