Social Media Analytics

______________________________________________________________
MODULE-1

Unit-2
Advantages and significance

1
 Unit Table of Contents

Unit 1.2
1.2 Advantages and significance

Aim
Instructional Objectives
Learning Outcomes

Self-Assessment Questions

Summary
Glossary
Terminal Questions
Answer Keys
Activity
Bibliography
e-References
External Resources
Image Credits
Keywords

AIM:

Social media analytics is an essential function of marketing that helps marketers track,
measure and analyze the performance of their social campaigns. It helps in aligning the
performance of social campaigns with marketing goals, and aides in justifying the
investments made in these campaigns.

Instructional Objectives:

At the end of this unit, the student will be able to:

 Explain the advantages and significance of social media analytics.

 Describe the main advantages of social media network.

2
Learning Outcomes:

On completion of this unit, the student is expected to:

 Identify advantages of social media.

 Identify the features where the social media is used.

1.2 Advantages and significance

Social media has gained immense popularity and importance so that today almost everyone
can't stay away from it. Not only is social media a medium for people to express their views,
but also a very powerful tool which can be used by businesses to target new and existing
customers and increase revenue. We will discuss some of the main advantages of social
media as follows:

 Cost savings: One of the main challenges for businesses is to reach out to their
customers or clients through advertising on traditional and legacy based media,
which can be expensive. However, social media allows businesses to have branded
pages and to post sponsored content and advertisements for a fraction of the cost,
thus helping them save costs in the process of increasing visibility.
 Networking: With social media, you can build your social as well as professional
network with people across the globe. This has opened up a myriad of possibilities
where people from different continents and countries work together on cutting-edge
innovations, share news, talk about their personal experiences, offer advice and
share interesting opportunities, which can help develop personalities, careers, and
skills.
 Ease of use: It is quite easy to get started with social media. All you need is to
create an account by registering your details in the application or website and within
minutes you are ready to go! Besides this, it is quite easy to navigate through any
social media website or application without any sophisticated technical skills. You just
need an Internet connection and an electronic device, like a smartphone or a
computer. Perhaps this could be the reason that a lot of parents and grandparents
are now taking to social media to share their moments and connect with their long
lost friends.
 Global audience: With social media, you can also make your content reach out to a
global audience across the world. The reason is quite simple: because social media
applications are available openly on the web, users all across the world use it.
Businesses that engage with customers in different parts of the world have a key
advantage to push their promotions and new products and services.
 Prompt feedback: Businesses and organizations can get prompt feedback on their
new product launches and services being used directly from the users. There is
much less calling up people asking them about their satisfaction levels. Tweets,
posts, videos, comments and many more features exist to give instant feedback to
organizations by posting generally, or conversing with them directly on their official
social media channels.
 Grievance redressal: One of the great advantages of social media is that users can
now express any sort of grievances or inconveniences, like electricity, water supply
or security issues. Most governments and organizations, including law enforcement

3
 have public social media channels which can be used for instant notification of
grievances.
 Entertainment: This is perhaps the most popular advantage used to the maximum
by most users. Social media provides an unlimited source of entertainment where
you can spend your time playing interactive games, watching videos, and
participating in competitions with users across the world. Indeed the possibilities of
entertainment from social media are endless.
 Visibility: Anyone can leverage their social media profile to gain visibility in the
world. Professional networking platforms like LinkedIn are an excellent way for
people to get noticed by recruiters and also for companies to recruit great talent.
Even small startups or individuals can develop inventions, build products, or
announce discoveries and leverage social media to go viral and gain the necessary
visibility which can propel them to the next level.
The significance and importance of social media is quite evident from the preceding points.
In today's interconnected world, social media has almost become indispensable and
although it might have a lot of disadvantages, including distractions, if we use it for the right
reasons, it can indeed be a very important tool or medium to help us achieve great things.

Self-Assessment Questions

1 . Social networks have an information-sharing capacity. As such, a great distribution channel for?

A ) customer feedback

B ) viral content

C ) exclusive coupons

D) marketing messages

2 . Advantage a non–profit has when opening a private social network…..

A) the start-up cost of a private social network

B ) spend more time using social networks.

C ) it has an immediate user base of people interested in the cause.

D) supporters have a higher tolerance for messages.

3. when marketing with social networks is to identify the goals.

A ) True

B ) False

C ) maybe

D) Maybe not

4 . _________ would be leveraging both social network and traditional marketing?

4
A ) print advertisements with a coupon for a store

B ) drives people to a website where there is a free trial offer

C ) Posting an advertisement on a message board

D ) Hosting a video ad on YouTube

5. social network marketing plan differ from a traditional marketing plan

A ) The brand image completely different for social marketing

B ) social marketing is different for The staff requirements and skillsets.

C ) the social marketing plan is required for traditional marketing

D) method of delivery, a marketing plan, either way, will be similar

Summary
Social media analytics gives companies insights about their brand and also about what the
competitors are doing. It gives companies a better understanding of the problems customers
have with their products and services, how their customers use their products and the overall
perception of the company.
Glossary
Cost savings
Networking
Ease of use
Global audience
Prompt feedback
Grievance redressal
Entertainment
Visibility

Terminal Questions

1) List out the advantages of social media analytics.

2) What do you understand by the advantages of social media analytics?

5
Answer Keys
Self-Assessment Questions
Question Number Answer
1 D
2 C
3 A
4 B
5 B,C

Activity
Activity type: Offline Duration: 40 minutes
1. Distinguish the advantages of social media analytics.
2. Identify the best features of social media analytics.

Bibliography
· R Bali, D Sarkar, T Sharma, “Learning Social Media Analytics with R “ Packet
Publishing 2017.

e-References

1. https://vdoc.pub/documents/learning-social-media-analytics-with-r-jo8slctsqb40
Video Links:

1. Social Media Analytics - Frameworks & Applications:

https://www.youtube.com/watch?v=OOorJb1AfYA

Image Credits
IMAGE CREDITS – URLs must be provided as a list here

Keywords

Networking, Entertainment, Visibility

6
7