1.
Why it is important for business managers to understand and
mine social media data?
2. What is social media analytics, and how it is different from
traditional business analytics?
1. Social media analytics is the process of extracting valuable insights from social
media data to perform decision making.
2. By analyzing social media data, businesses can increase brand loyalty, generate
leads, drive traffic, and make forecasts.
3. Social media analytics can also be used to increase awareness of a brand and
drive users to a website for the latest news and information.
The main difference between social media analytics and traditional business analytics is the
source, type, and nature of the data being mined.
Social media analytics involves the collection, analysis, and interpretation of semistructured and
unstructured social media data, while traditional business analytics uses structured and
historical data.
Social media data is diverse, high volume, real-time, and stored in third-party databases in
semistructured and unstructured formats, while traditional business data is mostly stored
in databases and spreadsheets in machine-readable format.
Social media data is socialized in nature and originates from the public internet, while traditional
Business data is bureaucratic and formal in nature and is controlled by organizations.
The value of social media data is determined by the extent to which it is shared with other social
entities, while the value of traditional business data is often confined within organizational
databases and serves as a source of competitive advantage.
3. Briefly explain the seven layers of social media data. Support
your answer with examples
Social media has a minimum of seven layers of data (Figure 2).
Each layer carries potentially valuable information and insights that can be
harvested for business intelligence purposes.
Out of the seven layers, some are visible or easily identifiable (e.g., text and actions)
and other are invisible (e.g., social media and hyperlink networks).
The following are seven social media layers
1.Text
2.Networks
3.Actions
4.Hyperlinks
5.Mobile
6.Location
7.Search engines
1. Text: This includes the content of social media posts, such as comments,
tweets, blog posts, and Facebook status updates. It is used to understand user
sentiments and
identify emerging themes and topics.
2. Networks: This includes the connections between users and the
relationships between
them, such as followers and friends on social media. It is used to identify influential
nodes (people and organizations) and their position in the network.
3. Actions: This includes the actions taken by users on social media, such as
likes, comments, shares, and other interactions. It is used to measure popularity,
influence, and prediction in social media.
4. Mobile: This includes data related to the use of social media on mobile devices,
such as the type of device used, the operating system, and the location of the user. It is
used to measure and optimize user engagement with mobile applications.
5. Hyperlinks: This includes the links between social media posts and other
websites, as well as the content of those linked websites. It is used to reveal Internet
traffic patterns and sources of incoming or outgoing traffic.
6.Location: This includes data on the geographical location of users and the
location-specific content they engage with on social media. It is used to mine and map
the locations of social media users, content, and data.
7. Search engines: This includes data on how users find and access social media
content through search engines, as well as the keywords they use in their searches. It is
used to analyze historical search data for trends analysis, keyword monitoring, and
advertisement history.
4.Explain the social media analytics cycle.
Step1 - Identification
The identification stage of social media analytics involves finding the right
sources of
data to analyze in order to gain valuable business insights.
The data should be aligned with the business's objectives and can come from
both
official business-owned platforms, such as social media accounts and blogs, and
nonofficial platforms such as Google search trends or Twitter search stream
data.
It is important to consider the business objectives when identifying the sources
and types of data to be analyzed.
Step2 - Extraction
The extraction stage of social media analytics involves using appropriate
methods and
tools to gather data from identified sources. This can include manual data
collection
for small-scale data and automated extraction using APIs
(application programming
interfaces) for larger data sets.
It is important to consider privacy and ethical issues when mining data from
social
media platforms and to have a clear social media privacy policy in place to
ensure that
data handling and extraction practices do not violate user privacy.
Specialized tools may be needed to extract certain types of data, such as social
network and hyperlink network data.
Step3 - Cleaning
The cleaning step in social media analytics involves removing unwanted data
from the
collected data set.
This can involve processes such as coding, filtering, clustering, and natural
language
processing to remove irrelevant data.
Both automated and manual techniques may be used for cleaning, depending on
the
type of data and the desired level of accuracy.
Step 4- Analyzing
The analyzing stage of social media analytics involves using clean data to
identify
valuable insights for the business.
The approach and techniques used will depend on the type of data being
analyzed and
the tools and algorithms employed.
It is important to maintain the integrity of the data while extracting meaningful
insights
and to have a good understanding of the capabilities of the tools being used.
Step 5 - Visualization
The visualization step in social media analytics involves creating visual
representations of the results of the analysis
Visualization can help reveal hidden patterns, relationships, and trends in
complex and
large data sets
Different types of data will result in different types of visualizations, including
network
data, topical data, temporal data, and geospatial data
Other types of visualizations include trees, hierarchical graphs, and heat maps
Effective visualization is important for effectively communicating the results of the
analysis to top management
Step 6 : Interpretation
Interpret and translate analytics results into a meaningful business problem.
Two strategies or approaches used are:
1)Producing easily consumable analytical results and
2)Improving analytics consumption capabilities
5. What ethical issues should be considered when mining social
media data?
6.What are some main challenges to social media analytics?
7. Compare different social media analytics tools available in the
market and explain their strengths and weaknesses.
8.What is text analytics, and why it is useful?
9.Differentiate between static and dynamic social media text.
10.Discuss different social media texts.
Depending on nature of social media text , it can be classified as
Static Text
Dynamic Text
Static Text
Static social media text is typically longer in length and updated or
deleted less frequently.
Examples of static text include wiki content, blog pages, Word documents,
corporate reports, emails, and news transcripts.
The purpose of static text is often to inform, educate, and elaborate on a
topic.
Static text can provide valuable insights and information for businesses and
organizations.
Dynamic Text
Dynamic text is real-time, user-generated text that expresses an opinion
about content or information on social media.
It is typically shorter in length and diverse in nature, and is often updated
or deleted frequently.
Examples of dynamic text include tweets, Facebook comments, and product
reviews.
Dynamic text is often related to social, political, economic, personal, cultural,
or business issues and expresses the views and feelings of the user.
Understanding dynamic text can provide valuable insights into the thoughts
and opinions of social media users.
11..Explain the four main purposes of social media text analytics.
12. Explain the typical social media text analysis steps.
13. Define social media actions analytics.
14. Briefly list and define different actions performed by social media users.
15. Why is it important to measure actions performed by social media users?
16. What are hyperlinks, and why are they important?
17. Briefly discuss in-links, out-links, and co-links
17.What is hyperlink analytics and its underlying assumptions?
18..What is hyperlink environment analysis?
19. What is link impact analysis?
20. What is social media hyperlink analysis?
