EXPERIMENT – 5

AIM:
Study on Action, Hyperlink, Location, Search Engine Analytics Tools
THEORY:
Social media actions analytics deals with extraction, analysis, and interpretation of the
insights contained in the actions performed by social media users. Social media actions are of
great value to social media marketers because of their role in increasing revenue, brand value,
and loyalty. Organizations can employ actions analytics to measure popularity and influence of
a product, service, or idea over social media. For example, a brand marketer might be interested
to know how popular their new product is among social media users.

Types of Social Media Action Analytics tools:

1. Hootsuite:
o Purpose: Hootsuite is a comprehensive social media management platform.
o Functionality: It allows users to schedule and post updates across various social media
platforms (Facebook, Twitter, LinkedIn, Instagram, etc.) from a single dashboard.
Users can manage multiple profiles, track engagement, and analyze performance
metrics.
o Use Case: Marketers, businesses, and social media managers use Hootsuite to
streamline their social media efforts, monitor conversations, and measure the impact of
their content.

2. SocialMediaMineR:
o Purpose: SocialMediaMineR focuses on analyzing data from social media platforms,
particularly Twitter.
o Functionality: It extracts insights related to trends, sentiments, and patterns from the
vast amount of social media data. Researchers and analysts can use it to study user
behavior, hashtags, and interactions.
o Use Case: Researchers, social scientists, and marketers leverage SocialMediaMineR to
understand online communities, track information flow, and identify influential content.

3. Lithium:
o Purpose: Lithium provides social media monitoring solutions.

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 o Functionality: It helps companies manage their online reputation by tracking brand
mentions, customer feedback, and sentiment analysis. Lithium prioritizes posts,
automates tagging, and facilitates real-time customer service.
o Use Case: Customer support teams and brand managers use Lithium to engage with
customers, address issues promptly, and maintain a positive online presence.

4. Google Analytics:
o Purpose: Google Analytics tracks and reports website traffic.
o Functionality: It provides detailed statistics about user behavior, traffic sources,
conversions, and more. Google Analytics helps website owners optimize content,
understand audience demographics, and measure marketing effectiveness.
o Use Case: Webmasters, marketers, and businesses rely on Google Analytics to make
data-driven decisions, improve user experience, and enhance website performance.

5. Facebook Insights:
o Purpose: Facebook Insights offers analytics for content created on Facebook Pages.
o Functionality: It provides metrics related to user engagement, reach, and
demographics. Page administrators can analyze post performance, audience behavior,
and optimize their content strategy.
o Use Case: Social media managers and businesses use Facebook Insights to tailor their
content, identify peak posting times, and engage effectively with their audience.

Steps to perform social media action analytics on Google Analytics:

The Google Analytics demo account is a fully functional Google Analytics account that any
Google user can access. It contains one Universal Analytics property and two Google Analytics
4 properties. The demo account is a great way to look at real business data and experiment with
Google Analytics features.

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1. Open the web browser and search for “Google Analytics demo account”.

2. Then it goes to google analytics demo web page and click on Access the demo account.

3. Then select any given demo dataset from three of them.

Output:

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Hyperlinks are the pathways of social media traffic. Hyperlinks are references to web
resources (such as a website, document, and files) that users can access by clicking on it.
Hyperlinks can link resources within a document (inter-linking) and among documents
(intralinking). For example, clicking on a hyperlink in a tweet can link you to other resources
(e.g., websites) available over the Internet.

Types of Social Media Hyperlink Analytics tools:

1. Webometric Analyst: This tool focuses on analyzing web metrics related to hyperlinks. It
helps researchers and webmasters understand link structures, network dynamics, and the
impact of hyperlinks on web content. By examining link patterns, it provides insights into
website popularity, authority, and connectivity.

2. VOSON: VOSON specializes in social network analysis, particularly within online

platforms. Researchers and social scientists use it to study online communities, track
information flow, and identify influential nodes. VOSON can reveal linkages between
websites, social media profiles, and other digital entities, aiding in understanding online
networks.

3. Open Site Explorer: Developed by Moz, Open Site Explorer is widely used for backlink
analysis. It helps SEO professionals and marketers explore a website’s link profile, discover
new linking opportunities, and assess the quality of inbound links. The tool provides data
on domain authority, anchor text, and link equity.

4. Link Diagnosis: Link Diagnosis evaluates the health of a website’s backlink profile. It
examines factors like link diversity, anchor text distribution, and link quality. Users can
identify broken links, analyze competitor backlinks, and improve their site’s link-building
strategy based on the insights provided.

5. Advanced Link Manager: This tool offers comprehensive link management features. It
tracks backlinks, monitors link changes, and assesses link quality. Users can organize their
link-building efforts, identify link-building opportunities, and measure the impact of link-
building campaigns over time.
Steps to perform social media hyperlink analytics on Backlink Watch:

1. Visit the website https://www.backlinkwatch.com/

2. Enter the URL of website and search

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Output:

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Location analytics, also known as spatial analysis or geo-analytics is concerned with mapping,
visualizing, and mining the location of people, data, and other resources.

Types of Social Media Location Analytics tools:

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1. Google Fusion Tables: Google Fusion Tables was a web service provided by Google for
data management. It allowed users to gather, visualize, and share data tables. Users could
store data in multiple tables and overlay them on Google Maps for easy visualization.
Unfortunately, Google Fusion Tables and its API have been discontinued, but alternatives
like BigQuery, Cloud SQL, Maps Platform, and Data Studio are available.

2. Agos: Agos is a geo-tagging and reporting platform designed to assist communities in

climate change adaptation and disaster risk reduction. It helps users track and manage
environmental data, providing valuable insights for informed decision-making.

3. Tweepsmap: Tweepsmap is a powerful tool that maps your Twitter followers based on their
geographical location. By visualizing where your followers are around the world, you can
analyse conversations, create hyper-targeted content, plan events, and strategize effectively.
It allows you to explore trends and understand your audience’s preferences across different
time zone.

4. Trendsmap: Trendsmap is a real-time tool that maps the latest trends from Twitter
worldwide. It combines data from Twitter’s API and What the Trend to display trending
topics on an interactive map. Users can sort by city or general region, gaining insights into
what’s currently popular and active across different locations.

5. Followerwonk: Followerwonk is a Twitter analytics tool that provides valuable insights

about your followers. You can search Twitter bios, compare accounts, analyse follower
demographics (including location), optimize your content strategy, and even publish across
multiple platforms. It’s a great resource for understanding your Twitter audience and
improving engagement.

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Search engines are the gateways to social media and help users search for and find information.
To be more precise, a search engine is an Internet service or software designed to search
information on the web that corresponds to a request (e.g., keywords) specified by the user.
Considering that there are billions of websites over the web, search engines play a crucial role
in helping us find the right information in a limited amount of time. Before shifting our focus
to search engines analytics, let’s understand different types of search engines.

Types of Social Media Search Engine Analytics tools:

1. Google Trends: Google Trends is a powerful search engine analytics tool that provides
insights into what people are searching for on Google. It allows you to explore search

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 interest by time, location, and popularity. You can compare different terms, regions,
categories, and related searches. Google Trends is widely used by newsrooms, marketers,
and researchers to understand trends and user interests.

2. Canopy: Canopy is a sophisticated multimedia analytics tool designed for in-depth

investigation of large multimedia collections. It supports the analysis of images, videos, and
documents. Researchers and analysts use Canopy to gain valuable insights, spot trends, and
identify root causes related to multimedia data. It’s particularly useful for understanding
device uptime, performance, and other critical metrics.

3. Google Alerts: Google Alerts is a content detection and notification service provided by
Google. It automatically notifies users via email when new content matching their search
terms appears on the web. While it’s a useful tool, it lacks some advanced features and
customization options. Users may receive spammy alerts or miss vital mentions.
Alternatives offer more comprehensive monitoring and real-time data.

4. Icerocket: Icerocket specializes in blog searches and extends its capabilities to track activity
on social media platforms like Facebook, Twitter, and Flickr. It’s a valuable resource for
monitoring brand mentions and staying informed about online conversations. Icerocket’s
“Big Buzz” feature allows users to search blogs, tweets, news, and images from a single
page.

5. Social Mention: Social Mention focuses exclusively on social media sites, making it similar
to Google Alerts but with a social media twist. It allows users to monitor specific keywords,
track related users, hashtags, and more. If you’re interested in real-time social media
insights, Social Mention is a great choice.

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Steps to perform social media hyperlink analytics on Backlink Watch:

1. Open Google Trends: https://trends.google.com/trends/

2. Click on the “Trends” option in the upper left-hand corner. Next, from the dropdown menu,
select “Explore.”

3. Next, click on “Add Terms” to enter the search terms for what you want to analyze. Repeat
this process until you have entered all the desired terms.

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Output:

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CONCLUSION:
In this experiment, we delved into the realm of social media analytics, exploring tools that
facilitate the understanding of social media actions, hyperlinks, locations, and search engine
activities.

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