1.

What is social media analytics and how it is different from traditional business analytics

Social media analytics involves collecting and analyzing data from social media platforms
to inform business decisions and measure the effectiveness of social media strategies. This
process helps organizations understand audience engagement, sentiment, and emerging
trends.

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In contrast, traditional business analytics focuses on internal company data, such as sales
figures, financial records, and operational metrics, to evaluate performance and guide
strategic planning.

Key Differences:

1. Data Sources:
o Social Media Analytics: Utilizes external data from platforms like
Facebook, Twitter, and Instagram.
o Traditional Business Analytics: Relies on internal data generated within the
organization.
2. Data Characteristics:
o Social Media Analytics: Deals with unstructured, real-time data, including
text, images, and videos.
o Traditional Business Analytics: Handles structured, historical data stored in
databases and spreadsheets.
3. Objectives:
o Social Media Analytics: Aims to gauge public sentiment, track brand
perception, and identify market trends.
o Traditional Business Analytics: Focuses on optimizing internal processes,
financial performance, and operational efficiency.

2. Briefly explain the seven layers of social media analytics with example

The seven layers of social media analytics provide a structured approach to extracting
valuable insights from social media data. Here's a concise overview with examples:

1. Text Analytics:
o Description: Analyzing written content to understand sentiment and identify
trending topics.
o Example: A company examines customer reviews on Twitter to gauge
public sentiment about a new product launch.
2. Actions Analytics:
o Description: Monitoring user interactions such as likes, shares, and
comments to assess engagement levels.
o Example: Tracking the number of shares a Facebook post receives to
determine its resonance with the audience.
3. Network Analytics:
 o Description: Studying relationships among users to identify influencers and
community structures.
o Example: Mapping the network of followers and retweets to pinpoint key
influencers in a marketing campaign.
4. Hyperlink Analytics:
o Description: Examining shared links to understand content dissemination
and referral traffic.
o Example: Analyzing inbound traffic from social media platforms to a
company's website to measure the effectiveness of shared links.
5. App Analytics:
o Description: Evaluating data from social media applications to gain insights
into user behavior and app performance.
o Example: Assessing user engagement metrics within a branded mobile app
promoted through social media channels.
6. Search Engine Analytics:
o Description: Investigating how social media content appears in search
results and its impact on visibility.
o Example: Evaluating the SEO benefits of social media activities by tracking
the ranking of blog posts shared on platforms like LinkedIn.
7. Location Analytics:
o Description: Utilizing geotagged data to identify user locations and regional
engagement patterns.
o Example: A restaurant chain analyzes Instagram posts tagged with their
locations to identify which outlets are most popular among customers.

3. Explain social media analytic cycle

The social media analytics cycle is a structured process that transforms raw social media
data into actionable business insights. This cycle encompasses several key stages:

1. Identification:
o Description: Determine the specific objectives and questions to address
through social media analysis.
o Example: A company aims to understand customer sentiment regarding a
recent product launch.
2. Extraction:
o Description: Collect relevant data from various social media platforms
using tools and APIs.
o Example: Gathering tweets, Facebook posts, and Instagram comments
mentioning the new product.
3. Cleaning:
o Description: Process the collected data to remove inaccuracies, duplicates,
and irrelevant information, ensuring consistency and reliability.
o Example: Eliminating spam comments and correcting misspellings in user-
generated content.
4. Analyzing:
o Description: Apply statistical and computational methods to identify
patterns, trends, and sentiments within the data.
 o Example: Using sentiment analysis to categorize customer feedback as
positive, negative, or neutral.
5. Visualization:
o Description: Present analytical findings through graphical representations
like charts, graphs, and dashboards for easier interpretation.
o Example: Creating a dashboard that displays sentiment trends over time and
highlights key discussion topics.
6. Interpretation:
o Description: Draw meaningful conclusions from the visualized data to
inform strategic decisions and actions.
o Example: Identifying a recurring issue in negative feedback and deciding to
address it in future product iterations.

4. Compare different social media analytics tools available in the market and explain their
strength of weakness

Choosing the right social media analytics tool is essential for understanding and improving
your online presence. Here's a concise comparison of some popular tools, highlighting their
strengths and weaknesses:

1. Sprout Social

• Strengths:
o Comprehensive cross-platform analytics.
o User-friendly interface with customizable reports.
• Weaknesses:
o Higher cost, which may be a consideration for small businesses.

2. Hootsuite Analytics

• Strengths:
o Integrates with multiple social media platforms.
o Offers scheduling features alongside analytics.
• Weaknesses:
o Advanced analytics available only in higher-tier plans.

3. Socialinsider

• Strengths:
o Focuses on competitive analysis.
o Provides AI-driven insights.
• Weaknesses:
o May lack some advanced features found in more comprehensive tools.

4. Agorapulse

• Strengths:
o Detailed analytics and reporting across various platforms.
 oIncludes social media monitoring and engagement tools.
• Weaknesses:
o Some reporting features may be less customizable.

5. Sendible

• Strengths:
o Clean and simple interface, suitable for beginners.
o Budget-friendly, ideal for individuals and small teams.
• Weaknesses:
o Limited advanced analytics features compared to other tools.

6. Sprinklr

• Strengths:
o Integrates across 30+ channels, providing a unified platform.
o Offers advanced AI-powered analytics.
• Weaknesses:
o Complex interface may require a learning curve.
o Higher cost, potentially prohibitive for small businesses.

When selecting a tool, consider your specific needs, budget, and the platforms you
prioritize. Many tools offer free trials, allowing you to assess their features before making a
decision.

5. Basics of social network structure and describe the network measures

Social networks are structures comprising nodes (individuals or entities) and edges
(relationships or interactions between them). Analyzing these networks helps us understand
how information flows and how groups function.

Key Network Measures:

1. Degree Centrality:
o Definition: Counts the number of direct connections a node has.
o Insight: Nodes with more connections are often more influential or active
within the network.
2. Betweenness Centrality:
o Definition: Measures how often a node appears on the shortest paths
between other nodes.
o Insight: Nodes with high betweenness can control information flow and act
as bridges between different parts of the network.
3. Closeness Centrality:
o Definition: Calculates the average shortest path from a node to all other
nodes.
o Insight: Nodes with high closeness can quickly access others, indicating
efficiency in communication.
4. Eigenvector Centrality:
 oDefinition: Evaluates a node's influence based on the importance of its
neighbors.
o Insight: Nodes connected to other well-connected nodes have higher
eigenvector centrality, reflecting their prominence in the network.
5. Density:
o Definition: The ratio of actual connections to all possible connections in the
network.
o Insight: Higher density suggests a more interconnected network, which can
facilitate faster information dissemination.
6. Clustering Coefficient:
o Definition: Indicates the likelihood that a node's neighbors are also
connected to each other.
o Insight: A high clustering coefficient implies cohesive subgroups or
communities within the network.

Understanding these measures provides valuable insights into the roles individuals play
within a network and the overall network dynamics.

6. Define adjacently and adjacency matrix

In social network analysis, understanding the relationships between entities is crucial. Two
fundamental concepts that aid in this understanding are adjacency and the adjacency matrix.

Adjacency:

Adjacency refers to the direct connection between two nodes (entities) in a network. When two
nodes are adjacent, they share a direct link, indicating a relationship or interaction between them.
For example, in a social media context, if User A follows User B, there is an adjacency between
these two users.

Adjacency Matrix:

An adjacency matrix is a mathematical representation of a network's structure. It is a square

matrix where rows and columns correspond to the nodes in the network. The elements within the
matrix indicate whether a direct connection exists between pairs of nodes.

Structure:

Rows and Columns: Each row and column represent a specific node.
Elements: The value at the intersection of row i and column j denotes the presence or absence of
a direct connection:

1 (or a positive weight): Indicates a direct connection from node i to node j.

0: Indicates no direct connection between node i and node j.

Types:

Unweighted vs. Weighted:

Unweighted: Uses binary values (0 or 1) to represent the absence or presence of a connection.

Weighted: Incorporates values representing the strength or capacity of the connection, such as
the frequency of interactions.

Directed vs. Undirected:

Directed: Connections have a direction (e.g., follower-following relationships). The matrix is

generally asymmetric, as the relationship from node i to node j may not be reciprocated.

Undirected: Connections are mutual (e.g., friendship). The matrix is symmetric since the
relationship is bidirectional.

Example:

Consider a simple network with three users: A, B, and C.

Connections:

A follows B.

B follows C.

C follows A.

Adjacency Matrix Representation:

A B C

A 0 1 0

B 0 0 1

C 1 0 0

In this matrix:
Row A, Column B has a 1, indicating A follows B.

Row B, Column C has a 1, indicating B follows C.

Row C, Column A has a 1, indicating C follows A.

All other pairs have a 0, indicating no direct connection.

Understanding adjacency and utilizing adjacency matrices allow analysts to model and analyze
complex social networks effectively, facilitating insights into connectivity patterns, influence, and
information flow within the network.

7. What is social network and explain common social media network types in details

A social network is an online platform that enables individuals or organizations to

connect, communicate, and share information. Users can interact through various means,
such as messaging, sharing media, and participating in discussions, fostering communities
based on shared interests or goals.

Common Types of Social Media Networks:

1. Social Networking Sites:

o Purpose: Facilitate personal connections and communication.
o Examples: Facebook, LinkedIn.
▪ Facebook: Connects friends and family, allowing sharing of updates,
photos, and videos.
▪ LinkedIn: Professional networking platform for career development
and business connections.
2. Microblogging Platforms:
o Purpose: Enable users to share short, real-time updates.
o Examples: Twitter, Tumblr.
▪ Twitter: Users post brief messages ("tweets") and engage in trending
discussions.
▪ Tumblr: Combines microblogging with multimedia sharing,
fostering diverse communities.
3. Photo and Video Sharing Networks:
o Purpose: Center around sharing visual content.
o Examples: Instagram, TikTok.
▪ Instagram: Users share photos and short videos, often enhanced with
filters and captions.
▪ TikTok: Platform for creating and sharing short-form videos, often
set to music.
4. Professional Networks:
o Purpose: Focus on career-oriented connections and content.
o Examples: LinkedIn, Viadeo.
▪ LinkedIn: Facilitates professional networking, job searching, and
industry discussions.
▪ Viadeo: Connects business professionals, primarily in Europe, for
networking opportunities.
5. Interest-Based Networks:
 oPurpose: Connect users with shared hobbies or interests.
oExamples: Reddit, Goodreads.
▪ Reddit: Hosts communities ("subreddits") on virtually any topic,
fostering discussions and content sharing.
▪ Goodreads: A platform for book enthusiasts to share reviews,
recommendations, and track reading.
6. Content Curation Networks:
o Purpose: Allow users to discover, save, and share content.
o Examples: Pinterest, Flipboard.
▪ Pinterest: Users "pin" images and links to boards, organizing content
around themes or projects.
▪ Flipboard: Aggregates news and stories, enabling users to create
personalized magazines.
7. Anonymous and Semi-Anonymous Networks:
o Purpose: Enable users to share and discuss content without revealing their
identities.
o Examples: 4chan, Whisper.
▪ 4chan: An imageboard where users post anonymously, leading to
diverse and unfiltered discussions.
▪ Whisper: Allows users to share secrets or confessions anonymously,
fostering candid conversations.

8. Explain implicit network and explicit network , direct and network and undirected network

In social media analytics, understanding the nature of relationships between users is

crucial. These relationships can be categorized based on how they're established and their
directional properties:

1. Implicit and Explicit Networks:

• Explicit Networks:
o Definition: Networks where connections are deliberately formed by users.
o Examples:
▪ Facebook Friendships: Users send and accept friend requests,
creating mutual connections.
▪ LinkedIn Connections: Professionals connect to expand their
professional network.
o Characteristics:
▪ Connections are visible and acknowledged by both parties.
▪ Reflect intentional relationships, such as friendships or professional
ties.
• Implicit Networks:
o Definition: Networks inferred from user behaviors rather than explicit
connections.
o Examples:
▪ Twitter Interactions: Users may frequently retweet or mention
others without following them.
 ▪ Reddit Engagements: Users commenting on the same threads or
upvoting similar content.
o Characteristics:
▪ Connections are deduced from activities like likes, comments, or
shared interests.
▪ Highlight potential relationships or communities not formally
established.

2. Directed and Undirected Networks:

• Directed Networks:
o Definition: Networks where connections have a specific direction,
indicating a one-way relationship.
o Examples:
▪ Twitter Following: User A follows User B; User B isn't required to
follow back.
▪ Instagram Followers: Users can follow others without
reciprocation.
o Characteristics:
▪ Represent asymmetric relationships.
▪ Useful for analyzing influence and information flow.
• Undirected Networks:
o Definition: Networks where connections are mutual, indicating a two-way
relationship.
o Examples:
▪ Facebook Friendships: Both users must agree to be friends.
▪ LinkedIn Connections: Mutual consent is required to establish a
connection.
o Characteristics:
▪ Represent symmetric relationships.
▪ Ideal for studying communities and group dynamics.

9. What are modes of network

In social media analytics, understanding the structure of networks is essential for analyzing
relationships and interactions. Networks are often categorized based on their modes, which
refer to the distinct types of entities involved. The primary classifications include:

1. One-Mode Networks:

• Definition: Networks where all nodes represent entities of the same type, and
connections (edges) exist between these homogeneous nodes.
• Examples:
o User-to-User Networks: On platforms like Facebook, where connections
(friendships) occur between users.
o Page-to-Page Networks: Hyperlinks connecting web pages, illustrating
how one page links to another.
 • Applications: Analyzing community structures, identifying influential users, and
studying information dissemination patterns.

2. Two-Mode (Bipartite) Networks:

• Definition: Networks involving two distinct types of nodes, with connections only
occurring between nodes of different types, not within the same type.
• Examples:
o User-to-Content Networks: On platforms like Reddit, users (one type of
node) interact with posts or threads (another type).
o Author-to-Publication Networks: In academic contexts, authors are linked
to the papers they've written.
• Applications: Understanding user engagement with content, analyzing
collaborative efforts, and exploring affiliation patterns.