Basics about Data Analysis used in social media platforms and tools offered for analyzing and visualizing such data.

1. Social Media Data Analytics
and Visualisation Tools
BY SAYANI MAJUMDER
M.A. (NEW MEDIA CONTENT DESIGN)

2. Presentation Outline
1. What Social Media Data Analysis is all about?
2. Why Social Media Data Analysis?
3. What Social Media Analytics Tools do?
4. Social Media Data Analysis Steps
5. Qualitative Analysis VS Quantitative Analysis
6. Using Social Media Analytics Tools
7. Classification of Social Media Data Analytics Tools
8. Some Social Media Analytics Tools

3. Presentation Outline
9. About Social Media Data Visualisation
10. What does Social Data Contain?
11. What web has to offer in Data Visualisation?
12. Why Social Media Data Visualisation?
13. Some Social Media Data Visualisation Tools
14. Bibliography

4. “
”
Data processing at massive scale is only now becoming realistic. And
data about our wanderings around the web exist on hundreds of random
site servers. Data management platforms and exchanges arose to do the
piecing-together, and today more (usually anonymized) information is
available to marketers than ever before. This will only get better.
– MARTIN KIHN, GARTNER

5. What Social Media Data Analytics is
all about?

6. Social Media = Big Data
According to Gartner’s 3V Definition, Big Data has
high
 Volume
 Velocity
 Variety

7. Statistics
Huge number of users in popular
social media platforms who
generate high volume of data
with high velocity having high
variety.

8. Variety of
Information

9. What is Machine-Readable now
Messages created and exchanged by users contain
 Linguistic content
 Links (e.g url)
 Topic Markers (e.g. Hashtags)
 Meta-Information (e.g. user profile, images, messages replied to, message
language, time of message, location of message)

10. Human Generated textual data on Social
media are
 Qualitative Data : Requires qualitative interpretation
 Large-Scale Data : Requires large-scale data mining techniques

11. Why Social Media Data Analytics?

12. To know how Clients Perceive any
Product
 Gives organisations an edge over their competitors
 Advanced knowledge about how their products and services are being perceived
by their clients as well as potential clients.

13. Help make Smarter Decisions
 It lets businesses can take control of myriad of online user data and information.
 Enables them to make smarter decisions regarding customer needs, attitude,
opinions, latest trends and various factors that influence the same.
 Organisations can convert enormous amounts of the derived data into effective
business plans and outcomes.

14. Segment Audience
 Enable organisations to segment audience along demographic and geographic
users.
 Audiences are also categorised into actual user as well as potential users,
including influencers, supporters and critics.

15. What Social Media Analytics Tools
do?

16. Social media analytics tools provide
information about the following:
 What things are trending in specific industries.
 How many people are visiting a business’s social media page.
 How long a visitor stays on the social media page.
 How many people click links from the social media page to the business’s actual
website.
 What people are saying about the business.
 How many people are talking about a business.

17. Social Media Data Analysis Steps

18. Here are Steps to Analyze Social Media
Data
 Analyze mood by means of sentiment analysis.
 Create time series and correlate it to real world phenomenon.
 Make predictions based on new data.
 Support decision making process.

19. Qualitative Analysis VS Quantitative
Analysis

20. Comparison
The qualitative analysis of the
social media is regarded as the
aspect that matters most.
The quantitative analysis is
actually catching up and gaining
more attention due to the birth of
new social media metrics tools.

21. Using Social Media Analytics Tools

22. Create a Goal Before You Choose a Tool
Common goals include
 improving revenue
 enhancing customer service
 establishing thought leadership
 getting feedback on new product launches

23. Use Social Media Analytics to Plan
Communication
 Social media data exposes what people are talking about, why those
conversations are engaging them and how often they respond.
 By having this information, marketers can plan the communication for a
business’s social media page.
 They’ll also know who to target and what to say to get a response.

24. Use Them to Generate Leads
 The lifeline of every business is its customers.
 Organisations create the best possible strategies to gain more customers.
 These strategies often include phone, email and social media marketing. Most
internet leads come from inbound marketing methods such as simple Google
searches or from mentions on social media pages.
 Leads can also be generated through own social media pages by utilizing helpful
social media data.

25. Use Comparison Tools
 These tools don’t just analyse one profile for changes, it monitors social media
analytics of competitors as well.
 The obvious benefit here is knowing what a competitor is doing right. This is
invaluable information that simple market research just can’t yield.

26. Classification of Social Media Data
Analytics Tools

27. Social Media Monitoring
 This type of tool will check on the conversations in social media and will tend to
look for those keywords that a business is interested in. Such tools are often
called “listening” tools.
 These tools are utilized to track and determine how often their services, products,
or simply their company name is mentioned.
 These tools will also help track the company’s competitors and the trends in a
specific industry or field.

28. Social Media Measurement
 The tools under this classification may also monitor
 They also have added capability of refining as well as measuring the data based
on the specified parameters or filters.

29. Social Engagement
 The main function of these tools is communication.
 These tools will help automate any communication across the different social
media platforms.
 If a social media user posts something on one channel, the other channel
becomes updated as well.

30. Some Social Media Analytics Tools

31. 33Across
 33Across’s SocialDNA Targeting technology combines social media analytics with
your marketing efforts.
 It helps brands get a more complete picture of their online audience by analyzing
how they interact with the brand’s social media interactions.
 Helps companies figure out the best places to focus their marketing efforts, which
leads to more relevant ads for consumers.

32. Brandwatch
 It has support for 25 languages, ideal
for international corporations with
international reach.
 Like most other analytics suites,
Brandwatch monitors all of the
conversations across various social
networks.
 The company claims that its algorithm
cuts through social spam to help find
the conversations that really matter.

33. Google Analytics
 It is a free analytics tool.
 “Social Report” can be used to
determine the conversion value of
visitors from social sites as well as
see how visitors from different social
sites behave on your site.
 “Activity Stream” shows in real time
how people are talking about your site
on social networks.

34. Hootsuite
 Hootsuite offers a single online
dashboard to manage your social
media accounts. This includes Twitter,
Facebook, Google +, LinkedIn, and
more.
 Helps you schedule posts and
manage your social media content.
 It has its own set of analytics tools.

35. Buffer
 For those who tweet or share a lot, Buffer helped them space out their social
media posts, and also optimize the time of their publishing to maximize
engagement and response.

36. About Social Media Data Visualisation

37. Social Media Data Visualisation
 Social media data visualisation is the science of visual representation of social
data.
 Representing large amounts of disparate information in a visual for often allows
you to see patterns that would otherwise be buried in vast, unconnected data
sets.
 The effectiveness in conveying ideas is achieved by combining both aesthetics
and functionality.

38. What does Social Data Contain?

39. Social Data
 A big part of the content available on the web is created by the users.
 This represents the largest amount of data on the Web that needs to be
processed and visualized.
 Important derivative inforation may surface from creative ways of exploiting this
data.

40. What web has to offer in Data
Visualisation?

41. Web Offers
 Generation and storage of massive and growing amounts of data.
 A means to create and share many kinds of visualisations.
 Unprecedented access to data.
 Animations and user interactions.

42. Why Social Media Data Visualisation?

43. It is Necessary
 To study a social network.
 To understand how to improve the effectiveness of the network.
 To visualize your data so as to uncover patterns in relationships or interactions.
 To follow the paths that information follows in social networks.
 To do quantitative or branding research.

44. Some Social Media Data Visualisation
Tools

45. Infogr.am
 Infogram provides an easy way to
visualize data with different options
such as Free Model, Pictorial,
WordCloud and TreeMaps along with
inbuilt templates for creating
Infographics.
 The excel type spreadsheet interface
is familiar and easy to input data and
get started with Infogram in a few
clicks.

46. Visual.ly
 Setup as a community platform for data visualization, it allows you to create and
share visualizations on the platforms among an active community.
 In case you have an urgent requirement for visualization/infographics, you can
count on Visual.ly’s community to deliver on time.

47. Gephi
 Gephi is a desktop application that comes in handy for mapping out relationships
and can handle large amounts of data.
 It is useful when you are trying to map social relationships and how two entities
are closely related to each other.

48. Tableau Desktop
 It is a paid visualization tool which is specifically designed for
visualization with Big Data and has the ability to create on the go
dashboards in minutes.

49. R
 R is a statistical tool that is used to handle huge amounts of data and has a fair bit
of visualization capabilities as well.
 It is one of the tools you should focus on if you do want to get started with
statistical analysis and advanced techniques with data.

50. Bibliography
 socialmediadata.com
 simplymeasured.com
 tableau.com
 hootsuite.com
 digitalinsights.in
 smashingmagazine.com
Documents
 White Paper "What is Social
Analytics“ by simplymeasured.com
 7 Things You Should Know
About… Data Visualization by
Educause
Book
 Debates in the Digital Humanities
by Matthew K. Gold
Websites

51. Thank You