LAB MANUAL

PART A
(PART A : TO BE REFFERED BY STUDENTS)

Experiment No-01

A.1 Aim:
Study various –
i) Social Media platforms ( Facebook, twitter, YouTubeetc)
ii) Social Media analytics tools ( Facebook insights, google analytics net lyticetc)
iii) Social Media Analytics techniques and engagement metrics (page level, post level,
member level)
iv) Applications of Social media analytics for business.
e.g. Google Analytics https://marketingplatform.google.com/about/analytics/
https://netlytic.org

Lab Objective To understand the fundamental concepts of social media networks

Lab Outcome Understand characteristics and types of social media networks

A-2 Prerequisite
Source-Internet

A.3 OutCome
Students will able to understand the fundamentals, characteristics and types of social media
networks
A.4 Theory:

Based on below mentioned points students have to study social media platform and various tools.

i) Social Media platforms ( Facebook, twitter, YouTubeetc)

ii) Social Media analytics tools ( Facebook insights, google analytics net lyticetc)
iii) Social Media Analytics techniques and engagement metrics (page level, post level,
member level)
iv) Applications of Social media analytics for business.
e.g. Google Analytics https://marketingplatform.google.com/about/analytics/
https://netlytic.org
Study points
● 7 layers of social media analytics
● Social media analytics cycle
● Social media analytics tools

Layer of social Example of tools

media
Text Discovertext, Lexalytics, Tweet Archivist
Twitonomy
Netlytic
LIWC
Voyant
Actions Lithium
Twitonomy
Google Analytics
SocialMediaMineR
Network NodeXL
UCINET
Pajek
Netminer
Flocker
Netlytic
Reach
Mentionmapp
Mobile Countly
Mixpanel
Google Mobile Analytics
Location Google Fusion Table
Tweepsmap
Trendsmap
 Followerwonk
Esri Maps
Agos
Hyperlinks Webometrics Analyst VOSON
Research Engines Google Trends
PART B
(PART B: TO BE COMPLETED BY STUDENTS)

(Students must submit the soft copy as per following segments within two hours of the practical.
The soft copy must be uploaded on the Blackboard or emailed to the concerned lab in charge
faculties at the end of the practical in case the there is no Black board access available)

Roll. No.: A17 Name: Laukik Pawar

Class: BE_A Batch: A1
Date of Experiment: Date of Submission:
Grade:

B.1.Study the fundamentals of social media platform and social media tools:
(Paste your Search material completed during the 2 hours of practical in the lab here)

B.2 Input and Output:

(Command and its output)

Students are required to identify the Case study to understand social media analytics to achieve
business objectives

B.3 Observations and learning:

(Students are expected to comment on the output obtained with clear observations and
learning for each task/ sub part assigned)

We studied the fundamentals of social media networks and 7 layers of social media analytics in
this experiment

B.4 Conclusion:
(Students must write the conclusion as per the attainment of individual outcome listed above
and learning/observation noted in section B.3)

We learned the basics of social media in this experiment.

B.5 Question of Curiosity
(To be answered by student based on the practical performed and learning/observations)

Q1. Why it is important for business managers to understand and mine social media data?
Understanding and mining social media data is critical for business managers because:
1. Customer Insights: Social media data reveals customer opinions, preferences, and sentiment
about brands, products, and competitors, helping managers tailor strategies accordingly.
2. Market Trends: It provides real-time insights into emerging trends, enabling businesses to stay
competitive and proactive.
3. Brand Reputation Management: Monitoring social media helps managers detect and address
negative feedback or crises promptly, maintaining brand reputation. 4. Targeted Marketing: Social
media data enables segmentation and targeted campaigns, increasing ROI and customer
engagement.
5. Competitor Analysis: Businesses can analyze competitors’ social media presence to understand
their strategies and benchmark performance.
6. Product Development: Feedback from social media can inform product or service
improvements, meeting customer needs more effectively.

Q2. What is social media analytics, and how it is different from traditional business analytics?
Aspect Social Media Analytics Traditional Business Analytics

Data
Source
Social media platforms (e.g., Twitter, Facebook, Instagram).
Internal business systems (e.g., ERP, CRM).

Data Type Unstructured (text, images, videos). Structured (sales data, financial reports).

Real-Time Analysis
Often real-time or near-real-time. Often based on historical data.

Focus Customer sentiment, engagement, trends. Operational efficiency, financial performance.

Scope External data-driven. Internal and transactional data-driven.

Tools and Techniques

Text mining, sentiment analysis, network analysis.
Statistical modeling, dashboards, KPIs.

Q3. What ethical issues should be considered when mining social media data?
1. Privacy Concerns: Respect user privacy by adhering to platform terms of service and obtaining
necessary permissions.
2. Informed Consent: Ensure users are aware their data might be analyzed and used. 3. Data
Anonymization: Remove personally identifiable information to protect user identities.
4. Bias and Discrimination: Avoid biased algorithms that might reinforce stereotypes or
discrimination.
5. Transparency: Clearly disclose the purpose of data mining and analytics. 6. Misuse of Data:
Avoid using data for purposes other than those explicitly stated, such as manipulation or
misinformation.
7. Legal Compliance: Follow regional and international data protection laws like GDPR or CCPA.

Q4. Compare different social media analytics tools available in the market and explain their
strengths and weakness.
Tool Strengths Weaknesses

Hootsuite User-friendly interface; scheduling and analytics.

Limited advanced analytics; expensive plans.

Sprout
Social
Google Analytics
Excellent reporting features; team collaboration.
Strong integration with websites; free version.
Expensive for small businesses. Limited in-depth social media analytics.

Brandwatch Advanced AI-driven insights; customizable dashboards.

Expensive for startups; steep learning curve.

Buffer Simple scheduling; affordable for small businesses. Limited analytics capabilities.

Talkwalker Comprehensive sentiment analysis; global coverage.

Expensive for SMEs; complex interface.

Zoho Social
Affordable; good integration with Zoho ecosystem.
Limited features compared to premium tools.

HubSpot All-in-one platform; integrates with CRM.

Costly; may be overwhelming for beginners.