Power of Social Media Analytics Samantha Pham

Need of Social Media Analytics Social networking is the most popular online activity 91% of online adults use social media regularly Facebook, YouTube, and Twitter are the first, third, and tenth most-trafficked sites on the Internet Users spend 20% of their time on social media

Social Media Analytics Process Capture Gather data Preprocess the data Extract pertinent information from the data Understand Remove noisy data Perform advanced analytics Present Summarize and evaluate the finding Present the findings

Capture Identify conversations on social media platforms related to its activities and interests. The capture phase covers popular platforms such as Facebook, Twitter, LinkedIn, YouTube, Pinterest,Tumblr Some ways to capture data: using Cloud-based archiving services like Archive social, PageFreezer, Backuppify

Understand Clean data by using some statistical methods and other techniques from text, data mining, machine translation, network analysis Provides information about users’ sentiments—how they feel about the company and its products—and their behaviors

Present Summarize and evaluate the finding Present the findings

Key social media analytics techniques Opinion mining (or sentiment analysis) Topic modeling Social network analysis Trend analysis Visual analytics

Business Value of Social Data Analytics Product-design development Product Production Marketing: Brand awareness, Brand management, and word of mouth

Challenges How to track social media return on investment How to identify and engage with the most influential social media users What tactics to use to create an effective social media strategy