Social Media Analytics

(SMA)
CSDC304

Subject In-charge

Ms. Annies Minu

Assistant Professor

Email: [email protected]
1
 Social Media Analytics

Lecture
Module V:
Social Information Filtering

Content:
Social Information Filtering - Social Sharing and filtering,
Automated Recommendation systems, Traditional Vs social
Recommendation Systems
Understanding Social Media and Business Alignment, Social
Media KPI, Formulating a Social Media Strategy, Managing
Social Media Risks

Department of Computer Engineering Social Media Analytics -Ms.Annies Minu 2

 Useful Links
✔
1. https://cse.iitkgp.ac.in/~pawang/courses/SC16.html
2. https://onlinecourses.nptel.ac.in/noc20_cs78/preview

3. https://nptel.ac.in/courses/106106146

4. https://7layersanalytics.com/

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 Books
1. Seven Layers of Social Media Analytics_ Mining
Business Insights from Social Media Text, Actions,
Networks, Hyperlinks, Apps, Search Engine, and
Location Data, Gohar F. Khan, (ISBN-10:
1507823207).

2. Analyzing the Social Web 1st Edition by Jennifer

Golbeck

3. Charu Aggarwal (ed.), Social Network Data

Analytics, Springer, 2011

4. Social Media Analytics [2015], Techniques and

Insights for Extracting Business Value Out of Social
Media, Matthew Ganis, Avinash Kohirkar, IBM Press
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❑ Teaching Scheme
✔ Theory : 3 hours/week
✔ No. of Credits :3

❑ Examination Scheme
✔ IAT1 & IAT2 : 20 marks each (Average of the two)
✔ End Semester Exam : 80 marks

❑ Assignments
✔ Assignment Test 1 or 2 (20 marks each)

❑ Quiz and Video Presentation

✔ Graded Quiz after each module

✔ Video Presentation (Individual/Group)
Department of Computer Engineering Social Media Analytics -Ms.Annies Minu 5
Course Outcomes

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 Social Media Analytics

Lecture
Module V:
Social Information Filtering

Content:
Social Information Filtering - Social Sharing and filtering,
Automated Recommendation systems, Traditional Vs social
Recommendation Systems
Understanding Social Media and Business Alignment, Social
Media KPI, Formulating a Social Media Strategy, Managing
Social Media Risks

Department of Computer Engineering Social Media Analytics -Ms.Annies Minu 7

 Social Information Filtering

Department of Computer Engineering Social Media Analytics -Ms.Annies Minu 8

🡪Social Information Filtering
Social Sharing and filtering
Automated Recommendation systems
Traditional Vs social Recommendation
Systems

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Social Information Filtering
Social Information filtering essentially automates the process of
"word-of-mouth" recommendations: items are recommended to a
user based upon values assigned by other people with similar
taste. The system determines which users have similar taste via
standard formulas for computing statistical correlations.
● Social information filtering is a process for
organizing and filtering information based on
social connections and relationships.
● It can involve the use of algorithms and/or human
judgment to identify relevant information.
● It is used in a variety of contexts, including online
social networks, news aggregators, and
recommendation systems.
● It can be used to surface relevant content to users
based on their social connections and interests.
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 Social Sharing and filtering
● Social information sharing refers to the exchange
of information, ideas, and content among individuals
within a social network or community.
● It can take place through various channels, such as
online social media platforms, messaging apps,
forums, or in-person conversations.
● Social information sharing can facilitate the spread of
information and ideas, and can help to build connections
and relationships among individuals.
● It can also have negative consequences, such as the
spread of misinformation or the invasion of privacy.
● The use of algorithms and other technologies can
facilitate social information sharing by suggesting
content to users or by helping to connect individuals
with similar interests.
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 Automated Recommendation systems
● An automated recommendation system is a technology that
uses algorithms to suggest content, products, or other items
to users based on their interests and past behaviors.
● Recommendation systems can be used in a variety of
contexts, such as online retail, streaming services, and social
media.
● They rely on data about the user, such as their past actions,
preferences, and demographic information, to make
personalized recommendations.
● Recommendation systems can improve the user experience
by providing relevant and personalized recommendations.
● However, they can also raise concerns about privacy and the
potential for manipulation or bias in the recommendations.
● These are the features of websites that suggest items a user might
like. Amazon.com uses one to suggest other items a customer
might want to buy. Netflix uses it to suggest movies that a
subscriber might want to check out.

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 Traditional Vs social Recommendation Systems

1. Traditional recommendation systems rely on human judgment

and expertise to recommend items to users.
2. These systems can be used in a variety of contexts, such as
bookstores, libraries, and music stores.
3. They may rely on personal recommendations from friends or
trusted sources, or on reviews and ratings provided by other
users.
4. Traditional recommendation systems may be less personalized
than automated systems, but they can also be seen as more
trustworthy and reliable.
5. They may be less efficient than automated systems, but they
can also be more flexible and adaptable to the needs and
preferences of individual users.

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 Traditional Vs social Recommendation Systems

• Recommender systems basically work in one of two

ways: suggesting items similar to the ones a person likes
or suggesting items liked by people who are similar to the
user. They might look at all the items that a user has
rated and then look for items that are similar to the
things the user likes.
• This is how Pandora, the online music streaming
service works.
• This tactic of finding items similar to what the user is
known to like is called item-based or model-based
recommendation.

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 Social Recommender Systems / Common
Recommendation Techniques

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Case Study
Reddit Voting System
● Reddit is a social news website that allows users to post links
and vote on them.
● The votes are used to rank articles and determine which ones
appear on the front page.
● The simple vote count method can be biased towards older
articles, as they have more time to gather votes and stay
highlighted longer.
● Reddit uses a system that estimates the 95% confidence
interval for the number of up votes a post will receive, in
order to fairly compare articles regardless of age.
● This system adjusts after every vote and takes into account
the total number of votes a post has received.
● Sorting options, such as "Best," "Top," "New," "Old," and
"Controversial," are important to Reddit users in order to
navigate and make sense of the vast amount of content on
the website.
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Case Study (Ref. T2-page 196)
Trust Based Movie Recommendations
● FilmTrust is a movie recommendation system that uses social
networks and trust to make recommendations.
● Users can rate and review movies, view other ratings and
reviews, and make social connections with other users on the
system.
● When creating a social connection, users are asked to rate
how much they trust the other person's opinion about movies
on a scale from 1 to 10.
● The system estimates trust in other people's opinions using a
weighted average based on the trust ratings given by the
user and their friends.
● Trust values are used to adjust the average rating of a movie
and give more weight to ratings from users who are trusted
more by the user receiving the recommendation.
● The system also takes the user's own ratings into account
when making recommendations.
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Case Study
Exercise 1
● Choose a popular current issue of public
debate (a bill under consideration, an election,
or a political issue). Search Twitter for posts
about that issue.
○ What opinions are you able to find? Summarize them.
○ Is one opinion dominating the others?
○ Do you find a lot of content repeated?
Perhaps one or two tweets that are
repeated by many accounts? Does this
appear suspicious, or is there a reason for
it?

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Case Study
Exercise 2
● How social media can be used in crises.
● Create a recommendation for a public agency (at any
level, federal, state, or local) about how they could
leverage social media in crisis situations.
● Describe your recommendation, why you think it would
work, and how the agency should go about implementing
it.

Department of Computer Engineering Social Media Analytics -Ms.Annies Minu 19

Social Information Filtering

🡪 Understanding Social Media and

Business Alignment
Social Media KPI
Formulating a Social Media Strategy
Managing Social Media Risks

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Understanding Social Media and Business
Alignment
Aligning social media objectives and goals with the objectives of
the organization should be the starting point of any social
media analytics initiative.
The alignment of social media analytics with business objectives
can be seen as analogous to the famous Chinese Yin and Yang
philosophy, where two seemingly opposing force (in this case,
social media and business) complement and reinforce each other.

Department of Computer Engineering Social Media Analytics -Ms.Annies Minu 21

Understanding Social Media and Business
Alignment

If the business goal is to understand customer sentiments

expressed over social media, the social media analytics should be
designed to facilitate this objective.

It may require,
for example, tools and skills for extracting and analyzing tweets
or comments posted on a Facebook fan page.
Or,
for example, if your business objective is to identify influential
social media customers and their position in the network, your
focus should be on social media networks.

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Aligning Analytics with Business Objectives

Figure : Provides example scenarios for aligning social media with business objectives.
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Understanding Social Media and Business
Alignment
❑ Analytics should be strategically aligned to support
existing business goals
● Marketing and advertising: Businesses can use social
media to reach potential customers and promote their
products or services. This can include creating a social media
presence, posting content, and running ads on social media
platforms.

● Customer service: Businesses can use social media to

provide customer support and answer questions or resolve
issues. This can include monitoring social media for mentions
of the business and responding to customer inquiries or
complaints.

● Public relations: Businesses can use social media to manage

their reputation and communicate with the public. This can
include responding to negative reviews or feedback, as well as
sharing news and updates about the business.
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Understanding Social Media and Business
Alignment
● Talent recruitment: Businesses can use social media to find
and attract potential employees by posting job openings and
engaging with potential candidates.

● Lead generation: Businesses can use social media to generate

leads and connect with potential customers by sharing valuable
content and offering incentives for users to provide their contact
information.

● Market research: Businesses can use social media to gather

insights about their customers, competitors, and industry trends
by monitoring social media conversations and conducting
surveys.

● Product development: Businesses can use social media to

gather feedback and ideas for new products or features by
engaging with customers and asking for their input

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Understanding Social Media and Business
Alignment
Measure of Success for a Company’s Social
Media Campaign:
● Counts: This includes the number of fans, followers, or friends,
as well as the number of views, likes, or similar indications of
favorable opinions on the company's social media content.

● Social sharing: This includes the number of times the

company's content is shared, mentioned, or retweeted on social
media platforms.

● Engagement rate: This is the number of engagement

activities (likes, shares, etc.) divided by the number of friends,
followers, or fans, and indicates the level of engagement of the
company's social media audience.

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 Measure of Success for a Company’s Social
Media Campaign:
● Interaction: This includes the number of customers with
whom the company has engaged, the number of
conversations, and the length and resolution of those
conversations.

● Referral rates: This is the amount of traffic driven to the

company's website from its social media presence, as
measured through click-throughs or website analytics.

● Importance and influence of users: This includes metrics

such as centrality or the number of friends, which indicate
the influence and importance of users in the company's social
media network.

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 Social Media KPI
▪ KPI stands for key performance
indicators.

▪ Businesses use KPIs to determine

performance over time, see if
goals are being met and analyze
whether changes need to be
made.

It highlight how far you’ve come

and how much farther you can go.

▪ Social media KPIs are the

metrics used to determine if a
business's social media
marketing strategy is effective.
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al-media-kpis/?gclid=Cj0KCQiAjbagBhD3ARIsANRrqEv-t
XgotaC1JPWmj5y5nNNGeImWWYwn-PUiyvoAjxZkkB0bT
OaIbegaArs4EALw_wcB#what

Department of Computer Engineering Social Media Analytics -Ms.Annies Minu 28

 Social Media KPI are:
● Reach KPIs: The number of people who see a business's
social media content, including no. of followers, Post reach,
Share of voice to friends, and other users who come across
the content.

● Engagement KPIs: The level of interaction with a

business's social media content, including likes, Clicks,
comments, shares, mentions, profile visits and other actions
taken by users.

● Traffic: The number of users who click on links from a

business's social media content and visit its website.

● Conversion rate: The percentage of users who take a

desired action after visiting a business's website from its
social media content, such as making a purchase, sales,
lead conversion rate, non-revenue conversions or signing up
for a newsletter.
Department of Computer Engineering Social Media Analytics -Ms.Annies Minu 29
● Customer satisfaction: The level of satisfaction of a
business's customers, as measured through social media
interactions or surveys.

● Lead generation: The number of leads generated through

social media, such as users who provide their contact
information in exchange for an offer or resource.

● Return on investment (ROI): The financial return on a

business's social media efforts, calculated as the profit gained
divided by the cost of the social media campaign.

● Cost per acquisition (CPA): The cost of acquiring a new

customer through social media, calculated as the cost of the
social media campaign divided by the number of new
customers acquired.

Department of Computer Engineering Social Media Analytics -Ms.Annies Minu 30

Case Study
Exercise
● Find a company that has undertaken
a viral marketing campaign over
social media.
○ What is the essence of the campaign?
○ What metrics can you use to
measure it (number of views,
fans, likes, etc.)?
○ Is the campaign ongoing, or did it run for a
fixed amount of time?
○ Are any statistics available to
indicate the success of the
campaign? If so, what are they?

Department of Computer Engineering Social Media Analytics -Ms.Annies Minu 31

 Formulating a Social Media Strategy

❑ The purpose of formulating social media strategy

is to create rules and procedures to align your
social media engagement with business goals.

❑ Planning an aligned social media strategy should

follow a strategy formulation process similar to
that used by IT management.

❑ The following steps will lead to the formulation of

a sound social media strategy

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Understanding Social Media and Business
Alignment
Steps in Formulating a Social Media Strategy
a. Get Hold of an Executive Champion
▪ For any organizational strategy formulation and implementation,
the sponsorship of a senior-level executive is crucial.
▪ The most important factor for success in social media analytics is
not technology, but leadership and top management commitment.
▪ Success is possible only when the transformation is steered
through strong leadership: setting direction, building momentum,
and ensuring the disciplined execution of an inspiring vision and
ambitious plans.
▪ A social media executive champion will be someone with charisma
and the power to enforce social media strategy in the agency.
▪ It usually is the head of the department or the government chief
information officer (GCIO). Enlisting the support of a champion is
crucial for your social media efforts to be fruitful.
▪ A champion should have several attributes including, power, vision,
resources, and willingness to sacrifice, and persistence to support
the change (Luftman, Bullen et al. 2004).
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Understanding Social Media and Business
Alignment
Steps in Formulating a Social Media Strategy
b. Build a Cross-Functional Team

▪ The first step in formulating a social media strategy is to

create a cross-functional team with senior management
members from all the departments including the IT
department.
▪ Ideally, this team should be led by a CIO.
▪ Having a cross-functional team will make sure that all the
stakeholders have their say and have the ownership of the
social media analytics initiative.

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 Managing Social Media Risks

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 Managing Social Media Risks

▪ Engaging through social media introduces new challenges

related to privacy, security, data management, accessibility,
social inclusion, governance, and other information security
issues.

▪ Social media–related risks needs to be managed properly,

both from the strategic and technological points of view.

▪ To minimize the damage, organizations need proactive,

rather than reactive, social media risk-management strategy.

Department of Computer Engineering Social Media Analytics -Ms.Annies Minu 36

 Managing Social Media Risks

● Develop a social media policy: Create guidelines for

employees on how to use social media in a professional
manner and how to handle sensitive or confidential
information.

● Monitor social media activity: Regularly review the

business's social media presence and activity to identify any
potential risks or issues.

● Respond to negative feedback: Address any negative

comments or reviews in a professional and timely manner,
and work to resolve any issues that may arise.

● Protect personal information: Ensure that personal

information, such as customer data, is kept secure and not
shared on social media without proper consent.

Department of Computer Engineering Social Media Analytics -Ms.Annies Minu 37

● Stay up to date with legal requirements: Understand and
comply with relevant laws and regulations, such as those
related to privacy, advertising, and consumer protection.

● Train employees: Educate employees on how to handle

social media risks and best practices for using social media in
a professional manner.

● Have a plan in place: Have a plan in place for handling

social media crises, including identifying a team to manage
the situation and establishing protocols for communication.

Department of Computer Engineering Social Media Analytics -Ms.Annies Minu 38

 Social Media Risk Management Framework

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 Social Media Risk Management Framework
1. Risk identification: Identify potential social media risks such
as hacking, information leaks, phishing, and impersonation.

2. Risk assessment: Determine the likelihood and impact of

identified risks. Prioritize and rank risks based on probability and
impact.

3. Risk mitigation: Implement strategies to manage, eliminate, or

reduce identified risks. This may include physical, technical, and
procedural measures. i.e. Securing your FB, Twitter account,
Blog.

4. Risk monitoring: Continuously monitor and assess risks to

ensure that risk mitigation measures are effective and updated
as needed.

5. Risk review: Regularly review and assess overall risk

management strategy to ensure it is effective and up-to-date.
Department of Computer Engineering Social Media Analytics -Ms.Annies Minu 40
🡪Question?
● What is the goal of aligning social media analytics with business
goals?
● What is the purpose of social media strategy?
● Explain the steps needed to formulate a social media strategy.
● What are Social Media KPI?
● What are some common social media risks?
● Explain the four steps in social media risk management.
● What is the goal of aligning social media analytics with business
goals?
● Explain the social media alignment matrix.
● Briefly explain the role of CIO in aligning analytics with business
objectives.
● What is the purpose of social media strategy?
● Explain the steps needed to formulate a social media strategy.
● What are some common social media risks?
● Explain the four steps in social media risk management.
● Explain common social media risks-mitigation strategies.
● Explain different techniques to secure social media accounts.
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Social Media Analytics: An Overview

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 Thank you …

Department of Computer Engineering Social Media Analytics -Ms.Annies Minu 43