Social Media Analytics

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CSE 72 Yash Singh

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Social Media Analytics

Uploaded by

CSE 72 Yash Singh

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Social Media Analytics

Name - Yash Vijay Singh

Roll No - 65
Branch - Computer Engineering

Experiment 1 - To Understand Social Media ,Social Media Platforms, its

Characteristics and Uses

1. To understand the fundamental concepts of social media networks. What are Social
Media Platforms?
→
● Social media platforms are digital platforms that enable users to create, share, and
interact with content, as well as connect with other users.
● These platforms typically allow users to post various forms of content such as text,
images, videos, and links.
● Users can engage with content by liking, commenting, sharing, or reacting to it.
Social media platforms facilitate communication, networking, and information
dissemination on a global scale, often in real-time.
● Examples of popular social media platforms include Facebook, Twitter, Instagram,
LinkedIn, TikTok, and YouTube.

2.What are the different characteristics of Social media platforms?

→ Those are indeed key characteristics of social media platforms:

● Interactivity : Social media platforms allow users to engage with content and each
other through various actions such as liking, commenting, sharing, and direct
messaging. This interactive nature fosters communication and community-
building.

● Accessibility : Social media platforms are typically accessible via multiple

devices such as smartphones, tablets, and computers, making them available to a
wide audience. This accessibility enables users to connect and engage with others
from anywhere with an internet connection.
● Diverse Content : Social media platforms host a wide range of content types,
including text posts, images, videos, links, polls, and live streams. This diversity
of content allows users to share and consume information in various formats,
catering to different preferences and interests.

● Openness : Social media platforms often operate on open platforms where users
can create accounts freely and share content publicly. This openness encourages
transparency and enables individuals and organizations to reach broad audiences
without significant barriers.

● Participation : Social media platforms thrive on user-generated content and active

participation. Users contribute to the platform by creating and sharing content,
engaging with others, and shaping the overall experience through their
interactions.

3.What are the different uses of Social Media Platforms?

→
Here are some of the different uses:

● Communication : Social media platforms provide channels for individuals to

communicate with friends, family, and colleagues. This includes messaging
features, comments on posts, and direct messaging.

● Networking : Professionals use social media platforms like LinkedIn to connect

with peers, colleagues, and potential employers. Networking on social media can
lead to job opportunities, collaborations, and professional development.

● Content Sharing : Users share a wide range of content on social media platforms,
including photos, videos, articles, and links. This allows individuals to express
themselves, share their interests, and engage with others.

● Information and News Consumption : Many people use social media platforms to
stay informed about current events, trends, and news stories. Platforms like
Twitter and Facebook serve as sources of breaking news and updates.
● Marketing and Advertising : Businesses leverage social media platforms for
marketing and advertising purposes. They create branded profiles, share
promotional content, and engage with customers to increase brand awareness and
drive sales.

● Community Building : Social media platforms facilitate the formation of online

communities around shared interests, hobbies, or causes. These communities
provide opportunities for like-minded individuals to connect, share experiences,
and support each other.

● Education and Learning : Educators and students use social media platforms for
educational purposes, such as sharing resources, discussing topics, and
collaborating on projects. Platforms like YouTube and Instagram are also popular
for sharing educational content.

● Entertainment : Social media platforms offer a wide array of entertainment

content, including funny videos, memes, and live streams. Users often turn to
social media for relaxation and enjoyment during leisure time.

Experiment 2 - Social Media Analytics Tools and Evaluation Metric

1. Find out the CR for a campaign where there were 5000 people who filled forms as
compared to 40,000 people who clicked on the ad.
→
Conversion rate = number of conversions / number of clicks x 100
CR = 5000 / 40000 x 100
= 0.125 x 100
CR = 12.5 %
The CR for the campaign is 12.5%.
2. A makeup campaign cost INR 1,00,000 per week and there were 25,000 entries
received. Calculate CPC.
→
Cost per conversion = cost of campaign / no of conversion
CPR = 100000 / 25000
CPR = 4
THE CPC for the campaign is 4.

3. After a successful ad campaign, the ad-post received 6000 clicks whereas the
impressions were 250,000. Calculate CTR.
→
Click through rate = No of clicks / No of impressions x 100
CTR = 6000 / 250000 x 100
CTR = 0.024 x 100
CTR = 2.4%
CTR for the campaign is 2.4%.

4. The ad campaign earned 25,00,000 profit whereas the entire campaign cost 75,00,000.
Calc. ROI.
→
Return on Investment = Net profit from campaign / Cost of Campaign X 100
ROI = 2500000 / 7500000 x 100
ROI = 0.333 x 100
ROI = 33.33%
ROI for the campaign is 33.33%.

5. The post achieved 56,750 Likes, 2.5K shares and 3.45K comments. Calculate
Engagement.
→
Engagement = No of Likes + No of Shares + No of Comments
Engagement = 56,750 + 2500 + 3450
Engagement = 62,700
Engagement of the campaign is 62,700.

6. Out of the same, 1000 Likes, 1000 shares & 1000 comments were achieved due to
ads and rest was organic. Calculate organic Engagement.
→ Organic Engagement = Engagement without any money spent
Engagement from ads = 1000 Likes, 1000 comments & 1000 comments
Organic Engagement = Engagement - Engagement from ads
Organic Engagement = 62,700 - 3,000
Organic Engagement = 59,700.
Organic Engagement for the campaign is 59,700 .