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    Analytics in Social Media

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    Bhaskar Mohan
    Social media analytics involves gathering and analyzing data from social media sites like blogs to make business decisions. Common uses of social media analytics include mining customer sentiment to support marketing and customer service. The document then discusses frameworks for measuring key metrics from social media like interaction rates, reach, exposure, and engagement to monitor conversations and gauge effectiveness.

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    Analytics in Social Media

    Uploaded by

    Bhaskar Mohan
    136 views8 pages
    Social media analytics involves gathering and analyzing data from social media sites like blogs to make business decisions. Common uses of social media analytics include mining customer sentiment to support marketing and customer service. The document then discusses frameworks for measuring key metrics from social media like interaction rates, reach, exposure, and engagement to monitor conversations and gauge effectiveness.

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    Analytics in Social Media

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    Social media analytics involves gathering and analyzing data from social media sites like blogs to make business decisions. Common uses of social media analytics include mining customer sentiment to support marketing and customer service. The document then discusses frameworks for measuring key metrics from social media like interaction rates, reach, exposure, and engagement to monitor conversations and gauge effectiveness.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    136 views8 pages

    Analytics in Social Media

    Uploaded by

    Bhaskar Mohan
    Social media analytics involves gathering and analyzing data from social media sites like blogs to make business decisions. Common uses of social media analytics include mining customer sentiment to support marketing and customer service. The document then discusses frameworks for measuring key metrics from social media like interaction rates, reach, exposure, and engagement to monitor conversations and gauge effectiveness.

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    © All Rights Reserved
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    Download as pdf or txt
    of 8

    IIM Indore Mumbai Campus

    Analytics in Social Atul Kushwaha


    Kushal Kumar Das
    Media Rajan Khoiwal
    Sanu Kumar
    Shashank Prajapati
    Social media analytics is the practice of gathering data from blogs and social
    media websites and analyzing that data to make business decisions. The most
    common use of social media analytics is to mine customer sentiment in order to
    support marketing and customer service activities.

    • What keeps marketing people up at night


    • 200 million blogs worldwide – 32% post opinions about products – 71% internet
    users read – 90% use recommendations
    • Marketing organizations need answers to tough questions
    • How to identify right websites, who are key influencers, what is the sentiment
    about the relevant topics and what are the relevant emerging topics

    Analytics – what to Analytics – how to Monitoring Examples of


    Introduction References
    measure measure terminology Successes
    Audience démographiques, volume, Measure to evaluate effectiveness
    engagement and interactions

    Concept mapping for learning and information Measuring influence (viral potential)
    filtering

    Measure social media as a component of an


    Measure according to existing objectives
    integrated communications plan

    Causal influence in the blogosphere Sentiment classification

    Relevance classification Topic evolution

    Analytics – what to Analytics – how to Monitoring Examples of


    Target Market References
    measure measure terminology Successes
    Management Tools

    1. Hootsuite Pro or Enterprise


    2. Engage 121
    3. Sproutsocial
    Developing a 4. SocialSignIn
    Interaction Rate
    Framework 5. AdobeSocial

    1. Interplay of 3 types of 1. Look at interaction


    metrics rates rather than Monitoring Tools
    2. They determine the audience volume
    accurate interaction 2. Analyze what people
    rate interact with in terms 1. MeltwaterBuzz or IceRocket
    3. Interaction Rate = of both your 2. Socialmention – realtime
    Number of objectives and post 3. Klout, Followerwonk
    Interactions (unique) / type 4. Buzzstream, Mozbar
    Reached Users 3. Review your social
    (unique) media metrics in
    relation to your
    objectives
    Analytics – what to Analytics – how to Monitoring Examples of
    Target Market References
    measure measure terminology Successes
    Reach Monitoring who’s talking about you
    • Hourly breakdown of Twitter or Facebook mentions about you
    • Optional filtering, e.g., how many of them were from influential
    users
    • Breakdown by keywords tracked
    The cumulative number of your followers + retweets / shares for • View of tweets / posts
    a single tweet / Facebook Post • Social Sign In

    Who are the influential users mentioning me


    • Check for influence score greater than 70
    Exposure • Watch the peaks when high-profile stories about you are
    trending
    The number of online users in whose feed your tweet / post
    • See the individual content and tweeters mentioning you
    appears
    What are people saying about me in my locality
    • Modify your search location
    • Select search parameters of the words you want to get info on

    Reach is more like the full potential reach of your content while Reporting
    exposure is how targeted the timing of your message was • Report on a set frequency: monthly, quarterly, termly
    • Define key metrics aligned to the audience of the report
    • Track annual and seasonal trends
    • Ensure reports are discussed and reviewed
    Engagement • Develop different reports for different purposes: to report to
    The number of interactions your post or tweet had. An interaction senior stakeholders, to monitor trends, to evaluate work, for
    can be a retweet (twitter), a comment (both), a post click (FB), a external funders
    link click (both) or a favorite (Twitter). Twitter typically has a much
    lower engagement rate than Facebook – above 0.5% is normal.
    It’s a more passive channel than many people realize (and much
    more so than Facebook.)

    Analytics – what to Analytics – how to Monitoring Examples of


    Target Market References
    measure measure terminology Successes
    Examples of Successes

    Technical Application Successes


    Successes

    • Noisy text analysis


    Natural
    Language • Brand and reputation
    Processing management • Collaborative (crowd-
    • Sentiment analysis Wikipedia sourced) knowledge
    creation
    • Profiling
    • Personalization
    Data Mining • Customization

    • Influencers • Grievance redress,


    Public Sector
    opinion gathering,
    • Topic detection / Government
    Community political campaign etc.
    Analytics • Churn prediction
    • Event detection and
    tracking

    Analytics – what to Analytics – how to Monitoring Examples of


    Target Market References
    measure measure terminology Successes
    • IEEE Explore:
    http://ieeexplore.ieee.org/stamp/stamp.jsp?
    arnumber=5678581
    • IBM: https://www-
    01.ibm.com/events/wwe/grp/grp004.nsf/vLo
    okupPDFs/8.%20Lawrence%20-
    %20IBM%20Apr%2013,%202011/$file/8.%
    20Lawrence%20-
    %20IBM%20Apr%2013,%202011.pdf
    • Oxford:
    https://www.ox.ac.uk/sites/files/oxford/field/fi
    eld_document/Social%20media%20analytic
    s%20(26.10.14).pdf
    • IBM: http://lcm.csa.iisc.ernet.in/indous-
    symposium/slides/Krishnapuram%20Social
    %20Media%20Analytics.pdf
    • Pearson:
    http://ptgmedia.pearsoncmg.com/images/97
    80133892567/samplepages/978013389256
    7.pdf

    Analytics – what to Analytics – how to Monitoring


    Target Market Value proposition References
    measure measure terminology
    2

    Thank You!

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