In the Seven Layers of Social Media Analytics: Mining Business Insights from Social Media Text, Actions, Networks, Hyperlinks, Apps, Search Engines, and Location Data, we draw on developments in social media analytics theories and tools to develop a comprehensive seven-layer framework that allows readers to get their minds around how social media data can be used to mine useful business insights. The book offers concepts, tools, tutorials, and case studies that business managers need to extract and analyze the seven layers of social media data, including text, actions, networks, apps, hyperlinks, search engines, and location layers. Social media analytics is about converting unstructured social media data into meaningful business insights. By the end of this book, you will have mastered the concepts, techniques, and tools used to extract business insights from social media that help increase brand loyalty, generate leads, drive traffic, and ultimately make good business decisions. A separate chapter is dedicated to each layer. Here is how the book is structured. Chapter 1: The Seven Layers of Social Media Analyticsathis chapter sets the theme for the rest of the book and introduces the seven layers of social media analytics, discusses the typical steps needed to carry out the analytics, and explains the challenges and tools of social media analytics. Chapter 2: Understanding Social Mediaabefore diving into the seven layers of social media data, chapter 2 briefly discusses fundamental social media technologies; their properties; and mainstream social media tools, including blogs, wikis, social networking sites, content communities, and folksonomies. Chapter 3: Social Media Text Analyticsachapter 3 is dedicated to text analytics, the first layer of social media analytics. A variety of textual elements of social media are discussed along with the steps needed to carry out text analytics, its purpose, and the tools of text analytics. The chapter also includes a step-by-step guide on analyzing social media text (e.g., tweets and comments) using Semantria for Excel. Chapter 4: Social Media Network Analyticsanetworks are fundamental parts of social media. Chapter 4 deals with network analytics and seeks to identify influential nodes (e.g., people and organizations) and their position in the network. Social media networks, such as Facebook, Friendship Network, Twitter, and YouTube are discussed. The chapter also includes a case study and a step-by-step tutorial on NodeXL for analyzing social media networks. Chapter 5: Social Media Actions Analyticsachapter 5 deconstruct the second layer of social media analytics, that is, the actions analytics. The chapter explains extracting, analyzing, and interpreting the actions performed by social media users, such as likes, dislikes, shares, mentions, and endorsement. The chapter also includes a case study and a step-by-step tutorial on Hootsuiteas analytical tool. Chapter 6: Social Media Apps Analyticsamobile applications are the next frontier in the social business landscape. Chapter 6 deals with mobile analytics and marketing issues. A practical tutorial on analyzing and understanding in-app purchases, customer engagement, and demographics are included in the chapter. A practical tutorial on the Countly apps analytics tool and a real-world case study is also included. Chapter 7: Social Media Hyperlink AnalyticsaSocial media traffic is carried out through the hyperlinks embedded within it, thus hyperlink (e.g., in-links and out-links) analysis can reveal, for example, Internet traffic patterns and sources of the incoming or outgoing traffic to and from a source. Hyperlink analytics is discussed in chapter 7. A real-world case study and step-by-step guidelines on hyperlink analytics using VOSON are also included. Chapter 8: Social Media Location Analyticsachapter 8 deals with location analytics, which is also known as spatial analysis or geospatial analytics. The chapter outlines tools and techniques to mine and map the location of social media users, contents, and data. A real-world case study on mining mobile phone data and a step-by-step guide on geo-mapping tabular business data using Google Fusion Table is also provided. Chapter 9: Social Media Search Engines Analyticsathis chapter explains search engines analytics. Search engines analytics focus on analyzing historical search data to gain valuable insight into trends analysis, keyword monitoring, and advertisement spending statistics. Practical step-by-step guidelines are provided using Google Trends to analyze search engine data. Chapter 10: Aligning Social Media Analytics with Business GoalsaConfiguring and understanding social media tools alone are not enough; to get the most out of it, analytics should be aligned with business strategy. Chapter 10 will discuss strategies and techniques to align social media analytics with business goals. A discussion and framework on social media risk management is also included in the chapter.This tutorial assumes that you are using MS Windows7, Chrome browser, and MS Excel 2010 thirty-two-bit versions. For text ... If youa#39;ve already registered, click on aInstalla to begin. 6. Click aNext.a 7. Read through and accept the license agreement. 8. Click aNexta again. 9. ... Mac users: If you are using Parallels to run Windows, save all datasets downloaded from the web onto your Windows-side desktop.
|Title||:||Seven Layers of Social Media Analytics|
|Author||:||Gohar F. Khan|
|Publisher||:||Gohar Feroz Khan - 2015-07-02|