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SOCIAL MEDIA ANALYTICS:

AN OVERVIEW
Contents
● Purpose of Social Media Analytics Social Media vs. Traditional Business Analytics
● Seven Layers of Social Media Analytics
○ Layer One: Text
○ Layer Two: Networks
○ Layer Three: Actions
○ Layer Four: Mobile
○ Layer Five: Hyperlinks
○ Layer Six: Location
○ Layer Seven: Search Engines
● Types of Social Media Analytics
○ Descriptive Analytics
○ Predictive Analytics
○ Prescriptive Analytics
● Social Media Analytics Cycle
● Challenges to Social Media Analytics
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.
 Purpose of Social Media Analytics
● The purpose of social media analytics is to enable informed decision making by leveraging social media data. This
involves answering questions such as:
○ What are customers saying about a brand or product on social media?
○ Which content posted on social media is resonating more with customers?
○ How can social media data be used to improve products or services?
○ Is the social media conversation about a company, product, or service positive, negative, or neutral?
○ How can social media be used to promote brand awareness?
○ Who are the influential followers, fans, and friends on social media?
○ Who are the influential nodes (people and organizations) on social media and their position in the network?
○ Which social media platforms are driving the most traffic to a corporate website?
○ Where are the social media customers located geographically?
○ Which keywords and terms are trending on social media?
○ How active is social media in a business and how many people are connected with the company?
○ Which websites are connected to a corporate website?
○ How are competitors performing on social media?
Social Media Vs Traditional Business Analytics

● The main difference between social media analytics and traditional business analytics is the
source, type, and nature of the data being mined.
● Social media analytics involves the collection, analysis, and interpretation of semistructured and
unstructured social media data, while traditional business analytics uses structured and
historical data.
● Social media data is diverse, high volume, real-time, and stored in third-party databases in
semistructured and unstructured formats, while traditional business data is mostly stored in
databases and spreadsheets in machine-readable format.
● 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.
Social Media Vs Traditional Business Analytics
Social Media Vs Traditional Business Analytics
Seven Layers of Social Media Analytics
● Social media has a minimum has seven layers of data (Figure 2).
● 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
Seven Layers of Social Media Analytics
Seven Layers of Social Media Analytics
Social media analytics involves analyzing data from seven layers:

1. Text: This includes the content of social media posts, such as comments, tweets, blog
posts, and Facebook status updates. It is used to understand user sentiments and
identify emerging themes and topics.
2. Networks: This includes the connections between users and the relationships between
them, such as followers and friends on social media. It is used to identify influential
nodes (people and organizations) and their position in the network.
3. Actions: This includes the actions taken by users on social media, such as likes,
comments, shares, and other interactions. It is used to measure popularity, influence,
and prediction in social media.
 Seven Layers of Social Media Analytics
Social media analytics involves analyzing data from seven layers:

4. Mobile: This includes data related to the use of social media on mobile devices, such
as the type of device used, the operating system, and the location of the user. It is used
to measure and optimize user engagement with mobile applications.

5. Hyperlinks: This includes the links between social media posts and other websites,
as well as the content of those linked websites. It is used to reveal Internet traffic
patterns and sources of incoming or outgoing traffic.

6. Location: This includes data on the geographical location of users and the location-
specific content they engage with on social media. It is used to mine and map the
locations of social media users, content, and data.

7. Search engines: This includes data on how users find and access social media
content through search engines, as well as the keywords they use in their searches. It is
used to analyze historical search data for trends analysis, keyword monitoring, and
advertisement history.
Social Media Analytics Tools
Layer of social media Example of tools
Text Discovertext
Lexalytics Demo :Video
Link
Archivist Twitonomy
Netlytic
LIWC
Voyant
Actions Lithium Twitonomy Google
Analytics Video Demo :
Video
Link
SocialMediaMineR
Network NodeXL UCINET
Pajek Netminer Flocker
Netlytic Reach
Mentionmapp
Mobile Countly
Mixpanel
Google Mobile Analytics
Google Fusion Table
Location Tweepsmap
Trendsmap
Followerwonk
Esri Maps Agos
Hyperlinks Webometrics Analyst VOSON
Research Engines Google Trends