Social Media Analytics

(SMA)
CSDC304

Subject In-charge

Ms. ANNIES MINU

Assistant Professor

Email:
1
 Social Media Analytics

Lecture
Module IV:
Social Media Location & Search
Engine Analytics

Content:
? Location Analytics - Sources of Location Data, Categories of
Location Analytics, Location Analytics and Privacy Concerns,
Location Analytics Tools
? Search Engine Analytics - Types of Search Engines, Search
Engine Analytics, Search Engine Analytics Tools

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

 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).

1. Analyzing the Social Web 1st Edition by Jennifer

Golbeck

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

Analytics, Springer, 2011

1. Social Media Analytics [2015], Techniques and

Insights for Extracting Business Value Out of Social
Media, Matthew Ganis, Avinash Kohirkar, IBM Press
Department of Computer Engineering Social Media Analytics –Ms.Annies Minu 3
 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

1. https://7layersanalytics.com/

Department of Computer Engineering Social Media Analytics –Ms.Annies Minu 4

❑ 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

Department of Computer Engineering Social Media Analytics –Ms.Annies Minu 6

 Social Media Location
&
Search Engine Analytics

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

Social Media Location

🡪Location Analytics -
Sources of Location Data
Categories of Location Analytics
Location Analytics and Privacy Concerns
Location Analytics Tools

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

Location Analytics
● Location analytics, also known as spatial analysis
or geo-analytics, involves mapping, visualizing,
and mining the location of people, data, and other
resources.
● Location analytics can be used in various sectors
including business, mgovernment, non-profit, & academia benefit from it .GPS-enabled

mobile devices make it possible to provide

location-based services, products, and
information.
● Using dataset, scientist were able to study & map
the waking, sleeping, commuting, work, leisure
dynamics of people living in the city during weekday
and weekends,instrumental in understanding
our cities and human behaviour in space and
time.
Department of Computer Engineering Social Media Analytics –Ms.Annies Minu 9
● Adds a layer of geographic data to your organization
assets,can yield new and relevant insights, which helps in
understanding trends and relationships in your data
● A visual way of interpreting and analyzing information being
portrayed by data when used in conjunction with GIS.
● Can be done for both real-time geographical and historical
geographical data.
● Example: The use of geo-located Twitter data to
study of New York City (França, Sayama et al. 2015)
the "heartbeat" dataset of a city and map its
dynamics.

10
Benefits:
1. Understanding how geography affects your business is
critical to your success
2.Company that use location analytics to assess their
business strategy can reduce costs,identify new
opportunities & makes changes for operational efficiency
3.Highly visualized, easy for laymen to understand what
the data is.
4.As a result,these insights are communicated throughout
organization, making it easier for different dept. and teams
to act

11
Location Analytics
Sources of Location Data
● Postal Address
business analytics applications rely on address
information of their customers, including city names,
locality names, and postal or zip codes.

● Latitude Longitude
latitude (shown as a horizontal line on a globe) and
longitude (shown as a vertical line on a globe) are
used to find exact location on Earth.

● GPS-based
is a satellite-based navigation system that can be
used find exact location people and resources.

● IP-based
different regions in the world are assigned a specific
block of public IP addresses
Department of Computer Engineering Social Media Analytics –Ms.Annies Minu 12
Location Analytics
Categories of Location Analytics
● Based on its scope, location analytics can be
broadly classified into two categories:

1) Business data-driven location analytics

2) Social media data- driven location analytics

Department of Computer Engineering Social Media Analytics –Ms.Annies Minu 13

 Categories of Location Analytics

1) Business data-driven location analytics

● Business data-driven location analytics involves
mapping, visualizing, and mining location
data to reveal patterns and trends in business
data.

● By capitalizing on data stored in a business

database, location analytics can provide
location-specific information, products,
and services based on where customers are.

● Examples of how this can be used include

recommending the nearest convenience
store, coffee shop, or taxi, or making
decisions about the best potential location for a
business warehouse.

Department of Computer Engineering Social Media Analytics –Ms.Annies Minu 14

❑ Application Business data-driven location
analytics
● Powerful Intelligence
○ Simple maps can be useful
○ Sophisticated mapping techniques like
■ Clustering
■ Heat mapping
■ Data aggregation
■ Color-coded mapping can provide
more detailed and insightful business
intelligence.

Department of Computer Engineering Social Media Analytics –Ms.Annies Minu 15

● Geo Enrichment
○ Simple data maps can be enhanced with
customer information such as demographics,
spending habits, lifestyle, and location.
○ This can help to answer questions such as where a
company's loyal customers spend most of
their time?
● Collaboration and Sharing
○ Maps are easy to understand and are useful for

communication and collaboration within an

organization.
○ Used to map business data for collaboration and

information sharing with customers.

○ Business data -Google Fusion Tables, allows for

the creation of maps, tables, and charts.

Department of Computer Engineering Social Media Analytics –Ms.Annies Minu 16
 Categories of Location Analytics

2) Social media data- driven location analytics

Social media data-driven analytics relies on social
media location data to mine and map location of social
media users, content, and data.
Social media location information comes mainly from
GPS and IP.

Uses of Social Media-Based Location Analytics

Social media location–based services are becoming a
day-to-day reality.
Organizations use location-based services for a variety
of purposes, including the following:

Department of Computer Engineering Social Media Analytics –Ms.Annies Minu 17

 Categories of Location Analytics
• Recommendation Purposes products, services, and social events to
potential customers in real time as they approach certain localities.
For example, Tender recommends potential social relationships based on the
location of users.
● Alerts - Location data can be used to send and receive alerts and
notifications, such as sales and promotion alerts traffic congestion alerts,
speed limit warnings, and storm warnings etc.
● Search and Rescue - Location data is vital in search and rescue
operations e.g. disaster management.
● Navigation - Mobile and GPS-based navigation services and apps can
help users find addresses. An example of this is the BE-ON-ROAD app for
Android devices, which offers offline turn-by-turn GPS navigation.
Customer Segmentation –Tweepsmap can be used to geo-locate your
Twitter followers by country, state, or city.
● Advertisement-Location-based advertisement allows targeted
marketing and promotion campaign mostly delivered through mobile
devices to reach specific target audiences.
● Information Request- Based on their current location, customers can
request a product, service or resource (e.g., the nearest coffee shop,
restaurant, or parking lot).

Department of Computer Engineering Social Media Analytics –Ms.Annies Minu 18

Location Analytics
Location Analytics and Privacy Concerns
● Location-based services can bring convenience and
value to businesses, but they also raise privacy
concerns.
● These concerns include the need for transparency
about location tracking, user control over the
storage of location information, and options for
preserving anonymity.
● There are also questions about legal protection for
historical location data against unreasonable
searches, and the appropriate level of disclosure
control.
● There is a need for appropriate governmental
regulation to protect citizens' privacy rights in the
era of location-aware mobile devices.
Department of Computer Engineering Social Media Analytics –Ms.Annies Minu 19
 Location Analytics and Privacy Concerns
❑Raised several issues arising from location-based services,
including the following:

o Should users of location-enabled devices be informed when location

tracking is in use?
o Should users of location-enabled devices be permitted to control the
storage of location information?
o Should location information as stored be personally identifiable, or should
the user have the option to preserve degrees of anonymity?
oWhat legal protection should a person’s historical location information have
against unreasonable search and seizure?
o To what extent should users of location-based services be allowed to
choose their own level of identifiability /anonymity?
oWhat level of disclosure control should be dictated by government
regulation? By the affected individual customers, users, etc.? By other
parties?
o What governmental legislation and regulation is appropriate to assure
citizens’ rights of privacy in an era of location-aware mobile devices?

Department of Computer Engineering Social Media Analytics –Ms.Annies Minu 20

Location Analytics
Location Analytics Tools
● Google Fusion Tables: is a web service for geo-tagging,
storing, sharing, querying, and visualizing tabular business
data on Google Maps.
● Agos: is a platform for geo-tagging and reporting that helps
communities address climate change and disaster risk
reduction.
● Tweepsmap maps: Twitter followers by location i.e. country,
state, or city.
● Trendsmap: is a real-time tool that maps the latest trends
from Twitter.
● Followerwonk: is a tool for performing basic Twitter
analytics such as analyzing followers, location, and tweeting
patterns.
● Esri's GIS: software is used for mapping, visualizing,
questioning, analyzing, and interpreting data to understand
relationships, patterns, and trends.

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

Search Engine Analytics

🡪Search Engine Analytics

Types of Search Engines
Search Engine Analytics
Search Engine Analytics Tools

Department of Computer Engineering Social Media Analytics –Ms.Annies Minu 22

Search Engine
● Search Engines are the gateways to social
media and help users search for the find
information on the internet.
● They do this by searching for information that
corresponds to a user's request (e.g.,
keywords).
● There are billions of websites on the internet,
so search engines are crucial for helping users
find the right information quickly.
● There are different types of search engines:
1) Crawler-based
2) Directories
3) Metasearch engines

Department of Computer Engineering Social Media Analytics –Ms.Annies Minu 23

Search Engine
1) Crawler-based
Crawler-based search engines create their databases or lists
automatically, without any human intervention.
Crawler-based search engines are widely used to find and
access content over the Internet.

E.g: google, bing:

● Web crawling / Web spider / Bot involves

collecting and storing information about web pages
● Indexing involves categorizing and storing this data
in a database for quick access
● Searching involves using keywords to query the
index and provide a list of relevant web pages
ranked according to various factors

Department of Computer Engineering Social Media Analytics –Ms.Annies Minu 24

Search Engine
2) Directories
● Directory listings are compiled and created by
human editors

● Website owners can submit their website for

inclusion in the directory

● The submission is reviewed by the editor before

being added to the directory

● Examples of human-created directories include

Yahoo Directory, Open Directory, and LookSmart

Department of Computer Engineering Social Media Analytics –Ms.Annies Minu 25

Search Engine
3) Metasearch Engines
● Metasearch engines compile and display results from
multiple individual search engines.
● When a user enters a query, the metasearch engine
submits the query to several individual search engines,
and results returned from all the search engines are
integrated, ranked, and displayed to the user.
e.g: Metacrawler, Mamma, and Dogpile

a. Local Search Engines are embedded within a

specific website and only search the content of that
website Eg: Amazon’s CloudSearch
b. Global Search Engines search the entire web and
can be localized to specific websites
Eg: Google and Bing
Department of Computer Engineering Social Media Analytics –Ms.Annies Minu 26
Search Engine Analytics
● Search engine analytics involves analyzing and
interpreting data from search engines
● It helps website owners understand and improve
their website's performance in search results
● It can involve analyzing various data points such
as the number of visitors, keywords used, pages
visited, and website position in search results
● Search engine analytics can be used to track the
effectiveness of SEO efforts and guide future SEO
strategies
● There are two types of Search Engine Analytics
1) Search engine optimization
2) Search engine trend analysis

Department of Computer Engineering Social Media Analytics –Ms.Annies Minu 27

Search Engine Analytics
1) Search engine optimization
● Search engine optimization (SEO) is the process of
improving a website's ranking on a search engine results
page (SERP)
● SERPs have both organic and nonorganic results, with
organic results being based on relevance to the user's query
and nonorganic results being paid advertisements
● It is important for websites, especially commercial ones, to
have a high ranking on SERPs because it can lead to more
traffic and potential customers
● The main factor that determines a website's ranking on a
SERP is its PageRank, which is determined by the quality and
number of incoming links to the website
● Tools like Open SEO Stats can be used to check a website's
PageRank and other relevant information such as traffic,
hyperlink status, and page speed.

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

Search Engine Analytics
2) Search engine trend analysis
● Involves analyzing and understanding the keywords

used in search engines.

● Google Trends is a comprehensive tool for analyzing

search engine trends and predicting future trends.

● To understand how people search for a particular

brand, when interest in products or services spikes,

which keywords drive the most traffic, and how a
brand's competitors are performing.
● Google Trends data has also been used in various

industries to detect early warning signs and track flu

epidemics.
● From a business perspective, Google Trends can help

answer questions about search trends and patterns

related to a brand. http://www.google.com/trends/
Department of Computer Engineering Social Media Analytics –Ms.Annies Minu 29
Search Engine Analytics
Search Engine Analytics
From a business perspective, Google Trends can help
also answer a variety of questions, including the
following:
● How people search for your brand?

● When does interest spike in your

products or services?
● Which keywords drive more traffic?

● Which regions are interested in

your brand?
● What are trending topics over the

Internet?
● How are your competitor
performing?

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

Search Engine Analytics
Search Engine Analytics Tools
● Google Trends is a search engine analytics tool
● Canopy is a multimedia analytics tool for deep investigation
of large multimedia collections images, videos, and documents.
● Google Alerts is a content detection and notification service
that alerts users when new content matching their search
terms is found on the internet. Users are alerted through e-mail.
● Icerocket is a tool that specializes in blog searches and also
captures activity on social media platforms . Facebook, Twitter,
and Flickr.
● Social Mention is a tool similar to Google Alerts but focused
on social media sites and allows users to focus on particular
areas such as blogs
● TweetBeep is a tool that allows users to receive daily search
results via email for specific keywords on Twitter.

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

Search Engine Analytics
Tutorial / Example : Google Trends
Google Trends uses percentages to analyze trend results.

Department of Computer Engineering Social Media Analytics –Ms.Annies Minu 32

Search Engine Analytics
Example : Google Trends

Department of Computer Engineering Social Media Analytics –Ms.Annies Minu 33

Search Engine Analytics
Example :
Type of Analytics provide by Google Trends

Google Trends provides six types of analytics

● Year in Search
● Trending Searches
● Trending on YouTube
● Top Charts
● Explore
● Subscription

Department of Computer Engineering Social Media Analytics –Ms.Annies Minu 34

Search Engine Analytics

Department of Computer Engineering Social Media Analytics –Ms.Annies Minu 35

Search Engine Analytics

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

Search Engine Analytics

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

🡪Question?
• Define location analytics.
• Explain the two main categories of location analytics.
• What are the sources of location data.
• What are the main applications of business data-driven location
analytics?
• What are the main applications of social media data-driven
location analytics?
• Discuss privacy concerns related to location analytics.
• What is the function of a search engine?
• Explain different types of search engines.
• Differentiate between local and global search engines.
• What is search engine analytics?
• Explain the two main categories of search engine analytics.
• What is the purpose of search engine optimization?
• What is the purpose of search engine trend analysis?

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

Social Media Analytics: An Overview

Department of Computer Engineering Social Media Analytics –Ms.Annies Minu 39

 Thank you …

Department of Computer Engineering Social Media Analytics –Ms.Annies Minu 40