Lambton College

School of Computer Studies

AML-3204 Social Media Analytics

The concept of Social Media
Session-1
Objectives
After the completion of this lecture you will learn about:
◇ Evaluation and Marking Scheme
◇ The Internet and WWW
◇ Social Media
◇ Usage of Social Media in Business and Marketing Purposes
◇ Social Media Issues
◇ Data Analytics
◇ Social Media Analytics
◇ Importance of Social Media Analytics

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 Evaluation
1. Evaluation methods
Evaluation Method Weight
Tests (2 @ 20%) 40%

Assignments (2 @ 10%) 20%

Final Term Project (1 @ 40%) 40%

Total 100%

2. Marking Scheme
Mark(%) Grade Mark(%) Grade

94-100 A+ 67-69 C+

87-93 A 63-66 C

80-86 A- 60-62 C-

77-79 B+ 50-59 D

73-76 B 0-49 F

70-72 B-
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The Internet
◇ The Internet is a global web of computers connected to each other by different
networking media
◇ It is the largest network in the world
◇ It is the super information highway
◇ Routers are used to connect different networks
◇ No one owns the Internet
◇ No organization formally manages it
◇ TCP/IP protocols are used to control the communication in Internet

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The Usage of Internet
◇ Send/Receive emails
◇ Send/Receive files between computers
◇ Setup online meetings
◇ Participate in discussion groups
◇ Web surfing
◇ Online Gaming
◇ Research
◇ News Channel

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The World Wide Web (WWW)
◇ WWW consists of information organized into Web pages containing
text and graphic images.
◇ Different web resources are identified by Uniform Resource Locators
(URLs).
◇ A website is a collection of linked web pages that has a common
theme or focus.
◇ The main page is called the home page.
◇ Websites are accessed using companies LAN or using an Internet
Service Provider

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Different Terminologies
◇ Browser
◇ Search Engine
◇ URL
◇ Domain
◇ Hypertext Markup Language
◇ Client/Server Architecture
◇ IP Addressing
◇ HTTP
◇ HTTPS

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What is Social Media?
◇ Social media use interactive technologies to create or exchange
information
◇ Content is created, distributed and shared by individuals on the web
◇ Users can provide feedback on the shared contents
◇ It is broad
◇ It has fewer limitations on what someone can share
◇ Different means of mass communications like newspapers, radio
stations, and television channels have more limitations on what they
can publish

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Benefits of Social Media

◇Companies can reach a wider audience fast because

social media reaches users in a shorter amount of
time
◇Social Media can facilitate collaboration
◇Easy to distribute information
◇Strengthens and builds relationship
◇Engages different parties

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Dos of Social Media
◇ Add values
◇ Be authentic
◇ Know your audience
◇ Respect your audience
◇ Listen to others
◇ Have your strategy ready
◇ Be creative
◇ Think thoroughly before you post

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Types of Social Media
◇ Blogs: Tumblr
◇ Microblogs: Twitter
◇ Collaborative Projects: Wikipedia
◇ Media Sharing Networks: Instagram, Snapchat, YouTube
◇ Discussion Forums: Reddit
◇ Social Networks: Facebook
◇ Consumer Review Networks: Yelp
◇ Interest-based networks: Goodreads

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Issues of Social Media
◇ Security Issues
 Malicious Banner
 Adware
 Phishing Attack
◇ Cyberbullying
◇ Image-based abuse
◇ Offensive or illegal content
◇ Adverse health risks of Internet addiction
◇ Sleep problems due to use of electronic media, etc.

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What is Data?
◇ Data is the raw material
◇ Data is transformed into information and ultimately knowledge
◇ Value creation:

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Data Analytics
◇ It is a process of inspecting, cleansing, transforming, and modeling data with the goal of discovering
useful information, suggesting conclusions, and supporting decision making

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Social Media Analytics
◇ The art and science of extracting valuable hidden insights from vast
amounts of semi-structured and unstructured social media data to
enable informed and insightful decision making
◇ We have enormous amount of social data:
 500 million tweets per day
 95 million photos and videos are uploaded to Instagram per day
 500 hours of video are uploaded to YouTube per day
 350 Million photos are uploaded per day

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Social Media Analytics Tasks
◇ Platform Analytics
 Tracks impression
 Engagement with the post using likes, retweets, shares, comments,
etc.
◇ Monitoring Social Media
 Monitor mentions of brand, hashtag, keyword, etc.
◇ Measuring Sentiment
 Measures sentiment of your brand
 Measures the sentiment of a topic which is related to your company

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Social Media Analytics Tasks..
◇ Measuring Conversations
 Can provide insights into the success of the campaign
◇ Analyzing Images
 Image analytics is applied to capture the information given on the images
◇ Understanding Audiences
 To find out what group to target
 To determine contents for the messages for different groups
 To determine campaign type that will increase the engagement
 You want to find the answers of the questions: who is discussing your brand?,
What is the age/gender?, etc.

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Social Media Analytics Tasks..
◇ Influencer Analytics
 Here we want to find our who is advertising your brand in
a positive way with the audiences
◇ Social Media Intelligence
 We can use monitoring and analytics to discover insights from the
data
 We can answer different strategic questions, such as audiences
engagement with a topic

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Conclusion
We have studied
◇The evolution of Internet and WWW
◇Characteristics of Social Media
◇Usage of Social Media for Business
◇Data Analytics
◇Social Media Analytics
◇Importance of Social Media Analytics

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Review Questions
◇ What are the don’ts of social media?
◇ What is the difference between web 1.0 and web 2.0?
◇ Compare Facebook, Twitter and Instagram in terms of total number
of users, total posts created/shared, photos uploaded, etc.
◇ Which networking device do we use to connect different networks?
◇ Who is the owner of the Internet?
◇ Which protocol suites define how communication should be done?
◇ What is WWW?

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Review Questions..
◇How is a web resource identified in WWW?
◇What is HTML?
◇What is the difference between HTTP and HTTPS?
◇What are some dos of social media?
◇Which social media is used for Microblogging?
◇Which social media platform is used for discussion forums?
◇What are the security issues for social media?

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Review Questions..
◇How do you create value from data?
◇What are the steps of data analytics?
◇What are the different social media analytics tasks?
◇What do you use to analyze a social media platform?
◇How do you monitor social media?
◇Why do you want to measure sentiment?
◇Why do you want to understand your audiences?

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Next session..

In the next session we will study the following topic:

Return on Investment for Social Media

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