LAB MANUAL

PART A
(PART A: TO BE REFFERED BY STUDENTS)

Experiment No-04

A.1 Aim:
Exploratory Data Analysis and visualization of Social Media Data for business.

Lab Objective To understand the fundamental concepts of social media networks

Lab Outcome Collect, monitor, store and track social media data

A-2 Prerequisite
Data Mining, Data Analytics

A.3 OutCome
Students will able to perform exploratory data analysis and visualization on the chosen social
media data.

A.4 Theory:

What is Exploratory Data Analysis?

We can define exploratory data analysis as the essential data investigation process before the
formal analysis to spot patterns and anomalies, discover trends, and test hypotheses with summary
statistics and visualizations. It gives an idea about the data we will be digging deep into while
analyzing. It aids in formulating how we can handle data during analysis, like choosing models,
handling outliers, deciding model accuracy parameters, etc. Visualization helps to infer insights
easily from massive datasets.

Need for visualizing data:

• Understand the trends and patterns of data

• Analyze the frequency and other such characteristics of data
• Know the distribution of the variables in the data.
• Visualize the relationship that may exist between different variables

The number of variables of interest featured by the data classifies it as univariate, bivariate, or
multivariate. For example, if the data features only one variable of interest then it is a univariate
data. Further, based on the characteristics of data, it can be classified
as categorical/discrete and continuous data.
Types of Exploratory Data Analysis

1. Univariate Plots
Univariate plots show the frequency or the distribution shape of a variable.

2. Swarm Plot

The swarm-plot, similar to a strip-plot, provides a visualization technique for univariate data to
view the spread of values in a continuous variable. The swarm-plot spreads out the data points of
the variable automatically to avoid overlap and hence provides a better visual overview of the
data.

2. Histograms
Histograms are two-dimensional plots in which the x-axis divide into a range of numerical bins or
time intervals. The y-axis shows the frequency values, which are counts of occurrences of values
for each bin. Bar graphs have gaps between the bars to indicate that they compare distinct groups,
but there are no gaps in histograms. Hence, they tell us if the distribution is left/positively skew
(most of the data falls to the right side), right/negatively skewed (most of the data falls to the left
side), bi-modal (graphs having two distinct peaks), normal (perfectly symmetrical without skew),
or uniform (almost all the bins have similar frequency).

Density Plots:
A density plot is like a smoother version of a histogram. Generally, the kernel density estimate is
used in density plots to show the probability density function of the variable. A continuous curve,
which is the kernel is drawn to generate a smooth density estimation for the whole data.

Bar Graphs
Bar charts can be used to compare nominal or ordinal data. They are helpful for recognizing trends.
Violin Plots:
The Violin plot is very much similar to a box plot, with the addition of a rotated kernel density
plot on each side. It shows the distribution of quantitative data across several levels of one (or
more) categorical variables such that those distributions can be compared.

Box Plots
These charts show the distribution of values along an axis. Rectangular boxes are used in order to
bucket the data, giving us an idea of how the data points are spread out. These boxes are also called
quartiles which represent a quarter of a data set. Boxes can be drawn vertically or horizontally.
Box plots are suitable for identifying outliers. The below figure shows the structure of a box plot.
Heat Maps
For instance, correlation heat maps show the interrelationship between variables—areas as shaded
as per the data’s values. So, colour differences can easily spot similar and different values and
make sense of the data variation. They are usually helpful when you have a large amount of data.
They are used during A/B testing to see which parts of a web page are accessed by users on a
website.
 PART B
(PART B: TO BE COMPLETED BY STUDENTS)

Roll. No.B66 Name: Amol Patole

Class:- BE-B Batch: B4
Date of Experiment: Date of Submission:
Grade:

B.1.Study the fundamentals of social media platform and implement data cleaning, pre-
processing, filtering and storing social media data for business:

• Students can use any social media data to perform exploratory data analysis

B.2 Input and Output:

B.3 Observations and learning:

We learned that the exploratory data analysis (EDA) experiment has provided valuable insights
into the dataset under investigation. Through visualizations and statistical analyses, we were able
to identify patterns, trends, and relationships within the data. We also identified potential data
quality issues, which may require further investigation and cleaning.

B.4 Conclusion:

Hence exploratory data analysis and visualization was conducted on twitter dataset using python

B.5 Question of Curiosity

(To be answered by student based on the practical performed and learning/observations)
Q1. What is EDA? Explain its importance?

EDA stands for Exploratory Data Analysis. It is an approach to analyzing and visualizing
data sets to summarize their main characteristics, often with the help of statistical graphics
and other data visualization methods. The primary goals of EDA are to gain insights into
the structure of the data, identify patterns, spot anomalies, and formulate hypotheses that
can guide further analysis or investigation.

Here are key aspects of EDA and its importance:

Data Summarization:
EDA helps in summarizing the main characteristics of the data, such as central tendency,
dispersion, and distribution.
Statistical measures like mean, median, mode, range, and percentiles can provide a quick
overview of the data's central tendencies and spread.
Pattern Identification:
EDA involves creating visualizations, such as histograms, box plots, scatter plots, and
heatmaps, to identify patterns or trends in the data.
Patterns can include relationships between variables, clusters, or outliers that may indicate
interesting aspects of the data.
Anomaly Detection:
EDA helps in detecting anomalies or outliers in the data that may need special attention.
Outliers could be errors in data collection, measurement errors, or instances of unusual
behavior that merit further investigation.
Data Cleaning and Preprocessing:
During EDA, analysts often discover missing or inconsistent data that needs to be
addressed.
Identifying and addressing data quality issues is crucial for ensuring the reliability and
accuracy of subsequent analyses.
Q2. What is the importance of visualization?

Visualization plays a crucial role in data analysis and communication by representing complex
data in graphical or pictorial formats. Here are several key reasons highlighting the importance
of visualization:

Data Understanding:
Visualization allows users to grasp complex patterns, trends, and relationships within
data more easily than raw data tables or numbers.
Visual representation provides a holistic view of the data, making it easier to understand
the structure and distribution of information.
Pattern Recognition:
Visualizations help in identifying patterns, trends, and anomalies in the data.
Patterns that may be difficult to discern in tabular data become more apparent when
represented graphically.
Insight Generation:
By presenting data visually, analysts can derive insights and make informed decisions
quickly.
Visualizations can reveal correlations, causations, and other valuable information that
may not be immediately apparent in the raw data.
Communication:
Visualizations are powerful tools for communicating complex information to a diverse
audience.
They make it easier for non-experts to understand data-driven insights, facilitating
communication between data analysts and decision-makers.

Q3. Explain the steps involved in EDA?

Data Collection:
Gather relevant data from various sources.
Data Cleaning:
Identify and handle missing or inconsistent data.
Data Summarization:
Calculate basic statistics (mean, median, etc.) to summarize data.
Univariate Analysis:
Analyze and visualize individual variables to understand their distributions.
Bivariate Analysis:
Explore relationships between pairs of variables to identify patterns.
Multivariate Analysis:
Investigate interactions and relationships among multiple variables simultaneously.
Pattern Recognition:
Use visualizations to identify trends, clusters, and outliers.
Hypothesis Generation:
Formulate hypotheses based on observed patterns.
Anomaly Detection:
Identify and address outliers or anomalies in the data.
Data Transformation:
Apply transformations if necessary, like normalization or scaling.
Communication:
Communicate findings through clear visualizations and summaries.
Iteration:
Iterate through steps as needed, especially if new insights prompt further exploration.
 LAB MANUAL
PART A
(PART A: TO BE REFFERED BY STUDENTS)

Experiment No-05

A.1 Aim:
Develop Content (text, emoticons, image, audio, video) based social media analytics model for
business. (e.g. Content Based Analysis :Topic , Issue ,Trend, sentiment/opinion analysis, audio,
video, image analytics)
Lab Objective To understand the fundamental concepts of social media networks

Lab Outcome Collect, monitor, store and track social media data

A-2 Prerequisite
Data Mining, Data Analytics

A.3 OutCome
Students will able to perform exploratory data analysis and visualization on the chosen social
media data.

A.4 Theory:
Content-based social media analytics is a way of analyzing social media data. to gain insight
into customer behavior and sentiment. This type of analysis uses machine learning algorithms to
extract insights from the text of posts and comments on social media platforms. The model can
be used to identify topics, sentiments, and trends in customer conversations, as well as to
understand how customers are interacting with brands and products. For example, a business may
use a content-based social media analytics model to analyze customer reviews on a product. The
model can be used to identify topics, sentiments, and trends in customer reviews. The model can
be used to identify positive and negative sentiments in customer reviews, as well as to identify key
topics and themes in customer conversations.
Content-Based Analysis:
Topic Analysis: Analyzing the topics discussed in the text, images, and videos based on their
relevance to the business. This could include identifying keywords, hashtags, and other related
topics to the business.
Issue Analysis: Analyzing the issues mentioned in the text, images, and videos that are related to
the business. This could include analyzing customer feedback related to products, services, or other
aspects of the business.
Trend Analysis: Identifying trends associated with the topics and issues discussed in the text,
images and videos. This could include analyzing the frequency of certain topics or issues within
a given time period.
Sentiment/Opinion Analysis: Analyzing the sentiment and opinions expressed in the text,images
and videos. This could include analyzing the sentiment of the content and the opinion of the users
towards the business.
Audio Analysis: Analyzing the audio content associated with the text, images and videos. This
could include analyzing the tone, pitch, and volume of the audio content.
Video Analysis: Analyzing the video content associated with the text, images and videos. This
could include analyzing the visual content, movement, and other elements of the video.
Image Analysis: Analyzing the image content associated with the text, images and videos. This
could include analyzing the color, size, shape, and other elements of the image.
 PART B
(PART B: TO BE COMPLETED BY STUDENTS)

Roll. No: B66 Name: Amol Patole

Class: BE-B Batch:B4
Date of Experiment: Date of Submission: 20/03/2024
Grade:

B.1. Students are required to scrape google reviews of any local business and
perform
1. topic modeling
2. sentiment analysis
3. Issue analytics by analyzing negative reviews

B.2Input and Output:

• Input:
Modelling
Code:-

Output:-
Sentiment Analysis :-

Code:-

Output:-
Analyzing Negative Review
Code:-

Output:-
 B.3Observations and learning:
• In our experiment aimed at developing a Content-Based Social Media Analytics Model for
business, we focused on analyzing various types of content including text, emoticons,
images, audio, and video to extract valuable insights.
• By leveraging these analytical tools, businesses can gain a comprehensive understanding of
their target audience, track emerging trends, and make data-driven decisions to enhance their
online presence and drive business growth.

B.4Conclusion:
• In conclusion, the experiment aimed to develop a comprehensive Content Based Analysis
model for social media analytics tailored for business needs. Throughout the experiment, we
delved into various facets of content analysis including text, emoticons, images, audio, and
video, aiming to extract valuable insights for businesses.
• By implementing techniques such as sentiment analysis, topic modeling, and trend detection,
we strived to uncover significant patterns, sentiments, and emerging topics within the vast
landscape of social media content.
 B.5Question of Curiosity
(To be answered by student based on the practical performed and learning/observations)
Q1. What is EDA? Explain its importance?

• EDA stands for Exploratory Data Analysis. It is an approach to analyzing datasets to

summarize their main characteristics, often with visual methods. EDA allows analysts and
data scientists to understand the structure of the data, uncover patterns, detect anomalies, and
formulate hypotheses for further investigation.
• Importance of EDA
1. Quality Assurance: EDA helps in identifying data quality issues such as missing values,
outliers, or inconsistencies, allowing for data cleaning and ensuring the reliability of
subsequent analyses.

2. Insight Generation: EDA uncovers patterns, trends, and relationships in the data that may
not be immediately apparent. These insights can lead to new discoveries or inform
decision-making processes in various domains.

3. Formulating Hypotheses: EDA provides a basis for generating hypotheses about

relationships or phenomena in the data. These hypotheses can guide furtherinvestigation
or experimentation, leading to a deeper understanding of the underlying processes.

4. Communicating Findings: Visualizations and summaries produced during EDA can

effectively communicate findings to stakeholders, facilitating decision-making and
driving actionable insights from the data.

Q2. What is the importance of visualization?

• Visualization plays a crucial role in data analysis and interpretation across various domains.
Here are some key reasons highlighting its importance:

1. Understanding Complex Data: Visualization provides an intuitive way to understand

complex datasets by representing data visually through charts, graphs, maps, and other
graphical elements. Visualizations help to simplify complex relationships and patterns
in the data, making it easier for analysts and stakeholders to grasp important insights.

2. Identifying Patterns and Trends: Visualizations enable analysts to identify patterns, trends,
and correlations within the data that may not be apparent from raw numbers alone. By
visually representing data, trends over time, spatial relationships, and clusters of data
points can be easily identified, leading to deeper insights and informed decision-making.
 3. Communication and Presentation: Visualizations are powerful tools for communicating
findings and insights to stakeholders, clients, and decision-makers. Visual representations
of data are often more compelling and easier to understand than tablesor textual
descriptions, making it easier to convey complex information effectively.

4. Exploratory Data Analysis (EDA): Visualizations play a central role in exploratory data
analysis (EDA), helping analysts to explore the data, detect outliers, and formulate
hypotheses. Interactive visualizations allow users to dynamically explore different
aspects of the data, enabling more flexible and insightful analysis.

5. Decision Support: Visualizations support decision-making processes by providing

stakeholders with actionable insights derived from data analysis. By visualizing key
metrics, trends, and relationships, decision-makers can make more informed decisions
across various domains such as business, finance, healthcare, and science.

6. Detecting Anomalies and Outliers: Visualizations help in identifying anomalies, outliers,

and unexpected patterns in the data that may indicate errors, fraud, or other unusual
phenomena. Visual representations of data make it easier to spot outliers and
investigate the underlying causes.

7. Comparative Analysis: Visualizations facilitate comparative analysis by allowing users to

compare different datasets, groups, or categories visually. By visualizing data side by
side, users can identify differences, similarities, and trends across various dimensions,
leading to deeper insights and better decision-making.

8. Data Exploration and Discovery: Visualizations support data exploration and discovery
by enabling users to interactively explore different aspects of the data, drill down into
details, and uncover hidden patterns or relationships. Interactive visualizations
empower users to ask ad-hoc questions and gain new insights from the data in real-time.

Q3. Explain the steps involved in EDA?

• Exploratory Data Analysis (EDA) involves several steps to understand, summarize, and
visualize the main characteristics of a dataset. Here are the typical steps involved in EDA:

1. Data Collection:
- Obtain the dataset from various sources such as databases, files, APIs, etc.
- Ensure that the dataset is properly documented, including information about the variables,
data types, and any known issues or limitations.

2. Data Cleaning:
- Handle missing data: Identify and handle missing values in the dataset through imputation,
deletion, or other techniques.
- Handle duplicates: Detect and remove duplicate records from the dataset if necessary.
- Handle outliers: Identify and handle outliers that may skew the analysis or model
performance.
- Standardize or normalize data: Scale numerical features to a similar range if needed.
3. Data Transformation:

- Feature engineering: Create new features from existing ones to capture additional information
or improve model performance.
- Data encoding: Convert categorical variables into numerical representations through
techniques like one-hot encoding or label encoding.
- Data aggregation: Aggregate data at different levels (e.g., daily, monthly) for better analysis
or modeling.

4. Data Visualization:
- Univariate analysis: Visualize individual variables using histograms, box plots, bar plots, etc.,
to understand their distribution and characteristics.
- Bivariate analysis: Explore relationships between pairs of variables using scatter plots, line
plots, correlation matrices, etc.
- Multivariate analysis: Visualize relationships between multiple variables simultaneously
using techniques like pair plots, heatmaps, and 3D plots.
- Time series analysis: Visualize temporal patterns and trends in time-series data using line
plots, seasonal decomposition, autocorrelation plots, etc.

5. Statistical Analysis:
- Descriptive statistics: Compute summary statistics such as mean, median, standard deviation,
etc., to describe the central tendency and variability of the data.
- Inferential statistics: Conduct hypothesis testing and confidence interval estimation to make
inferences about the population based on sample data.
- Correlation analysis: Measure the strength and direction of linear relationships between
variables using correlation coefficients.

6. Exploratory Modeling:
- Build simple models or prototypes to explore relationships between variables and test
hypotheses.
- Use techniques like linear regression, logistic regression, or clustering to gain insights into
the data.
- Evaluate model performance using appropriate metrics and validation techniques.

7. Interpretation and Reporting:

- Interpret the findings from the analysis in the context of the problem domain.
- Communicate the results effectively through reports, dashboards, or presentations.
- Provide actionable insights and recommendations based on the analysis to stakeholders.
 LAB MANUAL
PART A
(PART A: TO BE REFFERED BY STUDENTS)

Experiment No-06

A.1 Aim:
Develop Structure based social media analytics model for any business. ( e.g. Structure Based Models -
community detection, influence analysis)

Lab Objective To design and develop social media analytics models

Lab Outcome Design and develop content and structure based social media analytics models

A-2 Prerequisite
Python

A.3 OutCome
Students will be able
A.4 Theory:

Structure Based Analysis:

The rise of social media has turned the Web into an online community where people connect,
communicate, and collaborate with each other. Structured analytics in social media is the process
of discovering the structure of the relationships emerging from this social media use. It focuses on
identifying the users involved, the activities they undertake, the actions they perform, and the items
(e.g., movies, restaurants, blogs, etc.) they create and interact with. There are two key challenges
facing these tasks: how to organize and model social media content, which is often unstructured
in its raw form, in order to employ structured analytics on it; and how to employ analytics
algorithms to capture both explicit link-based relationships and implicit behavior-based
relationships. In this tutorial, we systemize and summarize the research so far in analyzing social
interactions between users and items in the Web from data mining and database perspectives. We
start with a general overview of the topic, including discourse to various exciting and practical
applications. Then, we discuss the state-of-art for modeling the data, formalizing the mining task,
developing the algorithmic solutions, and evaluating on real datasets. We also emphasize open
problems and challenges for future research in the area of structured analytics and social media.

Community Detection
Community detection is a fundamental problem in social network analysis consisting, roughly
speaking, in unsupervised dividing social actors (modeled as nodes in a social graph) with certain
social connections (modeled as edges in the social graph) into densely knitted and highly related
groups with each group well separated from the others. Classical approaches for community
detection usually deal only with the structure of the network and ignore features of the nodes
(traditionally called node attributes), although the majority of real-world social networks provide

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additional actors’ information such as age, gender, interests, etc. It is believed that the attributes
may clarify and enrich the knowledge about the actors and give sense to the detected communities.
This belief has motivated the progress in developing community detection methods that use both
the structure and the attributes of the network (modeled already via a node-attributed graph) to
yield more informative and qualitative community detection results.

Why Community Detection?

When analyzing different networks, it may be important to discover communities inside them.
Community detection techniques are useful for social media algorithms to discover people with
common interests and keep them tightly connected. Community detection can be used in machine
learning to detect groups with similar properties and extract groups for various reasons. For
example, this technique can be used to discover manipulative groups inside a social network or a
stock market. Community detection is very applicable in understanding and evaluating the structure
of large and complex networks. This approach uses the properties of edges in graphs or networks
and hence more suitable for network analysis rather than a clustering approach. The clustering
algorithms have a tendency to separate single peripheral nodes from the communities it should
belong to. Many different algorithms have proposed and implemented for network community
detection. Each of these has various pros and cons depending on the nature of the network as well
as the applying problem domain.

Influence Analysis

A set of techniques that allows one to determine the degree to which specific data points affect the
overall result of a statistical procedure. Social influence analysis (SIA) is becoming an important
research field in social networks. SIA mainly studies how to model the influence diffusion process
in networks, and how to propose an efficient method to identify a group of target nodes in a
network.

Network Analysis

Network analysis (NA) is a set of integrated techniques to depict relations among actors and to
analyze the social structures that emerge from the recurrence of these relations. The basic
assumption is that better explanations of social phenomena are yielded by analysis of the relations
among entities.

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 PART B
(PART B: TO BE COMPLETED BY STUDENTS)

Roll. No. B66 Name: Amol Patole

Class: BE-B-Comps Batch: B4
Date of Experiment: Date of Submission: 23/03/24
Grade:

B.1.Study the fundamentals of community detection and influence analysis and develop
structure based social media analytics model for any business:
(Paste your Search material completed during the 2 hours of practical in the lab here)
1. Community Detection
2. Influence Analysis
3. (NOTE: anyone can be the part of this experiment out of 2)

1-Community Detection

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4
2. Influence Analysis

5
B.3 Observations and learning:

We get to know about Structure based social media analytics model for any business. ( e.g. Structure
Based Models -community detection, influence analysis. Also observer betweenness , eigenvector ,
closeness centrality histogram, clustering coefficient histogram .

B.4 Conclusion:

In this experiment we able to collect, monitor, store and track social media data. Also we develop
Structure based social media analytics model for any business.

B.5 Question of Curiosity

(To be answered by student based on the practical performed and learning/observations)

Q1. What is network analysis? Explain its importance.

Answer: Network analysis, also known as social network analysis, is the study of relationships
and connections between individuals, organizations, or other entities. It involves analyzing the
structure of networks, including the patterns of relationships, the strength of connections, and the
flow of information or resources.
In the context of social media analytics, network analysis is particularly important because it
allows analysts to understand how people are connected and how they interact with each other
online. By examining social media networks, analysts can identify key influencers, detect trends
and patterns in user behavior, and understand the flow of information within and between online
communities.

Some of the key metrics and measures used in network analysis include degree centrality, which
measures the number of connections a node (i.e., user) has within a network, and betweenness
centrality, which measures the extent to which a node serves as a bridge or intermediary between
other nodes in the network. Other measures include clustering coefficients, which measure the
extent to which nodes in a network tend to form tightly connected clusters, and network density,
which measures the overall level of connectivity within a network.

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 Overall, network analysis is a powerful tool for understanding the dynamics of social media
networks, and can provide valuable insights into user behavior, trends, and patterns of
communication. As social media continues to play an increasingly important role in our lives, the
ability to analyze and understand these networks will only become more important for businesses,
researchers, and policymakers alike.
Q2. What is structured analytics in social media?
Answer: Structured analytics in social media refers to the process of analyzing social media data
in a structured and organized way to gain insights into user behavior, preferences, and trends. This
approach involves using specialized software tools and techniques to collect, process, and analyze
social media data from various sources, such as posts, comments, likes, and shares.
Structured analytics helps to identify patterns and trends in social media data, which can be used
to develop marketing strategies, improve customer engagement, and optimize social media
campaigns. It also helps to track key performance indicators (KPIs) and measure the impact of
social media activities on business goals.
Some common examples of structured analytics in social media include sentiment analysis,
network analysis, and social listening. Sentiment analysis involves analyzing the emotional tone
of social media posts to gauge public opinion about a brand or product. Network analysis focuses
on mapping and analyzing the connections between social media users to identify influencers and
key opinion leaders. Social listening involves monitoring social media conversations to identify
emerging trends and topics relevant to a brand or industry.
Overall, structured analytics in social media is an essential tool for businesses and organizations
looking to leverage the vast amounts of data available on social media platforms to gain a
competitive edge and improve customer engagement.
Q3. What is community detection in social networking? Enlist the different community
detection techniques.
Answer: Community detection is one of the important tasks of social network analysis. It has
significant practical importance for achieving cost-effective solutions for problems in the area of
search engine optimization, spam detection, viral marketing, counter-terrorism, epidemic
modeling, etc. Existing community detection techniques utilize the topological structure of the
social network, but a proper combination of the available attribute data, which represents the
properties of the participants or actors, and the structure data of the social network graph is
promising for the detection of more accurate and meaningful communities.

There are several community detection techniques that are used in social networking such as:

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 • Modularity-based methods: These methods aim to maximize modularity which is a
measure of how well a network can be partitioned into communities.
• Hierarchical clustering: This method involves grouping nodes into clusters based on their
similarity.
• Spectral clustering: This method involves grouping nodes based on their similarity in a
low-dimensional space.
• Label propagation: This method involves propagating labels through a network until
convergence.
• Random walk-based methods: These methods involve simulating random walks on a
network and using them to identify communities.

Q4. Explain social influence evaluation metrics.

Answer: Social influence evaluation metrics are used to measure the impact of social media
influencers on their audience. These metrics help brands and marketers to determine the
effectiveness of their social media campaigns and to identify the most influential people in a
particular niche.
Here are some commonly used social influence evaluation metrics:
Reach: Reach is a metric that measures the number of people who have seen a particular social
media post. It indicates the potential audience size of an influencer.
Engagement: Engagement measures the level of interaction between an influencer and their
audience. It includes metrics such as likes, comments, shares, and retweets.
Impressions: Impressions are the number of times a social media post has been displayed to users.
This metric is used to measure the potential exposure of an influencer's content.
Click-through rate (CTR): CTR is the number of clicks on a link in a social media post, divided
by the number of impressions. It indicates the level of interest in a particular piece of content.
Conversion rate: Conversion rate measures the percentage of people who have taken a specific
action, such as making a purchase, after being exposed to an influencer's content.
Brand awareness: Brand awareness measures the level of familiarity and recognition of a brand
among an influencer's audience.
Share of voice: Share of voice is the percentage of online conversations about a particular brand
or product that an influencer is responsible for.
Overall, these metrics help to evaluate the effectiveness of social media influencer campaigns,
identify areas for improvement, and make data-driven decisions about marketing strategies.

Q5. Explain in detail the different network measures to describe the structure of a network.
Answer: Network measures are quantitative metrics that can be used to describe the structure of a
network. These measures can help us understand various aspects of the network, such as its size,
connectivity, centrality, and resilience. In this answer, we will discuss some of the most commonly
used network measures.
1. Degree: The degree of a node in a network is the number of edges connected to it. In a
directed network, we can distinguish between in-degree (number of incoming edges) and

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 out-degree (number of outgoing edges). The degree distribution is the probability
distribution of the degrees of all nodes in the network.
2. Average Path Length: The average path length is the average number of steps along the
shortest paths for all possible pairs of nodes in the network. It gives an idea of how
efficiently information can be transmitted across the network.
3. Clustering Coefficient: The clustering coefficient of a node is the proportion of its
neighbors that are also neighbors of each other. The clustering coefficient of the network
is the average of the clustering coefficients of all nodes. It measures the degree to which
nodes in a network tend to cluster together.
4. Betweenness Centrality: The betweenness centrality of a node is the number of shortest
paths between any two nodes in the network that pass through that node. It measures the
importance of a node in the network's communication structure, as nodes with high
betweenness centrality act as bridges between different parts of the network.
5. Eigenvector Centrality: Eigenvector centrality measures the influence of a node in the
network by taking into account the centrality of its neighbors. A node with high eigenvector
centrality is connected to other nodes with high centrality, making it important in the
network.
6. Degree Distribution: The degree distribution is the probability distribution of the degrees
of all nodes in the network. It tells us how many nodes have a certain degree and how
common those degrees are in the network.
7. Network Density: The network density is the ratio of the number of edges in the network
to the total number of possible edges. It gives an idea of how interconnected the network
is.
8. Modularity: Modularity is a measure of how well the network can be divided into modules
or communities. It is based on the idea that nodes within a module should be more densely
connected to each other than to nodes in other modules.
9. Assortativity: Assortativity is a measure of how nodes in a network tend to connect to
other nodes with similar or dissimilar properties. It can be measured by the degree
Assortativity coefficient, which measures the correlation between the degrees of nodes at
either end of an edge.

These are just a few of the many network measures that can be used to describe the structure of a
network. The choice of measure depends on the specific research question and the characteristics
of the network being studied.

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 LAB MANUAL
PART A
(PART A: TO BE REFFERED BY STUDENTS)

Experiment No-07

A.1 Aim:
Develop a dashboard and reporting tool based on real time social media data.

Lab Objective To design and develop social media analytics models

Lab Outcome Design and develop a dashboard and reporting tool based on social media data.

A-2 Prerequisite
Python, Power BI

A.3 OutCome
Students will be able to collect, monitor, store and track social media data.

A.4 Theory:

Social media dashboards are valuable tools for businesses to track their digital presence and
measure their campaigns' effectiveness. Popular examples include Hootsuite, Sprout Social and
Buffer, and AgoraPulse which offer comprehensive dashboard capabilities ranging from post-
scheduling to analytics reporting. A social media dashboard acts as a control center that aims to
monitor and measure the most crucial social media marketing KPIs. In a social media dashboard,
you would want it to have:

1. Keyword insights
2. Hashtag
3. Content Creation
4. Social Listening
5. Analytics

Power BI:

Power BI is an interactive data visualization software product developed by Microsoft with a

primary focus on business intelligence. It is part of the Microsoft Power Platform. Power BI is a
Data Visualization and Business Intelligence tool by Microsoft that converts data from different
data sources to create various business intelligence reports. It provides interactive visualizations
using which end users can create reports and interactive dashboards by themselves.

What is Query Editor?

Query Editor in Power BI is used to edit or format the data files before they are loaded into the
Power BI Model. The Query Editor plays the role of an intermediate data container where you
can modify data type or the way the data is stored by selecting the particular rows and columns.

Building Blocks of Power-BI

There are 4 major building blocks that make Power-BI a very powerful tool.

1. Visualization

A visualization is a visual representation of data, like a bar graph, pie chart, a color-coded map,
or other through which you can visualize the data. The following image shows a collection of
different visualizations that are there in the Power BI.
 Power BI : Visualizations

2. Datasets:

A Dataset is a collection of data or a container of data that is used by PowerBI to create

visualizations. A Dataset is something which you import or connect to. Datasets can be
renamed, refreshed, removes, and explored.
 Power BI : Types of Datasets

3. Reports:
A report is one or more pages of interactive visuals, text, and graphics that makes up a single
report. All of the visualizations in a report come from a single dataset.

Power BI : Reports
4. Dashboards:
A dashboard represents a customized view of some subset of the underlying dataset(s). A
dashboard is a single canvas that has tiles, graphics, and text. Purpose of Dashboards is to
get all the info at one place, needed to make decisions. To monitor the most-important info
about your business. To ensure all colleagues are on the same page. To monitor the growth
of a business or product.

Power BI : Dashboards
 PART B
(PART B: TO BE COMPLETED BY STUDENTS)

Roll. No.66 Name: Amol Patole

Class:-BE-B Batch:B4
Date of Experiment: Date of Submission:25/03/2024
Grade:

B.1.Study the Power BI tool to develop a dashboard and reporting tool based on real time
social media data.
(Paste your Search material completed during the 2 hours of practical in the lab here)
B.2 Input and Output:

Input
Steps to create Dashboard

• Open Power BI Desktop.

• Click on "Get Data" from the Home tab.
• Choose the Twitter.csv data file
• Then click "Load" or "Transform Data" to proceed to the next step.
• After loading the data, you'll be taken to the main Power BI Desktop window.
• From the Visualizations pane on the right, choose the type of visualization you want to
create (e.g., bar chart, line chart, pie chart).

Output
B.3 Observations and learning:
We learned about how to use the Power BI dashboard to created the dashboard using analytical
tool

B.4 Conclusion:
We Successfully implemented a dashboard of Twitter using the Power BI tool

B.5 Question of Curiosity

(To be answered by student based on the practical performed and learning/observations)

Q1. What is a Social Media Dashboard and why do you need one?

Ans:- A Social Media Dashboard is a centralized platform or tool that aggregates and displays
key metrics, data, and insights from various social media channels in a visually appealing and
easily digestible format
We need a Social Media Dashboard:
• Centralized Monitoring: A Social Media Dashboard allows you to monitor all your social
media channels from a single interface. Instead of logging into multiple platforms
separately, you can access all relevant data and insights in one place, saving time and
effort.
• Real-time Insights: With a Social Media Dashboard, you can gain real-time insights into
your social media performance. It provides up-to-date information on metrics such as
engagement, reach, impressions, follower growth, and more, enabling you to make timely
decisions and adjustments to your social media strategy.
• Performance Tracking: By consolidating data from different social media channels, a
Social Media Dashboard helps you track your performance over time. You can identify
trends, patterns, and fluctuations in key metrics, allowing you to assess the effectiveness
of your content and campaigns and make data-driven optimizations.
• Competitive Analysis: Social Media Dashboards often include features for monitoring
competitors' social media activities and performance. You can benchmark your
performance against industry standards and competitors, identify opportunities for
improvement, and refine your strategy to stay ahead in the competitive landscape.

Q2. Name and explain some powerful Social Media Dashboards.

Ans:-There are several powerful Social Media Dashboards available, each offering unique features
and capabilities to help businesses monitor, analyze, and optimize their social media performance.
Here are some notable examples:

Hootsuite:
Hootsuite is one of the most popular Social Media Dashboards used by businesses of all sizes. It
supports integration with multiple social media platforms, including Facebook, Twitter, Instagram,
LinkedIn, and YouTube.
Hootsuite offers features such as scheduling posts, monitoring mentions and keywords, analyzing
engagement metrics, and managing multiple accounts from a single dashboard.
Buffer:
Buffer is a user-friendly Social Media Dashboard that simplifies the process of scheduling and
managing social media posts across various platforms.
It supports integration with major social media networks like Facebook, Twitter, LinkedIn,
Instagram, and Pinterest.
Sprout Social:
Sprout Social is a comprehensive Social Media Dashboard designed for businesses and agencies
looking to manage their social media presence effectively.
It provides a unified inbox for managing social media messages, mentions, and comments across
multiple platforms, streamlining communication and engagement.
HubSpot:
HubSpot offers a suite of marketing tools, including a Social Media Dashboard, as part of its all-
in-one marketing platform.
It provides features for scheduling and publishing social media posts, monitoring brand mentions
and conversations, and engaging with followers across various channels.

Q3. What is Power BI? How is it used to create dashboard based on the social media data?

Ans:- Power BI is a powerful business analytics tool developed by Microsoft that allows users to
visualize and analyze data from various sources. It enables users to create interactive reports,
dashboards, and data visualizations to gain insights and make informed decisions
Power BI can be used to create a dashboard based on social media data:

• Data Integration:

Power BI allows users to connect to and import data from social media platforms such as
Facebook, Twitter, LinkedIn, Instagram, and others.
Users can use Power BI's built-in connectors or custom connectors to access social media APIs
and retrieve data such as posts, comments, likes, shares, followers, and engagement metrics.
• Data Modeling and Transformation:
 Once the social media data is imported into Power BI, users can perform data modeling and
transformation tasks to prepare the data for analysis.
Users can clean, filter, and manipulate the data using Power BI's data modeling capabilities,
including adding calculated columns, creating relationships between tables, and defining
measures and metrics.
• Visualization:

Power BI offers a wide range of visualization options, including charts, graphs, tables, maps,
and custom visuals, to represent social media data in an interactive and meaningful way.
Users can create visually appealing dashboards by adding multiple visualizations to a canvas
and arranging them to tell a cohesive story.
Power BI allows users to customize the appearance and formatting of visualizations, add
annotations and labels, and apply themes and styles to enhance the overall look and feel of the
dashboard.
• Interactivity and Drill-down:

Power BI dashboards are interactive, allowing users to explore and analyze social media data
dynamically.
Users can interact with visualizations by clicking on data points to drill down into underlying
details, filter data based on specific criteria, and slice and dice data to gain deeper insights.
Power BI's cross-filtering and highlighting features enable users to identify correlations,
trends, and patterns in social media data more effectively.

• Sharing and Collaboration:

Once a dashboard is created in Power BI, users can share it with others within their
organization or externally.
Power BI offers various sharing options, including sharing via email, publishing to the web,
embedding in websites or applications, and distributing through Power BI apps and
workspaces.
Users can collaborate on dashboards in real-time, annotate visualizations, and leave comments
to facilitate discussion and decision-making.

Q4. Explain and discuss about the dashboard that you created in the above experiment.
Ans:- I have created the dashboard using the following steps
• Open Power BI Desktop.
• Click on "Get Data" from the Home tab.
• Choose the Twitter.csv data file
• Then click "Load" or "Transform Data" to proceed to the next step.
• After loading the data, you'll be taken to the main Power BI Desktop window.
• From the Visualizations pane on the right, I choose the type of visualization I want to
create
 Q5. What is the difference between KPI and dashboard in social media analytics?

Aspect Key Performance Indicators (KPIs) Dashboards

Visual representation of data that
Specific, quantifiable metrics used to measure provides an overview of key metrics and
Definition performance and effectiveness. insights.
Measure progress towards achieving organizational Provide a comprehensive view of social
Purpose goals and objectives. media performance and outcomes.
Individual metrics aligned with specific business Aggregated data from multiple sources
Focus objectives. presented in a visually appealing format.
Engagement rate, reach, impressions, click-through
rate (CTR), conversion rate, follower growth rate, Charts, graphs, tables, and visualizations
Examples sentiment analysis. depicting KPIs and trends.
Enable users to monitor, analyze, and
Provide actionable insights for evaluating strategies optimize social media activities in real-
Importance and making decisions. time.
Dashboards can be customized to
KPIs are predefined and tailored to organizational display relevant metrics and
Customization goals and objectives. visualizations.
Used to provide a comprehensive
Used to track and measure social media performance snapshot of social media activities at a
Usage over time. glance.
 LAB MANUAL
PART A
(PART A: TO BE REFFERED BY STUDENTS)

Experiment No-08

A.1 Aim:
Design the creative content for promotion of your business on social media platform.

Lab Objective To design and develop social media analytics models.

Lab Outcome Design creative content for promotion of your business on social media platform.

A-2 Prerequisite
Python

A.3 OutCome
Students will be able to collect, monitor, store and track social media data.

A.4 Theory:

What is creative content?

Creative content is a catch all term for any media creative teams create, distribute and
communicate with. This content is used to promote their products, services, brand and culture. It
includes all of the content formats you can think of. Video, images, documents, brochures, audio
and so on. Creative content is a broad term that refers to the different types of media that companies
use to communicate and promote their products and services—and the brand itself. This includes
a variety of content formats such as blogs, e-books, photos, and brochures, but it also comprises
rich media assets such as promotional videos, digital ads and photography.
Creative content can be produced in-house, usually by the design team, but brands sometimes opt
to use the specialized services of a creative content agency. To produce high-quality creative
content that promotes the brand effectively, organizations can rely on a number of products and
software designed to support creative services and streamline workflow processes. Maintaining
brand consistency is pivotal when producing any kind of creative content, that's why brands also
adhere to strict brand guidelines to safeguard their brand identity. From social media to more
traditional channels, creative content fuels any content marketing strategy. Producing and sharing
creative content has a variety of benefits. It helps build trust and rapport with customers, boosts
product and brand awareness, promotes brand recall and drives sales and conversions. Busy
brands of all sizes and sectors can produce and manage creative content quickly and at scale
using creative automation.
What are the most effective types of creative content marketing?

The best formats for creative content marketing depends on the type of business and the brand’s
goals and objectives. Here are some of the most popular types of creative content marketing to
consider:

Blogs

Blogs have a wide variety of content marketing benefits. They solve problems, answer questions,
and demonstrate thought leadership. When creating blogs it’s important to choose topics that speak
to customers at specific stages in the buyer journey. Blogs should also include a strong call to
action, good use of keywords, and a compelling title.

Videos

Video content is an excellent format for brand promotion. Often an explainer video is far more
effective than a lengthy guide. Furthermore, brands can now personalize content to address the
specific needs of a segment of prospects.

E-books, guides, and infographics

E-books and guides are excellent tools for lead generation and give brands a valuable opportunity
to explain their brand and product in a detailed, entertaining way. E-books are also a good way of
offering gated content in the customer journey, providing they deliver sufficient value.
 PART B
(PART B: TO BE COMPLETED BY STUDENTS)

Roll. No.B66 Name: Amol Patole

Class:-BE-B Batch:B4
Date of Experiment: Date of Submission:
Grade:

B.1.Design the creative content for promotion of your business on social media platform
B.2 Input and Output:
B.3 Observations and learning:

The experiment helped to know the importance of creative content in promoting products,
services, and brand identity on social media platforms.

B.4 Conclusion:

We understood the importance of creative content in building brand awareness and engaging with
customers effectively.

B.5 Question of Curiosity

(To be answered by student based on the practical performed and learning/observations)

Q1. What is creative content? Explain some types of creative content.

Creative content refers to any material or information that is crafted in a unique, original, and
engaging manner to captivate an audience's attention and evoke specific emotions or actions

Types of creative content are

• Visual Content: Visual content utilizes images, graphics, videos, and animations to
convey messages or tell stories. This type of content is highly engaging and can be shared
across various platforms like social media, websites, and presentations. Examples include
infographics, memes, GIFs, and short videos.

• Written Content: Written content involves the use of words to communicate ideas,
information, or narratives. It includes blog posts, articles, essays, poetry, and storytelling.
The creativity in written content lies in the use of language, tone, style, and narrative
techniques to capture the audience's interest and imagination.

• Interactive Content: Interactive content encourages audience participation and

engagement by allowing them to interact with the content actively. Examples include
quizzes, polls, surveys, interactive maps, games, and calculators. Interactive content
creates a personalized experience for the audience, making it more memorable and
shareable.

• Audio Content: Audio content leverages sound to deliver messages or entertain

audiences. It includes podcasts, music, audiobooks, soundscapes, and voiceovers. The
creativity in audio content lies in the choice of music, sound effects, voice modulation,
and storytelling techniques to create a captivating auditory experience
Q2. Explain why your business needs creative content, & where to get it?

Brand Differentiation: In a competitive market, creative content helps businesses stand out from
competitors by showcasing their unique identity, values, and offerings. It allows businesses to
differentiate themselves and create a memorable impression in the minds of their target audience.

Engagement and Connection: Creative content engages and connects with the audience on a
deeper level, fostering emotional connections and building brand loyalty. It captures attention,
sparks interest, and encourages interaction, leading to increased engagement and brand affinity.

Audience Reach and Visibility: High-quality creative content attracts attention and generates
buzz, increasing the likelihood of being shared and discovered by a broader audience. It
improves brand visibility, expands reach, and drives traffic to various marketing channels,
including websites, social media platforms, and email newsletters.

Educating and Informing: Creative content educates and informs the audience about products,
services, industry trends, and relevant topics. It provides valuable insights, solutions, and
knowledge, positioning businesses as authoritative sources and trusted advisors in their
respective fields.

To obtain creative content, businesses can utilize various resources and sources:

In-House Content Creation: Businesses can establish an in-house content creation team
comprising writers, designers, videographers, and marketers to develop creative content tailored
to their specific goals, brand voice, and target audience. This approach offers greater control,
customization, and alignment with the brand's vision and objectives.

Freelancers and Creative Agencies: Businesses can hire freelancers or creative agencies
specializing in content creation, copywriting, graphic design, video production, and digital
marketing. These external partners bring expertise, fresh perspectives, and creative skills to the
table, delivering high-quality content that resonates with the target audience.

User-Generated Content (UGC): Businesses can leverage user-generated content by encouraging

customers, fans, and followers to create and share content related to their brand, products, or
experiences. UGC adds authenticity, diversity, and social proof to the content mix, amplifying
reach and engagement.

Q3. Why creative content is essential to crafting powerful digital experiences?

Creative content is essential to crafting powerful digital experiences for several reasons:

Captivating Attention: In today's digital landscape, where consumers are bombarded with
information and distractions, creative content is crucial for capturing and holding audience
attention. Creative visuals, engaging storytelling, and interactive elements compel users to
engage with digital experiences, making them more memorable and impactful.
Differentiation and Brand Identity: Creative content helps brands differentiate themselves from
competitors and establish a unique brand identity in the digital space. By showcasing their
personality, values, and offerings through creative visuals, messaging, and experiences, brands
can create a lasting impression on their audience and build brand loyalty.

Enhanced User Engagement: Creative content stimulates user engagement by eliciting emotional
responses, sparking curiosity, and encouraging interaction. Whether it's through immersive
videos, interactive infographics, or captivating social media posts, creative content encourages
users to explore, share, and participate in digital experiences, leading to deeper engagement and
increased time spent on platforms.

Effective Communication of Information: Creative content facilitates the effective

communication of information and complex ideas in a clear, concise, and engaging manner.
Visuals, graphics, and multimedia elements can simplify concepts, convey messages more
effectively, and cater to diverse learning styles, ensuring that information is understood and
retained by users.

Building Trust and Credibility: Well-executed creative content enhances a brand's credibility and
trustworthiness by demonstrating professionalism, expertise, and authenticity. Thoughtfully
designed digital experiences that prioritize user needs, provide valuable insights, and deliver
consistent quality content help build trust with the audience, fostering long-term relationships
and brand advocacy.

Q4. Which tools are used for creating digital advertisement of a particular product/ service?

Several tools are commonly used for creating digital advertisements for a particular product or
service. These tools encompass a wide range of functionalities, from designing visuals to
managing ad campaigns and analyzing performance. Here are some popular tools used in the
process:

Graphic Design Software:

Adobe Photoshop: Widely used for creating and editing graphics, images, and visual elements
for digital ads.
Canva: A user-friendly online tool with pre-designed templates for creating graphics, banners,
and social media ads.
Adobe Illustrator: Ideal for creating vector graphics, logos, and illustrations for digital ads.
Video Editing Software:

Adobe Premiere Pro: Professional video editing software used for creating and editing video
content for digital ads.
Final Cut Pro: Popular among Mac users, Final Cut Pro offers advanced video editing features
and capabilities.
iMovie: A beginner-friendly video editing software for Mac users, suitable for creating basic
video ads.
Animation Tools:

Adobe After Effects: Used for creating motion graphics, animations, and visual effects to
enhance digital ads.
Blender: A free and open-source 3D animation software for creating animated elements and
visual effects.
Social Media Advertising Platforms:

Facebook Ads Manager: Allows users to create, manage, and optimize Facebook and Instagram
ad campaigns.
Google Ads: Enables users to create and manage pay-per-click (PPC) ads across Google's search
and display network.
LinkedIn Ads: Specifically designed for business-to-business (B2B) advertising, offering
targeting options to reach professional audiences.
 LAB MANUAL
PART A
(PART A: TO BE REFFERED BY STUDENTS)

Experiment No-09

A.1 Aim:

Analyze competitor activities using social media data

Lab Objective To design and develop social media analytics models.

Lab Outcome Design and develop content and structure based social media analytics models.

Design and implement social media analytics applications for business

A-2 Prerequisite

A.3 OutCome
Students will be able to collect, monitor, store and track social media data.

A.4 Theory:
Competitive analysis is more than just comparing yourself to others. And it’s definitely not about
copying the competition. By analyzing the competition with a social media competitive analysis,
you uncover valuable insights that empower you to improve your social strategy, and your entire
business. After all, keeping an eye on the competition has cross-org benefits.
How to perform a social media competitive analysis:
1. Identify your social media competitors
2. Gather platform-specific data
3. Analyze competitors’ social media strategy
4. Step up your competitive analysis with social listening
5. Using your social media competitive analysis template and data

1. Identify your social media competitors

Look to brands in your industry who are active on social media. These are brands whom you can
learn from and benchmark against.

1
Your direct competitors on social are brands that sell the same products as you. Let’s use our
fictional coffee company, Sprout Coffee, as an example: La Colombe, Peet’s Coffee, Caribou and
local coffee shops are all direct competitors.

But also take note of indirect competitors. These brands may not sell the same product, but fill
a similar need and reach a similar audience. For Sprout Coffee, that would be grocery stores or
local cafes selling food and coffee.

How to ID your social media competition

For lack of a better term: Google it! Searching for the keywords consumers would use to find
your business is one of the best ways to uncover competitors. For Sprout Coffee, you might
Google “ground coffee” or “instant coffee.”

Look for websites that are in your specific industry. In our example, La Colombe and Folgers
could be good options. Then, explore their active social channels. For instance, Peet’s Coffee is a
popular coffee company that’s very active on social media, so it makes sense to add them to our
analysis as well.

2
2. Gather platform-specific data

Let’s take a look at how to compare your brand to competitors’ social media presence on
Instagram, Twitter and Facebook—the networks Sprout’s reports cover. Use these walkthroughs
to guide what data you should pull for other networks too, like TikTok or LinkedIn.

Instagram competitive analysis

Start by doing a visual analysis of your competition’s Instagram account. Ask yourself:
● Do they use a link in bio tool? How often are they updating it?
● About how often are they active on stories? What does that content look like?
● Do they have a brand-specific hashtag?
● What do they say in their bio to set themselves apart?
● Are they using Instagram highlights?

Level up by using Sprout’s Instagram Competitors Report to compare and benchmark your
brand against competitors at a glance in key areas:

● Audience growth: Are your competitors growing their audience quicker than you?
● Media sent: How frequently are your competitors publishing? This can reveal whether
you’re posting enough to keep your audience engaged.

3
 ● Engagement: How many likes and comments does your competitor content get?
● Hashtags: What hashtags do your competitors use to gain more exposure?
● Top posts: Try to get an idea of why these posts are performing well. Are they product
photos? Do they use certain colors? Find out what these posts have that your content
doesn’t and use the info to improve your images and videos.

Pro tip: Another tactic is to do a search for your competitors by hashtag on Instagram, like
#Folgers, to see how many people are tagging your competitors in posts. If it’s a lot, that’s an
indication the company is getting noticed and has an active following.

4
This will also give you a sense of what hashtags people use to refer to other brands and could
potentially spark ideas for hashtags to use for your brand.

Once you have all the information from your Instagram competitive analysis research, make sure
you add that data to your spreadsheet, like so:

5
Facebook competitive analysis
Start by doing a manual review of your competitor’s page, looking for the basics:
● Number of follows and page likes
● Any specific tabs or features they have. For example, some coffee roasters might have
the shop section enabled. If we notice the same trend with other competitors, it’s likely a
good sign it’s working for them.
● Look at their visuals and branding.
● Review their About section—how do they set their business and social presence apart?

A visual analysis is nice, but it only goes so deep. This is where Sprout’s Facebook Competitor
Report comes in to judge how well the competition’s content performs over time.

Use this report to see how many messages your competitors send and receive, the types of
content they post (text, images or videos), engagement and the amount of received messages. All
of which answers higher-level questions about your competition’s presence, and how you can
stand out from it.

6
Include this in your spreadsheet, as well as any specific metrics that are important to
your strategy.
Twitter competitive analysis
Your Twitter analysis will look similar to your Facebook analysis.
Here are a few areas to take note of:
● Number of followers.
● Look at the visuals and branding of their cover image and profile picture. How often do
they shift these visuals?
● Review their bio—what are they highlighting? How have they set themselves apart?
● Do they adjust their Twitter name (not their handle) for holidays like Halloween?

To see a more direct, automatic comparison between your Twitter account and your competitors,
level up with Sprout’s Twitter analytics. This compares your Twitter profiles against each other,
or a competitor. Select your Twitter account, then enter a competitor for the other slot.

The report shows engagement, influence, followers gained/lost and mentions. You can change
the time period, but it’s best to stick to the last 30 days to keep the data relevant.

7
Once you’ve looked over all the competitive social media analysis from the Twitter report, be
sure to enter the data into your spreadsheet. Tracking this information can be extremely valuable
down the line.

Level up your data

Our spreadsheet and Sprout’s reports include Facebook, Twitter and Instagram.
But we recommend conducting a manual analysis of any additional platforms, like LinkedIn and
TikTok, that are relevant to your brand and audience.
Also explore Sprout’s new competitor widgets available in the Professional and Advanced plans.
These enable you to customize reports and include your data alongside competitor data in one,
singular report.

8
3. Analyze competitors

Half of competitive intelligence is quantitative. But to get a true 360 view of your competitors’
social channels, you’ll need qualitative data on how your competitors use each platform.

Start analyzing your competitors’ social strategy by focusing on these three questions:
● How active is the competition?
● What types of content do they publish?
● What’s their brand’s social persona?

How active is the competition?

It’s fairly easy to gauge how active brands are by answering these questions:
● When was the last time they posted?
● Are there long spans of time between each post?
● Do they respond to comments?
● How in-depth are their responses to comments?

Brands should post at least once every couple of days to be considered active. But if your
competitors post several times a day more than you, you risk falling behind. For example,
Twitter allows for a lot more flexibility when it comes to how often to post—are your
competitors significantly outpacing your daily Tweets?

Looking into all of this sheds light on their content strategy and customer care strategy—and
where there are gaps.

9
What types of content do they post?

According to a Q1 2023 Sprout pulse survey, 53% cited changing content formats as a major
challenge when planning and scheduling content.

Look at each competitor’s last 10 posts and calculate what percentage of them are
promotional—prompt their audience to sign up, shop, etc.

This can also apply to the content formats they post. Are they posting a lot of video content?
Mainly photos? Do they lean heavily on creators and user-generated content? How often do they
jump on trending sounds or social media memes?

Use this information to see what content formats they’re using to pull ahead to cut the guesswork
out of your strategy.
What’s their brand persona?

Some marketers like to look at their competitor’s brand voice when doing a social media
analysis. Voice describes the tone and POV a brand uses on social media. Do they post from the
brand’s perspective (we) or do they let individuals post on the brand’s behalf.

For example, the tone of the Field Museum’s social account…

10
…is very different from the American Museum of Natural History’s tone. They each have their
own online personalities.

11
Level up: As you wrap up, take a look at your competitors’ websites, because content
marketing and social media are closely related. A lot of companies repurpose their blogs for
social media content. Take a look at your competition and see how many of them maximizing
their bevy of content

Once you’ve gone through each competitor, say it with me: Put the data into your social media
competitive analysis template.
4. Step up your social media competitive analysis with listening
If you’re new to social media competitive analysis, starting with our template will help you get
familiar with your competitors’ social media performance and uncover patterns for you to tune
into.

But if you’re ready to take your competitive analysis on social media a step further, tap into
social listening. Social listening gives you a broader perspective of conversations related to your
industry and competitors that are happening across social—even when you’re not tagged.
Combined with Sprout’s network competitor reports, social listening expands your view and
brings in conversations on YouTube, Reddit and the broader web.

It’s an invaluable tool to uncover gaps that you can fill, conversations to jump into and more. For
example, Grammarly uses Sprout’s social listening tools to provide cross-team insights and
analyze their competitive share of voice on social. In 2021, Sprout helped them identify that their
brand owned 71% of their competitive share of voice.

12
Sprout’s built-in competitive analysis tools also make it easy to measure your competitors’ social
presence and compare it to yours.

With this template, you can identify the top competitors you want to track and include specific
profiles, keywords, phrases and hashtags that you want Sprout to listen to.

To see what Sprout’s social listening tools can do for your brand, request a demo to try it for
yourself.

5. Using your social media competitive analysis template and data

Now that you’ve compiled all of this data, you need to put it to use. Using your brand’s social
media analytics, you can compare your profiles to the competition. That’s why we included a
line for your company’s data into our template.

Your final step is to interpret the data into something others will understand by going beyond
simply sharing your filled-out template. With data storytelling, turn those raw numbers and
insights into digestible and actionable takeaways.

Here are a few tips:

● Use visuals. Data visualizations, like the charts and graphs Sprout reports provide, break
down data into digestible visuals.
● Identify the most interesting points and findings. Most don't need (or want) to see
every detail. What are the key findings from your social media competitive analysis?
● Predict questions or challenges. Get ahead by providing solutions and answers.
● Provide next steps. Doing a competitive analysis of social media is one thing. But
defining the “what now?” is the whole reason for doing so. With what you’ve discovered,
what are your next steps to improve your content and share of voice?

It’s important to keep in mind that this social media competitive analysis isn’t for you to copy
exactly what everyone is doing. Instead, it will guide you toward getting started on the right foot.

13
Dive into the data with a social media competitive analysis
In the end, it’s all about comparing your brand’s metrics and data to the competition. Then make
any necessary adjustments to get a leg up on your competitors.

PART B
(PART B: TO BE COMPLETED BY STUDENTS)
14
 Roll. No: B66 Name: Amol Patole
Class; BE-B-Comps Batch: B4
Date of Experiment: Date of Submission:02/04/2024
Grade:

B.1. Analyze the competitor activities using social media data.

(Paste your Search material completed during the 2 hours of practical in the lab here)

1. Compare chatGPT4 vs Chat Sonic vs Google bard using google trends, similar web.
2. Scrape tweets of each, perform sentiment analysis and create comparative sentiment bar
graph.

B.2 Input and Output:

(Command and its output)

15
B.3 Observations and learning:
(Students are expected to comment on the output obtained with clear observations and
learning for each task/ sub part assigned)

Analyzing competitor activities using social media data is an important strategy for businesses to
understand their competitive landscape, identify potential opportunities and threats, and make
informed decisions. Here are some reasons why:

16
Benchmarking: By monitoring your competitors' social media activities, you can compare your
brand's performance against theirs and identify areas where you need to improve or optimize
your social media strategy.

Market insights: Social media is a rich source of information about your industry, including the
latest trends, consumer preferences, and emerging technologies. By analyzing your competitors'
social media content and engagement, you can gain valuable insights into what is resonating with
your target audience.

Identifying gaps: By analyzing your competitors' social media content, you can identify gaps in
the market that your brand could fill. For example, if your competitors are not addressing a
particular customer need or pain point, you could create content that fills that gap.

Crisis management: Social media can be a platform for crisis management. By monitoring your
competitors' social media activities, you can quickly identify potential crises that could impact
your brand and take steps to mitigate the risks.

Competitive advantage: By analyzing your competitors' social media strategies, you can identify
areas where your brand has a competitive advantage, such as content type, tone, or engagement
strategies.

B.4 Conclusion:
(Students must write the conclusion as per the attainment of individual outcome listed above
and learning/observation noted in section B.3)
analyzing competitor activities using social media data can provide valuable insights for
businesses to improve their social media strategies, identify market opportunities, and gain a
competitive advantage.

B.5 Question of Curiosity

(To be answered by student based on the practical performed and learning/observations)
Q1. What is competitor analysis?
ANS; Competitor analysis is the process of identifying and evaluating the strengths and
weaknesses of competitors within your industry or market. It involves gathering information about
your competitors' products, services, pricing, marketing strategies, and customer base, and using
this information to make informed business decisions.

The goal of competitor analysis is to gain a better understanding of the competitive landscape, so
that you can develop strategies that will help you gain a competitive advantage and achieve your
business goals. By analyzing your competitors, you can identify market trends, assess the
effectiveness of your marketing strategies, and develop new products or services that meet the
needs of your target audience.

Q2. How to monitor competitors on social media?

17
ANS; Monitoring competitors on social media can be a valuable strategy to gain insights into their
activities, track their progress, and identify opportunities for your own brand. Here are some steps
you can take to monitor your competitors on social media:

Identify your competitors: Start by identifying your competitors and their social media profiles.
Use search engines and social media monitoring tools to find out which platforms they are active
on.

Set up alerts: Set up alerts for your competitors' social media handles and industry-related
keywords using social media monitoring tools like Mention, Hootsuite, or Sprout Social. This will
notify you when your competitors post new content or when someone mentions them on social
media.

Analyze their content: Analyze your competitors' content to understand their tone, messaging, and
engagement strategies. This can help you identify gaps in your own strategy and create more
effective content.

Track their engagement: Keep track of your competitors' engagement rates, comments, and shares.
This can help you understand what resonates with your audience and what you can do to improve
your own engagement.

Monitor their followers: Monitor your competitors' followers to understand their audience
demographics and preferences. This can help you identify potential opportunities and develop
targeted marketing strategies.

Benchmark against their performance: Benchmark your own social media performance against
your competitors' to understand how you stack up. This can help you identify areas where you
need to improve and optimize your social media strategy.

Overall, monitoring your competitors on social media can provide valuable insights into their
activities and help you make informed business decisions. By regularly monitoring and analyzing
their social media profiles, you can gain a competitive advantage and improve your own social
media strategy.

Q3. Explain how to identify your main competitors?

ANS; Identifying your main competitors is a crucial step in developing a successful business
strategy. Here are some steps you can take to identify your main competitors:

Define your industry: First, you need to define the industry or market that your business operates
in. This will give you a clear idea of the type of businesses you should be comparing yourself to.

18
Research your market: Conduct research on your market to identify the different players operating
in your industry. This can be done through various means such as industry reports, online research,
and talking to industry experts.

Identify similar products or services: Identify the products or services that are similar to yours and
see who else is offering them. Look at the businesses that are competing with you for market share.

Analyze your customers: Analyze your target customers and see where else they are spending their
money. Look at the businesses that are attracting your potential customers and see how they are
positioning themselves.

Look for direct and indirect competitors: Direct competitors are those that offer the same product
or service as you, while indirect competitors are those that offer a similar product or service that
could be used as a substitute for yours.

Monitor social media: Monitor social media channels to see who is talking about your industry or
products. This can give you an idea of who your competitors are and what they are doing.

By following these steps, you should be able to identify your main competitors and gain a better
understanding of your market. This information can be used to develop a competitive strategy that
allows you to differentiate yourself from your competition and succeed in your industry.

****

19
 LAB MANUAL
PART A
(PART A: TO BE REFFERED BY STUDENTS)

Experiment No-10

A.1 Aim:
Develop social media text analytics models for improving existing product/ service by analyzing
customer‘s reviews/comments

Lab Objective To design and develop social media analytics models.

Lab Outcome Design and develop content and structure based social media analytics models.

Design and implement social media analytics applications for business

A-2 Prerequisite

A.3 OutCome
Students will be able to collect, monitor, store and track social media data.

A.4 Theory:
Google Trends tells us what people are searching for, in real time. We can use this data to measure
search interest in a particular topic, in a particular place, and at a particular time.
1. Selecting a topic
2. Reading the interest over time graph
3. Understanding the numbers
4. Searches by location
5. Top and rising searches
6. Data excluded from search

Selecting a topic

You can explore Google Trends data using the free Trends Explore tool. The data is grouped into
topics to give you the fullest picture of what people are searching for. You can also query
individual search terms.

STEP 1
As you type your query, a drop-down list will appear. At the top is the exact search term you
typed. Below, you’ll see a list of topics which Google Trends believes you may be trying to
research.
STEP 2
If you see the relevant topic in the drop-down list, click on it to view the data. Otherwise, use
the search term.Topics are generally considered to be more reliable for Google Trends data.
They pull in the exact phrase as well as misspellings and acronyms, and cover all languages.
This is more useful, particularly when looking at world data.

STEP 3
To get a better understanding of the difference between topics and search terms, explore a
search term and a topic with the same title, at the same time. You will notice the results look
different.

STEP 4
You can explore up to five topics or terms on the Trends Explore tool. Make sure you compare
like for like -- topics should be compared with other topics, and search terms should be
compared with other search terms.
Reading the interest over time graph

When you search for a topic on Trends Explore, you’ll see a graph showing its popularity over
time. Being able to read this graph is the first step to understanding the numbers behind Google
Trends.

STEP 1
Let’s search the topic Veganism. Use the drop-down menus to specify Worldwide and the
year 2017. Hover over the graph to see search interest over time, numbered from 1-100. Find
the maximum value on the graph and make a note of the date.

STEP 2
Let’s change the time range of the data to Past 5 years.The maximum value on the graph is still
100, but the date of this value has changed. See if you can locate the peak from the previous
graph, too.

STEP 3
The values on the graph do not represent absolute search volume. Instead they are normalized,
then indexed on a scale from 1-100. Each point on the graph is divided by the highest point,
100.See how the maximum points change again when we click + Add comparison and type in
another topic, such as ketogenic diet.
 slide 1 slide 2 slide 3

Understanding the numbers

By now, we’ve already heard that data on the Trends Explore tool is indexed and normalized.
But what does this actually mean?

Indexing: Google Trends data is pulled from a random, unbiased sample of Google searches,
which means we don’t have exact numbers for any terms or topics. In order to give a value to
terms, we index data from 1-100, where 100 is the maximum search interest for the time and
location selected.

Normalization: When we look at search interest in a topic or query, we are not looking at the
total number of searches. Instead, we look at the percentage of searches for that topic, as a
proportion of all searches at that time and location.
Searches by location

Google Trends also breaks down data by location. In this section, we will explore the basics of
location data with Google Trends, and understand the numbers behind this.

STEP 1
Once you have performed your Google Trends search, scroll down to see search interest by
location.If your location is set to Worldwide, you will see search interest by country. If you
have selected a country, you will see Interest by region. Darker-shaded areas have a higher
level of search interest.

STEP 2
Trends Explore will automatically show you the map view of your data. Toggle between map
view and list view using the button with three stacked horizontal lines, at the top right of the
map. If your window is wide enough, you will be shown both views simultaneously.

STEP 3
You can view Google Trends data grouped by country, region, and city. In some countries, you
can also view search interest by metro area. To select the breakdown you want, use the menu at
the top right of the map.

STEP 4
When you hover over a country or use list view, you’ll see an indexed search interest value
between 1-100, just as you do with other Trends data.The location with the highest normalized
interest in the topic valued at 100, while all other values are indexed proportionally.
Top and rising searches

Top and rising search topics and queries make up the final key element of the Trends Explore
tool. In this section, we’ll learn how to read and understand this data.

STEP 1
At the bottom of your Trends Explore page, you’ll see tables of Related topics and Related
queries pertaining to the term or topic you entered. To scroll through the results, click the
arrows below the table.

STEP 2
Trends Explore will automatically display “rising” data for both topics and queries. These have
seen the largest increase in search interest over the selected time period. You can see the
percent increase in search interest next to each topic or search term.“Breakout” searches have
increased by over 5000% percent in the given time frame. Usually these are new, or had very
low search volume before.

STEP 3
Click on the top right of the widget where it says Rising and switch to Top. These are the
queries or topics with the highest search volume in the selected time frame and location. These
are indexed and normalized values from 1-100.

STEP 4
Click on a top or rising topic or query to explore it in more detail.
 Data excluded from search

Trends excludes certain data from your searches.

• Searches made by very few people: Trends only analyzes data for popular terms, so search terms
with low volume appear as 0 for a given time period.
• Duplicate searches: Trends eliminates repeated searches from the same user over a short period
of time for better overall accuracy.
• Special characters: Trends filters out queries with apostrophes and other special characters.

SimilarWeb
SimilarWeb Ltd. is an Israeli web analytics company specializing in web traffic and performance.
The company was founded in 2007 by Or Offer in Tel Aviv, Israel. By 2009, Similarweb won the first
Israeli SeedCamp, attracting the attention of international media and investors. The company raised its Series A
round of $1.1 million[6] with the investment being led by Yossi Vardi, and Docor International Management.
SimilarSites, a browser extension to help users find sites similar to those they are visiting, was launched later
that year.
Similarweb develops tools that enable the analysis of the traffic and behavior of users on websites and apps. The
service and datasets are provided in a limited free edition, but the paid platform is addressed to SMBs and large
companies which require access to accurate comprehensive data at larger scales for marketing, sales and Market
research. The data is collected from a number of different sources that provide information about the internet
usage of users, including various information partners, and anonymous data from users of the various
dedicated browser addons that the company distributes.
 PART B
(PART B: TO BE COMPLETED BY STUDENTS)

Roll. No.: B66 Name: Amol Patole

Class: BE-B Batch: B4
Date of Experiment: Date of Submission: 30/03/2024
Grade:

B.1.Analyze the competitor activities using social media data.

(Paste your Search material completed during the 2 hours of practical in the lab here)

1. Compare chatGPT4 vs Chat Sonic vs Google bard using google trends, similar web.
2. Scrape tweets of each, perform sentiment analysis and create comparative sentiment bar
graph.
B.2 Input and Output:
(Command and its output)
B.3 Observations and learning:
We learned about Google Trends to compare different platforms.
B.4 Conclusion:
We compare various platforms using Google Trends to compare their popularity.

B.5 Question of Curiosity

Q1. What is search engine analytics? What is the function of a search engine?
Ans:
Search analytics is the use of search data to investigate particular interactions among Web
searchers, the search engine, or the content during searching episodes. The resulting analysis and
aggregation of search engine statistics can be used in search engine marketing (SEM) and search
engine optimization (SEO).

Q2. Differentiate between local and global search engines?

Ans:
In the bustling world of digital marketing, the choice between Local and National SEO can shape
the trajectory of your startup.
Local SEO shines when you aim to conquer your immediate surroundings, connect with a
community, and provide localized services.
On the other hand, National SEO is your ticket to broad brand recognition, scaling ambitions, and
nationwide dominance in keyword rankings.
Still deciding which approach aligns with your digital marketing strategy? Reflect on your
startup’s immediate goals and long-term aspirations.
Remember, the beauty of SEO is its adaptability—you can start local and dream national, or vice
versa.

Q3. What is the purpose of search engine trend analysis?

Ans:
Trend analysis helps you to convey your marketing strategies through a prism of the most current
and relevant topics to your target audience. We research & Analyze what customers are thinking
and talking about on the web and how to use the same language and deliver information naturally
and more efficiently.

Q4. Explain the two main categories of search engine analytics.

Ans:
1. Spider- or Crawler-Based Search Engines
This refers to an Internet-based tool that searches the index of documents or web pages for a
particular term, phrase, or text specified by the user, and produces results that are collected,
sorted, and automatically indexed based on a defined algorithm.

A software program known as a “robot,” “spider,” or “crawler” scans web pages, follows links
between pages and sites, collects information about websites, and indexes this information. This
index is a large database of all the websites the crawler has scanned. When a search is performed
using a spider-based search engine, the results are provided based on the information in the
search engine’s index.

To rank high in search engine results, businesses need to optimize their websites and web pages
to ensure that they are being properly indexed by the search engines. Several activities can be
initiated in order to influence the information gathered and indexed by robots, spiders, or
crawlers. There are many crawler- or spider-based search engines available on the Internet. Some
of the popular search engines are Google, Baidu, Bing, and Yahoo.

When a search is performed in a spider-based search engine, the results show both unpaid
“organic” listings and paid listings, if any, for the keyword searched. Search engine optimization
affects only organic search results. Paid or “sponsored” search results are not affected by SEO.
Sponsored results are ads purchased through search engine services such as Google AdWords or
Bing Ads. These figures show the anatomy of Google and Bing search engine results.

2. Human-Edited Web Directories

These directories are Internet search tools that search for information by subject categories.
Rather than “robots” or “spiders,” which create directories automatically, human editors create
these web directories. A short description along with the URL of the website is submitted to the
directory for approval. The search directory then assigns the website to a category enabling the
URL to display in search results for that category.

With web directories, the HTML page coding and content of the website seldom directly affect
the listing. Directories often provide more targeted results than spider-based search engines.
Some examples of popular human-edited web directories for businesses include Dmoz,
Business.com, Best of the Web Directory, and Starting Point Directory.

For SEO purposes, a website should be optimized to gain high ranking in spider-based search
engines. However, listings of the website in human-edited web directories also help in the overall
SEO ranking.