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Social Media Analytics-FINAL

This seminar synopsis explores the power of social media analytics. Social media analytics involves capturing relevant social media data, understanding it through various analytical techniques, and presenting the findings. Key techniques include sentiment analysis, topic modeling, social network analysis, and trend analysis. Marketers commonly use social media analytics for campaign tracking, brand analysis, and competitive intelligence. Social media analytics provides valuable insights into customer sentiment and can help improve business performance.

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Pooja Bk
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1K views

Social Media Analytics-FINAL

This seminar synopsis explores the power of social media analytics. Social media analytics involves capturing relevant social media data, understanding it through various analytical techniques, and presenting the findings. Key techniques include sentiment analysis, topic modeling, social network analysis, and trend analysis. Marketers commonly use social media analytics for campaign tracking, brand analysis, and competitive intelligence. Social media analytics provides valuable insights into customer sentiment and can help improve business performance.

Uploaded by

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

Seminar Synopsis
On

Power of Social Media Analytics


Submitted to
JSPM Narhe Technical Campus, Pune

Rajarshi Shahu School of Engineering & Research, Narhe, Pune-41


University of Savitribai Phule, Pune
In Partial Fulfillment of
T.E. Computer Engineering
T.E. Semester II
Submitted by

Ms. Pooja Balakrishna


Under the Guidance of

Prof. Sagar Parth

Department of Computer Engineering

JSPMs Narhe Technical Campus, Narhe, Pune


Academic Year 2014-15

Abstract
Social media analytics is concerned with developing and evaluating informatics
tools and frameworks to collect, monitor, analyze, summarize, and visualize
social media data to facilitate conversations and interactions to extract useful
patterns and intelligence. The myriad of smart phones and other mobile devices,
Facebook and YouTube channels devoted to companies and products, and
hashtags that make it easier to instantly and broadly share experiences all
combine to create a social media landscape that is rapidly growing and
becoming ever more part of the fabric of businesses. As the number of users on
social media sites continues to increase, so does the need for businesses to
monitor and utilize these sites to their benefit.
Here, we explore how the explosion in social media necessitates the use of
social media analytics; we explain the underlying stages of the social media
analytics process; we describe the most common social media analytic
techniques in use; and we discuss the ways in which social media analytics
create business value. We study how to use, and influence, consumer social

communications to improve business performance, reputation, and profit.


Social Media Analytics provides the capabilities to help your organization:
Grow your business by understanding consumer sentiment and evaluating the impact of
marketing campaigns.
Make better decisions and strategies across a wide range of functional areas.
Improve the customer experience by responding quickly to issues and requests.

Introduction
Social media analytics involves a three-stage process: capture, understand, and present. The
capture stage involves obtaining relevant social media data by monitoring or listening to
various social media sources, archiving relevant data and extracting pertinent information. This
process can either be done by a company itself or through a third-party vendor. Not all data that
are captured will be useful. The understand stage selects relevant data for modeling, removes
noisy, low quality data, and employs various advanced data analytic methods to analyze the data
retained and gain insights from it. The present stage deals with displaying findings from Stage 2
in a meaningful way.

Brief Working
Social media analytics is a growing area that encompasses a variety of modeling and analytical
techniques from different fields. These techniques can support various stages of social media
analytics. Sentiment analysis and trend analysis primarily support the understand stage. Topic
modeling and social network analysis have primarily applications in the understand stage but can
support the capture and present stages as well. Visual analytics spans the understand and the
present stages.
Opinion mining (or sentiment analysis) is the core technique behind many social media
monitoring systems and trend analysis applications. It controls computational linguistics,
natural language processing and other methods of text analytics to automatically extract
user sentiments or opinions from text sources at any level of granularity). Such subjective
information extracted about people, products, services, or other entities support various
tasks including predicting stock market movements, determining market trends,
analyzing product defects, and managing crises.
Topic modeling is used to sift through large bodies of captured text to detect dominant
themes (topics).Themes revealed by topic modeling can also be used to feed other
analytical tasks such as discovering user interests, detecting emerging topics in forums or
social media postings, or summarizing parts (or all) of a text collection.

Social network analysis is used to analyze a social network graph to understand its
underlying structure, connections, and theoretical properties as well as to identify the
relative importance of different nodes within the network.
Trend analysis is used for identifying and predicting future outcomes and behaviors
based on historical data collected over time. Applications of trend analysis include
forecasting the growth of customers or sales, predicting the effectiveness of ad
campaigns, staying ahead of shifts in consumers sentiments, forecasting movements in
the stock market, etc.
Visual analytics is the science of analytical reasoning facilitated by interactive visual
interfaces. It involves a range of activities, from data collection to data-supported
decision-making.

Applications
Marketers find social media analytics tools most valuable for helping with campaign tracking,
brand analysis, and competitive intelligence. The survey of 125 marketers found that 60% of
respondents use social media analytics tools for campaign tracking, 48% for brand analysis, and
40% for competitive intelligence. A large number also use social media analytics tools for
customer care (36%), product launches (32%), and influencer ranking (27%).

Conclusion
Thus Social media analytics is a powerful tool for uncovering customer sentiment dispersed
across countless online sources. As businesses feel the pressure to gain new insights from social
media, they require the analytics expertise to transform this flood of information into actionable
strategies.

Bibliography (reference)
http://en.wikipedia.org/wiki/Social_analytics
http://en.wikipedia.org/wiki/Social_network_analysis
http://sociolytics.wordpress.com/
http://www.copyblogger.com/smart-people-social-media/
http://www.techopedia.com/definition/13853/social-media-analytics-sma
http://www.theguardian.com/technology/2013/jun/10/effective-social-media-analytics
http://www.brandwatch.com/brandwatch-analytics/
http://en.wikipedia.org/wiki/Sentiment_analysis

http://en.wikipedia.org/wiki/Trend_analysis
Paper: Fan, W., & Gordon, M. D. "The power of social media analytics" Communications of the
ACM 57.6 (2014): 74-81.

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