unit 4

• Social Media Network Analytics


  The analysis of data and insights from social media platforms to understand user behaviour, content performance, and marketing effectiveness
• The objective of the course is to aid the students in understanding digital marketing practices, inclination of digital consumers and role of content marketing, developing understanding of the latest social media platforms practices for marketing and promotion, and offering concepts, strategies, tools, tutorials, and case studies that need to align, extract, and analyse a variety of social media data
• The course aims to help students understand the role of social media in small and large organizations and social network perspective, and analyse website data using google analytics and analytics measurement tool
• Course Outcomes


  • Understand how they can use digital marketing to increase sales and grow their business
  • Demonstrate cognitive knowledge of the skills required in conducting online research and research on online markets, as well as in identifying, assessing and selecting digital market opportunities
  • Familiarize the learners with foundation of social media analytics
  • Understand concepts, techniques and tools to extract business insights from social media that help increase brand loyalty, generate leads, drive traffic, and ultimately make good business decisions
  • Create a connection between the website and google analytics and interpret the data for recommendations
• Nodes (or Vertices)


  The individual users, accounts, or entities within the social network
• Edges (or Links, Ties)


  The connections or relationships between nodes, such as following someone, replying to a comment, or any other form of interaction
• Degree


  The number of connections a node has. High degree indicates a well-connected user
• Density


  The overall connectedness of the entire network. A high density means there are many connections between users
• Centrality Measures


  • Degree Centrality
  • Betweenness Centrality
  • Closeness Centrality
  • Eigenvector Centrality
• Clusters (or Communities)


  Groups of nodes with a high density of connections amongst themselves, representing communities with shared interests
• Subgraph


  A smaller section of the network that can be analyzed on its own
• Path Length


  The number of connections (or "hops") it takes to travel between two nodes
• Homophily


  The tendency of people to connect with others who are similar to them
• Heterophily


  The tendency of people to connect with others who are different from them
• Isolates


  Nodes with very few or no connections
• Ego Network


  The network of a single user and all their connections
• Common Social Media Network Types

  • Traditional Social Networking Sites
  • Media Sharing Networks
  • Discussion Networks
  • Social Blogging Networks
  • Review Networks
• General Terms in Social Media

  • Account
  • Bio
  • Comment
  • Direct Message (DM)
  • Engagement
  • Feed
  • Follower
  • Hashtag (#)
  • Like
  • Mention
  • Post
  • Profile
  • Share
  • Story
• Additional Social Media Terms

  • Bio Link
  • Finsta/ Spam Account
  • Going Live
  • Impression
  • Live Stream
  • Meme
  • NSFW (Not Safe For Work)
  • Thread
• Common Social Media Actions

  • Creating a post
  • Sharing someone else's post
  • Going Live
  • Liking
  • Commenting
  • Mentioning someone
  • Replying
  • Direct Messaging (DM)
  • Following
  • Subscribing (to a channel/group)
  • Saving content
  • Creating collections/boards (Pinterest)
  • Reacting (Facebook)
  • Polls & Quizzes
  • Reporting
• Uses of Social Media Analytics (SMA)

  • Understanding your audience
  • Measuring campaign performance
  • Identifying brand influencers
  • Competitive analysis
  • Monitoring brand sentiment
  • Identifying customer needs and concerns
  • Managing customer interactions
  • Crisis management
  • Understanding content performance
  • Identifying content gaps
  • Optimizing content for different platforms
  • Staying on top of trends
  • Social Listening
  • Market Research
  • Academic Research
• Facebook Analytics/ Meta Insights

  A suite of tools within Meta Business Suite that helps you understand how people interact with your Facebook Page and content, providing data and insights to optimize your social media strategy
• What Facebook Insights can offer

  • Measure Page Performance
  • Analyze Audience Demographics
  • Track Post Performance
  • Identify Top Performers
  • Benchmark Against Competitors
• Facebook Page Insights


  The basic level of analytics accessible directly from your Facebook Page, providing a quick overview of key metrics and post-performance
• Meta Business Suite Insights

  A more comprehensive view of your Facebook Page analytics alongside insights from your Instagram account, allowing for deeper analysis, reporting, and comparison
• Facebook Analytics/ Meta


  Tool to track performance of Facebook posts and pages
• Track Post Performance


  • See how individual posts perform in terms of reach, engagement, and which types of content resonate most with your audience
• Identify Top Performers


  • Discover which posts and content formats generate the most engagement, helping you refine your content strategy
• Benchmark Against Competitors


  • Gain insights into how your page stacks up against competitors in terms of engagement and follower growth
• Ways to access Facebook Insights

  • Facebook Page Insights
  • Meta Business Suite Insights
• Facebook Page Insights


  Basic level of analytics accessible directly from your Facebook Page, provides quick overview of key metrics and post-performance
• Meta Business Suite Insights

  Offers a more comprehensive view of your Facebook Page analytics alongside insights from your Instagram account (if connected), allows for deeper analysis, reporting, and comparison with industry benchmarks
• Benefits of Leveraging Facebook Insights

  • Craft Engaging Content
  • Optimize Paid Advertising
  • Boost Brand Awareness
  • Measure Campaign Effectiveness
• YouTube Analytics


  Tool that provides data and insights to understand how your channel and videos are performing, guides your content strategy and growth
• What YouTube Analytics Measures

  • Views
  • Watch Time
  • Subscribers
  • Demographics
  • Traffic Sources
  • Engagement
• Access to YouTube Analytics


  Available in YouTube Studio by clicking on "Analytics" in the left menu
• Benefits of Using YouTube Analytics

  • Understand your audience
  • Track your channel's growth
  • Identify what's working and what's not
  • Optimize your content strategy
  • Improve video engagement
  • Make data-driven decisions
• Instagram Analytics


  Provides insights into your account's performance and audience engagement, helps refine your strategy, create better content, and grow your following
• Types of Instagram Analytics

  • Account Insights
  • Content Insights
  • Audience Insights
• Benefits of Using Instagram Analytics

  • Measure Success
  • Understand Your Audience
  • Improve Content Strategy
  • Boost Engagement
  • Track Campaign Performance