Social Media Analytics consists of the collection! integration and analysis of data from social networks! such as Meta! LinkedIn! YouTube! Twitter! among others. It is a basic activity of Social Media Marketing and is increasingly important for the effectiveness of marketing strategies. 

 

 

 

Through the data generated by social networks! truly in-depth analyses can be carried out regarding public behavior and the online performance and positioning of individual profiles! personalities! brands! companies! as well as studying the existing online debate on specific topics and issues. 

 

 

 

Social Media Analytics also enables highly precise recent mobile phone number data  targeting and the creation of truly data-driven marketing and content campaigns . 

 

 

 

Ultimately! the benefits for those involved in marketing! communication! advertising! Customer Experience! as well as for those who have to monitor behaviors and preferences! are immense! always respecting people’s privacy. 

 

 

 

Why do Social Media Analytics? 

In 2022! the amount of data created in the world approached 100 Zettabytes. A zettabyte is 10 to the power of 21 (10^21): a value that is difficult to even imagine and which is destined to grow in the coming years. 

 

 

 

Most of this data is unstructured! that is! it is not organized in rows and tables ! but in the form of text! audio! videos! images! maps! among other formats. 

 

 

 

Today we have the ideal conditions to be able to extract  how interactive content for abm can bring success to your business value automatically and massively even from unstructured data for a number of reasons: 

 

 

 

The evolution of deep learning algorithms that! through artificial neural networks! simulate the functionality of the human brain and are capable of processing very complex data not expressed in tabular form. Computer Vision and natural language processing facilitate the analysis and interpretation of large masses of unstructured data. 

The abundance of available and free data ! essential for training deep learning algorithms! which work better and better as the amount of available data increases. 

The increase in the storage and processing capacity of large amounts of data ! thanks to technologies such as the cloud! parallel computing! distributed databases! among others. 

The relevance of open source that breaks down barriers to entry and encourages the sharing and growth of knowledge. 

The amount and concentration of invested capital ! especially in China and the United States! in the form of venture capital! is accelerating the development and application of increasingly effective and widespread solutions. 

For all these reasons! the analysis of unstructured data! such as fax lead  those created on social networks! can lead to increasingly satisfactory results . 

 

 

 

Types of analysis 

Different types of analysis can be carried out : social media analytics allows you to discover a lot of information about the performance of your own platforms! those of your competitors! the market and users! and individual phenomena. 

 

Different types of analysis can be identified according to the various dimensions . Firstly! it is important to consider qualitative analysis and quantitative analysis. 

 

 

 

Qualitative analysis 

Qualitative analysis explores and analyzes the most intangible aspects of the online presence of organizations and people ! such as positioning! tone of voice! quality of interaction with followers and fans! type and quality of content used! photographs! videos! texts.  

 

 

 

In the analysis of specific topics! qualitative analysis allows us to understand the sentiment! i.e. the predominant opinions and trends regarding a topic! a character or a brand. In this case! the analysis is based on the observation of a few conversations and comments! without any statistical significance.  

 

This type of analysis is also used if the database (i.e. the number of conversations) is not sufficient or the necessary skills and tools for qualitative analysis are not available.

 

Quantitative analysis 

In contrast! quantitative analytics assess the performance of all measurable dimensions of individuals and organizations’ social presence. In addition to analyzing positioning and sentiment regarding topics! brands! individuals! organizations! through quantitative analysis of conversations! sentiment regarding any topic can be defined by applying Natural Language Processing (NLP) algorithms ! text analysis! and biometric analysis.