Unit 1

• The foundation for analytics, Social
media data sources, Defining social

media data, data sources in social
Syllabus media channels, Estimated Data
sources and Factual Data Sources,
Public and Private data, data
gathering in social media analytics.
Unit-1: ANALYTICS IN SOCIAL MEDIA AND

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TYPES OF ANALYTICS TOOLS
Contents
1. Foundation of Analytics
2. Social media data sources
3. Defining social media data

4. Data sources in Social Media
Channels
5. Estimated and Factual Data
Sources
6. Public and Private data
7. Data gathering

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• Data about our company,
Future Success • Data about our consumers
• Data about our market
of Marketing • Data about the world
• Use of Data
Analytics •
•
What data is
How it can be used
Based on • Effectively add analytics
• Data is not only created by humans in the

Technical world, but also by machines
• Data created grows almost out of control
Challenges • New challenges in terms of storage and
accessibility

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• Data is information
• Objective
– To enhance any given process
– To change something for better
– To improve upon a current condition

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Or data Someone hits like button on
social media page
as a
storage This action generates data
unit for
piece of Technology makes use of this
informati data/storage units
on. To access this information they generate an

output that fulfills an objective such as
delivering a graph showing how many likes a
piece of content received over time.

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2. Social Media Data Sources
Origin
Offline Online

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Knowledge of Data Sources: An
Example
I wish to see all the mentions of my brand on

the Internet, separated by geographical region,
and including the demographics of the people
making the mentions, plus an analysis of the
relevance of the people mentioning, and if my
competitors are also mentioned

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Example
Point out different needs :
• All the mentions of brand on the Internet,

• Geographical region,
• With demographics,
• The relevance of the people mentioning,
• If the mentions include competitors
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Example
• All the mentions of my brand on the Internet:

– The Internet is a vast space,
– and tools will likely miss a few mentions of the
brand.

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Example
• Geographical region,
– Reduce the sample of mentions
– Many mentions will not provide a clear indication
of the region

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Example
• With demographics:
– Mentions have to be connected to user profiles
that include the age, gender, and other
information about a person making a mention

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Example
• The relevance of the people mentioning

– Relevance is subjective
– how interactions and conversions by potentially
relevant people or partner channels are generated

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Example
• If the mentions include competitors

– start by listing the competitors

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what social media
data is and
what it is not?

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• Platforms such as
– Facebook
– Twitter
– LinkedIn
– Instagram
– Google+,
– YouTube
– Pinterest
– Snapchat and others.
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• The main focus is not to tackle every single
specific point of every network,
• but instead to develop your knowledge to a
level where you can tackle any of these
networks as targets of your marketing
strategies,
• and be ready for cross-network strategic
planning and analysis.
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Channels
The following are common human social media actions
• Create a profile.
• Publish content.
• Praise or react to content (e.g., likes, favorites, etc.).
• Comment on content.
• Share content.
• Create groups and content only available to the group.
• Send direct messages and chat with other users.
• Connect to another profile (as a friend, follower, etc.).
• Purchase products and perform transactions
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4. Data sources
Channels
• There are different details in these common
features from one social network to the next.
• The following are a few examples:
– Fields for creating the user profile
– Limitations and regulations over content interaction and
visualization
– Content types that can be published
– Methods to send messages or to tag other users

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4. Data sources
Channels
• The user features also have a different effect on the

other platform features.
• For example, that a “like” on Facebook generates a
different exposure to the content than a “like” on
Pinterest or Instagram

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Facts
Data Sources
Estimates
Estimated metrics include views, impressions, and

reach, for example, which provide the number of
times a user has potentially seen a certain piece of
content or advertising.
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As an example, let’s take two days in content promotion (investing
the same amount of money):
• Day 1 results: 500 impressions, 30 conversions

• Day 2 results: 500 impressions, 50 conversions
• With the same number of impressions as a reference day 2

had more conversions.
• Neither impressions alone, nor conversions alone would
have given this view.
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The understanding and relationship between estimated
metrics and factual metrics will be part of the core of
current and future strategies in social media and social
media analytics.

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• So if we are looking for competitive analytics and social
media benchmarking, which is really a must-do for
optimizing social strategy, we need public data for that.
• Public-level data allows us to see the performance of
our competitors’ social media channels, or any of the
available information that does not belong to us.
Two points are important to remember:
• What is public can be easily compared.
• What is private, if it does not belong to us, can only be
estimated.
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• understand that paid detection does not come from
the same data source as private data; it is not the
private information being revealed.
• It is a new data source coming from the intelligence
of the machine learning system—so that you can
get data sources covered.

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7. Data Gathering
Data can be gathered in two ways when it comes to pulling

human-action
information from social media platforms:
Via API
(application Web crawling
programming or scraping
interface)
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Social Media Network Support of Data
Collection
Network
Platforms
controls The way
external parties
plug into their
data
How much of
the past data, or
historical data,
can be accessed
It can be
impossible to
access past data
in certain cases.
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7. Data Gathering
Data can be gathered in two ways when it comes to pulling

human-action
information from social media platforms:
Via API
(application Web crawling
programming or scraping
interface)
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Via API (application programming
interface)
• This structure points the programmer straight to
the data that he or she is looking for
• Facebook offers API access to its data. A
programmer can look into Facebook and request
any specific information; for example, “total likes
for a certain page post” Facebook then shows the
programmer exactly where the number of the
“total likes for the post” is located inside their
database, and the programmer can then easily
get that information
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Via API (application programming
interface)
• The programmer can then safely add to the
program the places where the data is stored
inside any application that the program is
trying to access because the data will always
be in the same spot.
• With this safe and reliable access, the
programmer can then work on the program,
so that it can always find the data from the
other application it is connecting with.

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Web Crawling or Scraping
• Source Code
• A good-looking web site full of images has a set of hidden instructions
telling the browser how to display all that information.
• A programmer can tap into the source code and then crawl for any specific
information needed.
• Other term: scraping.
• Fragile and unstable way of gathering data,
– because when anything changes on the web site, the source code is changed,
– and the programmer has to reprogram a new way to crawl for the information.
• It is also likely that crawling can bump into privacy regulations from web
sites;
• So whenever possible, API access is the way to go. APIs are what most
analytics platforms rely upon.

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Unit 1

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• The foundation for analytics, Social

media data sources, Defining social

Unit-1: ANALYTICS IN SOCIAL MEDIA AND

2. Social media data sources

3. Defining social media data

Unit-1: ANALYTICS IN SOCIAL MEDIA AND

• Data is not only created by humans in the

Unit-1: ANALYTICS IN SOCIAL MEDIA AND

Unit-1: ANALYTICS IN SOCIAL MEDIA AND

on. To access this information they generate an

Unit-1: ANALYTICS IN SOCIAL MEDIA AND

Unit-1: ANALYTICS IN SOCIAL MEDIA AND

I wish to see all the mentions of my brand on

Unit-1: ANALYTICS IN SOCIAL MEDIA AND

Point out different needs :

• All the mentions of brand on the Internet,

Point out different needs :

• All the mentions of my brand on the Internet:

Unit-1: ANALYTICS IN SOCIAL MEDIA AND

Point out different needs :

Unit-1: ANALYTICS IN SOCIAL MEDIA AND

Point out different needs :

Unit-1: ANALYTICS IN SOCIAL MEDIA AND

Point out different needs :

• The relevance of the people mentioning

Unit-1: ANALYTICS IN SOCIAL MEDIA AND

Point out different needs :

• If the mentions include competitors

Unit-1: ANALYTICS IN SOCIAL MEDIA AND

Unit-1: ANALYTICS IN SOCIAL MEDIA AND

Unit-1: ANALYTICS IN SOCIAL MEDIA AND

• The user features also have a different effect on the

Unit-1: ANALYTICS IN SOCIAL MEDIA AND

Estimated metrics include views, impressions, and

• Day 1 results: 500 impressions, 30 conversions

• With the same number of impressions as a reference day 2

Unit-1: ANALYTICS IN SOCIAL MEDIA AND

Unit-1: ANALYTICS IN SOCIAL MEDIA AND

Data can be gathered in two ways when it comes to pulling

Data can be gathered in two ways when it comes to pulling

Unit-1: ANALYTICS IN SOCIAL MEDIA AND

Unit-1: ANALYTICS IN SOCIAL MEDIA AND

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