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com
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Social Media Analytics

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 Agenda
• Importance of web & social media analytics
• Social media analytics with twitter data
• Setting up the twitter API
• Extracting tweets
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• Components of twitter data

• Business analytics use cases with twitter metadata
• Text mining for social media analytics
• social media powered Approach for a business use case

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 IMPORTANCE OF WEB & SOCIAL MEDIA ANALYTICS

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 Where do I apply the concepts learnt?
If your potential
customer is out
there on social
media
If you want to
For a business
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cut across the

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that depends
crowd and get
on the internet
noticed

Course
motivation

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shubradipghoshju@gmail.com
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 What happens in the internet every minute…

4,333,560 300 hours of

550 new social >474,000
youtube videos video uploaded
media users Tweets
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watched to YouTube

>38,000 status Facebook users Over 2,40,000

69,444 million
updates on like > 4 million google search
Instagram posts
Facebook posts queries

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 Where is this data generated from?

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Cloud IoT

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 What is web analytics & social media analytics

Web analytics Social media analytics

•Measurement and
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•Analysing data from
analysis of data about social media to
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user behavior across understand customer

web pages journey, perceptions
& sentiment

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 Applications of WSMA

Shopping cart Customer sentiment

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Hate speech E-commerce Personalised

detection reviews marketing

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 WSMA and business value
Customer • Brand promotion
engagement • Brand salience

Enhance sales • Targeted promotions on social media

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Service
• Use Voice of customer to improve product/service
improvement
Crisis
• Sentiment analysis & hate speech detection
management
Stock indices • Customer sentiments have an impact on stock indices

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 SOCIAL MEDIA ANALYTICS WITH TWITTER

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 About Twitter..

Social media Short message

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platform called tweets
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Information
Microblogging
from tweets &
site
tweet metadata
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 Applications of twitter data
Trending topics Customer perception Reach Event detection

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Current • Customer opinion Reach of a Detect events

about a brand
trending topics movie, brand or like epidemic or
• Public sentiment
across the of a political party, personality protest
world leader, or event

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 Pros & Cons of twitter data
A very small % of tweets are accurately
geo coded

~1% sample of all the tweets available

limitations of # of tweets extracted for a

length of tweets is limited
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free account
easier to find & follow conversations - historical search is limited with free
hastag norms account

Twitter API is more open and accessible Stores only 6-9 days of tweets

Advantages Limitations

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 SETTING UP TWITTER API

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 What is an API?

Application
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programming Software intermediary
interface that allows two
applications to talk to
each other

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 Twitter API

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 Twitter API – R vs Python

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 Package rtweet

convert response
Rtweet is an R package
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objects to more user
used for extracting data friendly data
from Twitter API structures---e.g., data
frames

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 Pre-requisites to setup R

Install the
rtweet and
Open an httpuv
interactive packages in R
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is no pop-up like R studio
Log into your blocker in
twitter your browser
You need a account in
twitter your browser
account –

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 Setting up R environment for Twitter API

use a function like authorize via web

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Library(rtweet), search_tweets() in browser popup on

One-time setup
library(httpuv) an interactive behalf of your
session Twitter account

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shubradipghoshju@gmail.com
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 COMPONENTS OF TWITTER METADATA

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 Twitter metadata

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 Structure of a tweet

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 USING TWITTER METADATA FOR SOCIAL MEDIA ANALYTICS

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 EXTRACTING TWEETS USING R

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 Use case – Targeted promotion
• You are planning to run a twitter ad campaign for an IoT based
product.
• Identify top 100 users you have recently tweeted on IoT, to target
these users for your promotions.
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 Approach for targeted promotion

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 Followers_count

Follower can read Follower count indicates

tweets from accounts popularity of twitter
they follow account
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Digital marketers
Measure of influence on strategically position
social media ads on popular accounts
for increased visibility

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 Use case – Identify popular media for promotions

• You have to run a twitter advt campaign on the twitter pages of 3

news channels.
• Identify which channel is most popular so that your ad campaign gets
the maximum visibility
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 Approach to identifying popular media

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 Retweet_count

utilize existing
Tweet re-shared by content to build a
another user following for your
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The number of Can be leveraged by

times a tweet is promoting your
retweeted indicates brand using the
what is trending popular retweets
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 Use case – Promote brand around popular retweets

• You are creating branding message for one of your fitness brands
• Identify popular tweets on fitness that have been retweeted many
times to bundle your branding message
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 Approach to extracting retweets

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 Brand salience

Degree to which brand is thought about or

noticed when a customer is in a buying situation
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The higher the number of tweets about a brand

over a period of time, greater is its brand salience

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 Use case – compare brand salience
• Compare Netflix and Prime video with time series plots

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 Approach to compare brand salience

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 TEXT MINING FOR SOCIAL MEDIA ANALYTICS

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 What is Text Mining?

Examine large to extract

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relationships or Derive actionable

patterns insights
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 Why should we use text for analysis?

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 Core objective of text mining

how to quantify
what a document
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How to extract only

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is about the most relevant

words?

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 Challenges in Text Mining

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 What is NLP?

Computer
Science

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NLP
Artificical Human
Intelligence Language

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 Data Sources for NLP

SM comments,
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likes, posts

Published doc Customer review Website content

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 What will you use NLP for?

Extracting entities

Text classification
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Topic extraction

Information retrieval

Relationship extraction

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 USE CASES – TEXT MINING ON TWEET TEXT

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 Use case – extract keywords from tweet text
• Extract keywords on a fitness brand to understand what people
mention frequently about the brand
• Visualise the keywords using word clouds and bar plots
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 Approach - Keyword extraction

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 Use case – sentiment analysis of a brand
• Perform sentiment analysis on a fitness brand to understand
customer’s sentiment on the brand
• Use sentiment scores on tweets to identify promoters and detractors
of a fitness brand
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 Approach – sentiment analysis

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 SOCIAL MEDIA POWERED APPROACH FOR A BUSINESS USE CASE

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 •Identify potential customers
Customer
•Understand customer interests and
acquisition preferences

•Targeted promotions based on

customer interests
Revenue growth
•Most effective channel of
promotion
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•Understand VoC – Customer

Customer Review Analytics
experience •Chatbots & Conversational AI

•NPS scores derived from

Customer loyalty Sentiment analysis
•Agile customer support

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 Extract user
Customer Identify potential
Choose relevant
social media
Identify followers details of people
customers of the brand who post on
acquisition accounts
fitness
• Fitness brand
• Fitness influencers

Revenue
growth
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Customer
experience

Customer
loyalty

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 Extract user
Customer Identify potential
customers
Choose relevant
social media
Identify followers
of the brand
names of people
who post on
acquisition accounts
fitness
• Fitness brand
• Fitness influencers

Position your
Revenue Targeted
promotions based
Where to promote
– most effective
What to promote -
Extract popular
branding message
around these
growth on customer
interests
channel? tweets on fitness tweets or trending
topics

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Customer
experience

Customer
loyalty

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 Extract user
Customer Identify potential
customers
Choose relevant
social media
Identify followers
of the brand
names of people
who post on
acquisition accounts
fitness
• Fitness brand
• Fitness influencers

Position your
Revenue Targeted
promotions based
What is trending in
the world of
Extract popular
branding message
around these
growth on customer
interests
fitness?
tweets on fitness
tweets or trending
topics

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Extract
Customer Understand
Voice of
keywords from
Topic modeling
Understand
customer
experience Customer
social media
posts
perception

Customer
loyalty

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 Extract user
Customer Identify potential
customers
Choose relevant
social media
Identify followers
of the brand
names of people
who post on
acquisition accounts
fitness
• Fitness brand
• Fitness influencers

Position your
Revenue Targeted
promotions based
What is trending in
the world of
Extract popular
branding message
around these
growth on customer
interests
fitness?
tweets on fitness
tweets or trending
topics

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Extract
Customer Understand
Voice of
keywords from
Topic modeling
Understand
customer
experience Customer
social media
posts
perception

Customer Customer
sentiment & NPS
Perform sentiment
Identify promoters
& detractors based
Review trackers to
quickly flag
loyalty Score
analysis on brand on tweet sentiment
scores
unhappy customers

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