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SMA Exp1-1

The document outlines the aim of studying various social media platforms, analytics tools, techniques, and their applications for business. It provides detailed information on platforms like Facebook, Twitter, and YouTube, along with analytics tools such as Facebook Insights and Google Analytics, emphasizing their role in tracking user engagement and optimizing marketing strategies. The conclusion highlights the importance of social media analytics in driving business growth through data-driven decisions.

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andynatekar
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7 views5 pages

SMA Exp1-1

The document outlines the aim of studying various social media platforms, analytics tools, techniques, and their applications for business. It provides detailed information on platforms like Facebook, Twitter, and YouTube, along with analytics tools such as Facebook Insights and Google Analytics, emphasizing their role in tracking user engagement and optimizing marketing strategies. The conclusion highlights the importance of social media analytics in driving business growth through data-driven decisions.

Uploaded by

andynatekar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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EXPERIMENT-1

Aim : Study Various


i)Social Media PLatforms(Facebook,Twitter,YouTube etc)
ii)Social Media Analytics Tools(Facebook insights, Google Analytics,
Netlytic etc)
iii)Social Media Analytics Techniques and Engagement metrics
iv)Application of social media analytics for business

THEORY:
Social media platforms like Facebook, Twitter, and YouTube enable users
to connect, share content, and engage with communities. They are
essential for communication, marketing, and brand building, allowing
businesses to reach target audiences, analyze trends, and enhance
customer engagement.

1) Facebook

Launched: 2004
Owner: Meta Platforms (formerly Facebook, Inc.)
Features:

News Feed, Stories, Reels, Groups, and Marketplace

Live streaming and video content

Messenger for direct messaging

Business pages and advertising tools

Usage:

Widely used for personal networking and business marketing

Popular among users aged 25-44

A hub for brand promotions, ads, and influencer marketing

---

2) Twitter (Now X)

Launched: 2006
Owner: X Corp (Elon Musk's company)
Features:

Short-form posts (formerly tweets), up to 280 characters

Spaces (live audio discussions)

Trending topics and hashtags


Premium subscription (X Blue) for verified users

Usage:

Popular for real-time news, political discussions, and celebrity updates

Used by journalists, politicians, and businesses for announcements and


engagement

Strong influence on public opinion and global discussions

---

3) YouTube

Launched: 2005
Owner: Google (Alphabet Inc.)
Features:

Video sharing and live streaming

Shorts (short-form vertical videos)

Monetization via ads, memberships, and Super Chats

YouTube Music and YouTube Premium for enhanced experiences

Usage:

The second-largest search engine after Google

Primary platform for content creators, educators, and entertainment

Businesses use it for product promotions and advertisements

---

2nd

Social Media Analytics Tools


Social Media Analytics tools help businesses track, analyze, and optimize
their social media performance. These tools collect data from various
platforms, measure engagement, and provide insights into audience
behavior, helping businesses make data-driven decisions.

1. Facebook Insights
A built-in analytics tool for Facebook Pages.
Tracks post reach, engagement, page views, and audience demographics.
Helps businesses understand what type of content works best.

2. Google Analytics
Tracks social media traffic to websites.
Provides insights into user behavior, conversion rates, and traffic
sources.
Helps businesses measure the effectiveness of their social media
campaigns.

3. Netlytics
A cloud-based tool that helps in analyzing conversations and trends
across social media.
Useful for sentiment analysis, keyword tracking, and influencer
identification.

3rd

### *Social Media Analytics & Engagement Metrics*

Social media analytics helps track, measure, and optimize engagement.


Key techniques include:

- *Sentiment Analysis* (NLP to gauge public opinion)


- *Social Listening* (Tracking mentions & trends)
- *Competitive Benchmarking* (Comparing with competitors)
- *Engagement Analysis* (Measuring likes, shares, comments)
- *Conversion Tracking* (Monitoring user actions & ROI)

### *Engagement Metrics*

*1. Page-Level Metrics* (Overall Performance)


- *Followers/Subscribers* – Growth indicator
- *Impressions & Reach* – Content visibility
- *Engagement Rate* – Total interactions vs. audience
- *Click-Through Rate (CTR)* – Link click effectiveness

*2. Post-Level Metrics* (Content Effectiveness)


- *Likes, Shares, Comments* – Audience interaction
- *Video Views & Watch Time* – Video performance
- *Save/Bookmark Rate* – Content value

*3. Member-Level Metrics* (User Behavior)


- *Active Users & Retention* – Long-term engagement
- *Mentions & Tags* – Brand awareness
- *Direct Messages (DMs)* – Customer interaction

### *Key Metrics by Platform*


- *Facebook* – Reach, Reactions, Shares
- *Instagram* – Likes, Saves, Story Views
- *YouTube* – Watch Time, CTR, Subscriber Growth
- *Twitter (X)* – Retweets, Hashtags, Mentions
- *TikTok* – FYP Reach, Video Views, Watch Time
### *Advanced Strategies*
- *A/B Testing* (Compare post versions)
- *Cohort Analysis* (User behavior trends)
- *Predictive Analytics* (AI-based engagement forecasting)

Tracking these metrics ensures better content strategies, higher


engagement, and stronger brand growth.

4th

Social media analytics helps businesses make data-driven decisions by


tracking and analyzing user behavior, engagement, and trends. Here are
some key applications:

### *1. Marketing Strategy Optimization*


- *Google Analytics & Meta Business Suite*: Track website traffic from
social media campaigns.
- *Example*: A brand can identify which social media platform drives
the most conversions and allocate budgets accordingly.

### *2. Audience Insights & Targeting*


- *Twitter Analytics & Instagram Insights*: Understand audience
demographics, interests, and behavior.
- *Example*: A fashion brand can tailor content to a younger audience
based on engagement data.

### *3. Competitor Analysis*


- *Sprout Social & Brandwatch*: Monitor competitors’ social
performance.
- *Example*: A startup can analyze rival content strategies and adjust
its own accordingly.

### *4. Customer Sentiment Analysis*


- *Hootsuite & Social Mention*: Track brand mentions and analyze
customer sentiment.
- *Example*: A company detects negative sentiment in customer reviews
and improves its service.

### *5. Influencer Marketing & Partnerships*


- *BuzzSumo & Upfluence*: Identify key influencers in an industry.
- *Example*: A cosmetics company collaborates with a beauty influencer
to boost brand visibility.

### *6. Content Performance Evaluation*


- *YouTube Studio & Facebook Insights*: Measure the engagement levels
of different content formats.
- *Example*: A business learns that video content performs better than
text-based posts and shifts its focus.

### *7. Crisis Management & Brand Reputation*


- *Google Alerts & Meltwater*: Detect PR crises early by monitoring
social media discussions.
- *Example*: A business spots a viral negative post and responds
proactively to mitigate damage.

### *8. Sales & Lead Generation*


- *LinkedIn Sales Navigator & HubSpot*: Track potential leads from
social interactions.
- *Example*: A B2B company identifies potential clients engaging with
their posts and reaches out with offers.

Conclusion: This experiment showed how social media analytics helps


businesses track engagement, optimize strategies, and drive growth using
platforms and tools like Facebook Insights and Google Analytics.

EXP 2

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