SOCIAL MEDIA

ANALYTICS
Course Outcomes: At the end of the course, the student should be able to

CO-1: Able to understand and apply key concepts in social media metrics.
CO-2: Able to understand and apply social media analytics tools.
CO-3: Able to develop social media strategy and measures social media
campaign efficiently and effectively.
CO-4: Able to take better business decisions by leveraging social media data.
CO-5: Able to collect, extract, analyze and visualize social media networks Face
book, LinkedIn, Twitter and YouTube.

Dr. A.Srinivasa Reddy, CSIT 2

Text Books:
1. Matthew Ganis & Avinash Kohirkar, Social Media Analytics, Pearson
education, 2016.
2. G. Szabo, G. Palatkan, O. Boykin & A. Chakiopoulus, Social Media Data
Mining and Analytics, Wiley, 2018.
3. Jim Sterne, Social Media Metrics (How to Measure and Optimize your
Marketing Investment), Wiley, 2010.
4. Siddhartha Chatterjee & Michal Krystyanczuk, Python Social Media
Analytics, Packt, 2017.
5. Marshall Sponder, Social Media Analytics: Effective Tools for Building,
Interpreting, and Using Metrics, McGraw-Hill, 2011.
Dr. A.Srinivasa Reddy, CSIT 3
Unit-I:
Introduction to Structured and Unstructured: Structured and Unstructured
data, Example, Analysis of structured and unstructured data, Visualization of
data, Text and web mining.
Introduction to Social Media Analytics: Social media landscape, Need for
Social Media, Social media in small organizations and large organizations,
Applications of social media analysis and Advantages & Disadvantages of
social media analytics.

Dr. A.Srinivasa Reddy, CSIT 4

Social Media Analytics:

✓Social Media is a Computer based technology that facilitates the sharing of ideas,
thoughts, and information through virtual networks and communities.

✓Social Media Analytics is the ability to gather and find meaning in data gathered
from social channels to support business decisions and measure the performance of
actions based on those decisions through social media.

✓Social Media Analytics is broader than metrics such as likes, follows, retweets,
previews, clicks, and impressions gathered from individual channels.

✓Social Media Analytics uses specifically designed software platforms that work
similarly to web search tools.

Dr. A.Srinivasa Reddy, CSIT 5

✓Data about keywords or topics is retrieved through search queries or web
‘crawlers’ that span channels.

✓Fragments of text are returned, loaded into a database, categorized and analyzed to
derive meaningful insights.

✓SMA includes the concept of social listening.

✓Listening is monitoring social channels for problems and opportunities.

✓SMA tools typically incorporate listening into more comprehensive reporting that
involves listening and performance analysis.

Dr. A.Srinivasa Reddy, CSIT 6

Structured Data:

✓Structured data is data that has been predefined and formatted to a set structure
before being placed in data storage, which is often referred to as schema-on-write.

✓Its elements can be made addressable for more effective processing and analysis.

✓A Data structure is a kind of repository that organizes information for that

purpose.

✓Structured data is highly specific and is stored in a predefined format.

✓Structured data is sourced from Spreadsheets, SQL databases, GPS sensors, online
forms, network logs, web server logs, OLTP systems, etc.

Dr. A.Srinivasa Reddy, CSIT 7

Pros of structured data:
1.Easily used by machine learning algorithms:
The specific and organized nature of structured data allows for easy
manipulation and querying of that data.
2.Easily used by business users:
There is no need to have an in-depth understanding of various different types
of data or the relationships of that data. It opens up self-service data access to the
business user.
3. Increased access to more tools:
This means that there are more tools that have been tried and tested in using
and analyzing structured data. Data managers have more product choices when
using structured data.
Dr. A.Srinivasa Reddy, CSIT 8
Cons of structured data:
1. Lack of data flexibility:
This limits its flexibility and use cases.
2. Predefined purpose limits use:
It is true that data with a predefined structure can only be used for its
intended purpose.
3. Limited storage options:
Data warehouses are data storage systems with rigid schemas. Any change in
requirements results in massive expenditure of resources and time. Some of the cost
can be mitigated by using a cloud-based data warehouse, as this allows for greater
scalability and eliminates the maintenance expenses generated by having equipment
on-premises.
Dr. A.Srinivasa Reddy, CSIT 9
Unstructured Data:

✓Unstructured data is data stored in its native format and not processed until it is
used, which is known as schema-on-read.

✓Unstructured data is qualitative rather than quantitative, which means that it is

more characteristic and categorical in nature.

✓unstructured data is a conglomeration of many varied types of data that are stored
in their native formats.

✓Unstructured data is sourced from text files, PDF documents, social media posts,
comments, images, audio/video files, and emails.

Dr. A.Srinivasa Reddy, CSIT 10

Pros of Unstructured data:
1. Freedom of the native format:
The native format allows us to prepare and analyze only the data needed and
the data that can be stored is not restricted by a specific format. That means the
company has more data to draw from.
2. Faster accumulation rates:
Another benefit of unstructured data is in data accumulation rates. There is no
need to predefine the data, which means it can be collected quickly and easily.
3. Data lake storage:
Unstructured data is often stored in cloud data lakes, which allow for massive
storage. Cloud data lakes also allow for pay-as-you-use storage pricing, which helps
cut costs and allows for easy scalability.
Dr. A.Srinivasa Reddy, CSIT 11
Cons of Unstructured data:
1.Requires data science expertise:
A standard business user cannot use unstructured data as it is, due to its
undefined/non-formatted nature. Using unstructured data requires understanding
the topic or area of the data, but also of understanding how the data can be related to
make it useful.
2. Specialized tools:
In addition to the required expertise, unstructured data requires specialized
tools to manipulate. Standard are intended for use with structured data, which
leaves a data manager with limited choices in products for unstructured data, some
of which are still in their infancy.

Dr. A.Srinivasa Reddy, CSIT 12

Analysis of structured and unstructured data:

Structured Data Unstructured Data

Who Self-service access Requires data science

expertise
What Only select data types Many varied types
conglomerated

When Schema-on-write Schema-on-read

Where Commonly stored in data Commonly stored in data
warehouses lakes
How Predefined format Native format

Dr. A.Srinivasa Reddy, CSIT 13

✓Structured data is clearly defined and searchable types of data, while unstructured
data is usually stored in its native format.

✓Structured data is quantitative, while unstructured data is qualitative.

✓Structured data is often stored in data warehouses, while unstructured data is

stored in data lakes.

✓Structured data is easy to search and analyze, while unstructured data requires
more work to process and understand.

✓ Structured data exists in predefined formats, while unstructured data is in a

variety of formats.

Dr. A.Srinivasa Reddy, CSIT 14

Visualization of Data:

✓Data visualization is the representation of data through use of common graphics,

such as charts, plots, infographics, and even animations.

✓These visual displays of information communicate complex data relationships and

data-driven insights in a way that is easy to understand.

✓By using data visualization, they can increase the quality and speed of their social
media marketing decisions.

✓They will be able to understand massive amounts of information better, make

informed decisions, as well as present the results to clients, executives, or managers
in a clear and pleasant-to-look manner.
Dr. A.Srinivasa Reddy, CSIT 15
✓Data visualization is a critical step in the data science process, helping teams and
individuals convey data more effectively to colleagues and decision makers.

✓Teams that manage reporting systems typically leverage defined template views to
monitor performance.

✓Data visualization isn’t limited to performance dashboards and they may utilize a
graph structure to illustrate relationships between entities in a knowledge graph.

✓Three elements of Successful Data Visualization:

1. It understands the audience.

2. It sets up a clear framework.

3. It tells a story.
Dr. A.Srinivasa Reddy, CSIT 16
✓Types of Data Visualization:
1. Tables

2. Pie chart

3. Stacked bar chart

4. Line chart

5. Area chart

6. Histogram

7. Scatter plot

8. Heat map

9. Tree maps

10. Geo maps Dr. A.Srinivasa Reddy, CSIT 17

Dr. A.Srinivasa Reddy, CSIT 18
✓Advantages of Social Media Data Visualization:
1. Comprehensive Trend Spotting and Analysis

2. Quicker Decisions

3. Effective Presentation

4. Increased Understanding Over Time

✓Tips for Social Media Data Visualization:

1. Use the Right Tools

2. Focus on Right data

3. Get Automatic reports

Dr. A.Srinivasa Reddy, CSIT 19

Dr. A.Srinivasa Reddy, CSIT 20
Text Mining:

✓Text mining is the subset of Data Mining that involves processing unstructured text
documents into a structured format.

✓Text Data are stored in Text Documents, emails, and logs and then processed to
gather high-quality information.

✓In Text Mining, the data is stored in an unstructured format.

✓Text mining requires pattern recognition techniques and Natural language

processing to enrich the meaning of the text.

✓In Text Mining, Computational linguistic principles are used to evaluate the
meaning of the text.
Dr. A.Srinivasa Reddy, CSIT 21
Dr. A.Srinivasa Reddy, CSIT 22
Dr. A.Srinivasa Reddy, CSIT 23
Web Mining:

✓Web mining is a subset of Data Mining that involves processing the data related to
the Web.

✓In Web Mining, the data is structured as well as unstructured and is later
converted into useful information.

✓Web mining mainly deals with three types of data, i.e., Web Structure Data, Web
Content Data, and Web Usage Data.

✓In web mining, Application-level knowledge, Data engineering, statistics, and

probability are required to successfully retrieve the information from weblogs.

✓In web mining, Sequential pattern, clustering, and associative mining principles are
used. Dr. A.Srinivasa Reddy, CSIT 24
Dr. A.Srinivasa Reddy, CSIT 25
Dr. A.Srinivasa Reddy, CSIT 26
✓Web Content mining:

• Data from the web pages are extracted in order to discover different patterns
that give a significant insight. There are many techniques to extract the data like
web scraping that performs the web content mining process.

✓Web Structure mining:

• Data from hyperlinks that lead to different pages are gathered and prepared in
order to discover a pattern. In order to view a person’s public profile from a
blog or any other webpage, there are chances that they would embed their
social media links. So, the data is not only extracted from a single source but
also from the nested pages through the hyperlinks associated with each page.

Dr. A.Srinivasa Reddy, CSIT 27

✓Web Usage mining:

• When a web application is hosted, there are plenty of web server logs that gets
generated about the application’s user web activity. These logs are considered
as a raw data in return meaningful data are extracted and patterns are
identified.

Dr. A.Srinivasa Reddy, CSIT 28

Social Media Landscape:

✓The Social Media Landscape is made up of different platforms and apps that enable
people to connect and share in different ways.

✓People often engage with multiple social media platforms and use them for
different purposes.

✓The 6 types of social media include Networking, Publishing, Sharing, Messaging,

Discussing, and Collaborating.

✓The “Media Landscape” refers to the way people get their news and entertainment.

✓The Internet, wireless, entertainment marketing, and product placements are just a
few of the many new media being used to more effectively communicate with
audiences. Dr. A.Srinivasa Reddy, CSIT 29
Dr. A.Srinivasa Reddy, CSIT 30
Need for Social Media:

✓Social media is important and needed because it allows you to reach, nurture, and
engage with your target audience — no matter their location.

✓When a business can use social media to connect with its audience, it can use social
media to generate brand awareness, leads, sales, and revenue.

✓Billions of people around the world use social media to share information and
make connections.

✓On a personal level, social media allows you to communicate with friends and
family, learn new things, develop your interests, and be entertained.

Dr. A.Srinivasa Reddy, CSIT 31

✓One of the biggest advantages of social media is that you can generate your own,
organic content for free.

✓You don't have to pay to get access to valuable, potential leads.

✓Five benefits of using social media:

1. Build relationships

2. Share your expertise

3. Increase your visibility

4. Educate yourself

5. Connect anytime

Dr. A.Srinivasa Reddy, CSIT 32

Dr. A.Srinivasa Reddy, CSIT 33
Dr. A.Srinivasa Reddy, CSIT 34
Social media in Small organizations:
a. Identify your social audience
b. Build relationships with engagement
c. Search social for new opportunities
d. Create a social content calendar
e. Post your content at optimal times
f. Find the best hashtags to use
g. Audit your social presence
h. Create great visuals
i. Create social media videos
j. Combine organic with paid
k. Get your team on social

Dr. A.Srinivasa Reddy, CSIT 35

Dr. A.Srinivasa Reddy, CSIT 36
Social media in Large organizations:
a. Increase brand awareness
b. Connect with specific audiences
c. Gauge customer sentiment
d. Provide customer support
e. Boost traffic and sales
f. Share corporate communications
g. Recruit top professionals
h. Build brand communities
i. Build customer relationships
j. Humanize your brand
k. Lead with values
l. Give back to the community Dr. A.Srinivasa Reddy, CSIT 37
Dr. A.Srinivasa Reddy, CSIT 38
Dr. A.Srinivasa Reddy, CSIT 39
Applications of Social media analysis:

Dr. A.Srinivasa Reddy, CSIT 40

Dr. A.Srinivasa Reddy, CSIT 41
Advantages of Social media analytics:
1. We reach large audiences

2. We have a direct connection with your audience

3. We can create organic content

4. We have access to paid advertising services

5. We build your brand

6. We drive traffic to your website

7. We can evaluate your performance

8. We can join social media networks for free

9. We can create viral content

10. We can uncover valuable insights

Dr. A.Srinivasa Reddy, CSIT 42
Disadvantages of Social media analytics:
1. We can receive negative feedback

2. We open up the potential for embarrassment

3. We must spend a lot of time on your campaigns

4. We have to wait to see results

Dr. A.Srinivasa Reddy, CSIT 43